Top Tips In Talking The C-Suite Into The Joys Of Video

Top Tips In Talking The C-Suite Into The Joys Of Video
SHARE
THIS



Does your business’ C-suite not ‘get’ video? Here, Salmat’s MessageNet’s sales and marketing manager, Wasif Kasim, extols the value of talking them around. And the easiest way? Talk in their language – hard numbers.

Just 12 months ago, marketers were preaching about how video will become the future of content marketing. Well, that future is here. Video is now a mainstream method for people to quickly get information and entertainment. It’s all over news websites, Facebook, blogs and more. Consumers are watching on all sorts of smart devices, at home and on the go. Needless to say, those organisations that fail to include video in their digital marketing strategies do so at their peril.

2b83046[1]

Step 1: Give them the hard numbers

Start with an argument the C-suite will understand, hard numbers. Video marketing is not short of some impressive stats.

Video reaches massive audiences: When it comes to potential reach, video is practically unparalleled. The average internet user is exposed to 32.2 videos in a month, according to comScore. YouTube alone has more than one billion users; with half of YouTube views on mobile devices.

Video boosts search rankings: Part of Google’s algorithm for search rankings factors in the amount of time visitors stay on your website – which is one reason explainer videos are seeing colossal growth. According to Spork Marketing and others, websites with videos typically rank higher in Google searches.

That includes B2B too: It’s not just B2C marketing we’re talking about here. Online video has experienced huge growth for the B2B market. According to Think with Google, 70 per cent of B2B buyers and researchers are watching videos during the entire path to purchase; nearly half of these are viewing at least 30 minutes of B2B-related videos during their research process.

At the top of the list is videos about product features, with how-to and professional review videos also ranking highly. So if you want to get in front of the business decision makers, quality educational videos are a non-negotiable.

Video drives conversions: A staggering 64 per cent  of people are more likely to buy a product after seeing a video about it, according to comScore. In addition, visitors who watch videos will stay on the site two minutes longer on average than those who don’t view videos.

Just the word has power over consumers; studies show that using “video” in the email subject line can increase the open rate by 19%, increase click-through rates by 65 per cent  and lower unsubscribes by 26 per cent .

Video creates impact: Forget pictures – one minute of video is worth 1.8 million words, according to Dr. James McQuivey of Forrester. That means to achieve the impact of one minute of video, you would have to write 3,600 standard web pages. The thing about video is that it is naturally engaging – more so than reams of text, images and even infographics – and helps consumers get a grasp of products and services quickly. And in an era of information overload, offering content that is easy to digest is how brands are set apart and remembered.

Higher engagement rates, higher click-through rates and higher conversion rates for both B2C and B2B – who can argue with that?

Step 2: Make it real

Show the C-suite the amazing results video marketing can deliver in reality. Bring video marketing to life with some compelling case studies from big and small brands alike.

One of the most famous stories is that of Dropbox. The file sharing company introduced its first explainer video back in 2009, with a charming story about a “magic pocket” that people can put items for unlimited access from anywhere. Within a year, Dropbox was seeing great results:

  • 10% increase in conversions
  • Users doubled to 4 million
  • Estimated ROI for explainer video between $24 million and $48 million (depending on the source)

Turning to smaller companies, web app brand CrazyEgg achieved an extra $21,000 in revenue per month thanks to an explainer video. It also increased conversion rates by 64%. And it was all down to a short animated explainer video that would help visitors quickly understand what CrazyEgg can do for their business.

Finally, take a look at what other sectors are doing with video. Stanford University used email and video as part of an alumni campaign to drive donations. A series of videos told inspiring stories of students who had directly benefited from alumni contributions, with a clear call-to-action at the end of the video asking viewers to donate. The videos were emailed to the alumni database. As a result, the university received 23 per cent Are you more in gifts over the previous year’s campaign.

Step 3: Talk dollar figures

At the end of the day, every decision comes down to the bottom line. How much will you spend and what is the return on investment? The good news is that production costs for video have fallen massively in recent years. Short animated videos are highly effective and can be created at minimal cost, without the need for talent, venues and so on. This means it is easier than ever to get a strong ROI on video marketing, when the video is done well. And because video metrics are rich with details on how compelling (or not) the content is for viewers, you can continuously improve to get the business results you want.

Now you’ve got the business case ready, why not put it all into a video to really show how compelling video can be?

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]