9 Ways to Use Video In Your Inbound Marketing Strategy Jessica Lunk Did you know that marketers who use video get 66% more qualified leads per year than marketers who don’t? Given the popularity of video, you’re probably already using it somewhere in your marketing plan – but you can always use more! Video tools like Wistia, Vimeo, Vidyard, and others are making it easier to leverage video than ever before. So what are you waiting for? Here are our 9 best suggestions for how to use video in your inbound marketing strategy. 1. SEO Video has the potential to drastically increase your number of built links and embeds as well as boost social shares, all while improving conversion rates in the process. As you’ve probably noticed recently, Google search results now feature rich snippets (videos that stand out on the first page). You’ll need to self-host your video, but the results are worth the extra effort. 2. Content Creation This can range from downloadable video webinars to paid-access Vimeo playlists. Be sure to build a library of videos that include how-to instructionals, exclusive interviews, company highlights, testimonials, product demos, and FAQs. You can even feature personalized videos tailored to the recipient. Following these steps ensures you reach customers at every step along the buyer’s journey. 3. Landing Pages According to a recent study, using video on landing pages can increase conversion by 80%. Be sure to include custom videos that appeal to your target audience with a specific set of offers. Landing pages are also a great space for some A/B testing on elements like auto-play vs. press play, contrasting CTAs, and differing lengths of video for more insight into what works best. 4. Sponsored Events Some event organizers can offer special incentives for sponsoring events like adding your video content to their event website or playing your video at the start of a conference. If you host a booth at a convention, you can even play your videos on a TV or laptop screen during it. Another option is to partner with a speaker whose message aligns with your content and ask them to play the video at some point during their speech. 5. Thought Leadership Using thought leadership videos in your marketing increases credibility and adds a personal touch to your audience’s experience. You can make videos that showcase experts within your company. Simple talking head features can also be repurposed for other content such as blog posts and webinars. 6. Opt-In Email Lists Video and email newsletters go so well together that even including the word “video” in a subject line increases open rates by 19% and clickthroughs by another 65%. You can use static images with a play button, animated GIFs, or embedded videos. Whichever you choose, be sure to enable custom click tracking on your campaign so you can see how many recipients are actually watching it. 7. Blogging Similar to our discussion on SEO, adding video to blog posts can also increase traffic and further engage viewers who’d rather get their information from listening than reading. Be sure to include the word “video” in the title. Also, place the video close to the top of the post while providing written content that contextualizes the piece. 8. Animated Retargeting Ads While each platform offers its own specific ways to get the most out of ads, there are some key tips to keep in mind when using video for retargeting. First, be descriptive in your ad headline and text. Get straight to the point so your audience knows what to expect. Then consider your video content through the lens of your ad targeting criteria. Make sure your video is actionable and relevant to this audience. 9. Earned Social Media From LinkedIn to Snapchat, video marketing has truly made an impression on every social media platform. In fact, Facebook users watch approximately 8 billion videos per day. The key to making videos that stand out in these spaces is to use proper sound and lighting. But don’t worry – social media is a great place to share more personal videos so production quality doesn’t necessarily have to be your top priority in this arena. Adding video to your inbound marketing strategy in fresh and inspiring ways will help improve your engagement as this medium continues to gain popularity. By adding some great video content to these 9 key places, you’ll be ahead of the game.