Monday, June 7, 2021

How to Incorporate Video in Every Aspect of Your Business

In 2021 we should all be pros at video now. Zoom has taken over most of our lives and I’d be lying if I said I haven’t tried to learn at least one Tik Tok dance.

But let’s look on the bright side, I’m willing to bet you’re five times more comfortable on camera than you were a year ago. Practice makes perfect. 👏

That’s exactly what Tyler Lessard, Vice President and Chief Video Strategist at Vidyard, said when he was on the season premiere of Real Marketers. During his episode, he also gave listeners a playbook on how to incorporate video in every aspect of your business.

And listen, there’s no more excuses not to do video. We know consumers want video (looking at you, TikTok and YouTube). Luckily, technology has kept up with changing consumer preferences, and there are a ton of tools out there (*cough, cough* Vidyard) to help us produce high-quality videos without needing an extensive background in production. It’s the same thing that’s happening in the no-code mobile app space.

Let’s take a step-by-step look at how to use video in more than just your sales efforts.

Get Excited About Video

You can lead a horse to water, but you can’t make them drink. Sure, investing in video tools is a breeze these days, but unless your team is willing to put these tools to good use, it’s pointless.

Tyler recommends shifting your mindset around video. Instead of looking at the reasons not to do video, have your team list the reasons why they should be doing video. An example that speaks to every marketer reading this is having the ability to stand out in someone’s inbox.

“I am waiting for the day when instead of getting 40 prospecting emails a day, I get 40 personalized videos. To me, that is the crème de la crème.” – said Stephanie Cox, President at Lumavate.

Listen, I get it. Being on camera can be nerve-wracking. But the only way we’ll get better at it is by just ripping off the bandaid. After a couple of videos, the nerves eventually disappear, I promise. And one last thing…they don’t need to be perfect. It’s okay to have a few “Umms” in your video. We’re human, that’s how we talk.

An Endless List of Options

How often do you get to listen in on the secrets from an expert? Answer: almost never. Listeners were lucky enough to get a play-by-play on how the experts at Vidyard use video in their organization. Let’s just say the list is pretty exhaustive:

  • Prospecting emails
  • Video-based thought leadership
  • Customer stories
  • Product demonstrations
  • Videos within blog posts

Give Up Control

I hate to be the one to tell you this, but if you don’t think your competitors know what your product looks like, you’re kidding yourself. Product demonstrations are one of the easiest ways to utilize video in your marketing and sales efforts. The cold, hard truth is no one wants to sit through an hour-long meeting to get a glimpse of what your product looks like. They want to see it now, which means you will need to give up control. I know, it’s a scary concept. 😱

But here’s the secret: giving up control pays off.

Marketo is one of Tyler’s favorite examples of brands doing amazing things with video. Instead of having CTAs on their website that links to a “Request a Demo” landing page, they link to a demo video or their on-demand video library.

By doing so, Tyler revealed their average time to move a lead from an inquiry to a qualified lead reduced by six times. Why wouldn’t you use a video as your main CTA?

This was only the tip of the iceberg when it comes to the wisdom Tyler shared in his episode of Real Marketers. Listen to the full episode to hear even more ideas on how to incorporate video in every aspect of your business. Soon you’ll be feeling so comfortable on camera you’ll think you’re Leonardo DiCaprio!