“Perfect Is The Enemy Of Good”
The automation and scale of marketing and sales technologies have devalued the human touch of face to face interaction. Today’s biggest brands are gaining traction by being real and authentic while making a personal connection with a customer through the use of video.
By now most of us have heard the stat that it’s predicted that by 2021, video traffic will account for 82% of all internet traffic, leaving most companies scrambling to get on board with a video strategy. In the push to adopt a video presence, forward-thinking organizations are discovering that incorporating video in their marketing strategy and sales cadence is far more accessible than ever.
In a recent webinar during Vidyard’s Fast Forward 2018, Vidyard VP of Marketing Tyler Lessard was joined by Dave Gerhardt, VP of Marketing at Drift, and Christina Nalband, Conversational Sales, Team Lead at Drift to discuss the success for their organization’s video strategy, and we’ve got the highlights below.
Developing a video strategy
Developing a video strategy can be daunting for any company regardless of size or budget.
Fortunately, reliance on expensive and complex equipment and a team full of video experts have been supplanted by webcams and mobile devices in the hands of individuals already on staff. Hiring a video producer early in the process was the catalyst for Drift’s success when it comes to their video and social strategy.
While hiring a video producer can get the ball rolling it’s the adaptation of video across departments and its use among current staffers that grow a video strategy to scale. In the sales world, automation tactics are failing to produce and video helps to cuts through the noise to not only stand out to prospective customers but to also build a personal connection on a foundation of trust.
Adopting A Video First Approach
Adopting a strategy that can easily prove ROI is key during the early stages of the implementation of any video strategy. While there’s still a place for more professional and highly produced video assets, it’s probably not the most efficient and cost-effective way to begin your journey into the exciting world of video for business. Taking a video first approach to content creation allows a company to maximize their efforts and produce several pieces of content around a single video.
Taking a video first approach to the sales process not allows for the sales team to form a personal connection with potential customers but to quickly and effectively convey their message. Creating quick and simple videos with the aid of a webcam or mobile device can save the team time and aid in the effort to break into accounts. Focusing on authenticity and not striving for perfection is key in these situations.
Leveraging In-House Talent
For most people, being on camera isn’t something that comes naturally. Building confidence can be tricky, what it comes down to is letting go of inhibitions and simply taking the leap into using video whenever possible. Being comfortable on camera also comes down to how well the person knows the subject matter, a marketing professional who knows the product inside out is a prime candidate to deliver the message over video. On the sales side, having salespeople go on camera and record videos is also a fantastic tool for them to perfect their sales pitch.
Before being comfortable sending videos to customers sending videos internally for feedback can be an effective method of getting reps and constructive criticism. A video that focuses on being authentic and real while effectively conveying the message is all your looking for.
Making a Personal Connection
Adopting a video strategy that can measure success and prove ROI is vital for any organization but when it comes to sales it’s hard to put a price on making a human connection with a potential customer.
Using video elevates your sales outreach strategy beyond the typical email blasts and automation tools and helps your organization to stand out from the rest. With the consistent shortening of people’s attention spans, a first impression is often made within the first 7 seconds of an interaction. Making that human connection through an authentic and personal video helps build a foundation of trust and familiarity with potential customers.
Using Social To Create A Culture Around Video
There’s a high probability that many of your co-workers are already creating video content for personal social platforms like Instagram Snapchat, and Periscope. LinkedIn has emerged as the go-to platform for creating video content that is business related and is the logical place for employees to produce content around your brand. Encouraging staff to use LinkedIn as a platform for authentic and engaging video can be an excellent way to build a culture around video as well as promote your brand. When it comes to staff taking the leap into producing video content for the first time authenticity and consistency is the key.
When employees are trusted to deliver a message without fear of being micromanaged their personality is able to shine through what may be an awkward experience at first. Leveraging the social presence built up by employees can go a long way in scaling an an organization’s video and social strategy.
The Big Question
What does the future hold for video in marketing, sales, and business in general?
Check out the full webinar here for a more in-depth look at the wonderful world of video for business!