Rapid innovation has organizations transforming all types of business practices to be better, faster, and more efficient in the digital age. Sales, communications, operations and HR are no exception. As more tools are developed to measure and streamline the employee and customer experience alike, for both B2B and B2C markets, these innovations are met with a tidal wave of new challenges.
Decision-makers have naturally adopted shorter attention spans as a result of increased industry noise and competition. Static digital correspondence like email, white paper, and power points offer limited impact and engagement. The majority of decision-making processes take place in private while everyone does their respective research. The new expectation of consumers in all markets is this: Relevant information must be readily available when I want it and easily understandable when I consume it, or else.
Companies of all sizes and industries are waking up to video content and its array of applications to consistently conquer these growing business challenges. Videos catered directly to the employee or customer experience, videos filling educational gaps in a long sales process, or videos specific to the details of a product and service. Visual Communications & Marketing (VCM) is exploiting the massive potential here, and we are excited to further innovate with clients to accelerate all types of their business operations by delivering powerful, cutting-edge communication solutions through the power of video. Once quality visual content is produced, the video marketing possibilities are endless. Below are the 6 Epic Powers of Video Production for business.
4 Persuasive Powers of Video Production
Persuasive Powers speak to the medium itself. ‘A picture is worth a thousand words. ‘The ear is the avenue to the heart.’ Engaging both senses and delivering a well-crafted story, message, or pitch can affect nearly any part of the viewer and their behaviour. If a heartfelt scene in Titanic can make you cry, a well-made sales video can make you buy. Let’s break it down…
#1 Attention – Engage your Target Audience
Getting the attention of a qualified buyer is worth its own weight in gold. People are already overwhelmed with marketing and sales material barraging them at every moment, including the messages of your competitors. Being human, we find moving images and captivating audio irresistible to our eyes and ears. A video always wins our attention. This increase in engagement multiplies the value of the content in your video marketing and further respects the viewers’ time. You want the undivided attention of real buyers and qualified prospects? Video is your answer.
- An initial email with a video receives an increase in click-through rate by 96%
- 59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch the video.
#2 Emotion – Connect with your Target
After capturing the highly sought-after attention of your target audience, you can now connect with them on a very human level. The combination of visuals and sound evokes emotion much more effectively than text or an image alone. Viewers connect to video in a way that is unparalleled by other forms of content; it gets an audience to care, to feel, and to take action.
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
- 81% of people have been convinced to buy a product or service by watching a brand’s video.
#3 Perceived Value – Establish Authority
The tone and message of your video speak volumes about your organization. The same goes for the quality. Video is perceived to be more valuable than text, and a quality video impresses, immediately and on an unconscious level. Can I really trust this company? Do they provide good service and a quality product? The professionalism and production value of a video implicitly answer these pivotal questions.
- 87% of online marketers use video content.
- 51% of marketing professionals worldwide name video as the type of content with the best ROI.
#4 Clarity and Efficiency – Clearly and correctly explain. Every time.
There is a huge ROI delivered in this Power alone. Consider the amount of time that individuals in an organization are explaining things over the phone, presenting in a meeting, or clarifying the same exact thing over and over again. Employees are only human and from time to time, get distracted, misspeak or make mistakes altogether when explaining things. An effective video production is built to save everyone time, employees and customers alike. That means the message is refined, focused, and gets to the point. It will answer a prospect’s frequently asked questions, speak to common pain points, and employ the most persuasive phrasing of features and benefits, followed by an inspiring call to action. This completely avoids the inefficiencies of human errors and, at scale, can save monumental amounts of valuable time for your employees and make a much more delightful customer experience.
- Landing pages with video have up to 800% more conversion than the same page without a video
- 97% of marketers say video has helped increase user understanding of their product or service.
- 90% of users say that product videos are helpful in the decision process.
2 Money-Making Powers
These final 2 Powers speak to the practical reasoning of having video in your budget. Content marketing is crucial, sales enablement is evolving, and having a delightful customer experience is paramount. These 2 powers explain why investing in video is necessary for future growth.
#5 Accessibility and Relevancy – Dominate the Digital Space
The internet is not going anywhere, and the majority of business correspondence happens digitally, along with entire transactions and the majority of business decisions. Google owns YouTube, and Google’s search algorithm values video (time spent on page) as an indication of a positive browsing experience, ranking pages with video higher. Any successful retail space includes friendly, knowledgeable staff who provide information and a smile when you walk through the door of the store. A website is your digital storefront. Imagine you could smile and engage with everyone who visits your website online? You can now do this with the technology of digital video.
#6 Versatility – Videos are Assets
Just like your website copy and sales material will reuse the same power statements, market positioning, and key benefits, a content marketer can re-purpose footage and re-version videos for different platforms and different target customers. This is why at VCM, we strongly suggest investing in one video production company to handle all of your video needs. This will streamline future productions, significantly reduce costs, and yield much better results for your business overall.
After all, we strive to create content that will help grow your business. Creating a sales video along with video marketing is just the tip of the iceberg.
There is no golden elixir for sales, communications, or HR challenges in an organization. Like any real problem, it needs real solutions. And real solutions take focus and effort to build. At VCM, we’ve been building solutions to specific business challenges and objectives in several industries. Our portfolio and reputation have grown from our approach of providing solutions that last. Operating like an in-house team with our clients, we can focus on maximizing the impact of our video production services to ensure it delivers Epic returns.
Check out our Video Portfolio here or get in touch to have a chat with our experienced team!
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