Vision and learning are intimately related. If you think about it, we’ve been familiar with the idea of “visual learners” since childhood, so it’s no surprise that video content is an incredibly effective way for businesses to provide information that will attract and be retained by prospects and customers alike. And just look at the numbers. According to Digital Marketing Institute, 90% of consumers claim a video helps them make purchasing decisions, and by 2021 over 80% of website traffic will be mostly video content.
Let’s talk about why and how you and your Channel Partners should be using video:
Why Video Should Be a Part of Your Sales and Marketing Strategy:
Personalized video content is a terrific way for you and your Partners to showcase solutions and business outcomes easily and inexpensively, without bombarding prospects. Whether building awareness, encouraging consideration or driving decisions, strategic video content is a proven way to develop trust with target audiences regardless of where they’re at in the sales cycle.
We also know that today’s customers have lower attention spans than ever before, and are constantly looking for fast, reliable information. Creative, informative, and snackable video content not only stands out in overwhelming social feeds and inboxes, it also lengthens the time people spend on websites and landing pages, which increases click-through-rates and generates more conversions.
Of course, with any sales and marketing strategy, you also have to make sure your message gets seen. When it comes to video, there’s a million ways to play. From social media to email marketing, video content is easy to promote and share. And remember, your Partners need to be able to educate prospects through tailored multimedia content that aligns with their preferences and can be easily personalized and shared any way they want.
Creating Stellar Video Content:
Through-partner demand generation has changed. These days, it’s critical to create videos that promote and sell business outcomes first, followed by the products themselves. Hate to break it to you, but customers don’t care about what your technology looks like. They want you to prove that you understand their pain points and business goals, and know exactly how to help them solve problems.
Another highly effective strategy is to use different video types and formats depending on where your prospects are in the sales cycle. For example, “How To” videos work well for the top-of-the-funnel awareness stage as prospects just begin learning about your value proposition, and in-depth explainer videos that are jam-packed with information work better for moving folks through the consideration stage. Then, once your potential customers reach the decision stage, hit them with a case study or testimonial that proves the business outcomes you’re selling are better than your competition’s.
Speaking of video content, check out these examples of quick, informative videos that cover an array of Channel Marketing and through-partner demand generation best practices.
Interested in learning more about using strategic video for through-channel demand generation? We’re here to help!