Online Video To Drive Inbound Marketing Efforts

3 Ways You Can Use Online Video To Drive Inbound Marketing Efforts

By Hannah Brenzel, Published March 19, 2014

If your company is creating promotional content designed to earn the attention of consumers, congratulations—you’re utilizing inbound marketing. Using blogs, eBooks, podcasts, emails, social media and other channels to attract customers is a strong, proven strategy in itself. By adding video to the mix, not only are you introducing another level of engagement, but you are also maximizing your potential for viewership and interaction with your content.

Below, we’ll discuss why you should incorporate video into blog posts, email campaigns and social media marketing to improve your inbound marketing efforts.

Blog Posts

Personally, the first thing I do when I click on an article link is scan the post for video content. Judging by the statistics below, I’d say a majority of other Internet users do the same.

40% of people will respond better to visual information than plain text. (Source: Zabisco)
Posts with videos attract three times more inbound links than plain text posts. (Source: SEOmoz)
Viewers spend 100% more time on pages with videos on them. (Source: MarketingSherpa)

There is so much video content already out there in cyberspace, finding a relevant video to support your article’s topic shouldn’t be that difficult. If you want to establish thought leadership, create your own videos featuring knowledgeable team members discussing the subject at hand—this is also an excellent way to add a human element to your brand.

Another way to engage readers is to create blog posts around an online video or two. See any trends in video marketing? Center the article around popular video content, even if the trend is a little silly—for example, I once wrote about brands using chickens to market their products. If writing about chicken videos isn’t your forte, write an article about a relevant TED Talk or educational seminar. When it comes to blogging about online video content, the world is practically your oyster.


According to eMarketer, marketers who use video in email cite increased click-through rates, increased time spent reading the email, increased sharing and forwarding, increased conversion rates and increased dollars generated as the top benefits.

If gaining and retaining email subscribers is important to your business, adding video content to email campaigns is an excellent idea. Eloqua, an automated email marketing provider, noted that including video in an introductory email reduced the number of subscriber opt-outs by 75%. Also note, one online marketer reported a 51% increase in subscriber-to-lead conversion rates when video was included in an email marketing campaign.

Though you may encounter technological issues with in-email video playback, don’t let that stop you. Include clickable links to video content or backlinks to your site (which of course, should already feature video content).

P.S. Don’t forget to optimize email videos for mobile—55% of all email opens now happen on mobile devices (Source: Yesmail Interactive).

Social Media Marketing

With the incredible popularity of social video apps like Vine and Instagram Video, incorporating video into social media marketing efforts has never been easier. The value of social video lies in its shareability. If people enjoy your video content and share it with others on their own networks, it increases visibility and awareness for your company.

Research from BI Intelligence found that word-of-mouth and social media are the top two ways respondents discover new online video content, so providing your followers, fans and subscribers with engaging videos is a must! Obviously, you should always include a clear call-to-action with video posts to drive traffic to targeted landing pages.

Since inbound marketing is about “pulling” at customers, rather than “pushing” messages at them, generating organic sharing around your social videos is extremely important. These shares will expand the reach of your message and in turn, increase valuable earned media for your brand.

With the way people consume video content these days, it’s imperative that you incorporate videos into inbound marketing efforts. Not only do they increase engagement, click-throughs and sharing across the board, but they also demonstrate your dedication to providing consumers with easily digestible branded messages.


Hannah Brenzel is a Content Marketer for ViralGains, a viral video marketing company based in Boston, MA. She recently moved three thousand miles away from her home in California to join the advertising mecca that is the East Coast. … View full profile

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