Inbound Marketing with Video for Law Firms & Attorneys

Let’s face it, law firms have had a harder time generating leads and new clients as competition has increased. Some law firms work with individual clients, while other firms specialize in B2B clients. Inbound marketing with video content can set your law firm apart from the rest and attract both of these target personas. Law Firms have seen incredible results with video for inbound marketing. What I’m going to share with you today is our proven inbound marketing with video formula for law firms that attracts, engages, and converts more clients.

Inbound Marketing with Video for Attorneys: Why is Video Important?

Video is important for attorneys because it helps achieve three primary goals that must be reached in order to win over a new client:

  1. Builds Trust
  2. Influences the Prospect’s Decisions
  3. Accelerates the Attorney & Client Relationship

We have found that there are three main reasons people make decisions on who they want to work with. People want to know, like and trust the people they are hiring. Think back to the last time you paid someone for their services. Odds are you know them (or someone you know recommended them), you liked something about them, and you trusted them with your cold, hard, cash.

Why people watch video:

  • Almost 50% of your brain is involved in visual processing. (Human Anatomy & Physiology 7th Edition)
  • We can get the sense of a visual scene in less than 1/10 of a second. (Human Anatomy & Physiology 7th Edition)
  • 67% of the audience were persuaded by the verbal presentation that had accompanying visuals. (Effectiveness of Visual Language)

Video Marketing Formula for Attorneys:

There are five essential videos that every lawyer needs in order to grow their law firm. Each of these videos server a specific purpose in attracting clients, engaging clients into becoming a lead, and converting those leads into clients. Some of the videos will have a certain amount of overlap in what they are helping the law firm achieve with their video marketing efforts. They are in order of importance with some examples that we have produced for a client of ours.

1. Law Firm Overview Video

There’s a reason that you became an attorney. There’s a significant reason that you are an attorney that is willing to work hard for your clients. People that are being introduced to your law firm for the first time need to know that reason why. They need to know and they want to know why you choose to represent your clients. Law firm overview videos or attorney profile videos help you tell that story.

Why? Because they help you tell your story in the best way possible. The prospect can see you onscreen, speaking to them. They can feel the passion you have for helping your clients.

What to include in your law firm overview video:

  • Why your firm does what it does.
  • Tell stories from working with clients.
  • Explain why the way your firm does things are better.
  • Give a brief history (super brief) of your firm.
  • Call to action – tell them why they need to contact you.

Tell a story for the best results. Remember, this is not the sales pitch. This is an introduction to your law firm.

2. Client Testimonial Videos

Did you know that 79% of consumers trust online reviews and testimonials? Client testimonial videos leverage the hard work that your firm has done to have satisfied clients. Now you give the opportunity for your prospects to hear first hand from your current or past clients.

What should you ask your clients to talk about in client testimonial videos:

  • Why the recommend your law firm.
  • What their experience was like working with you and your legal team.
  • What were the results of their case(s) with your representation.
  • How likely they are to recommend your firm to family, friends, and colleagues.

When this type of video is used within your sales process and in conjunction with your other premium content can dramatically improve conversion rates.

3. Landing Page Videos

There’s a reason why law firms with excellent conversion rates on their websites use landing page videos. Sometimes called welcome videos or call-to-action videos, they are video content that is created specifically to make people take action. The action that we want them to take on your website is to convert into a lead.

When the visitor first arrives on your website, there is a very short period of time that they will stay on your website before they leave. That time is typically less than 6 seconds. That means that within the first 5 seconds you need to engage them in a meaningful way. Using videos that automatically play are sometimes annoying but they are highly effective.

What you need in your landing page videos:

  • Introduce yourself or your firm
  • Explain what they will find on this page
  • Tell them why they should be interested in your firm or the content on that page
  • Tell them what to do at the end of the video (your call-to-action).

If you use auto play on the video, ensure that the stop controls are available. These videos can vary in length from a short 30 seconds or even as long as 5 minutes. I would try and keep it on the 1-2 minute range. 

4. Educational  Video Content

One of the most effective ways to build trust is to educate. When you are teaching someone or answering their questions they view you as the authority on that subject. It has a powerful psychological effect on the person without them even realizing it. One of my favorite moments was listening to someone share what I taught them in a video with someone else. That’s the kind of effect that you and your firm can have on people. 

Educational videos server several purposes. First, they are content that is out on the internet which will attract visitors to your website. The content will answer their questions enough for them to take the next step and contact you. As mentioned previously, they are relationship accelerators and can significantly influence the prospects decisions.

How to create educational video content:

  • Answer the questions that your prospects ask you when you do you free 30 minute consultations.
  • Have your list of topics that you need to cover.
  • Be specific. It’s better to have a short video that talks about one topic than a long video that covers several topics.
  • Film two takes for each one topic if you answer the questions on the fly and do not read from a teleprompter.
  • Reference other videos that you have filmed that go into detail about topics related to the video your filming at that moment.
  • If you’re going to mention statistics make sure you have the reference where you got those numbers.

Once you’ve created this video content, you’ll want to publish these videos on your blog. These are great pieces of video content that can be shared on social media channels like Facebook, Twitter and YouTube.

You can even use these videos as part of your follow up strategy with prospects. For instance, if the prospect becomes a lead, you can send them additional videos related to the topics that they have previously viewed. Getting this data is possible when you use a marketing platform like HubSpot in conjunction with your video hosting platform like Wistia or Vidyard.

5. Law Firm Case Study Videos

Prospects want to see that you’ve delivered results for your clients. There are a lot of similarities between testimonial videos and cast study videos. The major difference is that a case study video is about one client in particular. When your firm is directed by a client to provide legals services to resolve or prevent a problem gives your firm the opportunity to deliver an amazing experience. Case study videos can help set your firm apart from the rest and showcase your expertise. These videos have a great effect on how people make their final decision with who to choose as their law firm or attorney.

What you need in your law firm case study videos:

  • The problem that your firm solved.
  • The challenges that your firm faced in order to solve the problem.
  • How the challenges were overcome by your law firm.
  • The results of the case (or cases) that you handled.
  • The reaction of your client when you solved their problem.

Case study videos for attorneys should be part of a greater presence on your website. They should be placed on a page that goes into detail that will support your case study video.


Growing your law firm is an ongoing challenge. What is great about using video with inbound marketing is that it makes all of your content marketing efforts more effective. Videos have an enhanced effect on people that can’t be met or overcome by many other marketing tools and tactics. I invite you to share what your video marketing results are in the comments below. I’m looking forward to hearing the incredible results from leveraging this video marketing formula for attorneys.

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How to Increase Email Marketing Results with Video Marketing

How to Increase Email Marketing Results with Video Marketing

Marketing for any business can often prove challenging. Even after you learn your key demographic, you need to know how to reach them and discover the best method for interacting with them as well. Email marketing is one of the most used methods of communicating with potential customers. There is no one right answer, but using a few different variations in your marketing approach is always a good idea.

Email Marketing with Video is Like Icing on a Cake

small__7584127598For those of you that don’t like icing, I know how you feel, but you still get my point. If you want to eat your cake and have it extra sweet, add video to your email marketing campaigns.

Email marketing is a proven way to nurture leads into customers. It’s also rather inexpensive and allows you to reach thousands of potential customers all at once.

Not all people are going to receive the message as it might end up in their spam folder, while others are going to avoid it all together, even if they do see it.

However, if you use a catchy and direct title and focus on information your target demographic is interested in, you increase the chances of them opening the email.

Did you know that adding the word “video” to your email subject line can give you a lift in open rates by 20%? That’s a big increase, especially if you have a large list.

Now that’s great but if you want to see a really crazy increase in email open rates, actually include a reference to a video being in your email within the subject line.

Example Subject:How to increase email open rates (Video)

By doing this, you can see a 55% increase in click-through-rates!

Increasing your open rates alone is half the battle. Now you just need to intrigue them enough to click on a link back to your website. Or in the best case scenario, get them to click on a video thumbnail that takes them to a video embedded on your website.

Once they’re on your website you can gather even more data on their engagement and interest in your products and services.

Email marketing with video does more than any block of words ever can. It is insightful, entertaining, to the point, and yet easier for a recipient to watch than reading a paragraph of text. There are dozens of possible upsides of using email marketing with video and here are just a few.

1. Humanize Your Content Marketing Efforts

humanize your content with videoHopefully you’re one of the savvy marketers that are using content marketing to attract your ideal customer audience. You’re doing a great job helping your audience solve their problems, find solutions, etc. but it’s still lacking a face.

Photos can help but they can’t add emphasis or inflections like a video can. Maybe a gif can add some personality but I’m not sure if a meme gif is going to persuade your audience into taking the next step to becoming a customer.

Video Content Humanizes Your Brand Online

When you add video into an email campaign, you’re making the relationship building process stronger and faster. Not to fast, it’s not like you’re going to get everyone to buy your product instantly.

You might be able to get the 25% of C-level executives surveyed that made a purchase for their business after watching an online marketing video! (Forbes) wow!

2. Segment Your Email List By Video Topic & Type

Not all leads are made the same. After all, different people like different things, different businesses function in different ways and different forms of marketing reach different customers.

Because of this, you should never blast out the exact same video marketing content to everyone.

While it might reach some interested prospects it is going to fall on more deaf ears than anything else. This could significantly increase your unsubscribe rate and who wants that?!

If at all possible, you want to segment your leads. This means produce a different video for each kind of lead based upon interest and funnel stage.

We call this mapping your content to the buyer journey and you can read more about this here.

What Videos to Send in Email Examples:

  • Send how to videos to your top of the funnel audience.
  • Send product comparison videos to your middle of the funnel audience.
  • Send case study / client testimonial videos to your bottom of the funnel B2B audience.

You might have several key demographics, and one group might like something similar to another group. The important thing is to send them what they’re interested in at the right time.

3. Be Entertaining in Your Videos

Mapping video content to buyer journey could deliver lack luster results if it’s full of boring content. You need to make it entertaining for the viewer.

Humor is good, but keep this in mind: it is incredibly difficult to properly time out humor on video. Even the funniest material in person might not transfer into video.

If you are not completely sure it is going to transfer to those watching it, try to entertain without focusing on humor.

There’s not too much that I can say about this without a specific topic of the video, but seriously, don’t be too serious. 😉

4. Keep Your Videos Short and to the Point (most of the time)

The earlier the prospect is in the early stage of the sales process the shorter the video content should be.

You don’t need to try and pack in too much information in your videos. Keep them long enough to convey your point and then include a call to action.

Anything over two minutes is pushing your luck.

Now once they are further down the funnel and are marketing qualified leads, you can send them longer video content.


Email marketing with video is another tool in your marketing arsenal. Email performs great for many businesses but if you’re wanting to take it to the next level and increase your marketing results, use these recommendations. I look forward to your feedback in the comments below!

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The How and Why Blogging is Such an Effective Lead Generation Tactic

Blogging Effective Lead Generation Photo

Creating content is the life blood of an inbound marketing campaign. Blogging is one of if not the most effective ways of generating traffic to your website. The question arises, how does blogging generate leads? Why does blogging generate leads? You might also ask, what is this inbound marketing thing? The great thing is that they will all be answered in this quick article. Today, we are going to use marketing statistics to prove how and why blogging is such an effective lead generation tactic.

Why Does Blogging Generate Leads?

First, I want to establish that when we are talking on generating leads you are going to be using your website as the primary lead generation mechanism. Taking a step back from how many leads you can generate starts with what your current metrics are. Begin by looking at your traffic, then by how many leads you get from that traffic.

For example: your website traffic is 2000 visitors per month and you get 10 leads per month. This means that you have a .5% conversion rate.

If you’re wanting to increase your leads from 10 to 20 per month, you have two options. Increase your traffic or get better conversions.

 Blogging is Your Solution to the Traffic Problem. Download Your Content Marketing Calendar Template

So back to why does blogging generate leads? Well increasing the traffic to your website will thus increase your leads simply by doing the math. Double your traffic, you can double your leads. The average company that blogs generates 55% more website visitors << Tweet This! (HubSpot).

company blog generates 55 percent more visitors

Why does this increase your website traffic?

The more content that you create on your website, the greater the opportunity for Google to index your pages in their search engine database. The more pages that you have indexed means the higher likelihood that your ideal prospect is going to find your content. Did you know that the average company that blogs generates  434% more indexed pages! << Tweet This! (HubSpot). If this isn’t enough motivation to start blogging I don’t know what is!

average company that blogs generates  434 percent more indexed pages

How Does Blogging Generate Leads?

That’s a great question. How do you get leads through blogging? We’ve established that traffic plays a major factor into why people get to your website. By creating content on your website about topics that are both relevant to your product or service as well as educational and solution focused, you make yourself the solution provider. You are not just someone that says they are an expert, you are actually educating your prospects and becoming the authority in your industry. 61% of U.S. consumers have made a purchase based on a blog post. << Tweet This! (HubSpot).

61% of U.S. consumers have made a purchase based on a blog post

What’s Next?

Content marketing is critical for businesses to begin implementing if they are wanting to have a successful inbound marketing strategy. These reasons that we’ve outlined should be enough to motivate you to taking action and getting started. I know how you feel since I was once in your shoes. Inbound marketing hasn’t been around as long and other traditional forms of marketing. I know it’s not easy to get started but trust me, once you do, you’ll be amazed at the results that you can generate from this kind of marketing. I’d love to hear your feedback and input in the comments. Looking forward to reading your thoughts!

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photo credit

Why Most Video Production Companies Don’t Get Online Video Marketing

Thumbnail - Why Most Video Production Companies Don’t Get Online Video Marketing

I really think that when it comes to video marketing the majority of video production companies get it wrong. There are major differences between each type of video that you can create. I hope not to upset too many production companies with my next rant but I have to get it off my chest.

You Don’t Buy a Single Video for Multi-Channel Video Distribution

One of the common things that a video production company will say is that you can use this video anywhere. They’ll say “put your video on social media, put it on your homepage, get it on your trade show booth TV screens, link to it on a QR code on your business card…” etc, etc. the list goes on. These are all different ways that you’ll hear how to distribute your video content. The problem with this is that each video has a unique purpose and goal. In order for a video to be highly effective it must be targeted. A video that you share on Facebook is going to have a different result and level of engagement than a video that you’re playing at a trade show.

Multi-channel video distribution is often used as a way to leverage your video production investment. In some cases this could be the best way but if you really want to get the most out of your video investment then you need to plan your video marketing strategy to include video content that is made for that distribution channel.

In other words, just because you have shoes doesn’t mean they fit every foot. The right show for the right foot. (ok I admit poor example, but if you have a better one share it in the comments).

What Video Marketing Is and What it is not

Video marketing is not distributing your video everywhere and anywhere hoping people will watch it.

Real video marketing is getting a specific video in front of a targeted audience with the goal of them taking a specific action. This usually is buying your product or service, downloading an offer, or signing up for something.

Video marketing is about targeted measurable results and not spraying and praying. Absolutely, you can produce a video and put it everywhere on the web and get tons and tons of random views but if someone watches your video and they are not your ideal customer are they making you money?

Take a look at these video marketing statistics:

Videos on landing pages increase conversions by 86%. (source)

I wonder what kind of video they had on the landing page. Did they create one company overview video and embed it on the page? – Probably not. A video marketing agency would probably recommend a video that is unique to the offer on the landing page. It would also have a call-to-action that is relevant to the page. i.e. the form is on the right and the voice over in the video says “complete the form on the right to get the offer”. Here’s a simple example of a video created exclusively for a landing page. This is promoting an ebook: The Beginner’s Guide to Inbound Marketing – It’s free so check it out.

Two-thirds of the world’s mobile data traffic will be video by 2016. (source)

Do video production companies worry about where the video is going to be embedded? – Probably not. They’re main focus is producing a great video -right? It’s then up to you to prepare it for your target audience online. What is fascinating about this statistic is that video is now becoming widely available on your mobile device. This increase in mobile video viewership is going to impact how and where you embed your videos. Your mobile presence needs to be optimized to handle the traffic that mobile video can send to your website.


Here’s my rant on why many video production companies just don’t get online video marketing. I can’t wait to read your thoughts and feedback in the comments. If you enjoyed this article please consider sharing it with your friends and colleagues. Businesses just can’t afford to produce poor video content marketing strategies!


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8 Reasons You Should Invest In Inbound Marketing

eight reasons to use inbound marketing

Inbound Marketing should be at the fore front of every marketing professional’s mind in 2014. The desire by many businesses to increase sales and make profits can be achieved if proper investment is done in Inbound marketing. You need to ensure that you create data that is designed to specifically appeal or impress your clients. This strategy attracts and maintains many prospects to your business. Nowadays, traditional marketing is being beaten by content marketing when it comes to generating leads. This is said to be the next frontier when it comes to marketing and it’s here to stay. The following are top eight reasons for you to invest great and reliable marketing strategy.


Here are 8 Reasons to Invest in Inbound Marketing

1. Lack of Time


If you’re too busy managing the day-to-day activities of your business, then, its time you considered hiring a team to publish content for you. This will give you proper balance between your existing tasks and enough time to concentrate on your business while someone else promotes it for you.


2. You Are Not A Writer


Even if you have the time, you might not be a good writer. This means that you need a person with the skills and expertise to churn out well written pieces that will have your customers eating from the palm of your hands.


3. You Don’t Have Interesting Topics


Blog post topics are one of the specialties of an inbound marketing agency. Marketers are able to come up with great ideas that will work for your brand. In addition, they are able to create interesting content that customers are searching for.


4. You Have Customers on Social Media


Not to be inconsiderate or anything but unless your customers are still living under a rock, chances are that they own social media account like Facebook or Twitter. Part of inbound marketing is promoting and attracting prospects on social media. This means that you can connect with your customers on social networks. This aspect of marketing can be like a black hole your time gets sucked into so hiring an agency is often a time saver for you.


5. You Need a Long Term Strategy


Traditional ways of marketing like the use of print advertising typically produce quality results for a very short window of time if any at all. This is because once the advertisement has stopped circulating, it’s not in front of your prospects. Thus people stop calling, emailing, and it reduces sales. However, inbound strategies take into account the long term goals of a business. It’s not focused on short term results but a long term strategy. Building a consistent funnel to keep your prospects and customers coming in for a long time.


6. You Need More Business


There is no business that can say that its print advertising provides a high return-on-investment. A company cannot have so many customers that it does not need more. Even blue chip companies need more business and more customers.


7. Your Budget Is Low


The good thing about this type of marketing is the fact that it is affordable. Marketing using traditional media is quite expensive and most companies devote a huge chunk of their budget to advertising. Methods such as Pay-Per-Click mean that you incur expenses when you have reached someone.



8. No Traffic to Your Website


There are many factors why you don’t have organic traffic from search engines to your website. More often then not, this is due to the fact your website is stale. Publishing regular blog content or even video content to your website can dramatically improve the traffic to your website. Here’s a content marketing blog calendar that you can use to get started.


Any business owner desiring a growth in sales should consider taking a fresh approach such as inbound for your marketing efforts. If you can provide relevant and useful information to your target customers, then chances that they will buy from you are high. Good luck getting started with inbound marketing!


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Build an Audience and Get Your Video Content Marketing Noticed Online


Get your video content marketing noticed online and grow your audience with these 5 tips from professional marketers and video production experts.

Create Engaging Video Content

Video content that is boring will not be watched for more than a few seconds and certainly not shared. Experts say that the first 15 seconds of your video are critical to engaging the viewer. Put your video’s most compelling information first. This gives you the greatest opportunity to grab the viewers attention. There are many ways that you can earn the engagement of your viewers and the best way is with trust. Deliver what you say you’re going to deliver and you will be rewarded.

Systematically Distribute Videos Around the Web

Distributing your videos around the internet is an essential next step to growing your audience. This doesn’t mean that you publish the same video on every social media channel or video hosting platform. Each social channel and video hosting platform has a strategy. There might be some overlap across channels but they are not all the same.

  • YouTube is a social media network and they have an interest at driving traffic to YouTube and keeping people on YouTube. The more videos people watch the greater the opportunity they have to sell ads.
  • Vimeo, is also a social media network, and they want you to remain on Vimeo and interact with the community. This can be great for growing your audience but it might not send people back to your website to purchase your product or service.
  • Facebook as we all know as the giant that started them all hosts videos as well. They don’t play ads on the videos and they tend to have high engagement but the sharing ability is hindered by user privacy settings and restrictions.
  • Wistia is a relatively inexpensive video hosting platform that helps you not only host your videos but drive the viewers to the pages that your videos are embedded.

The point is that part of building your audience is sharing your videos online and getting them in front of as many viewers and the right viewers as possible.

Incorporate Videos in Email Marketing

What if you could increase click-through rates by 96%? Incorporating video into your email marketing campaigns can deliver just that according to a study conducted by GetResponse. They sent nearly 1 billion emails with their internal study and emails containing a video received and average of 5.6 percent higher open rates, than emails without video. Incorporate video in your email marketing and you can achieve massive results at building your audience.

Add Video Link to Email Signature

Adding a simple link to your videos within your email signature is a easy process. By gently nudging your existing email audience to engage with your videos you can convert them into video subscribers. The call-to-action needs to generate interest so a simple “video link:” might not be enough to get clicks but a “A video that will change your business forever:” might do the trick.

Ask Your Viewers to Share Your Videos

People are often compelled to do something just because someone prompted or asked them to. By not asking your visitors to share your videos or click like or even asking them to subscribe you’re missing out. Remind them on each video that if they like the video and want to see more awesome video content then they should like and subscribe to your channel. Ask them to share your video with their colleagues, friends and family. If your initial viewer found value then it’s likely their network will find value as well. Don’t leave money on the table – ask your viewers to share.

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photo credit: Oneras

6 Things About Inbound Marketing Your Boss Needs To Know

Thumb 6 Things About Inbound Marketing Your Boss Needs To Know

Many businesses are investing in inbound marketing as the preferred mode of content marketing. In the recent past, there has been diminishing returns in profitability that has got many of our bosses worried. With the arrival of this new form of marketing, you have a chance of enlightening your boss about the potential of this marketing tactic to deliver results. It is an irresistible option that has helped many businesses to pick up pace and maintain stunning performance for a long time. The following are the 7 things that you should make sure your boss knows about inbound marketing.

1.    Inbound Marketing Is A Revolution That Is Here To Stay

This new marketing approach has come across as the most effective and cost friendly strategy. When inbound first made its way into the market, many business owners took it for a passing cloud that would eventually go extinct. Many thought “my print advertisements are generating leads” and left it at that. The power inbound marketing has to generate leads cannot be underestimated. If your boss has been engaging in marketing and sales methods that would draw and convert prospects into real time customers, then they need to know about inbound marketing.

2.    Inbound Marketing Really Works

Here’s an example of the leads that we generated for a health insurance client after working together for only 5 months.

Traffic generation is not an easy task. For bosses to be fully convinced that a strategy will fully work, they will need something beyond the ordinary words. The strategy works and with minimal efforts at that. By use of appealing offers and engaging content, the leads will just take care of themselves. Take pride in having content that is educative in nature as it helps customers to prioritize you when the time comes to buy. Click here to find a complete inbound marketing case study  for insurance agents here.




3.    Inbound is a Wise Investment Decision

A good thing with inbounding marketing is that they have overall lower costs than traditional marketing. When compared with outbound marketing, it saves over 61% more in terms of the costs incurred. Organizations that are outbound-marketing oriented show a sluggish development in terms of creating leads. Their expenditure also continues to grow with time which is quite contrary to inbound marketing.

4.    Inbound Places Higher In Content Management

client acquisition inbound marketingBlogs are the most commonly used to educate prospects on various topics of interest. According to a previous market research, 81% of businesses have acclaimed their blogs as an active recipe in the success of their businesses. A further 25% of businesses consider their blogs critical in the continued management of the businesses. According to a study from HubSpot, 57% of businesses surveyed acquired clients via their company blog.


5.    Outbound Marketing Is No Match To Inbound Marketing

Inbound marketing places emphasis on providing useful and valuable resources to many potential customers. The leads are only a byproduct of an informative process hence viewed as a positive response. Outbound marketing is mainly interested in maximizing profits without really caring whether the prospect is satisfied or not. That is why inbound marketing is set to go places at the expense of outbound marketing.

6.    Minimal Shortcomings

There is no essence in using traditional methods that yield no fruits. That is the common characteristic of outbound marketing which consists of purchased lists, cold calling and emails. These methods are slowly being carried away by the wind, and they are inefficient. Inbound marketing is taking over and with an impressive start.

Get your boss to understand the above insights, and you will bet that things will change for the better. Smart marketers and business owners are turning to this option, and the results are not disappointing. Incorporating video marketing with inbound marketing  are equally being embraced as great options for advertising you should consider.

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How Video Content Marketing Enhances Your Content Marketing Efforts


How Can Videos Enhance Your Content Marketing Efforts?

The Power of Video

Considering how much video is a part of our lives, it’s hard to believe it’s only been a viable commercial technology for a little more than seventy years or so. However, our penchant for moving images makes video a powerful choice to include in any effective content marketing strategy.

Today, successful Internet marketers understand the effectiveness of video content marketing as a win-win proposition. According to eMarketer, 93 percent of the major online marketers employ video content marketing. This popularity is based on your ability to get across a message effectively and cost-effectively with various types of video applications.

At the same time, search engine algorithms put a lot of weight on video, enhancing web visibility and organic search results. Visitors may spend only a microsecond on a site page, but multiple seconds and minutes watching a video. These SEO benefits increase both inbound marketing results and conversion rates. Video marketing should be an integral element of any marketing strategy.

There are two key elements to contemplate when developing your video SEO strategy. These include both the types of videos you create and how you use them.

Types of Videos

Modern video production provides amazing economies to any user. Even the most inexpensive video recorders today provide incredible quality in almost any situation. While video production quality is important, it isn’t necessary to use professionals to add a little lighting and achieve fully acceptable results.

When evaluating your content marketing, keep video content marketing in mind for:

  • Webinars. Not only are webinars great the first time around, they can be posted for endless replay. Imbedding webinar links in tweets, posts and emails also impacts inbound marketing results
  • Testimonials. These powerful clips are especially useful for geo keywords. If your business covers several cities, use videos from each city and tag/link them accordingly
  • Blogging. Many people who don’t consider themselves writers can produce powerful video blogs. They can also be used within standard blogs for their SEO impact. Again, these offer a great opportunity for inbound links to post.
  • Press releases. You’ll find a lot of info out there about the use of press releases. You can create a sense of an event when you create a video explaining a press release. Don’t just read the written release; include some interview and video of the subject of the release, such as a product, service or a location.
  • Product demos and installations. Your video content marketing should always include extensive videos covering your products. You simply can’t produce too many videos showing your product, how it’s manufactured, installed, used, etc. The tags and keywords involved are rich for video SEO value
  • Be creative. The above are only starting points. Video is, as they say, limited only by your imagination.

Key Video Content Marketing Tips

While all the normal SEO rules apply to your videos, including tags and keywords in their descriptions, there are a few extra steps you can take to increase views and their usefulness to inbound marketing efforts.

Here are a few:

  • Go after as many likes, shares and tweets as possible. They show relevance and engagement, two search engine priorities.
  • Develop a YouTube channel and use SEO to get the videos you produced showing up in search results.
  • Embed videos on your website and social media pages, along with supporting text
  • Use for video markups.

Online video is a win-win for providing quality content to your customers and for enhancing web SEO visibility. Take the time to do it right.

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Use Video Marketing to Nurture Leads and Increase Conversion Rates

USE Video Marketing to Nurture Leads & Increase Conversion Rates

Using Video Marketing

The use of video marketing in commerce and online marketing had exploded in the recent years. Consumers are also carrying out in-depth research than they used to before. The use of videos has given them richer information than any other form of marketing. Around 187 million people in the USA alone watched 48 billion online content videos in July 2013, according to a survey by ComScore. If a video is rich in content, 66 percent of the customers are likely to view it twice. These statistics show that video blogging is a powerful marketing tool for nurturing leads and increasing conversions.

 Product Videos Advance Prospects Down the Sales Cycle

The most outstanding aspect of using videos in blogs is that it minimizes the effect of returns because it allows the customer to get a 360-degree view of the product. Therefore, the consumers have informed purchasing decisions. Remember, in e-commerce you must buy the products for you to hold it. Notably, product pages using videos translate to higher conversion rates than those without. For example, videos inserted into an email nurturing campaign to answer buyer’s FAQs, and move them further down the sales process. A number of surveys using online retailers have shown that customers viewing videos are 85 percent more likely to buy compared to other visitors.

Explainer Videos Provide Clarity for Prospects

There are sure tips on how to use video blogs to nurture sales. Begin by creating an explanatory video with rich content and with a design that offers a clear impression of your brand offering in your blog. If the blog is made of product pages, put product detailed videos on each product page so that the benefits of your products are fully illustrated in the blog or website. If you do not use product pages, provide a step-by-step sequence of your product use and benefits exhaustively. It is advisable that you to provide a clear video, and if possible make use of camera straps to communicate effectively.

Video Call-To-Actions Increase Conversions

Most companies have not discovered the importance of using a video as a call to action. The use of links such as “watch the video” in a blog can increase leads and conversions. The most effective way for nurturing sales is by using a technology that allows you to entrench clickable links in your product views. This enables your viewers to easily acquire more information about your product or buy the product that is featured in the video blog.  This technology is particularly important for online retailers.

 Incorporate Video on Landing Pages

Do you have landing pages in your blog? If not, consider introducing them and use video in the landing pages. It is easier to get conversions by changing to a video-only landing page. In the event that your blog also makes use of email marketing, use videos. This can allow users to watch a video from their emails without linking to a blog or web page. It is less expensive to produce a video and the ROI is worth chasing after.


Businesses can make use of the power of video marketing to nurture leads and increase conversions. Taking their businesses to the next level and giving their customers and clients want they want. As always, I welcome your feedback in the comments!


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Why Video is a Perfect Addition to Inbound Marketing Strategies

Why Video is a Perfect Addition to Inbound Marketing Strategies

Inbound marketing is the newest trend that helps ensure that your brand gets out there in front of people who want to see it, without being pushy. By engaging people using the platforms they already utilize on a daily basis, brands can cross the line from stuffy corporate office to down to earth, real people that are just like their clients. The best way to utilize this is usually with a combination of different methods that serve to cover all the usual bases and platforms.

Content is Still King

Regardless of whether your brand is casual or you want to maintain a more formal atmosphere, content is still the best way to get your point across. While many people think of the written word as being the primary way to deliver content, today it is only one way of doing so. Given the busy lifestyles of most people, it is best to present them with a variety of different methods so that you can engage them on the level that works best for them.

Articles and Blogs Might not be the Best Method

Some people enjoy sitting down and reading an in-depth article, but most people are not going to fall into this category. Instead, they want the salient points in short and easy to digest points that they can read quickly. In many instances, today’s Internet users are using their mobile devices to get their information.

Videos Deliver More for Less

Videos enable brands to get their ideas across in a quick and concise way that appeals to the audiences of today. The demographics of this audience are geared toward the visual impact of ideas. Since the advent of television, the media age has only grown more focused digitally, and this will not change.

Fits With the Mobile Culture

To not acknowledge the far reaching effects of mobile technology of today is to be left behind in the race for the attention of those very audiences you want to engage. From laptops to tablets to smartphones, almost everyone who is digitally connected has at least one of these mobile devices. Videos work well with this on-the-go demographic by allowing them to easily share what they like with their friends and family, for example, while they are out.

Video Makes Complicated Topics Easy to Understand

Many people have a hard time visualizing how a product works, or the results of a service, without a visual prompt. A video offers you a great way to break down the steps to using your product, for example, or the before and after results of choosing your service. In addition, videos can be a great way to infuse a bit of your own personality into a topic that might otherwise be dry and boring to people.

Videos: Not Just for Large Corporations Anymore

Videos have long been the mainstay of large corporations as a marketing tool via television commercials. These days, though, you do not have to have a large marketing budget to utilize the power of videos. Instead, there are video production companies in almost every major city that specialize in delivering the content you want, and need. in this cutting edge format.

If you are wanting to engage your audience more easily through your inbound marketing efforts, videos offer you the perfect avenue. Simply load up specialized content that is entertaining, informative and easy to share, and be prepared to engage your visitors.


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photo credit: Dave Dugdale

4 Ways an Animated Video Production Can Benefit Your Inbound Marketing


As marketing professionals and business owners, we are constantly searching for efficient methods for conveying information to our prospects. As the internet marketing landscape continues to change, video is emerging as a dominating force. Estimating to be over 50% of internet traffic by 2016, integrating videos with inbound marketing is the next step for many businesses with the desire to grow. Integrating an animated video production or explainer video production is a serious undertaking. Here are 4 ways that your businesses can benefit from integrating animated videos with inbound marketing.

Video Takes a Complex Message and Simplifies it

Complex message to Simple with video production

Merging beautiful graphics, a scrupulous script and moving music will engage your viewers. Using animated videos, you’re able to take a complex message and bring it down to it’s simplest form. You can then elaborate and develop the messaging in a way that tells a story. This lets you control how the viewer is educated and informed about your products or services.

Animated Videos Increase Your Brand Exposure

Your brand image online is how people recognize you. It’s what people recognize before they see or hear any type of messaging. People recognize Coca-Cola’s red and associate what ever it is just from seeing that color. Animated videos can help you increase brand exposure and recognition. You’re able to make your brand the focus of the video. This doesn’t mean that your logo is plastered everywhere but that you’re able to incorporate when the moment is right.

Animated Videos Increase Conversion Rates

Video Rascal completed a survey which found that 85% of people are more likely to buy a product once they see an accompanying video. Using video to simplify your messaging and increase your brand exposure certainly factors into the increase conversion rates. You’re going to be educating your prospect more using video than with plain text. There are many places that you can incorporate a video in your sales funnel to benefit from these increased conversions.

Animated Videos Increase Retention & Engagement

When you combine auditory and visual senses together there’s a 58% increase in retention. People are visual learners and merging images with audio delivers information in a more engaging way. Forrester Research published a study stating that one minute of video is worth 1.8 million words. The impact that video has on our minds is truly amazing and these studies prove firmly that video content, especially animated videos, are superior methods for delivering information. 


Overall the benefits of using video in your marketing efforts to grow your business, hands down is one of the most effective methods. The ability to tell your exact story thousands of times over and over again benefits your brand immensely. This tactic takes a significant amount of resources to plan and launch but if you can get the video created and delivered in front of your prospects, it’s only a matter of time. Good luck creating your very own explainer video. Please leave your questions or feedback in the comments below.

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photo credit: Eelke Dekker