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5 Ways to Use Video Across Your Organization

Written by Rachel Alexander

If a picture is worth a thousand words, what’s the value of a video for your business? As it turns out, that value can be quite high. According to an Aberdeen Group research report, marketers who use video get 66 percent more qualified leads per year and enjoy a 54 percent increase in brand awareness.

Sounds pretty great, right? It only gets better. The marketing department isn’t the only team that can benefit from creating videos: company videos can be used to train new hires, provide answers to customer queries, or share insights internally.

The world is moving towards video, and fast. Video is the best way to get information succinctly and immediately to your current and potential customers, especially those who are on the go and performing searches on their smartphones. Video allows your organization to share its personality, its product, and its mission, all in a format that appeals to the majority of internet users.

Let’s talk a little bit about why every department in your organization should utilize video.

Benefits of Using Video for Your Business

Build trust with your customers and prospects.

The need for a trusting relationship between your company and your customers is hardly groundbreaking news. After all, trust plays a key role in your sales process. But did you know that 57 percent of customers say that seeing a video from a company gives them the boost of confidence needed to make a purchase? Associating a human voice and face with your product can give you a competitive edge when it comes to building trust with your customers.

Train new hires.

More often than not, new hires do not get face-to-face knowledge transfer time with the employee who previously did their job. This means that during the onboarding process, valuable information and skills built over the years fall into the abyss when a new hire starts. Knowledge hand-off videos prevent valuable knowledge from leaving with a departing employee.

Provide competitive customer service.

Have you ever been put on hold for 45 minutes, transferred to eight different departments, only for our problem to not be solved? Bad customer service is the kiss of death for companies. With video, customer service teams can entertain their customers, personalize the experience, and streamline the process by anticipating questions and answering them in an easy-to-understand way. And it’s even better if you have your videos in a searchable knowledge sharing platform for easy self-serve access.

Improve internal knowledge sharing.

Are your employees adverse to writing up process documents? Try getting them to create short videos on their phone where they share information that will benefit their co-workers. For many people, creating a simple video is less time-consuming and more convenient than writing up a formal document. And the easier you make it to share knowledge, the more people will do it.

Increase sales.

Recent studies suggest that 74 percent of users who watched a product video subsequently purchased. They also suggest that embedding a video in your landing page can increase conversions by up to 80 percent.

Those are some compelling points about using video for your business. You may think, this is all well and good, but where do I start? Incorporating video into your organization’s operations can be a daunting task, and video production isn’t always cheap. So here are some accessible ways your company can use video and reap the benefits:

A Welcome Video for Your Home Page

First impressions matter. Are you going to swipe right on the owner of a Tinder profile whose first picture is their World of Warcraft icon?  Probably not. You need to grab the attention of visitors the second they reach your site, or they are likely to move on.

Use a welcome video on your home page to let visitors know who are you are, what you do, your values, and your company mission. Tailor your message to your ideal customer, and they are more likely to move through the sales funnel and make a purchase.

Customer Testimonials

Who could be better at boosting the confidence of potential customers than your current customers? Let your biggest fans explain how your product or service solved a problem and the tangible benefits they received. This will allow prospects to visualize themselves in the shoes of your customers, and convince them to take the plunge.

Customer testimonials can also provide valuable insights for your marketing, sales, customer service, and product development teams. In addition to highlighting your best customer testimonials on your website, it’s a good idea to have an internal library of video testimonials that employees across the organization can access at any time.

Training Videos

Whether it’s new hires, ongoing training for current employees, or new management, your organization can use video to make the learning curve more manageable for your employees at every level. A thorough library of onboarding videos produced by previous and current employees means no information is lost during turnover, even if your new hire does not get true face-to-face time with the employee they are replacing.

As your product continues to change and improve, every employee should be informed about these changes to reach their maximum potential and serve your customers. Continued training videos for all employees will improve cross-company understanding of your mission and eliminate departmental silos.

Product or Service Demos

This one is a no-brainer. A product video is an opportunity to demonstrate exactly how your product works and to deep dive into all of the bells and whistles. A product demonstration should include screen recordings or videos of real-time product usage to show exactly how users will navigate your product and why it will be invaluable to their organization. Consider this your chance to shine (i.e., put as much work or more into a product demonstration as you put into your middle school talent show audition tape).

Videos in Emails

Including a video in an introductory email results in a whopping 96 percent increase in click-through rate. With an epidemic of over-crowdedness in the world’s inboxes, including a video is a great way to make your email stand out from competitors, ensure the email is actually opened, and deliver quick and succinct messaging to prospects and customers.

Video is one of your company’s best options to reach new prospects, build relationships with current customers, and arm your employees with the training materials and information they need. Incorporating video into your company strategy doesn’t have to be scary. Remember that what drives the increasing demand for video is a desire for connection, so keep it simple, keep it human, and keep it fun!

Harness The Power Of Knowledge Sharing With Digital Transformation

Companies that grasp what the digital workplace is really all about are willing to change the ways people and applications connect across their organizations. By fostering a digitally driven culture of collaboration, they break down silos, share knowledge more effectively, and compete more successfully.

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