Using Video as a Marketing Tool – Thoughts from Inbound 2015

Author: Jack Martin

Mediahas becomemore accessible thanks to mobile phones and tablets. As a result,video has proven to be an integral component to many marketing teams. The fact is video gives marketers the ability to humanize themselves by showing real emotion; something that speaks volumes to customers.

At the same time, though, it’s important to remember that keeping it simple is the most effective way to connect with those customers. This was the point Elise Ramsay, community manager at Wistia, made atExperience Inbound 2015.

Video is an effective mediumfor marketers!

1. Video thumbnails in emails show an increase of 20% more click-throughs.
2. Website visitors are 64% more likely to buy a product on an online retail site after watching a video
3. Subscriber to lead conversion rates increase 51% when video is included in email marketing campaigns
4. An introductory company email that includes a video receives an increase click-through rate by 96%

Further Reading: Bridging the Sales and Marketing Divide – Thoughts from Inbound 2015

How do you get started in video?

Start small! It’s easy to think that video needs to be a big production, but Apple deems this unnecessary. Use your iPhone (or related video device) and record it raw. There’s tons of easy editing software, like iMovie, that you can download for $1.99 to make a more professional video. By capturing basic b-roll, an introduction. and conclusion to your video, you’re halfway there.

Ramsay employed examples of very simple videos that produced some amazing results. The videos below are examples of raw that really work! In this case the video actually comes off as more natural because there isn’t a big, glamorous production cost.

This video received a 36% increase on click-through-rate on the landing page:

Ramsay also pointed out a great case study for salesnexus where they used videos for when they missed someone’s call. The video email follow up resulted in 84% engagement on the email, and 69% of users re-watched the video. This was all done by using a simple video!

Have you seenan example where a company made great use of video. Comment below!Learn more about our inbound marketing strategy.

Further Reading: The Key to Cutting through the Avalanche of Content