According to a recent Aberdeen report, marketers who use video see much faster revenue growth (49 percent) than those who do not. However, video has become more than just a marketing tool. With their capability to visually explain and demonstrate things and concepts, videos can help businesses not only showcase their products and services, attracting new customers, but they can help companies attract new employees and even make workers more productive.
Here are six cases where video can be beneficial.
1. Explaining your value proposition/what you do
Why tell people what you do when you can show them?
“When trying to explain [your value proposition or] technology to nontechnical buyers, or a business process that has a lot of steps and interacting elements, you can combine audio and animation to help your audience understand what they need to know quickly and efficiently,” says Christopher G. Fox, managing partner, Syncresis, a healthcare marketing consultancy. “In three to five minutes, a good [explainer] video can do the work of a robust white paper that requires an hour of focused concentration from a reader.”
“For a small business in a new, emerging industry, ‘explainer’ videos can be a huge benefit,” says Nick Braun, founder & CEO, PetInsuranceQuotes.com, which created this explainer video. “They can help potential customers understand your product or service, which can drive sales.”
“Budget Dumpster utilizes video to educate and validate the dumpster rental process for our customers,” says Sean Nally, who manages public relations for Budget Dumpster. “There are several logistical concerns when delivering a large metal container to residential locations and with over 80 percent of our customers first time users, we find it essential to provide a brief, yet detailed, overview of renting a dumpster in the form of a video,” he explains. “Our video ‘How A Dumpster Rental Works’ delivers the same amount of information in a quarter of the time it would take a customer service representative.”
To get the widest audience for your explainer video, post it on your Home and/or About Us pages, as well as on YouTube and your Facebook page (if you have one).
2. Demonstrating a product
“Use videos to help shoppers navigate through your offerings and showcase product features, uses and tips,” says Dimitrios Kourtesis, CEO, Goodvidio. “Use product review, tutorials, unboxing or how-to videos to allow your customers to learn everything they need to know before deciding to purchase. Videos help engage visitors, answer their questions, strengthen their confidence in purchases and improve conversion rates up to 74 percent.”
“[Product] videos offer consumers the opportunity to engage with brands and products, anytime, anywhere,” says Brendan Sullivan, vice president, direct-to-consumer, VF Corporation, the parent company of more than 30 lifestyle apparel, footwear and accessories brands. “For example, our brand The North Face offers consumers comprehensive item views, [which often include videos,] so they can see the product’s technical features and benefits in a succinct, visual way. These videos [such as this one for The North Face Access Pack] are effective. On some product pages, as many as 15 percent of customers view a video, and on average they spend about a minute watching the video.”
Sign up for Computerworld eNewsletters.