Expert Inbound Marketing Advice

The Importance of Videos
Paul Casinelli from Brightcove shared three interesting stats about how videos help a website:
•    157% increase in organic traffic from search engines
•    105% increase in time spent on site
•    2x the overall conversions

Casinelli believes that at least half of the buyer journey is driven through the digital channels and content.  He said, “Video is probably one of the most powerful ways to drive marketing results.”

He asked attendees, “Is your video converting to business results?  Is your video delivering great video experiences on every device?”  If you do not know the answers, it is important to track performance and know if the content is working.

One best practice he recommended was to push videos to social channels to extend reach and build an audience.  He also showed how videos can be used in multiple consumer stages as they progress like education, evaluation, selection and loyalty.

We have all heard of B2C (business to consumer) and B2B (business to business), but Casinelli highlighted H2H (human to human).  If you think that way, videos can be powerful no matter the industry.

Broadcast In Multiple Ways
Paul Colligan at ICTG spoke about multicasting.  This marketing strategy is about sharing content in many different ways.  It is important to repurpose content so it can be shared in different forms and in different places.  

He gave an example of a live streaming video event, in which topics get generated from the social audience input.  Taking questions on air is a great way to build content.  He suggested using Google Hangouts on air live (and YouTube) to do this.

[More info from Google on live streaming:  Schedule broadcasts and go live in HD on Google+, YouTube and your website. It will be recorded and automatically saved on your YouTube channel.]

“You don’t get to choose the format, your audience does.  This is incredibly important. The content is the platform,” advised Colligan.

Mike Byrnes is a national speaker and owner of Byrnes Consulting, LLC. His firm provides consulting services to help advisors become even more successful. Need help with business planning, marketing strategy, business development, client service and management effectiveness?  at ByrnesConsulting.com and follow @ByrnesConsultin.