THE INBOUND MARKETING FLYWHEEL
As Inbound Marketing Experts, we live and breath by the Inbound Marketing Flywheel Concept.
A flywheel in concept both stores and releases energy - making it incredibly efficient. Not unlike tires on a bike, the amount of energy stores depends on a) how fast it spins, b) any friction it may enounter and b) it's size. Applying this to marketing strategy makes perfect sense - you use the momentum (speed) of happy customers (minimal friction) to drive referrals and repeat sales (increasing size), which keeps your business spinning. Customers are not just the end result, but completely at the centre of your entire marketing strategy.
Insert Video Flywheel concept and hubspot link here
Integrating Inbound Video into the flywheel concept makes perfect sense, and in fact, can be an incredible effective tool throughout the process, and can be a natural extension to the rest of your Inbound Strategy. Video in and of itself is an effective and exciting tool to use to attract and engage potential prospects, and also supports a lot of other things that you're doing.
Attract
Things like product or service demos or overviews. If you have a complex product or software that you sell, how to explain that in two to three minutes. So it gives the customer or the viewer an aha moment how to share your knowledge with the viewer so that they can learn how to do something they didn't know how to do, which has the additional benefit of making you a thought leader.
Engage
How did videos that train maybe internal staff or your customers on getting started with a product or how to use a feature?
Delight
And then on the delight side, testimonials, case studies, um, and so the content of the video is a content offered just like content marketing. And so
With video content, of course you are going to want to share it across different platforms on social for example. Whenever possible you want to share video in native format. Instead of posting a YouTube or Vimeo link on Facebook, for example, make sure you upload the video file directly onto Facebook’s platform and share it that way. Facebook prefers native content and you will get a lot more potential for visibility and playthrough because the site will always prioritizes native content, all things equal to something from YouTube, for example (INSERT STAT HERE FOR AUTHORITY).
Sharing video on social platforms also gives you more content to publish that’s different than blogs or regular text-based content.
EMBED VIDEO INTO BLOG POSTS.
Another way to share video content is to embed into blog posts. Not only can this improve your search results on Google (google will rank video content higher), but video can also be used to provide additional insight, visuals and authority to the subject of your blog post.
Also, consider taking your video files and running them through a transcript service such as rev.com. For minimal investment and a bit of time editing, your video topic can become a blog post in and of itself.
By doing so, you’ve taken awesome content that you’ve just created with a thought leader or subject matter, turned it into a blog post, as well as a video, and then can also embed that video into the blog post. So what youv’e done now is you’ve actually gotten two things for the price of one.
This of course in itself amplifies SEO effectiveness because you’re publishing additional content around similar keywords, with additional text that Google can index. This absolutely helps with rankings and such…. (insert stat here)
Video content can really hit people in different stages of the buyer’s journet in a really effective way. Some videos might be more specific about products that are goingt o answer questions that people have in the ready to buy phase, whereas other content is going to be better suited for an audience with more general questions.
The ability to offer people in different stages of the buyer's journey, different kinds of content that meet them where they are and on the platforms they are, uh, again, really amplifies what you're doing with the video. But with your entire strategy.
Video content can also be embeded directly into:
Proposals (i.e. proposify.com)
Landing Pages
E-mails
Social
This all helps to amplify the effectiveness of existing content or campaigns with another people and another way for people to learn more about what you do and what you sell.
When you step back and look at the entire strategy of a campaign or your inbound video strategy, is that video can support thing syou’re doing on a blog. Video can help you to drive leads to content offers. VIdeo can help you convert leads into ucstomers.
Video is really a multi-use tool. It’s not just somethin you create for social to get a few likes and new followers. Video can help you convert better on landing pages. It can help you close deals. It can help you with a lot of different components.
So again, to revisit, once youv’e mastered the technique of inbound video is wher you really get to step back and figure out how you can tie it in with all the other things that you are doing.
DELIGHT
Video content can also be used for advertising. If you’re already doing paid ads on platforms like Linked In, Instagram and Faebook, to have another type of ad might ahve a lower cost per click. Then the other ways you’re doignt his its just another tool in the ad management that yiuo can do to maximize what you’re spending on PPC campigns and other times of paid media.
Accelerating the Flywheel
When you apply an Inbound video approach to enhancing your overall marketing strategy, as a by-product you are naturally accelerating your Inbound flywheel. When you create video content "on the fly" (no pun intended, of course) that's specifically built around a content offer, scripted shot and edited within a week or two, you're helping to turn that wheel much faster than an video content produced in a traditional format. Your Inbound Videos are still high quality and branded, but most importantly offer viewers something that they care about and something that they can learn. So when we you do video, really focus around the types that will attract, engage or delight viewers.
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