This will be my last post about the Internet Summit last month in Raleigh. I could technically make this an ongoing series as I attended 15 sessions in two jam packed days. Needless to say, I learned a lot in those two days but thought to highlight the last post with the presentation by Jeff Perkins on the requirement of Video.
Jeff is the VP of Global Online Marketing at PGi (provider of collaboration software and services).
Jeff’s message wasn’t overly complicated, but often times video gets added to sites and strategies as an afterthought. Jeff’s message was to make it the first thought. Not only is video proven to be an engaging experience for customers (the numbers prove this point overwhelmingly) but video is your best “salesperson”. It isn’t silent, it goes out of its way to captivate an audience that has increasingly short attention spans. It also aids your customers by allowing them to find out the information themselves. With so many paths leading into websites and mobile apps, getting your message out quickly and in as many avenues as possible is often best accomplished by a well put together video.
Jeff had four tips for creating a video roadmap in your company, culture or even your own mindset in how to approach it.
- Before you start, have a clear vision on the kind of videos you want. Their company chooses 4 primary ones (product overview; product story; tips or how to; testimonials). They base all their video strategy around those four types. Too many types can dilute the message.
- Create a video production machine. This can be outsourced or in-house, but well put together video is an expensive proposition. So it is important to get as much video in the can as you can each session (you never know where you can use it later) and to get timely feedback from and to the production team. It is too expensive not to act this way. Be proactive!
- Send out your video in as wide a distribution as you can manage. YouTube, your website, blog, social media, emails etc. Contrary to the “dire” predictions of email marketing, Jeff had solid figures to back up how video in email still has strong engagement.
- Create a video culture in your company. Perhaps the most engaging part of his talk and it simply comes down to understanding that video is not a nice extra or an option. It is now a requirement.
It was a well presented and engaging session. Obviously if video is part of your strategy, you are in the game. Jeff’s message was to make it THE game. If your agency, production house etc doesn’t have video as a front-line strategy, it needs to be there and quickly.