It's Tough Out There: The Case for Video-Based Marketing

It's Tough Out There: The Case for Video-Based Marketing
September 27, 2012

Man, it’s tough out there. It’s just so difficult to get heard above the noise. Even if you have a clear, compelling, and differentiated marketing message, there’s no guarantee that buyers who are inundated with hundreds if not thousands of messages every day will hear you. How do you break on through and cut through the clutter and noise?

The Case for Video-Based Marketing

This is the enduring challenge of Marketing. It’s enduring because the job is never really done; messaging must be constantly reinvented to stay relevant and fresh. But is this alone enough or do marketers need to think as much about the medium as they do the message? Aberdeen’s research suggests that they do.

Competitive “noise” that makes it difficult to differentiate in the market was the top-most cited pressure by respondents to Aberdeen’s recent “Rich Media for Sales and Marketing” survey.  To address this challenge, video is emerging as the go-to platform for engaging prospects with a differentiated content experience. In fact, 55% of the top-performing companies in our study (the Best-in-Class) are using video for sales and marketing, compared with 40% of all other companies. A couple aspects of video marketing stand out:

  • Not just for awareness. Our research shows that video is used throughout the buyer’s journey, from initial awareness and mid-funnel conversion, to sales and post-sales. Moreover, Best-in-Class companies are more likely to use video across all of these stages. For example, companies are using video as an effective call-to-action for a conversion event, like a webinar, eBook, or event. Video is also an effective one-to-one communications format, such as Sales sending a video follow-up after a meeting.

  • Make it mobile. Mobile represents the new “last mile” of message deliverability. With 50% of US adults now using smartphones and nearly-ubiquitous mobile broadband, the ability to access video content anytime, anywhere is trivial. Make sure your message is reaching what could be your most valuable customers.

  • Get to the point. While the “medium is the message,” video has its own rules as well. You can’t just put rich media lipstick on a terrible content pig; the story must be compelling and compellingly told. Keep video content short (3.5 minutes is the average length of a corporate video asset).

I recently recorded a series of Brainsharks reflecting on the results of Aberdeen’s research on Rich Media for Sales and Marketing.  In the first, I consider the general trends in corporate video and video-based marketing. In the second, I look at how video-based assets are being used and shared, both internally and externally. In the third Brainshark, I get into the last mile of mobile-ready video.

To view Trip’s video presentations on Video Usage in Sales and Marketing,  click here

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