INBOUND 2018: How To Make Video Work For You


Two years ago at INBOUND, Brian Halligan, co-founder and CEO of HubSpot, stressed the importance of video. Video was the future of marketing and sales, he said.

"Stop looking for that blogger. Start looking for that videographer. 50% of your content next year shouldn't be text. It should be video,” he proclaimed during his keynote.

However, two years later, we are still treating video like it’s the future when in all actuality, it’s the present.

Video is the most effective way to communicate, according to Chad Rogers, the co-founder and CRO of Lemonlight, who led an excellent session about incorporating video into every step of the buyer’s journey.

But why is it the most effective way to communicate? Because it captures attention and creates emotion.

85% of people want more video from brands

Before I attended this year’s INBOUND, I, too, was intimidated by video.

First of all, I prefer to hide my face in a book rather than plastering it over someone’s newsfeed. There’s a reason I pursued print journalism and not broadcast journalism.

Check out these 7 tips for getting comfortable in front of the camera

Secondly, when you think about video, you likely envision this high-quality production that’s bursting with cool graphics, flashy animation, and happy, energetic people that were born to be on camera. Creating that type of content would take hours upon hours of your time, not to mention a substantial amount of money.

And finally, we’ve been conditioned to think that the only way our videos will succeed is if they go viral. Unfortunately, we can’t all train our cute, clever cats to be YouTube stars.

I understand you want to be proud of the video you produce, but you don’t need expensive equipment or a degree in broadcast journalism to pull off an effective video that engages your audience!

George B. Thomas, an inbound evangelist and video Jedi from Impulse Creative helped me, and thousands of other marketers, salespeople, and business professionals — understand that video isn’t a strategy. It’s not a tactic either.


 It’s a way to communicate, and the most human way we can communicate with people.

“Simple video experiences garner attention from people,” he explained during a panel that introduced HubSpot Video. “People gravitate toward personal, authentic videos.”

These type of videos can be:

  • Short
  • Inexpensive
  • Not highly produced
  • Conversational

The video can be as simple as you waving your hand and welcoming a new client to your brand or having one of your own brand evangelists recording a quick customer testimonial sharing how your product/service has changed their lives.

Here are 3 ways you can use video to increase your business’s sales

On average, U.S. adults spend 6 hours watching some sort of video every day. One third of all time online is spent watching a  video.

Instead of sending a three-page email explaining the next steps to your new customer, why not add a quick video in there as well?

Think about it: would you rather read this blog about my experience at INBOUND or watch it? Some of you may prefer to read while others prefer to watch. So, I’m giving you both.

HubSpot Video


And guess what? I created the video in this blog, in a free tool, in just an hour. Is it perfect? No. Is it a high-quality piece? No. But I was able to communicate what I got out of INBOUND in less than two minutes! Over the next couple of months, you’ll likely see even more blogs (and videos) from ROI Online discussing the power of video and how you can make video work for your business.

See our current library of video resources HERE.

But for now, here are a few more tips to help you get started creating video TODAY, all from INBOUND.

5 Reasons To Use Video

  1. Humanize Your Brand
  2. Disarm Your Leads
  3. Simplify The Complex
  4. Educate Prospects
  5. Evoke Emotion

10 Ways You Can Use Video In Your Sales & Marketing

  1. Prospecting
  2. Introductions
  3. Follow-ups
  4. Homepages
  5. Landing Pages
  6. Thank You’s
  7. Proposals
  8. The Close
  9. Meetings
  10. Chatbots

20 Examples Of Videos You Can Create

All of these examples fall under each stage of the sales funnel.


  • Commercial
  • Entertainment
  • Educational
  • How-To
  • Promo
  • Influencer


  • Brand Video
  • Product Video
  • Customer Spotlight
  • Social Snippets
  • Trending


  • Case Studies
  • Testimonials
  • Product or Company Updates
  • Tips and Tricks
  • Events
  • FAQ Videos


  • Personalized Video
  • Thank You
  • Tutorial/Instructions
  • Announcements

You can also use videos to grow your team, including:

  • Recruiting new talent
  • Training your people
  • Featuring your team and culture
  • Highlighting milestones

Remember, don’t think about marketing as a tactic or strategy. It’s simply a way to communicate and humanize your brand.

HubSpot Video

Have questions about how you can incorporate video into your business?

Contact ROI Online for a free brainstorming session. ROI is a video-first digital marketing agency and we can help you create a culture of video at your business and grow!


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