I regularly attend video production and post production seminars. However, I recently attended an event hosted by GigaOM in Atlanta, GA that had nothing to do with either. Low and behold just a few weeks later I stumbled upon an article written by the same organization that caught my attention and did in fact pertain to my day job. The article is titled “10 Strategies for Improving Content Marketing with Analytics”. I read the executive summary and couldn’t help but reread the first 2 key findings which stated:
“Combining story-based content in a problem/solution context increased conversion rates by 46 percent for a B2B marketer of enterprise software.
Including customer videos and testimonials within story-based content increased conversion rates by 53 percent for a B2B marketer.”
First let me say that I loved those numbers! As a marketer who wouldn’t? Secondly, I loved seeing further validation for something that we regularly educate people on when we host video marketing seminars and discuss effective corporate video strategies.
A business stays in business because it provides a solution to a problem. As a result, one of the most effective ways to connect with a potential client is to show that you understand their problem – sometimes referred to in the sales world as “pain”. You then show them how you can solve their problem and reduce or eliminate their pain.
In today’s world the proliferation of information means that we have come to expect and even prefer 3rd party/unbiased feedback. For example, when going to a restaurant, I like to review the ratings and comments on Yelp. I also regularly read reviews for hotels on sites such as Tripadvisor. To be able to provide that to your audience today is essential. It is definitely why you may notice an increase in testimonial videos i.e. having your customers give examples of how you’ve helped them in the past.
To pair problem and solution storytelling with testimonials, is truly powerful messaging.
What I love about video production and video marketing is that it is a medium that can incorporate so much more than words. A corporate video can include still photography, graphics and text, animation, music, and video. The varied stimulation provided by these elements when implemented correctly can invoke strong emotions in your audience that lead to brand awareness and whatever your call to action may be. Over the years, we’ve helped many of our clients incorporate the above techniques through video production and our video marketing services. Whether the medium is a commercial, online video etc crafting a compelling story is essential. The next time you get ready to take on a video based project be sure to see how you can incorporate storytelling and testimonials. Our clients have seen success and we know you can too.
About the Author
Nicole Wright is the Director of Corporate Development & Marketing for Biscardi Creative Media. Nicole oversees new business development, client retention and growth. When working with clients she helps them to conceptualize and implement a marketing strategy that effectively and efficiently incorporates video production for today’s visual-based society. She is also responsible for the marketing of Biscardi Creative Media as a world-class video production and post production studio that employs some of the best and most talented storytellers in the industry!
Source List
Columbus, Louis, “10 Strategies for Improving Content Marketing Analytics.” GigaOM, http://pro.gigaom.com/report/10-strategies-for-improving-content-marketing-with-analytics/, (September 5, 2013)
BISCARDI CREATIVE MEDIA is a full service digital media production company near Atlanta, Georgia with services that include Video Production, Sound Production, Sound Mixing, Graphic Design, Animation, Post Production, Video Editing, Color Grading, Finishing, Digital Asset Transfer, Digitizing and Archiving. Quite simply we’re the people who make video and media production easy for you. No technobabble. Just clear, concise and creative content delivered where and how you need it, on time and on budget. Office and production space is also available for short and long term projects. www.biscardicreative.com
Nice blog! Video production seminars or such events helps a lot to improve the knowledge about new technologies in the market.