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4 Questions to Ask Yourself Before Starting Your Next Video Project

Written on
Jun 3, 2014 
Author
Eric Vidal  |

ADOTAS – Marketers are no stranger to video. They’ve been integrating clips and YouTube videos into their campaigns for years now. However, few marketers really understand how to use video in a way that drives engagement and conversions. It’s all too common to see long-winded interviews with executives or product overviews that take up a great deal of a viewer’s time without actually delivering any value.

The truth is that there are endless ways video can be used creatively in the enterprise apart from the traditional method of show and tell. They just require marketers to think outside the box and strive to answer a new set of questions.

It’s time to embrace the possibilities of the technology and recognize video as an amazing tool that can drive change and improve the overall experience for customers. Make sure to ask yourself the following questions before getting started on your next project:

1. Does my video add value? Don’t post a video for the sake of posting a video. If you’re taking the time to film, edit and share a video, make sure it serves a specific purpose and will create a lasting impact. Examples of valuable videos can include step-by-step tutorials and use cases of a product. These are valuable assets your business can use to provide customers relevant and useful information, while also further developing your relationship with them. By using multimedia clips to inform customers about a specific issue or use case for your product, you’re able to further build your reputation and trust.

2. Is it boosting my relationship with customers? One benefit of video is its ability to connect with users on an intimate level that most other mediums don’t allow – that is if it’s used properly. For instance, a nonprofit can use video to showcase how donations have not only helped their organization, but also the cause they’re working to support. Video captures feelings and emotions in ways that audio and written text can’t.

Video also has the ability to quickly eliminate any knowledge barriers between a company and a customer. For instance, a sales technician can use video to help explain a concept or how a product works to his or her target audience. Or, a software designer for a smartphone can produce a video offering tips and tricks to tweak the device so consumers can realize more value. Video as a service channel can create exciting opportunities for fostering strong connections with your customers.

3. Is video enhancing my brand? The beauty of video is that it can be shared across platforms and is something that customers will actually take the time to logon to see. Instead of simply uploading a press release to your website, for example, email your customers teasing the fact that you have a video online about the announcement of a new product and include a link to view it. After the announcement, you can then share the video across your social media sites. Moreover, rely on enterprise video to support your go-to-market campaigns. In fact, customers have experienced a 2,000 percent return on investment by using video to assist with a product launch.

4. Can my HR department benefit from it? Rightfully so, more employers are turning to video technology for interviewing purposes. Video helps reduce the total cost of hiring (which currently hovers around $3,639 per hire), as well as extends recruiters’ reach to candidates outside of their geographic area. But that’s not all. Once an employee is hired, HR can use video technology throughout the training process to bring them up to speed on company policies and procedures. This is especially useful for remote workers, as it can cut the need for travel. Video can then be used throughout the employee’s time at the company for ongoing training sessions.





Eric Vidal is a Director of Product Marketing at InterCall. He has more than 15 years of experience in developing, implementing and optimizing strategies in these areas for numerous organizations and Global 2000 companies. As the director of product marketing for InterCall’s event services, Eric manages the strategy and initiatives for the virtual technologies that include virtual environments, streaming, event management services and operator assisted services. Previously from WebEx, Eric managed the virtual classroom product, as well as brand advertising and new media. Over the last several years, Eric has held management positions at Cisco, WebEx, IBM, BBDO Worldwide and Macromedia.

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