The Future of Inbound Marketing: Video

Marketing Tech Blog put out an article with some interesting statistics that we’re going to paraphrase for you here:

 

  • Video is the type of content that 52 percent of marketers around the world name as the type of content that delivers the highest ROI.

 

  • Video is used by a staggering 93 percent of marketers in their sales content, and also as a means of conveying information in general about their products and services.

 

  • The word "video" boosts open rates by 65 percent when used in an email subject line. It also boosts click-throughs by 19 percent, and email marketers who regularly use video in their emails see a 26-percent-lower unsub rate than their competition.

 

  • Video is also ranked in the top 3 for effective social media content.

 

So where does your business fit into this equation? What are you doing with video and interactive content to push your marketing efforts forward?

 

Limousines really lend themselves to the use of video, and we’re not just talking about polished, professionally produced videos, either. User-generated content can be just as effective and, when used the right way, even more effective. The point is that as soon as we said "video," you probably started seeing dollar signs. But the truth is that it doesn’t have to be that expensive and the returns … well, just look at those numbers again.

 

When and Where to Use User-generated Video Content

 

While it can be very effective, the simple fact of the matter is that user-generated content can be, and often is, much lower quality than something that you pay for and have professionally shot and produced. For this reason, we recommend saving user content for social media and for your blog. It will perform great in those contexts.

 

On social media, the real people who send you the video will share the daylights out of it, and if it’s even remotely unique or entertaining, it could give you a very impressive reach. It also provides a dimension of realism that can sometimes become lost in a professional video. Realism equates to trust, so don’t be afraid to post user-generated content on social media.

 

It works in your blogs as well, by maintaining the reader’s interest longer. Yes, they’ll probably skip reading anything and tap that red arrow right away, but if your blog content is good quality and search engine optimized, it’s all good.

 

When and Where to Use Produced Video Content

 

You want your top-shelf content to run the show when it comes to your home page, product (or service) pages, and landing pages. The first thing site visitors should see should be your best content. That means good-quality professional video. When describing your services, you also want to come across as professional. Fan videos don’t convey that attitude of professionalism the same way, so be careful with the user-generated stuff on any page that has to do with sales. When you’re asking for the sale, it's the time to put your best foot forward.

 

2016 is going to bring with it even more competition for potential clients’ attention. For this reason, we recommend staying current with the trends that will keep the focus on you, and that means, among other things, getting smart about how you use video.

 

The DriveProfit Advantage

The senior marketing team at DriveProfit has the limo marketing experience and knowledge necessary to help you develop effective limousine marketing programs geared specifically toward the chauffeured ground transportation industry. If you are launching a new limousine marketing campaign, or are not satisfied with the results you are getting from your current efforts, our team is here to help. To learn more, please contact Pat or Jennifer at DriveProfit today at 203-426-7780, or email us at info@driveprofit.com.

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Posted on Dec 04 2015

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The Future of Inbound Marketing: Video

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