Marketing without video is like...
When I started my B2B career, videos were a significant investment. With a limited marketing budget, everything had to be perfect, and every video needed to have a long shelf life.
Now, producing a video should be as natural as writing an article. Thanks to technological advancements, creating videos is more affordable and faster. In a fast-paced scale-up environment, you don't have the luxury to overthink; you just hit record. Every video you make will be slightly better than the last.
Five reasons why videos deserve an integral part of your content strategy
Simplifying Complex Solutions
Videos are unparalleled in describing complex solutions by combining voice, text, illustrations, and screen recordings.
Consistent Messaging
Salespeople often describe offerings differently, but using videos during meetings ensures consistent messaging. This consistency is also crucial when someone within the prospect's organization must present your solution to internal decision-makers. Videos help ensure they convey your message accurately and effectively.
Building Personal Connections
Seeing your team members on video helps prospects build a more personal and connected relationship, enhancing trust between your company and potential clients.
Driving Social Media Engagement
Videos perform well on social media, both as paid ads and organic posts. Videos require minimal effort from your prospects, making them excellent for turning curiosity into demand.
Effective Throughout the Buying Journey
You can use videos at every stage of the buying journey, from creating awareness with content addressing the prospect's challenges to closing deals with videos explaining the structure of your agreement.
Videos I'm Proud Of
Here's an example of using video to describe a complex solution simply. What this video covers in 2.5 minutes would typically require a salesperson a 30-minute meeting with several slides and a product demo.
During the summer of 2023, there was a trend of making AI videos in the style of Wes Anderson. This project was a great learning experience in combining various AI tools to create a story.
Speaking confidently in front of a camera is a skill I'm still learning. However, self-recording gives videos a special intimate vibe and enables quick production.
