Every single business or entrepreneur should be using video no later than 2019, preferably today. The number and type of videos will fluctuate depending on the type of business and what you are using video for, but any business or organization attempting to communicate with other people should have at least 1 video, if not a few, dozens, even hundreds or thousands.
“A single minute of video is worth about 1.8 million words” – Forrester
When “viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in a text,” it’s a clear indication of the digital transformation our world is experiencing. If you want to let a friend or family member know about an event you attended or a new purchase you made, you take a picture or film a video instead of writing them a 500-word description. Organizations should consider evolving with the times or risk being left behind.
QUALITY VIDEO = #Winning
“Globally, IP video traffic will be 82 percent of all consumer Internet traffic in 2021, up from 73 percent in 2016.” Cisco
A few months ago, I had the opportunity to attend the ATD and MarTec conferences where I spoke briefly with dozens of talented development and marketing professionals. It amazed me how many businesses aren’t using video. Whether you’re trying to communicate with employees, students, customers or prospects, you should use video. Gary Vaynerchuk recently said, “Content. Content. A video, a written word, or a picture – content, is the gateway drug to every single thing in our society. Anything that you want to happen you want to sell sneakers, you want people to buy your course, you want to sell homes, I don’t give a shi# no matter what you do in this room, content is the gateway drug to your success”.
“Video is now being used at every stage of the customer journey” – Martin Barthel, Facebook Global Head of eCommerce Strategy (ShopTalk, 2018)
Using Video For Your Customers and Employees
I get it, for whatever reason you didn’t have any video a year or two ago. In this day in age, with today’s technology, you have no excuses. You also have the more options today since you can hire production help. There are websites like Fiverr, Craigslist or even Facebook. You can work with freelance producers like myself or go through a legit production agency like X. And alternatively you can simply do it yourself. Whether you use your phone or buy a DSLR like my Panasonic GH4, Nikon D3400, or the Canon EOS T7i, you should have a video to help with the following areas:
- Internal Communications
- Training and Onboarding – Systems, Processes, Learning and Development
- Human Resources, Employee Benefits, Internal Communications/ Employee Relations
- Compliance, Diversity and Inclusion
- Compensation, Payroll, Bonuses
- External Communications
- Marketing and Sales – Awareness, Informational, Lead Generator, Direct Sales, Closing
“79% of consumers would rather watch a video to learn about a product, than read text on a page” – Wyzwol, State of Video Marketing 2017
3 Video Ideas For Your Business
- Explainer Video – A video that helps to explain your company, institution, and/or product and services
- Demo Video – A video that demonstrates how your customers would use and benefit from your product or services
- Customer Support Video – A video that is meant to help answer the most common asked customer questions
And imagine how much more you can do with those same videos when you transform them into engaging interactive video content! We’ll dive more into that down the road but for now, we need to get the basic video message across first – you should absolutely be using it. We the people love video and it continues to demonstrate its value day in and day out, so use it. Don’t worry about the quality of the footage and post-production with special effects but instead focus on the quality of the content.
All of that said, why wouldn’t you have videos for your customers, students, or employees that want to learn about your product or services? I believe entrepreneurs and businesses without videos underestimate their impact and importance, but maybe that’s just me. Why do you think so many businesses and institutions are neglecting video despite all of its benefits? Do you believe it has as much of an impact on their bottom line as Gary Vee does?
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