It seems that you have no other option than to include video content in your marketing mix.
Stats prove this, and Cisco has revealed some interesting data about this valuable resource. In this article we want to give you some useful information about the role video will play in the upcoming years and how you can take advantage of this to get qualified leads and guide them through the different stages of the buyer's journey. Enjoy this reading!


The Numbers, By Cisco

We have compiled some interesting stats revealed in the Cisco Visual Networking Index (VNI) Complete Forecast for 2015 to 2020. Take a look at these amazing numbers:

  • More than one billion new Internet users will join the global Internet community, growing from three billion in 2015 to an estimated 4.1 billion by 2020.
  • Internet video will account for 79% of global Internet traffic by 2020 – up from 63% in 2015.
  • The world will reach three trillion Internet video minutes per month by 2020 (in other words, five million years of video per month, or about one million video minutes every second).
  • HD and Ultra HD Internet video will make up 82% of Internet video traffic by 2020 – up from 53% in 2015.
  • Video will increase four-fold between 2015 and 2020.
  • Video traffic will be 82% of consumer Internet traffic by 2020 – up from 68% in 2015.
  • Business Internet video traffic will be 66% of consumer Internet traffic by 2020 – up from 44% in 2015.


So, how can you take advantage of video content to attract qualified leads, convert them into customers and -ideally- turn them into brand ambassadors? Check out these tips…

Using Video For Each Stage Of The Buyer's Journey

Content marketing is the foundation of your inbound marketing strategy. This video can give you a quick snapshot about why creating valuable and interesting content targeted to your audience is vital to grab attention, stand out as a referent and also to build loyalty among potential and current customers.  


Whether you work on blogs, ebooks, infographics or any other type of marketing content, your audience will be grateful. Considering video content will be the king of the Internet soon, today we'll focus on how you can use it to enhance your inbound marketing strategy.

Keep these tips in mind!

Know your audience

It's vital that you know your audience in depth. First start by understanding which product you offer and the needs it covers. Then try to find out the demographic, psychographic and geographic characteristics of your prospects and where you can find them. This blog post can help you with some other useful ideas on how to identify your target audience.

Understand your audience's pain points

Now that you know who your target audience is, it's time to identify the problems your prospect can have in each stage of the buyer's journey: awareness, consideration and decision. If you want to provide them with a valuable solution, first you need to identify their pain points / problems / needs in each of these stages..

Have a clear map of the buyer's journey of your audience

You also need to think about which topics you can address at each stage of their journey. By providing them with the right information, in the right format and at the right time, you will then be able to differentiate your brand/product.


Define which types of videos you will produce for each stage

At every stage of the buyer's journey, you should resort to different types of videos according to the marketing goals you're pursuing. Let me give you some ideas:

  • Awareness stage: at this stage, the best alternatives could be educational videos, how-to videos, FAQ videos or inspirational videos. In this blog post we explain how you can use the different video formats to take advantage of the Awareness stage.
  • Consideration stage: here you can choose to go with explainer videos, which are the best choice. Review this blog post to learn all the benefits these videos offer when trying to convince your prospects that your product is the best option in the market.
  • Decision stage: at this point, the best alternatives are client testimonials, or about us videos. They are compelling enough and they also build trust, which is essential to encourage your prospects to take that final step, which is choosing you!

Ready to include video content in your 2017 marketing mix? :) Share your case with the community and tell us how you plan to use video content to enhance your inbound marketing strategy!  


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