Video Marketing?: A Powerful and Underused Tool for Engaging Customers and Employees – Hub Dedicated


Sales and marketing professionals face a major challenge right now: the sheer amount of content being produced.

In fact, their audiences are inundated with digital messages: 4.6 billion different digital content is produced daily by brands (linkedin). For marketers, you still need to exist in this mass of information and engage with your audience, even if your attention spans are limited. To overcome this challenge, video has become your best ally.

Video, an effective storytelling tool

In fact, whether B2C or B2B, customers and prospects are overwhelmed by a large amount of messages about services that, most of the time, do not live up to their expectations.

In this context, how to stand out?? Answer?: Using technology tools that deliver the right content to the right place, in the right channel.

Video marketing is ideal because it offers visual storytelling. It allows brands and companies to sell their products throughout the purchase journey, promote events, attract and retain the public’s attention, and that in any medium.

In the first half of 2020, the number of video views related to business sales and marketing increased by 125% (Brightcove).

Video is increasingly used to create an online dialogue between brands and consumers, its impact is particularly powerful: in e-commerce?B2C a video on a product page increases the conversion rate by 37% (Ecommerce Nation) and 76% % of consumers say they purchased a product or service after watching a video, an even higher proportion among Millennials at 85% (Brightcove).

A collection of valuable information for an agile strategy

Not to mention that video offers valuable information to make the work of marketers much more targeted and relevant.

In fact, it offers a whole set of metrics and data that can be used to refine your strategy as marketers are always looking to gain more visibility into the reach and effectiveness of their content such as number of views, view time , audience retention or engagement, etc.

By integrating video into a complete digital ecosystem, it is possible to know who saw what, when, for how long, etc. By reporting this information into CRM, the user profile can be refined and this data can be integrated into the main workflow to then better focus sales efforts to the appropriate users: an invaluable granularity of information. It is also possible to add new features, such as placing a ‘call to action’ or interaction button on the video.

Finally, the integration of all this data can be automated to have access to all touchpoints across different channels to better understand the buyer’s journey. It’s better to connect the dataset.

The need for a centralized video strategy

When marketers who want to use the full power of video decide to implement a real video marketing strategy, new challenges arise.

Indeed, in the enterprise, video content is often dispersed across different teams and content management tools: a lack of centralization that generates a loss of maximizing content that is not exploited to its full potential to deliver the best experience. right audience segment at the right time.

It is then necessary to opt for an aggregated view to capitalize this content, classify it, redefine it, redirect it, decide where and when to distribute it while managing the KPIs and associated metrics: a video platform that works as a centralized hub for all marketing programs; whatever the type of content, geographic area, destination (web, email, social networks, TV), profession or department.

The Brightcove platform can not only broadcast anywhere (live, webinar, event, etc.) ​to amplify the impact of the video.

Our customers, our best ambassadors to talk about our video solutions.

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