How Video is Changing this Marketer’s Inbound Game Forever

How Video is Changing this Marketer’s Inbound Game Forever

When I was introduced to Vidyard and one-to-one video, the penny dropped In the fall of 2015, I happened to meet up with someone from Vidyard at an event. We’d been talking about using video more seriously for inbound at the company where I worked at the time. But it’s really thoughtless outreach that’s dead.’ Marketing has become a rich and technical thing. Plus, you’re probably not going to create a whole personalized video message to someone without doing at least a little research beforehand. After that Vidyard conversation, I started using GoVideo almost immediately, mostly for internal communication. In short, from the moment our team got its hands on GoVideo, the company embraced video as an engagement tactic and along with it, the Vidyard platform. The thumbnail matters, people! To view this video please consider upgrading to a web browser that supports HTML5 Video Creating a higher level of engagement with video As the Director of Audience Engagement and Community for IMPACT, I’m responsible for managing communications between the company and our audience, from their first touch through their entire lifecycle as a prospect, partner and/or customer, in both directions. It tells people you can trust me and that I’m real and vulnerable. When our community hit 3,000 members, I recorded a video on top of our building overlooking the city because I wanted to literally “shout our news from the rooftop.” Use video when you are celebrating numbers and milestones – speaking of shouting good news from the rooftops, video conveys emotion like no other.

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To say I’m passionate about inbound is an understatement. Whether it’s creating inbound marketing content, enabling my inbound sales team, delighting customers or building new relationships in the community, HubSpot and Vidyard have become two essential tools in my marketing stack.

Video has really always been a part of my life. My mother’s a photographer and was always capturing some moment of our family life on film or video. Back in the summer of 2015, video started coming up more and more in my inbound marketing discussions. It seems that at every conference or webinar I attended folks were preaching the gospel of video. And rightfully so. We began dabbling in it ourselves as a team. We even hired a company to produce a couple of videos to summarize some research we produced and found it to be an obvious way to summarize complex information.

When I was introduced to Vidyard and one-to-one video, the penny dropped

In the fall of 2015, I happened to meet up with someone from Vidyard at an event. We’d been talking about using video more seriously for inbound at the company where I worked at the time. It was during that discussion that I was introduced to the concept of using video to build one-to-one connections. That’s when the penny dropped for me. I could immediately see how video, purposely-created to speak to an individual, could provide that missing personal connection so essential for establishing rapport.

As one of my friends, Marcus Murphy from DigitalMarketer, recently said to me, ‘Everyone says cold calling is dead. But it’s really thoughtless outreach that’s dead.’ Marketing has become a rich and technical thing. We just have too many resources at our fingertips to do thoughtless outreach. When you use video—when someone can see your face, hear your voice—trust grows. Plus, you’re probably not going to create a whole personalized video message to someone without doing at least a little research beforehand.

After that Vidyard conversation, I started using GoVideo almost immediately, mostly for internal communication. It was handy for walking my team through processes, for sales enablement, and for creating alignment. I also began chatting with people in my company to get them to buy into video, and presented Vidyard as an option. We did a trial. We put one video on the website and tracked its performance.

Then I joined IMPACT. Here, everyone was very excited about video’s potential. We were already doing a ton of marketing videos and live video but hadn’t really tapped into the 1:1 videos. It didn’t take long though! In short, from the moment our team got its hands on GoVideo, the company embraced video as an engagement tactic and along with it, the Vidyard platform.

We use everything Vidyard has to offer. We upload webinar recordings to the platform. We create videos for our landing pages. We use it for webinar promotion and for follow-ups. Recently we were promoting an upcoming live event where we were giving away a certain type of TV/computer mount. I happened to have one, so I did a GoVideo at home while hanging out with my dog. The thumbnail is a shot of me petting her head. Am I above bribery with puppies? Nope, I’m not. I mean hey, it worked. The thumbnail matters, people!

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