FAQ Friday: Successful Inbound Video Marketing

faq-friday-video-marketing_1000x576Starting out with inbound video marketing can seem daunting, but when you break it down into easily manageable pieces, it becomes a lot less scary. Lucky for you, this week we’re answering some of your most burning video marketing questions and breaking it down into those pieces for you. Need to know how to determine what will resonate best with your audience, how to prove ROI, or how to ensure your campaign will further your marketing and sales goals? Read on!  

How can I prove ROI with video marketing?

So, you know video marketing is effective, but how do you prove that your campaign was successful and yielded high ROI? Here are some good metrics to keep an eye on that can prove the success of your efforts:

  • Customer feedback

  • Engagement on social media

  • Lead scoring results from video marketing campaigns

  • Conversion rates

  • Number of leads the video or set of videos generated


What types of video marketing campaigns will best engage, nurture and convert my targeted audience?

This is one of those questions that merits the dreaded “it depends” answer. In order to establish what will yield the best-performing video campaign for your business, you need to have a grip on what your audience is looking for and what their pain points are. You also need to know how they got to your website, and have a relative idea of where they are located in the buyer’s journey. Define what they are interested in. How much time so they have to engage with your content? Where will they likely find your videos (via email, social media, organic search, etc.)? If you have all of this information, you will have a much stronger base on which to build a video marketing campaign.

Can I create an inbound video that will impact both sales and marketing goals?

Of course, you can! How you produce an efficient sales and marketing video will depend on what type of video you are looking to produce and how you plan to use it. Are you looking to affirm your company’s track record, increase brand awareness, and/or establish your capabilities? Maybe a testimonial video would be helpful. Do you need to increase lead generation? Perhaps you would be well served by video that will encourage word-of-mouth marketing, and establish community engagement on social media.

To get the most video bang for your buck, you’ve got to bring together information from both your sales and marketing teams. Video content needs to be beneficial for both departments, so you will need to establish regular marketing and sales meetings to keep this on track. Leverage sales and marketing insights to inform your campaign strategy and further your business goals. From your marketing team, you’ll need insights gleaned from buyer personas, content audits, web analytics and research development. From your sales team, it will be helpful to gather customer feedback, current and past customers, and sales communications. This process will be a lot easier if you’re using an all-in-one CRM, such as HubSpot, which will allow you to keep buyer persona insights, contact information, and communications, all in one location that all your teams can access.

When your marketing and sales teams are on the same page and have aligned goals, they are able to collaborate better with inbound marketing and the sales process. This will lower content costs and increase sale and marketing efficiency, ensuring the video content you create will positively impact the entire business.

What should I know before hiring a video production company for my marketing video?

Hiring a video production company can seem overwhelming. Establishing guidelines to abide by is a great idea and will ease the process. Ask these questions before jumping into your next video marketing campaign, and see the points below each question if you need inspiration. Make sure to leverage the information you come up with to develop a voice and tone style guide as well. After you’ve answered these questions, you will be well on your way to having a great base of information to bring to your video production company.

  • Why do you need the video?

    • Awareness

    • Education

    • Training

    • Engagement

    • Capability

    • Culture

  • What are the goals of the video marketing initiative or video campaign?

    • Lead generation

    • Contact conversion

    • Customer conversion

    • Current customer satisfaction

  • Who is the video being developed for?

    • Buyer personas

    • Social media

    • Press

We hope now that you know more about all the aspects of video marketing, you can be more confident moving forward with a campaign. Contact us if you have any other questions about this week’s topic or want to suggest a question for next week’s FAQ Friday on video distribution.

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Topics: Video

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