Courtesy of OneMarketMedia.com
“Online video”, “web video” and “Internet video” are terms that will soon fade from our lexicon. They will simply be shortened to “Video”. While the portable bandwidth of DVD’s and now Blu-ray will continue to be used for some time, faster broadband and wireless speeds will result in all media moving “online”. Broadcast television will become just one piece of the Internet. Video will be the dominant marketing media format for business. Throw rich media and social media into the mix and the result is a profound transformation to the way that companies promote themselves.
Your company website will soon house a variety of different video and rich media assets that will be used to differentiate your offering, educate your customers and influence your influencers. Here are 26 examples of how video is being used by companies today to help move their businesses forward:
1. Customer Testimonials
Nothing is more compelling than seeing and hearing your customer (in their own environment) extol the virtues of your products and services and explaining how you helped them achieve their business goals.
2. Video Success Story
It is often challenging to get customers to agree (especially larger customers) to go on camera to talk about your company. You can still present the customer success with your own presenters speaking specifically about the customer win or talking more generically about a company win in that industry.
3. Video Case Study
A video case study combines customer testimonials with more a more in-depth explanation of how your company’s products and services helped your customer be successful. These case studies usually incorporate two voices – a narrator and the voice of your customer. These usually follow the “Problem, Solution, Benefit” format – very similar to their print equivalent.
4. Product Demonstrations
Show how your product works – highlight the features that differentiate it from your competitors. A software walk-through, a 3D cut-away, a high impact demo by a presenter are all excellent ways of showing how your product or service works.
5. Product Presentations
Product demos shows the details of how your products work. These are best used in helping your customers and prospects differentiate between your products and services and those of your competitors. Early on in the sales cycle you need to talk more about benefits – from the customer”s perspective. Product presentations explain how your product can help your customers solve their business problems. Determining where your customers are in their buying cycle is just as important as segmenting your audiences.
6. Corporate Overview
Corporate overviews are often the starting point for companies using video to promote their services. Corporate overviews are usually brief (2-3 minutes) and can include a short history, some location/facilities shots and introductions from your senior management team.
7. Executive Presentations
Whether you are preparing for a quarterly update, responding to a major event in your industry or making a regularly scheduled presentation there is great value in presenting the “face” and “voice” of your leadership team to all of your constituents.
8. Staff Presentations
Social media and other Web 2.0 trends have caused companies to reconsider how they communicate with their external audiences. Your senior leadership team should not be the first and only consideration for representing your company. It is becoming more important to consider showcasing the people that drive the day-to-day operations of your company. Customer service representatives, technical experts and legacy workers are all valuable considerations for this new category of corporate video. Surveys show that there is more trust associated with these employees than with senior management. When you are selling to influencers in organizations – versus economic buyers or the decsion makers it is especially important you represent your company with people that your customers and prospects can relate to.
Video blogging has been gaining popularity on personal and expert blog sites and is now carrying over to corporate blogging as well.
10. Corporate facilities or equipment tour
While corporate overviews serve many purposes a corporate facilities or equipment tour can be used to highlight the unique characteristics of your building, and infrastructure, to show the breadth of your operations and reach or to highlight special equipment that sets you apart from your competitors. (Uniqueness is certainly a key to success here)
11. Post sale support and maintenance videos
No one reads manuals. You can save thousands of dollars of post sale support by creating informative assembly, installation and maintenance videos for your products and services.
12. Overnight expert videos
If you serve a large geographic area or sell through channels then it is well worth the effort to put together short overnight expert sales support videos that highlight the key selling points, features, benefits, objection handling and follow-up issues to consider by your direct or channel sales force.
Corporate video first gained prominence with training (service, support, sales, personal development etc.) and continues to be one of the best uses of video. Online Video is a cost effective substitute to in-class training. You can also integrate video into online training management tools.
14. Health & Safety
The cost of dealing with health and safety related issues within organizations continues to grow. Video is one of the most effective means of minimizing these costs.
15. Internal Communications
In larger companies no one has the time or interest to understand what other groups or functions within the company do or why they exist. Internal videos that highlight activities, procedures and best practices can save money and lead to more effective communications. They are also a great way to show off your local hero’s.
16. Recruitment Videos
Finding the best employees is the single most important function of any company and yet comparatively small amounts of time and money are allocated to this critical task. Recruitment videos that feature company employees, highlight corporate culture and promote the direction of the company can be very influential.
17. Employee orientation
Once your new recruits are on board employee orientation videos are a great way to get new staff up to speed. Company history , structure, procedures, policies and codes of behaviour can all be communicated effectively with video.
Outbound programs like email marketing and direct mail are taking advantage of video and rich media as a more engaging way to capture and keep the attention of customers and prospects.
19. Landing pages and other web pages
Video is beginning to replace or supplement text and graphics as a content element on many corporate websites. Landing pages can offer a more compelling call to action with video.
20. Event Video
There are many ways to leverage the considerable amount of time and money spent on events and trade shows with video: Capture demos on camera while you have your experts assembled in one location. Capture speaking opportunities from your execs and re-purpose them on your website. Use the opportunity to video short testimonials from your customers while they are at your booth. Capture the event or trade show activities and share with the employees back at the office.
21. Video Press Releases
The standard four paragraph press release is now being supplemented with video and rich media to tell a more engaging story.
22. Viral Video
Many companies are testing viral video as a means of promoting their brand. Striking the balance between maximizing entertainment (pass along) value and minimizing blatant brand promotion is the challenge.
While advertisers are becoming more selective in how they chose to spend their promotional dollars with broadcast television, other venues for commercials such as online entertainment, online sponsorships, games, event sponsorships and in-theatre are starting to take the place of broadcast and cable commercials. Expect more and more video screens to crop up on every building, device and structure offering an even more diverse set of advertising opportunities.
24. Company Lobby Video
HD video screens are popping up everywhere – why not in your lobby or reception where you can get a jump start on first impressions.
25. Market research, focus groups and polling
Market research firms are now capturing the anecdotal feedback along with the raw statistics of their research. If a picture is worth a thousand words then a video of your customer describing her likes and dislikes of your new product is priceless. Go to YouTube to see how people are describing your products and services.
26. Community relations
If your company is out working in the community, being good corporate citizens, helping the environment, contributing to valuable causes – you should be capturing those efforts on video.
- 7 Ways Online Video is an Affordable, Effective Marketing Tool for Small Businesses (reelseo.com)
- How to Market Your Company With Online Video (nytimes.com)
- Collective buys online video ad network Web TV Enterprise (eu.techcrunch.com)
- Social Media: Is the Demise of Online Video Viewing Drawing Near? (biojobblog.com)
- Getting Even More Visitors Simply By Using You Tube And Video Capturing Software (ronmedlin.com)
- The Best B2B Viral Video Ever (hubspot.com)
- Summit on Customer Engagement 2011, Day Two (b2bmarketingpost.com)