How to Get Started With Online Video Marketing

Done right, video converts. From lead generation, to pipeline development to differentiating yourself during the sales process, online video marketing can provide your business with a strategic marketing edge. And taking advantage of video in your lead generation and sales efforts doesn’t have to be expensive. In fact, it’s never been easier. 

A marketing video converts at a higher rate than other marketing tools because a video posted on a company's website delivers a more engaging and personal message. With 60 percent of business executives stating they would rather watch a video than read text (Forbes Insight Study, Dec 2010), online video's ability to captivate potential clients—turning them in to qualified leads and paying customers—is second to none. 

Video Creates Action

Video is perfect for you if you aim to have content that differentiates you from your competition.  It’s perfect for you if your goals include generating more leads and driving more sales in a cost-effective and measureable way. Sixty percent of business executives visited a vendor website and 51 percent made a purchase after watching a video (eMarketer, Jan 2011), making video content marketing one of, if not the, best ways to engage and convert casual browsers into leads and paying customers.

One way companies can get the most out of their online video production is for their sales teams to reference their online video after that telemarketing call. Sending a video link to the prospect as a unique way of grasping the potential client's attention and educating them on the benefits your company offers. Simply put, using online sales videos creates action that moves the prospect deeper into the sales cycle. Research from Forrester, ComScore, eMarketer, and other top research services states between 40 and 52 percent of the time, prospects will move one step down the purchase funnel after watching an online marketing video.

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Given these impressive stats, marketing with web video is one of the best ways to engage and convert casual browsers into leads and paying customers for budget conscious companies. Most businesses understand the power of video but are unsure where to get started. Here are five videos you can create easily to get your business started with video marketing.

1. Product Education and Demonstration

All companies sell either a product or a service, have this information on their website, and talk about their products and services every day. Now do it in front of the camera! You are the expert, show your stuff.

2. FAQs

Your website has a list of FAQs (frequently asked questions) because they inform a prospect about your firm’s key value propositions, experience, differentiators, and processes.

3. Key People on Your Sales Team

Your customers love your service and support team, so give your sales team video content assets that highlight your talented team of professionals. These are the people that provide your sales team with your competitive differentiators and deliver the benefits to your customers. Doing this will also take the focus off the ‘sales person’.

4. Post-Presentation Objection Handling

Record answers to the top three objections your customers have and present them with confidence and conviction that will build trust and more sales.

5. Customer Testimonials

The best part about customer testimonials is that they will always be relevant in showcasing your satisfied customers. Find a customer for each product and service, invite them in for lunch one day and start filming relevant stories of your team, product, implementation, and service.

Video reaches out, informs and builds trust with your customers quicker, easier, and more effectively than any other marketing medium, and companies that start using video content marketing will gain a quick competitive advantage and put themselves ahead of their competition. Doing it sooner rather than later will provide a marketing video production for your business that will become a useful everyday tool in the life of your sales and marketing processes.

Just like 10 years ago when your business needed a website to be competitive, soon every company will be investing in video. Don’t wait until you have to catch up to your competition.