Inbound video: make your prospects come to you!

Why the inbound video? If you’re reading this article and/or watching his review video, I assume you’re..:

  • is a professional who does marketing as it was originally conceived (basically text-based content) and wants to take it to the next level.
  • or you’re a professional who sees his competitors producing more content, and you want to get ahead of them.

In either case, there’s a simple answer. The video. You yourself no doubt know, without a doubt, just how inescapable video has become, and you see successful companies doing the same. Let’s cut to the chase: video will take your marketing to the next level…

The marketing environment has changed considerably in recent years. Today, the majority of Internet users are primarily looking forsolutions to their problems. If your solution/response to a problem of your target audience lacks visibility on the Internet, you miss an excellent opportunity to communicate with your potential customers.

Having a website is no longer enough: you need to create useful and educational content, articles, computer graphics, etc., especially video content. You can’t scroll through your news feeds and Facebook, Twitter & Co. feeds without seeing a video. This rapid shift from written to video content has changed the way consumers expect to interact with professionals.

Inbound marketing refers to a content strategy that aims toattract, convert and sell through relevant content that helps your target audience and guides them until they are ready to buy your product or service.


A few years ago, video was more of an afterthought when it was part of a marketing mix strategy. A useful medium, but never really essential. If this approach is in line with your current way of doing content strategy, thenyou are in serious danger of losing out

It’s impossible not to have noticed theexplosion of video content over the last few years. It’s everywhere: on social media, websites, home pages, emails and more.

  • 58% of video creators use videos for professional purposes.
  • 86% are satisfied with their video marketing results and consider them a success.
  • 71% of companies say that videos help increase the time spent on their websites.
  • 78% have generated more traffic thanks to video content.
  • 70% have also generated more leads after using videos.
  • 54% have seen their sales increase.
  • 86% said that videos helped them increase their brand awareness.
  • 60% use more than 10 videos per month, 30% use 4 to 10 videos and 10% use less than 3 videos.
  • 68% of people have been using videos for their business for less than a year, and 18% of people – about 2 years.

Video can complement your entire inbound marketing strategy and be used at different stages of the buying journey to help you increase leads and convert them into customers. Can’t wait to add video to your content strategy, but don’t know how to get started? This article is here to guide you through your inbound video.

1) What is inbound video?

Inbound marketing aims to solve a visitor’s problems and provide useful and educational content. This content comes in 3 major formats:

  • textual(blog article, frequently asked questions, white paper, publi-editorial, newsletter, ebooks, email…)
  • audio(podcast…)
  • visual(computer graphics, image, webinar, video…).

When it comes to the visual format, video in particular, if you already have a good understanding of inbound video, but aren’t sure why it’s necessary, how it differs from traditional video marketing or how best to start, then you’ve come to the right place.

How is inbound video different?

Let’s put the video aside for a moment and think about something we know better: blogs. When it comes to traditional blogs compared to inboud marketing oriented blogs, the main difference lies in the strategy implemented.

A traditional corporate blog can focus solely on highlighting thecompany, its history and news. Its main audience is thecompany itself and possibly its actual customers.

Inbound marketing oriented blogs have a more tactical objective than that. The goal of these blogs is tobring value to the reader, to answer a need or a question. Readers may leave your website/blog once the answer is given, but that’s not a problem: in the future, they will be morelikely to think of you when they need a product or service that you offer.

The same idea applies to inbound video.

A traditional video campaign could focus solely on promotional videos that aim to push the target to purchase by showinghow the product or service works. The inbound video is more aimed at differentiating you from your competitors and this type of promotional video, and to establish you as anauthority on your industry.

By providinguseful and educational content, you better target the majority of your target audience, who are not yet ready to buy after a promotional video. This does not mean that the ultimate goal of inbound video is not to attract potential customers and increase sales. It’s just that the process is longer, more rewarding for the customer andoften more successful.

More than 50% of customers want to see videos of their favorite brands and Cisco estimates that 82% of all Internet traffic will be video related by 2022. If you hesitate too long about your inbound video, yourcompetitors will get ahead of you, and you will quickly fall behind.

What’s the ideal length for a video?

There’s no magic number as to how long a video should last. The content of the video, the target audience and the location where it is presented are all important factors that naturally influence the length of your video. You can refer to my article “How do I promote & share my video?” to learn more about the specifics of the main social networks when it comes to video.

2) What types of inbound videos?

Even before you decide to produce an explanatory video, you need to decide what kind of videos you are going to create. It is always helpful to have a balanced mix of different video genres to ensure that you offer as muchvaluable content to your audience aspossible. Here are some of the main types of videos:


A video marketing classic. Create videos that show exactlyhow your product or service works. It can be a physical product test or a review of your software: either way, you need to show what you are selling in its best light.

Demonstrations should be used at the end of your target’s buying journey and only when they are aware of the problem they have and are ready to make the switch to buying. The purpose of a video like this is to sell your product or service.


Whether with members of your team or experts/influencers linked to your target, this type of video is there tocreate a bond of trust and reassure your target, while showing that you are an authority on your market. You can also turn your interview into an audio podcast to extend your reach.

Interviews are perfect from the earliest stages of your target’s buying journey. The idea is, after watching the interview, your target will be tempted to watch other videos you offer to further your sales funnel.

Testimonials & Case Studies

Videos that show satisfied customers and the excellent work you’ve done are always a good choice. If a prospect is thinking about choosing your solution/product/service over a competitor, hearing from someone like them, who they can relate to, who has had a good experience, can be thebuying impulse they need.

Landing pages are the perfect place for short customer testimonials or video excerpts from longer case studies. After hearing testimonials about your solution/product/service, the hope is that your prospect will give their contact information or become a customer.

Explanatory videos

There’s no better way to show you than with an animated or cartoon video. This type of video is engaging, entertaining and showcases your creativity – a trait that is always desirable when someone islooking for a company to work with. Videos should be short, ideally no more than 1.5 minutes, and are an opportunity to say who you are and what you have to offer.

They are most often at the top of the “Home” and/or “About Us” pages of your site. The goal is to make you more memorable so that your target audience will think of you to meet their needs.

Live Videos

Prospects love to get abehind-the-scenes look attheir favorite brands. If you’re hosting an event, why not set up a camera for a live feed from your favorite social networks?

You will be able to interact with your audience in real time and bring a personal touch that can be decisive for many prospects.

3) Does the inbound video still need written content?

Yes. Video or written content alone will limit the reach and effectiveness of your marketing. Thetwo complement each other and are part of a broader inbound marketing strategy, although today video attracts twice as much attention as written content.

Turn your blog posts into video headers so your visitors and prospects can interact with your content in the way they prefer. Similarly, you can also simply turn your blog posts into YouTube channel feeds that link back to your site. If you want to know how to make a professional YouTube channel, it’s right here!

Videos improve your target audience’s engagement with your site and increase conversions. Video is more interesting and engaging than an email or a read article. That’s not to say that those levers around the written word are dead, butvideos allow you to synthesize more and get to the point. All things that Internet users are now asking for…

Videos are also more memorable and shareable. You probably receive dozens of emails a day (at a minimum), but how often do you receive a video? If you like the video, if it speaks to you and if it meets one of your needs, won’t you share it more with your network? Do you do the same with a newsletter or an e-mail? It’s unlikely…

Recycling video content is an alternative that hasmany advantages:

  • you offer your visitors the choice to consult either quick and easy to discover content with the video, or richer and more detailed content with the text. Knowing that one doesn’t preclude the other…
  • you improve your referencing on search engines (a video is 53 times more likely to be on the first page of Google, without forgetting that YouTube is the 2nd search engine after Google).
  • a video on your service, placed high in the page, will: reduce your bounce rate, increase the page reading time and better convert on your main call to action
  • you increase your engagement on social networks.
  • you stand out from your competitors who don’t have an inbound video strategy yet.

4) How to make your inbound video?

You have two options: you do it in-house or you call in an expert. Train your existing marketing team on inbound video and hope they can rise to the challenge. Or, you can find an external provider who knows exactly what they’re doing.

Do it internally.

Nothing prevents you from doing your inbound video internally. To do so, you’ll need toinvest in all the equipment you need. Here is a non-exhaustive list of basic equipment:

  • camera
  • microphone
  • tripods
  • background
  • lighting
  • SD cards
  • editing and/or video creation software
  • and so on

It’s anexpensive initial investment, but it’s a necessary first step. That said, it’s one thing to have the equipment, and it’s another to know how to use it technically.

If none of your team members have inbound video experience, you’ll have totrain someone, which takes time and resources. Implementing your video strategy is not something you can do in a matter of weeks.