Successful inbound marketing requires some fundamental components. For example, your well-designed website and active social media accounts attract searchers to your site and entice them to look around. Once there, compelling content inspires visitors to click through relevant articles, CTAs and landing pages. This is where video marketing comes in.

Lights! Why Use Photos and Video to Drive Inbound Marketing

Humans are visual creatures and while well-written and authoritative content is important, research also shows visual content makes a significant difference in terms of visits, click-thru rates and sales. According to HubSpot:

  • Using the word “video” in email subject lines boosts videos by almost 20%.
  • Video content increases click-thru rates by as much as 65%.
  • 65% of consumers watch more than 3/4 of a video, which engages non-readers significantly longer than text-based content.
  • Visuals using color increase the urge to read content by 80%.
  • Content with relevant images gets 94% more views than content without them.

If you’re a B2B marketer, you’ll be interested to know that 75% of business executives watch business-related videos each week, and 54% of them share relevant, work-related videos with their colleagues.

It’s all easy to believe. Forget about the experts for a moment and consider your own consumer trends. If you land on a page of black-and-white text, without photos, how compelling is it to you? That same page, augmented with captivating photos or – better yet – an enticing frame boasting a “play” symbol, looks a whole lot more attractive, right?


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Once you’re ready to boost your inbound marketing strategy using visuals, it’s time for a planning session. That takes us to the Camera.

Camera! Planning Your Photo & Video Strategy

By now, you know how important it is to plan a content marketing strategy. It takes a bit of time to develop buyer personas, to perform keyword research and to create the written content that will make your brand a trusted and authoritative expert in your clients’ and prospects’ eyes. Using visual content, especially when it comes to video marketing, is no different.

Here are some tips for planning your photo and video strategy so you use images, both still and moving, to tell the story your clients want to hear. Remember that these videos are a form of visual inbound marketing content; for best effect, they should be focused on educating and informing viewers – not on hardcore sales pitching.

  1. Activate Your Viewing Channels. Creating a YouTube channel and a Vimeo account will benefit you by increasing your crawlable content and viewing audience. However, the videos also need to live on your website, blogs, and other social media outlets to do their best work.
  2. Personalize Your Campaigns. The more personalized your campaigns are, the more likely they are to reach their target audience. Segment email lists, create SEO-savvy titles, and use personalized hashtags throughout a campaign to garner recognition and increase Tweet-ability.
  3. Manage & Report. Studies show that only one-fourth of marketers implement a specific process to aggregate, manage and analyze visual content and its impact on their target markets. Make an effort to review metrics and analytics so you can adapt your strategy accordingly. This includes paying attention to specific things, such as number of views per video, drop-off rates during the video, traffic sources, and so on. This will allow you to pack a more powerful visual marketing punch.

Once your strategy is in place, it’s time to take action with Content.