If you're like most organizations, you're always on the lookout for new and innovative ways to market your products or services. If you haven't yet considered using video marketing, now may be the time to give it a try. Video can be an effective way to reach and engage with your target audience, and there are several affordable tools and platforms available that make creating videos easy and fun. This blog post is part three of our series on video marketing for sales organizations. Check out parts one and two to learn how video marketing can improve your sales strategy in 2022.
So, is video marketing right for your organization? The answer may surprise you. Keep reading to find out more.
The Evolution of Video Marketing
Recently, there has been an increasing demand for creative and innovative ways to market products, better attract customers, and keep their attention. Video is at the forefront of these strategies because it effectively and powerfully fills these needs. Now, video is no longer just an up-and-coming marketing strategy; it is a meaningful part of most organizations’ strategic marketing strategies.
The pandemic has only accelerated the need for creative marketing strategies that convey the value of your product or service and keep your audience engaged. Social distancing made it necessary for companies to find new ways to reach consumers from afar. Now, an average person’s daily activities consist of several online interactions, from Zoom meetings to remote education, which means an increased need for instant gratification in online consumer content. Since the world went digital, there has been a change in how information and marketing materials are consumed.
Video is recognized among several companies as the most effective tool for marketing. It is the best way to communicate your brand story, company value proposition, and foster relationships with prospects and customers.
How Video Can Help Your Business
A recent Aberdeen report showed that companies that use video marketing see a much higher increase in revenue growth (a 49% increase to be exact) compared to the companies that do not. In addition, they not only found that video increases your chances of getting noticed by consumers, but it can also attract potential employees and make current workers more productive. To help see whether you should start integrating video into your organization, we have provided six cases where video could be beneficial. If some of these cases are a need in your company, then that is a sign that your company could benefit from utilizing video in its marketing strategy.
1. More effectively explain your value proposition and what you do.
Video provides an opportunity to show your customers what you do, rather than tell them. Combining audio and visual elements allows you to quickly convey to your customers what they need to know. In just a few minutes, videos can deliver a powerful message that would take a much longer time to be read. And that’s only if the reader is wholly focused on what they’re reading. You can also take advantage of the different platforms that video can live on to get more traffic on your video than you’ve ever seen on a white paper. For example, creating a video based on a white paper and posting it to YouTube will attract more internet searches, which means more people will become aware of your product’s value.
2. Present engaging, shareable demos and increase customer retention.
Video is the best way to present a lot of information quickly, which is why utilizing this tool to share the benefits of your product is one of the most effective ways to progress prospects to the purchasing stage. They can learn everything they need to know before making an informed purchase. Brendan Sullivan, VP of VF Corporation said, “Our brand offers consumers comprehensive item views [which often include videos], so they can see the product’s technical features and benefits in a succinct, visual way.” These videos are compelling, as they capture attention for the duration of the video versus the few who rarely read the entire white paper on the product.
3. Increase the productivity of your social marketing strategy.
Typically, people trust what they hear more than what they read. By posting testimonials and showing customers who are satisfied with the product, your prospects will see the benefits and believe the positive impact it has. It’s not only authentic and engaging, but it helps your customers see what it’s like to be your company’s customer.
4. Improve your customer service and support to improve user experience.
Once you acquire customers, you must not let their concerns fall to the wayside. Instead, you can tackle your list of frequently asked questions and provide answers to them through video. That way, when customers reach out to customer support to ask questions, they can quickly receive a response that walks them through how to resolve the issue. In addition, by being proactive about addressing areas of confusion, you can increase customer satisfaction and take up less of your customer support team's time.
5. Recruit employees to your company by showing what your organization has to offer.
Video is an innovative way to show the potential environment employees will be working in and the people they’ll be working with. By advertising these videos, you can effectively attract the kind of people you want to work for your company. A short video on YouTube can go a long way.
Train your employees so they can see success sooner.
“In today’s fast-paced, technology-focused world, employee’s skills become outdated, and companies need to implement easy, meaningful training solutions to keep their employees up-to-date and stay competitive,” says Jeff Weber, senior VP at People and Places. The best part about using video to train employees is that they can do it anytime, anywhere. Plus, they can quickly review the information again to retain what they’ve previously learned.
Video marketing is one of the most powerful forms of digital advertising there is. With many resources and tools available, video marketers can easily get their message out to a large audience with relatively little effort. But how do you know if this medium would be right for your organization? Many different types of videos can help you accomplish your goals, from short promotional clips to long-term branding materials. But first, you can look at which areas need the most improvement and start engaging them with a video marketing strategy to see if video can help their growth.