Definition, inbound strategies and tools

Users consume videos on a daily basis through their mobile phones, making this format one of their favorites to entertain, learn and even learn to do something.

Teniendo en cuenta esto, sería un error no incluir el vídeo en tu strategy de marketing. De hecho, cuando empiezo a montar la estrategia de content marketing para alguno de mis clientes, lo primero que hago es crear un plan de contenidos para ordenar ideas y valorar formatos efectivos.

Y uno de los formatos de contents que funciona muy bien por la interacción que genera es el vídeo marketing. Además, en una estrategia de inbound marketing es clave considerarlo.

Eso sí, piensa que dependiendo de la fase en la que se encuentren los usuarios, tendrá más sentido crear un post, enviar un email o hacer un vídeo para que los usuarios sigan avanzando por el funnel from conversion.

I will talk about this and other questions in this post. Will you accompany me to the end?

Video Marketing: Definition

Video marketing is a content marketing strategy where audiovisual material is used to promote a brand, a product or a service, through different channels.

Además de esta finalidad comercial, el video marketing poco a poco ha ido evolucionando, enfocándose más en el Username y no tanto en la marca o empresa.

Entre sus objetivos, se encuentran generar emociones en el usuario, crear engagement through the storytelling o transmitir un mensaje memorable en línea con los valores de la marca.

➽ Video guerrilla marketing

After looking at this definition of video marketing, I want to dwell on the concept of guerrilla video marketing.

Se conoce el marketing de guerrilla como una técnica que impacta hasta el punto de no parecer advertising.

It uses many unconventional resources that require of a lot of creativity and ingenuity. And it is not characterized by using an aggressive message like the one we are used to seeing on television, but stands out for its different actions that surprise the user. 

Without a doubt, if you integrate a video marketing strategy into guerrilla marketing, you will be able to engage and attract a greater number of users.

➽ Micro video marketing

Micro video marketing is a format widely used by companies today. Specifically, these are short videos that seek to retain the user's attention for a few seconds to carry out a specific action.

These are executed in a loop, that is, they are reproduced without pausing. Therefore, you have to take care that the last image and the first combine well.

There are different types of micro videos that are used in marketing, but these are the most used:

How to do guerilla video marketing

In order to run a guerrilla video marketing campaign that retains and seduces your users, there are a number of questions to consider.

➽ Vídeo en content marketing o para Blog

Ten en cuenta que uno de los canales para difundir tus vídeos es el blog o una página Web. Aunque no es lo mismo poner un vídeo en tu home que incluirlo en una entrada de tu blog; el target varía.

Note: Si buscas un vídeo para añadirlo en la home de tu página, será un vídeo más corporativo, donde en pocos segundos puedas mostrar a los usuarios quién eres, qué haces y cuál es tu propuesta de valor. Además, esto ayudará al SEO de tu sitio, al retener al usuario más tiempo en tu sitio.

These are other types of videos that are used on a web page:

• Demonstration videos (use of a product).
• Testimoniales (opinión real de un client sobre un producto o servicio).

On the other hand, blog video marketing has another purpose, more focused on generating engagement and creating value for the user, with complementary content to the text.

From my experience, the most popular blog marketing videos are:

• Tutorial videos on how a tool works.
• Explanatory videos, with slides and diagrams to explain complex topics.

➽ Video inbound marketing tips

When including videos in your inbound marketing strategy, keep the following in mind:

• Marca tus objetivos antes de hacer un vídeo (traffic, ventas, branding…).
• Estudia a tu buyer persona antes de lanzar tu campaña de video marketing.
• Choose the type of video by objectives (for example testimonials to give confidence).
• Select the ideal tool to make creative and animated videos.
• Include the emotional component with techniques such as storytelling.
• Difunde tus vídeos donde tengas presencia (Facebook, Youtube, LinkedIn…).
• Use humor, originality and positive emotions to connect and differentiate yourself.
• Include CTAs to guide the user to perform the action you want.
• Optimiza tus vídeos colocando keywords en Url, titulares y meta etiquetas.

Video Marketing Tools

[Use a clear message to your target audience, through a hooky and interactive story, through animated videos. There are a lot of programs to make animated videos, but I recommend that before investing in any, you first try the free version.

These are my three favorite video marketing tools with which I create my own professional montages:

• Doodly: Low-cost animated video maker with interactive whiteboard, voice-over recording, hand-drawn objects, and music options.
• Wave.video: Esta la utilizo para crear vídeos para Facebook o Instagram. Puedes añadir animaciones, música, videoclips, transiciones, etc.
• Vyond: The feature I like the most about this video tool is that it allows you to add audio to animated characters.

CONCLUSIONS:

Do you feel more eager to launch a video marketing campaign now? More and more companies use animated and interactive videos on Instagram, YouTube or Facebook in their inbound marketing strategy.

As you can see, they do not need to invest a large budget, there are many affordable online video marketing tools at your disposal that are intuitive. You just need a little creativity, ingenuity and strategy to spread your videos through the right channels.