Rizen Inbound Marketing & Sales Blog

Have you ever watched a sporting commercial where a well-known athlete is representing a brand's product but in an environment you haven't seen them in before? There's a certain level of emotional connection that's trying to be established between the athlete and the viewer. Take one of the Nike commercials that features Lebron James, for example. In the video, which you can view below, you'll see Lebron being represented, not as a glorified superstar, but as the down-to-earth guy who enjoys the world of sports and physical activity like so many others. The commercial intends to have the viewer feel more of a bond with the basketball icon because he's being presented in a more personable manner. This helps create an undeniable relationship with the viewer which, as a result, helps build trust in the product. 

Let’s be honest, adding video production to your already packed content development schedule is something you may not want to tackle. The fact is, however, that video helps increase your website traffic and positively impacts user experience. According to MarketingSherpas, video attracts two to three times as many monthly visitors, doubled time spent on a site, and has a 157% increase in organic traffic from search engines.  Like any inbound marketing tactic, video marketing starts with mapping the content to a specific buyer persona at the top, middle and bottom of the funnel stages. Understanding your buyer and the buying stage they are in is essential to executing any video marketing plan. The next few paragraphs will provide a high level view of the practice of video marketing and how it can help improve the experience of the users visiting your website.