According to industry experts:
- the human brain can process images 60.000 times faster than text
- In 2017, two thirds of the web traffic has been video
The rise of video marketing has been one of the most exciting trends in recent years. Many still think of digital video as viral content on YouTube, video ads on Facebook, and flashy homepage videos that tell a brand’s story. But in recent years we’ve seen the most successful brands expanding their use of video throughout the entire customer journey to help them build better relationships, educate and convert buyers, and improve customer satisfaction.
From creative campaign videos that bring light to pain points to customer testimonials and personalized product demos, video will play a starring role at all stages of the marketing and sales funnel. In a research report by Ascend2, the companies that are seeing the greatest success with video marketing ranked the importance and effectiveness of different types of videos in the following order, starting with the most effective:
1. Customer testimonials
2. On-demand product demonstration videos
3. Explainer and tutorial videos
4. Thought leader interviews
5. Project reviews and case studies
6. Live and on-demand webinars
7. Video blogs
8. Event videos
Note that “bottom-of-the-funnel” content like customer testimonials and on-demand product demos lead the list, which may seem somewhat surprising. But if you think about it, this is the content that sits closest to new revenue. Video marketing can help companies sell more.
The rise of video selling in B2B markets
The best sellers are the ones that challenge customers to think differently and educate them as trusted advisors. Whitepapers, canned presentations, and customer case studies are helpful tools but nothing beats video when it comes to educating buyers and building an emotional connection. Video is the next best thing to being there in person, and it’s proving itself to be a powerful and highly accessible weapon throughout the selling process. Savvy sales reps are using smartphones and webcams to record personal greetings or to send a follow up message following a meeting. Many reps are leveraging video testimonials to showcase how other clients are achieving success.
We also saw the rise of “micro demo” video libraries as a way of boosting the efficiency and effectiveness of online product demos. Instead of relying on a Solutions Consultants (SCs) to deliver live demos to every prospect, modern sales teams are enabling reps to create a customized on-demand product demo by assembling a series of short videos on different topics into a simple playlist for viewing by the prospect. Not only does this improve efficiency and reduce the number of hours spent by SCs on demos, it provides an opportunity for the demo to be shared more broadly within an organization and viewed at a time that is most convenient. It also enables the sales rep to track when different prospects tuned in and how much of the content they actually engaged with. In 2016 we’ll see video selling emerge as a common practice in more and more markets.
Offering compelling video content
It is important to offer compelling video content to your audience. Building professional videos does pay off in the short and long run as video material can be used in several occasions:
- Enriching your web sites
- Sales and direct marketing campaigns
- Success Stories
- Corporate presentations
- Vertical, Solution selling
- Invitation, introduction to customer and internal events
- Retail kiosks
We can produce any type of video (including 360° video) for any use. Our comprehensive video services offer:
- Storyboard copywriting
- Editing: text, sound track, HD mastering, special effects
- Online publishing
- Communication campaigns, QRC for paper publications
Here below more information on this service (click on the image to enlarge it!)