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A Quick Guide To Using Video For Inbound Marketing

Posted by: John Butterworth Posted on

What if we told you there was a way to make your dream customers come to you? No more chasing or spending huge amounts on ads.

Well, there is. It’s called inbound marketing, and it’s one of the most effective marketing styles for small businesses.

That’s right. Inbound methods create 54% more leads than traditional paid tactics, according to Hubspot. There are a few reasons for this.

Unlike outbound marketing techniques, such as email marketing, an inbound marketing strategy uses quality written content and inbound video to serve your buyer personas with content they want, when they want it.

To put it simply: it’s about finding what your customers are searching for online and then getting your content to the top of those searches.

By adding video, inbound is even more effective. Here’s how you can use it to grow your business.

What Is An Inbound Marketing Video?

An inbound marketing video is a valuable piece of content marketing that helps address the problems of your audience. It could be a tutorial video that shows someone how to fix a leaky faucet or a factual video that explains how Google’s search algorithm works.

In simple terms, an inbound video provides information that a consumer is actively looking for during the buyer’s journey. In other words, the customers come to your site. For that to happen, however, your inbound video content must be optimized for SEO.

Why? Because 81% of shoppers research a product online before they buy, according to GE Shopper Research Study. As such, your video content needs to be easy to find.

How To Optimize Videos For Inbound Marketing

When it comes to optimizing content for inbound video marketing, there are two main areas inbound marketers should focus on: your website’s landing pages and YouTube.

Here’s how you can do it with a personal touch.

Using SEO To Optimize Videos On Your Website

Optimizing videos on your website

Whether it’s a thought leadership interview or a tutorial, video content that ranks on Google is the holy grail of an inbound marketing strategy. The following plan will allow you to make SEO-friendly video content for your landing pages in 3 simple steps.

Step One – Keyword Research

Keyword research allows you to figure out what your target audience is looking for. You’ll already have a rough idea about what these might be. For example, if you’re selling bicycles, you might make some content to rank for “road bikes”.

Using keyword tools, such as Ahrefs or Google Keyword Planner, you can take a keyword and find others related to it. To find out what kinds of questions people are asking in relation to your keyword, you can use AnswerThePublic, too.

Once you know this, create a landing page for your site with optimized titles and copy (for example, “What road bike to buy”, sticking with the bike theme). Finally, create a video to answer that question.

Step Two – Embed Your Video On Your Website

Next, add video content directly onto your site landing page – and nowhere else, don’t upload it to YouTube as well.

Ensure the copy on the page addresses the same topic as the video. Consider writing a supporting blog post to support the video. Promote this on social media.

Step Three – Add Schema Markup To Your Page

Finally, for the best results on Google, add a schema markup to your page to facilitate the video.

Essentially, this is extra information about your video (often known as a “rich snippet”, or an enhanced description) that helps Google to categorize your content.

By adding schema javascript to your page’s HTML code, search engines will know that it hosts a unique video.

For more detailed instructions on how to do this, see Google’s in-depth guide here.

Optimizing Your YouTube Videos For More Views

YouTube works very much like Google (they are owned by the same company, after all), with a few key differences. Here’s how you can optimize your YouTube video content for inbound marketing success.

YouTube Keyword Research

The principles of keyword research are the same here as outlined above. The main thing to consider is that just because your engaging video content ranks on the first page of Google, doesn’t mean it will on YouTube.

That’s why it’s so important to optimize your videos for both Google (and other engines) and YouTube.

Ultimately, the aim is to produce engaging content that will “double-dip” by appearing in both YouTube and Google search results.

Where To Insert Your Keywords

Next, add the keywords to your inbound video in the following areas:

  • Your YouTube Title – add the main keyword to the beginning of your title
  • Your YouTube Video Description – tell viewers exactly what they’ll find in your video. Write clearly and include keywords.
  • Your YouTube Tags – add between 2 and 5 tags to your video. Use tags that include your keywords.

For more detailed advice about how to optimize videos for inbound marketing on YouTube, check out this in-depth guide.

Focus On Your Retention Rate

Retention rate plays a major part in the ranking ability of your videos. Simply put, the longer people watch, the bigger the push YouTube will give your video.

The best way to keep people watching is relevant, high-quality content. Put the time and effort into your content creation, and you’ll reap the rewards.

How To Quickly Create Inbound Marketing Videos

The beauty of using video marketing for inbound is that it never stops working for your business. Once you’ve put a valuable, well-optimized video out there, it will keep pulling in qualified leads.

But you know this already. That’s why you’re still reading this.

The biggest challenge for small businesses is finding the time to produce enough high-quality video content to support a successful inbound video marketing strategy. On top of that, many small businesses lack the skills and the budget to make video work.

That’s why we created Viddyoze.

With our state-of-the-art video animation software, you can create engaging, valuable inbound videos in a matter of minutes. Whether it’s product demos, tutorials, thought leadership content, or short videos for social media, our cloud-based app lets you make engaging videos any place, any time.

All you need to do is sign up to the app, choose a video template from our library, customize it with your branding and messaging, then download and post!

The result? A steady stream of customers seeking out your company site, a better click-through rate, and more sales. Sign up to Viddyoze now. Transform your business. Start using video to promote your services.

Or watch the video below for more info: