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Why is video such a powerful sales tool?

Reaching and engaging the right target audience at the right time is the recurring challenge. This task is made ever more demanding as companies vie for visitor attention and budget spend in today’s fast-moving, intensely competitive, business climate.

Against this backdrop, one medium continues to thrive and deliver strong results: video.

“If a picture is worth a 1,000 words, an online video is worth 1.8 million,” proclaimed Forrester Research’s Dr. James McQuivey. According to a new report from Cisco, by 2019, online video will be responsible for four-fifths of global Internet traffic. In this new era of marketing where technology better empowers marketers to prove ROI, 52% of communication professionals believe that video is the content form that best achieves this*.

And this comes as no surprise. Marketers who use video have been shown to increase revenues 45% faster than non-video users**. This highlights the significant power video holds as a sales enablement tool, having the ability to both educate target markets and demonstrate solution benefits succinctly.

We are seeing increasing demand for videos that need to deliver complex messages in concise and powerful ways. Videos help achieve commercial objectives in the areas of sales promotion, corporate education and PR, and the varying ways in which these videos have been used at different points in the sales and marketing funnel are indicative of the medium’s potential from a sales perspective.

As well as raising awareness and educating target audiences at the top of the funnel, customer-led case studies can also be utilised deeper down in the funnel to support previous dialogue with interested prospects. Animated videos can also inject personality and educate target audiences at the same time as entertaining them.

As the world’s second largest search engine, YouTube’s popularity offers a sizeable sales opportunity for businesses through, for example, embedded links; these can be used to direct viewers towards landing pages providing relevant additional content with the aim of generating email subscriptions feeding directly into a CRM system.

When it comes to potential reach, it is clear that video can be a tremendous content asset. Our video projects take different approaches that can be used to create compelling video content. Talking heads testimonials, vox pops, animated showreels and product showcases all convey a brand narrative in different ways, but with the overarching objective of driving sales.