INBOUND VIDEO MARKETING – THE RIGHT VIDEO, AT THE RIGHT TIME, IN THE RIGHT CHANNELS

Inbound video marketing is no longer a privilege of large corporations with big resources – thanks to technology we can now produce professional high-quality videos with a small budget and without hiring a costly group of professionals.

What then are the principals of good inbound video marketing? The right video, at the right time, in the right channel.

The right video

The right video refers to the content of your video, the message or information it contains. The whole process starts with planning your content according to the needs of your interest groups.

The right video is also about quality. If you want your video to stand out and create a positive image of your brand, ok is not enough. All you need is someone who is comfortable in front of the camera (or in case of only using graphics, just a pleasant voice), storytelling that engages the viewer, music and precise editing. By studying the tools available, all of this is doable on your own.

At the right time

Timing is everything in marketing. In fact it is the piece of your process that most contributes to the effectiveness of your marketing efforts. There is plenty of research about the optimal times of reaching our prospects, and it is worth listening.

Timing is especially crucial in social media, where news feeds fill up with thousands of messages, and our prospects search for different kinds of content (news, educational, work-related, entertainment etc.) throughout the day.

The most optimal times vary according to different social media as well. To start planning your most optimal publishing schedules, check out this guide from HubSpot. However you should keep in mind that the right timing depends on your audience, so invest time into getting to know your buyer personas’ behavior in social media to get the most out of your timing.

In the right channels

New social media platforms are appearing every day. Do you need to have a presence in all of them? Absolutely not. The same applies here as with the timing: the key is to know your audience. Invest in producing content to a few important channels.

For example YouTube videos are search engine friendly, besides of the channel being one of the biggest places for searching information on it’s own. Facebook is highly funcional for it’s reach and various for analytics and segmentation. The ambiance in LinkedIn is great for networking and branding. Experiment to find the mix that works the best for you.

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