How does video benefit you as a marketing and sales tool? In this Expert Insight Interview hosted by John Golden, Daniel Glickman discusses building marketing and sales through video. Daniel Glickman is globally appreciated marketing leader, author, and speaker. He’s a CMO of Wave.video, and he manages advertising, digital marketing and PR activities.
This Expert Insight interview discusses:
- Fundamentals of Video
- Future of Video
In 2019 social media content started to shift from images to videos. Some businesses perfected the shift to videos from the beginning, while some needed more strategy. Video marketing is the usage of video to drive traffic and sales via email, social media, website, etc. The overall strategy behind the video is to change the workflow so that creating the video leads to less work rather than more work. One example would be to host a podcast, transcribe the conversation to blog or outsource it to someone who writes the summary, and lastly to create the SEO optimization for it. An even bigger audience can be reached if you tag the guest from the podcast. Sometimes a video can replace other activities, but usually, it is an addition to them. It varies whether the content or production of a video is more important. If the video is posted on a homepage, the production value is very important simply because it is the first thing people see and it serves as a display. However, if the video is going live, the content is what is really important there because it is in real-time and it serves as a news channel. The video brings more results than any other format. On social media, the reach is 300 – 600 percent higher for video than for image or text. Furthermore, if you already have posted a video online, paying a developer to adjust the video’s code correctly will enable you to have the video shown as a second or third result on Google’s search page. This is a great strategy, but in many cases and especially in B2B very few competitors have it.
Future of video
During the pandemic, even the business world embraced informality. Businesspeople do Zoom meetings from the bedrooms and kitchens instead of a work desk, and we all like it. This informality helps to create personal relationships and to humanize the brand. Marketers have the opportunity to strategize on it and to capitalize it. Some brands will be the leaders in this strategy, and the rest will just follow it. Since technology was dehumanizing the human level in business for years, this is the first time that technology actually brings the authenticity and sense of connectivity between people. In addition, over the last decade outsourcing became a big part of business operations. Just like in call centers, in videos, we can also hear different voices and accents. Having an international group of people working together helps to have a more specialized approach while cutting costs. Thus, in future video marketing can help businesses to embrace diverse communities and global operations.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.