74% of consumers have purchased or downloaded software or an application after watching a video.
84% of consumers have purchased a product or service after watching a video.
Users watch an average of 16 hours of online video per week – a 52% increase over the past 2 years .
Establish the purpose of a Video Marketing strategy
Consider how videos will contribute to your company's marketing, sales, or customer service success.
In Marketing , videos are usually short (up to 2 minutes) and are used to present new products, increase brand awareness, achieve a certain positioning or increase engagement. A Hubspot study showed that having videos on landing pages increases conversion by 80% and adding the word “video” to the subject line of an email increases the open rate by 19% .
Example
When Hootsuite , a social media management software, introduced a new dashboard with a video in which their team recreated a popular YouTube segment called “Mean Tweets”—that is, reading negative tweets to the camera. In this case, the tweets made fun of the old dashboard’s outdated UI. They eventually introduced the new dashboard. By mimicking a popular online video style, Hootsuite achieved a level of virality, gained notoriety, and perhaps won back some of the users they lost to the outdated UI.
In Sales , videos are typically used to provide more details about a product or service and try to break down any barriers to purchase that may exist. Especially in B2B, where it is common to deal with a chain of decision-makers with 5 or 6 stakeholders, video is the most efficient way to get the same message across to multiple people and address any doubts that may arise.
Example
With this video , the video conferencing application Zoom presents, in a humorous way, some of the most common difficulties of video conferencing, such as bad connections or audio problems. With the video, Zoom shows that it knows what the common pain points or irritations of its personas are and offers good reasons to encourage purchase or trial.
In customer success , the main objective is to facilitate thailand telegram viral onboarding and take the new customer from “0 to 100” of the product or service they have just purchased in the shortest possible time. In this sense, it is common for videos to be educational, that is, instructional or “how-tos” with step-by-step instructions for carrying out a certain action. The second phase of customer success is to strengthen the relationship with the Customer, which is why videos such as team presentations, specific webinars for Customers, or even success stories from other customers may appear.
Example: Vidyard
, an online video production platform, wanted to combat the excessive emailing it sends to its customers. The solution was to do a team update and presentation via live stream . This way, they believe they can convey a more authentic reality about the company and create more lasting relationships with customers.
Determine Video Marketing Content Formats and Topics
Video demos : videos with a tour or test of the product, which works as an overview even before the product is purchased or tested by the person.
Institutional or branding videos : present the brand, the vision and seek to increase awareness or establish a positioning.
Event videos : filming of conferences, seminars or trade fairs.
Expert Videos : Interviews with experts or authority figures, both internal and external.
Educational videos : frequently asked questions, how-tos, instructional videos or step-by-step guides for the onboarding phase, for example.
Explainer videos : fictional presentations that put themselves in the shoes of a persona and justify the existence of the service and the problems it solves.
Animated videos : perfect for visually presenting difficult-to-explain concepts.
Live : Live videos have more engagement, are more authentic and usually show “behind the scenes”.
360º or virtual reality : to promote a different, fully immersive experience.
Augmented Reality : for products or services that lend themselves to augmented reality, such as online stores, it is an excellent way to create engagement and differentiation.
Personalized video : a recent trend in Sales and customer success where the specialist sends fully personalized videos, for example, instead of emails.
Define the channels
YouTube and Facebook are the most popular platforms for video use among marketers, but LinkedIn is actually the most successful ( 87% of respondents in Wyzowl’s study said they have success with the social network). Fortunately, it’s also a great platform for B2B technology companies. LinkedIn users prefer “explainer” videos that quickly explain the solution. And now, with LinkedIn’s new live streaming option, you can increase engagement with your team and cover events.
While Instagram and Facebook are known more as lifestyle platforms, they can be interesting for tech companies looking to build a corporate culture that supports their talent acquisition strategy. For example, Zendesk, a customer support software company, frequently posts behind-the-scenes content about its employees, offices, and the many benefits of working there.
Conclusion
Just 10 years ago, producing a video was almost prohibitively expensive to fuel a video marketing strategy. In 2020, this couldn’t be further from the truth. Today, it makes perfect sense to consider implementing a serious video marketing strategy in your technology company.