March 19, 2014 – With consumer behavior of watching more and more online business video marketing content, the value of having a sound strategy for marketing with online video content is paramount.
No doubt you’ve heard that online video content improves search results. Or how it increases conversion rates as it encourages your audience to spend more time on your website, engages customers and builds trust to drive more inbound leads. You may have even heard of how effective it is to help consumers get to know you and your company better.
Even though you’ve heard all of this, you’re still not convinced…your company has the mindset that only face-to-face interactions will build and cultivate relationships that drive sales.
While face-to-face relationships are critical late in the sales process, it may be that a sound business to business video marketing strategy will help your company to get in the game for more face-to-face sales opportunities. In fact, industries that have traditionally driven their revenue with face-to-face relationships are starting to use website video content marketing to drive new business by converting referrals.
CPA’S Gaining Trust With Website Video Communications
With hyper-connected consumers, it is essential that a company builds trust and makes personal connections quickly in order to win them over when they get a referral or go searching online. “People assume that with a firm of our size, we have the brainpower. But [our clients] need the confidence of seeing the people that are actually doing the work. By using video we are establishing rapport even before they meet with us.” States Jim Termniello, marketing manager at Berdon LLP, an accounting firm in New York City.
While videos can’t replace face-to-face interactions, it can help to build trust even before those all-important first meetings with potential clients.
Berdon’s reason for corporate online video production was based on an ever increasing number of clients doing more research way before reaching out to them. Their firm is offering more value because they are making it easy for their customers to do their research, during off hours and via their mobile devices. Potential customers are able to get enough information and build up a comfort level with the company the need in order to make that all-important phone call to set up an appointment.
No matter what industry you are in, people watch website business video daily to make decisions across every stage of the sales cycle.
Sales videos educate and build trust in the relationship
B2B video content marketing is one of the few tactics that work well regardless of the product, service or vertical in which it is used. Across all verticals, people greatly prefer watching video over reading text because of its ability to engage and inform in a short amount of time.
Jennifer Walzer, President of BUMI, a data back-up and recovery company in New York City, notes that using video to answer questions a prospect has as they go through the buying process is a key component to winning new sales. “There is an opportunity to create a lot of videos, especially when we think about the questions that our prospects might ask us.” BUMI’s professional web video productions build relationships early on because it highlights the technical people that are actually doing the work. BUMI engages their customers by showing how knowledgeable they are by using their staff to address prospect’s pressing concerns, building trust, credibility and value.
Because buyers are more educated than ever before, adding professional business videos to your website for top of the funnel lead conversion will actually give your company more face-to-face interactions because buyers will be more comfortable with the people that are doing the work at your company.
Walzer feels that “video can allow a company to explain themselves so the prospect gets the message sooner, which will hopefully lead to a sooner sale. The more that we can help educate and help answers in advance, the easier it will be when we have that real conversation with our prospect. And the idea is that once they have all the information they need, they’ll have no doubt in their mind that BUMI is the service they need.”
Like Termniello’s firm, Walzer is getting the most out of her online business marketing video production, not as a standalone tactic, but using video into her overall marketing and sales process. Terminello adds that website corporate video production “is a permanent and long term component of our marketing efforts.”
Your customers are busy people. Video can give today’s buyers a sense of your company’s personality and how you can solve their problem. Why not make it easy for them to get to know your company better and show them that you’re the right choice?