There’s a tsunami of anecdotal evidence and hard statistics providing proof that video marketing (as long as it’s produced and delivered properly) is cost effective. According to Forrester Research, video increases the chance of a front page Google result by 53 times. In other words, you are 53 times more likely to land on the front page of Google with a video than with text. Forrester also reports that embedding video in e-mails increases click-through rates by two to three times.
In a research study by IDG, 95% of B2B tech buyers use video to advance their purchase behavior. And of those, 66% went on to research a particular vendor. Adobe’s 2013 Video Conversion Playbook states that video content can generate a 90% conversion uplift, and that 61% of marketers cite online video as the top optimizer for sales conversions.
The 2013 Technology CMO Roundtable produced a report based on the opinions of more than 50 B2B tech marketing executives. The report included some intriguing observations including that “video is the most powerful channel for reaching key audiences,” and that “video’s value lies in its ability to help optimize organic search, and deliver instructional content, thought leadership and testimonials.” Fully 90% of the roundtable participants said they will increase their video marketing efforts this year.
Today we are inundated with information and have learned to be skeptical of it… especially marketing materials! Business buyers are people, and people make decisions based on emotion. Business buyers will gather the facts and weigh them carefully prior to making a buy decision; but the decision to spend the time to gather those facts is more about what looks different and interesting.
Business products and services are complex. It’s nearly impossible to communicate effective business marketing messages in a brief enough time frame for today’s short attention span prospects. Well-produced video is a way to get peoples’ attention and hold it.
We work with clients to uncover stories about their businesses, products or services. We then translate those stories into watchable videos that are effective sales tools. Storytelling with video delivers messages in a more interesting and concise way. Business video stories, if produced correctly, get under the radar disguised as entertainment.
Videos that tell an engaging story are more likely to be viewed, remembered and shared. People are hard-wired to pay attention to stories. They naturally want to know how the story turns out. We zoom in on a specific customer problem to base your story around. What’s the most troublesome problem that your product or service solves? That’s the basis for your story.
Make It About People
We give your story a hero – someone the viewers can relate to so they see themselves in the character’s shoes. If the viewer can imagine himself in the same situation, it’s easier for him to imagine himself deploying the same solution (your product or service). We develop your protagonist with the same characteristics as your target audience (e.g. if you’re selling to bank CFOs, we make your hero a bank CFO).
“You have to watch this. Does this sound like us, or what?”
Keep It Brief
Viewers are more likely to watch a three minute video than a six (or five or four) minute video. Attention spans are limited in today’s digital world. We make your video as short as possible.
NOTE: It takes a lot of time and effort to distill the essence of your story and deliver it as concisely as possible. Mark Twain once told a friend, “I wrote you a long letter because I didn’t have time to write a short one.” We cut out everything that doesn’t add relevance or interest… keeping only what’s necessary to communicate your message and move the story along.
Show, Don’t Tell
We’ve all grown up watching movies and television. A complete media experience is written, produced, edited and presented for our viewing enjoyment. We normally don’t think too much about the production process.
As much as possible, we want to show not tell. That keeps prospects interested, and compresses the time needed to communicate. The linking and condensing of actions is visual writing. It communicates a narrative via a sequence of images. We’re all familiar with the silent movie villain, tying the heroine to the railroad tracks, intercut with images of a fast approaching train. That’s a story unfolding in front of us without a word of dialogue.
Sights and Sounds Working Together
We include dialogue and/or voice over narrative, sound effects and music. All of these audio elements help to tell the story while simultaneously compressing the time necessary to communicate it. Unlike a PowerPoint presentation where the presenter reads the bulleted text that appears on the slides, we deliver different, but inter-related information to the eyes and ears simultaneously.
Today we have the technology to deliver streaming video 24/7, all over the world, at almost zero expense. This capability alone won’t convert your prospect to a qualified lead, though. A brief story, one in which they recognize themselves and a real business problem they’re facing, will engage them and persuade them to take the next step.