Producing or commissioning video content tends to be part of the marketing department’s role in most organisations, and therefore it is often viewed as a ‘marketing thing’. In fact, this is true of other content creation too, marketing teams create content (video, blog posts, case studies, whitepapers etc.), promote and distribute it often without any support from other departments within the organisation.
I think it’s important to get buy-in for your video communications from all areas of the business, as video is not just a tool for Marketing to communicate with prospects and then pass on as leads to Sales. Instead it can be a valuable communications method for all departments.
Video As A Sales Tool
We see a lot of companies under-utilising their video assets. Many organisations have great video content that works at different stages of the sales funnel, but exists as marketing collateral not as a sales tool. Take for example the explainer video that shows how your product or service works. Marketing use explainer videos as part of a nurturing process but they’re also a valuable tool that Sales teams could incorporate in their communications.
When a potential customer or client need more convincing that your product or service is right for them, a link sharing a video sent directly from a sales manager could be just what they need to make their decision. Similarly video testimonials can be very effective when clients ask for validating information. While you may have a number of written testimonials, video is a much more effective way of convincing a client that you have the skills and expertise to meet their requirements. A video testimonial can give a clearer idea of kind of clients you work with, the business relationships you build and the scale and breadth of the work you undertake.
Customer Care & Customer Services
Video content can also be invaluable after a sale or as part of the service you offer to existing customers. Customer Service departments should welcome videos that help troubleshoot problems for clients, or take them through processes that are difficult to articulate over the phone. Providing your customers with a knowledge bank of videos and other content can really help them get the most out of your product or services, reducing complaints and time spent resolving issues, and making your Customer Service team’s jobs easier to perform.
PR teams should welcome content that makes it easier to get your organisation in front of industry influencers, and video can go a lot further than a press release. Announce news and developments on video, or create annual reports, company results or forecasts in a visually interesting way and people are much more likely to watch your content, digest it and share it.
Those annual reports, targets, forecasts and strategy documents can also be delivered to the Board, employees and other key stakeholders in a video format. “75% of business executives watch work-related videos at least weekly”* and this is because they are more accessible, engaging and easier to action than a wordy text document. Of course, they can’t replace the traditional forms of reporting but instead help deliver key information to those who need it in a much more direct way.
As well as providing information for customers and other external stakeholders that help them use your product or service, video is an effective way of training your employees. Information conveyed using audio and visuals (i.e. video) has a dual-coding effect on the brain that increases the chances of the viewer retaining the information for longer – compared to text-based training manuals. Video can also be an effective way of communicating organisational culture, values and brand to existing employees, as well as part of a recruitment, employee engagement and retention strategy.
What Marketing Departments Need To Do
If video exists in a silo as part of your marketing department’s role, getting the backing of the Board is the first step to integrating it into other departments. Get sponsorship from the Board to put in place a strategy for encouraging the entire organisation to use video assets proactively, monitor results and ask for feedback.
As other departments begin to see the value video can bring to their roles, feedback should enable Marketing teams to align content more closely with their objectives and result in better outcomes.
If you have any questions about developing a video strategy for your organisation, please contact the team here at nrg Digital. You can leave a comment below, call us on +44 (0) 1252 717707 or email firstname.lastname@example.org