Stop Selling to Me!
Video is a great way to show potential clients what it is that makes you different from your competitors.
It’s also a great way to demonstrate particular products, and because it’s a video demonstration you can ensure your product is shown in the best possible light without the vagaries of individual interpretation getting in the way.
However, many people fall into the trap of trying to use video as a hard sell tool; you can do it, and in some cultures, for some sectors of the population, it will work well, but for most B2B situations in the UK it’ll be a turnoff. People don’t usually like to feel they’re being sold too. That's partly why technical people, and non sales people actually engaging more rapidly with potential clients and often get the deal, because they weren't trying to sell; they were listening to the customner and sharing information on how something could be a benefit, then letting the customer make their own minds up.
Using video to provide valuable content that is informational is a far more effective way of using the media. In fact, according to Roper Public Affairs, 80% of business decision makers prefer informational delivery rather than overt advertisements. Good content helps clients to feel closer to a company and over time builds trust.
The keys to making this sort of marketing work is to be consistent, to give away some information that is of genuine value to the audience and to be relevant. In fact, there are some marketeers who advocate giving everything you can away because in the end clients may have the information, but when it comes to putting it into practice only a few will have the necessary skills. Using information as the basis for your video blogs or video newsletters, or indeed on your You Tube Channel, provides an eagerly sought after resource that modern society consumes voraciously.
Not to say that lots of views or click throughs are the main aims, because if you’re only really interested in business within a particular geographic area or industry sector getting lots of views elsewhere doesn’t really help. However, getting good views will of course help your general rating on the web and help push your brand/business up the listings.
Video is predicted to be the key communication portal for businesses in 2021-22 that want to increase their sector share, and also to hang on to their existing customers – from our perspective, the interesting thing is that there are definite moves away from the semi pro video filmed on a mobile phone content. It seems that people are realising the importance of quality content and brand image.- possibly in part due to the increased use of remote working and living resulting from the Covid-19 pandemic they are expecting a professional piece of video communication over a self shot style. With the advances in live streams, podcasting and acceptance of zoom interviews, it's going to be a very interesting couple of years. If you'd like to discuss how video could help your business, do give us a call and we'll be happy to chat through your ideas in a free discovery session - we'd love to know what your thoughts are.