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Inbound Marketing Blog

    Why Video Is a Must for Your 2016 Marketing Plans

    Posted by Bill Faeth

    In case you haven't heard, video is going to be HUGE in 2016. Here's how to make it work for your business. 

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    Getting Started is Easier than You Think

    It’s no secret that video has become one of the best ways to market your company. In fact, video accounted for 50% of all mobile traffic in 2015. [Source: Merchant Marketing Group]

    Just take a look at some of these statistics proving video’s worth:

    •      80% of senior executives watch more online video today than they did a year ago
    •      75% of senior executives watch work-related videos weekly
    •      54% of senior executives share work-related videos with colleagues at least weekly
    •      59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch video
    •      Using the word “Video” in an email subject line boosts open rates by 19% and increases click-through rates by 65%

    I started posting video to Facebook in October 2015 and already have nearly 44,000 views, with an average of 5,000 views per video. That’s widely successful, given the number of people who like the page. 

    So, How Can I Use Video in My Business?

    The number one question I am asked whenever I talk about video is, “How can I use video in my business?”.

    The beauty of video is that this medium fits every marketing channel. Emails, blogs, Facebook, Instagram, YouTube, Periscope, your website. You really are not limited to specific platforms any longer.

    One of the great things about video is its ability to be used for multiple purposes. You can film one long video, such as an online tutorial, and host the entire video on your website. Post the same video to YouTube, Vimeo and Facebook for additional traction. Break the video down and incorporate part of it into your next email campaign promoting your product or service. Then take a 15-second snippet of the same video to post to Instagram.

    Your one piece of content can now serve to promote your brand on multiple platforms in front of multiple audiences.

    But What Do I Talk About?

    The next questions I’m most often asked is, “But, what do I talk about?”

    Luckily, there is an endless supply of topics to shoot on. Start with a video about you and your company.  

    • Who you are?
    • Where you are located?
    • What do you specialize in?

    Showcase some of your products or technology on film. Remember that people love to be captivated by a story, so your video should strive to tell that story. Think about the types of stories or content that resonate with you as a consumer and apply that to the videos about your company.

    Another great way to leverage video is to spotlight a quick interview with one of your staff members, salespeople or CSRs who answer your phones so that your clients can put a name with a face and make a personal connection.

    Do you sell a product? If so, conduct a behind-the-scenes video of how your product is made or  the ideation sessions that lead to the next update. You could also film a screencast to help users understand how to get the most out of your product as well.

    Are you a service-based company? If so, you can also go behind-the-scenes into how others use your service or interview the team who makes the service possible.

    Remember, you always want to think in terms of what the clients wants to know, and not what you want to sell.

    Get Started with Video for Under $110.00

    Now that you know what to talk about and where to share your content, you need to shoot your videos. It is easier than you think to begin promoting your business with video. All you need to get started is your smartphone, a mic, and some lights.


    You don’t need a $2,000 DSLR camera to get started using video to promote your business.  A newer-model iPhone or Android offers very good quality to shoot your video with; the camera is especially good with an iPhone 6 or 6S.

    Sound is very important in creating a good video, so you will want to invest in a cost-effective lavaliere mic that can plug into your phone. Our team recommends an Audio-Technica ATR3350IS, available for $17.99 on Amazon. It is plug-and-play and will provide you with high quality sound.

    If you are going to shoot inside your office, the second most important aspect to creating your video--behind the sound quality--is the lighting. All you need is a 2-pack of transportable lights. I like theLimoStudio AGG815 studio kit for $69.00 from Amazon. Purchase this kit and you are set on your lighting.

    Lastly, you will want to purchase a tripod if you don’t have one. The AmazonBasics 60-inch Lightweight Tripod with bag is easy to use and is only $21.49 via Amazon. This keeps your camera stable and allows you to shoot video alone, without relying on someone else to hold your camera for you.

    Now you have all the tools to shoot high quality video without breaking the bank. To recap, that cost breaks down to:

    Lavaliere Mic      $17.99

    Lights               $69.00

    Tripod              $21.49

    Total                $108.48

    You Don’t Need Editing Software

    The cool thing about shooting video with your phone is that you don’t need editing software.  You can clip the front and back ends of the videos right from your phone, which allows you to shoot your videos without the need for someone to help you. You can also post directly to your social media channels right from your phone.

    With a little bit of planning and a small investment upfront, you can easily begin to incorporate video into your content calendar. (Download our free content calendar template to get started.) And when you’ve created your first video, we’d love to see it. Share it with us or tag @inboundagent on social media!

    A version of this article first appeared in Chauffeur Driven magazine in Dec. 2015.

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