As online video becomes a more accepted, widespread, measurable and cost-effective communications tool it is poised to enhance – and even replace – some of the more labor-intensive marketing and training functions at many businesses, according to a recent blog post by Wistia.
Wistia contends that video will likely supplement and replace the following five things in the not-too-distant future:
- Product Demos: The initial demonstration of a product or service no longer need take place in person.? Instead, prospects can watch demos on-demand and become knowledgeable more quickly – and in advance of an in-person sales meeting. This, in turn, can free up salespeople to focus on ripe opportunities, provide more in-depth demonstrations to customers at the next stage in the purchase process, and increase meaningful interactions.
- Customer Testimonials: Providing prospects information about satisfied customers is often one of the most meaningful and effective ways to build trust and close deals, though such first-hand recommendations are often one of the hardest things to arrange.? Interviewing customers for testimonials and packaging them on video will ensure they are at-the-ready when needed in a marketing or sales pitch.
- Cold Calling: Though cold calling is celebrated by the few salespeople who thrive on it, it is an often-maligned function that is unpalatable to many callers and call recipients alike.? Taking a “cold-call” message and making it into a video will enables prospects to receive a polished message in a way that is convenient for them. In terms of measurement, tracking what a potential lead watches also can give salespeople more time to follow up with meaningful conversations and less time chasing prospects down.
- In Person Training: Advances in technology, increasingly busy schedules and tight budgets have made in-person training harder to justify. Using online video to educate eliminates the need to travel, book venues or print out and ship documents. More importantly, it enables people to learn on their own and on their own schedule. It’s also possible to track the viewers of training videos to gauge the impact.
- Help & Support: Keeping customers and prospects happy and engaged 24/7 is a given in today’s competitive environment. While some customers prefer to tweet questions, others want an FAQ or forum, and still others want more in-depth explanations. As expectations have shifted, responsive marketers are coming to realize that they must make many different types of resources – including video that is especially effective in showing complex nuances and procedures – available on demand.