People are constantly using their smartphones and mobile devices to look for information, stay connected with their peers, and also to get informed and be entertained, among many other uses.

Video marketing is very effective. By effective, I mean that it converts. I could mean that it creates engagement, or that it get’s the message through, or that it catches the prospect’s eye, and it would be all true. But it’s also capable of bringing more tangible results. And by tangible results, I mean almost any and every marketing goal you could be seeking, such as subscriptions, leads and, of course, sales.

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Now, video aside, if you want to market successfully on the web, your best shot is through an Inbound Marketing strategy. This means that your plan should be all about adapting every marketing effort to reach the prospects whenever they want that to happen, with a type of content created specifically for them. One reason why video works so well in digital marketing, is because it can be both effective and smooth. People like video, and video can both make points clear and trigger the emotions that can make your prospects want to buy from you, so when it delivers a call to action, it comes naturally to them to click to the purchase stage.

However, as smooth as the outcome of video marketing can turn out to be, that doesn’t mean that such results can be attained simply by making a video and wait for a ROI to come to you. There are many ways of doing things in marketing, and getting it right is paramount. So here you have a few good practices on using video to drive results.

#1. Place video in every step of the way:

As mentioned above, video can drive many different kinds of results, all important for marketing campaigns. But no matter what kind of campaign you want to start, it will never have only one goal. It will have a main objective, but every purchase is a process, with different phases in which you will need to cope with the different expectations the same prospects will have about the content they need to consume to decide if they’ll buy from you. In this buyer’s journey, the stages are three: Awareness (when the prospects need information about their problem), Consideration (when they need data on their options to solve their issue) and Decision (specific data for the buyers to make their decision.

You can and should use video for every phase, to make sure that most prospects make it through the whole funnel, until they make a buying decision. Just don’t use the same video every time, or the same kind of video. There are many types of video, and each of them can achieve specific goals, that are complementary with the different stages of the buyer’s journey. Explainer Videos, for example, are great for the Consideration Stage, because they are the best choice to present your value proposition. How-to videos, however, are better suited for the Awareness stage, since they can make solutions to practical problems very clear to an audience that wants to learn to do something related to a product of yours they could be needing.

#2. Storytelling:

Boosting the power of a good story comes natural to video. It makes following the story effortless, and it’s more efficient to put the audience in a situation than text or still image. Character customization can empower narrative significantly as well. Making a story where the main character is your buyer’s persona can be great to create identification.


Not only can the story you tell be fictional, you can even use cartoons to tell them, and in fact, that can be a good idea. Using real stories can be a smart choice too, specially for stressing credibility. Testimonial Videos from your clients can be a great option, as well as your own story, or even your employees. Telling is not selling, but telling a story can be great for selling when it’s done right, and video is one of the best ways to do it.

#3. Get it social:

The best influencers you will ever get for each prospect, are the people who are closest to them. In most cases, the leverage they can command over them is greater than the influence of most people or organizations that are outside their social circle. If a prospect’s friend or relative buys from you or recommends you, chances are they will feel more inclined to buy from you as well.

The best way to generate this effect online is through social media, if your prospects use networks where they share content with their close contacts –Facebook is a good example–. This is where video comes in. Video is way more shared than virtually any other digital content. In fact, an important Facebook executive declared that by the year 2021, all Facebook content will be video. So using social video to keep your prospects close, could lead you to keep their contacts closer, and make them new clients as well.


Links: Hubspot, Forbes, Shopify, Mashable,Jeff Bullas, Fortune.


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