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6 ways video can boost your business

Jennifer Lonoff Schiff | June 10, 2016
Experts in marketing, sales, customer service, and employee recruitment and training discuss how video can help your business in multiple ways.

3. Social marketing

“The most effective testimonials are those that are videoed,” says Brian Gatti, partner & marketing consultant, Inspire Business Concepts, a marketing firm. “People inherently trust something they hear someone say over something they’ve read that someone has said. By providing testimonial videos [of satisfied customers], it gives prospective clients an opportunity to experience the emotional impact of working with your firm.”

“Video offers the most authentic and engaging way for people to see and hear how it feels to be your customer,” says Fox. “When people see the stories and smiling faces of other people who use your offerings, they can more easily picture themselves in those shoes.”

Moreover, “people who have tried, tested and loved your products are far more effective in attracting new business than even the most elaborate marketing campaigns,” says Kourtesis. “The most effective way to deliver social proof is through videos featuring your regular customers. Reviews created by consumers are trusted 12 times more than scripted marketing material,” he notes. Moreover, “71 percent of consumers feel more comfortable buying a product if they can see reviews by regular people who have used it.”

4. Customer service & support

“Once a brand attains a desired customer, it’s just as important to continue to provide a positive experience to retain them,” says Jeffrey Hirsch, CMO, SundaySky, a personalized video engagement platform. One of the best ways to do this is to proactively answer their questions. For example, “AT&T offers new customers personalized videos to explain their bill according to their plan, preferences, payment due date, overages and more. [And] by being proactive about addressing an area of potential confusion with customers, AT&T increased customer satisfaction and reduced bill-related calls to its help center.”

5. Recruiting employees

“One of the coolest, most unique tools that employers are using today [to attract new employees] is to show the environment that they [would be] working in [via videos],” says Matthew Mercuri, digital marketing manager, Dupray, which sells steam cleaners and steam irons. “Whether it be [a video] on your careers page or a recruitment video advertised to a targeted audience on YouTube, the ability to showcase your business in a proper capacity goes a long way to attracting the type ofcandidatesthat you want.”

6. Training employees

“In today’s fast-paced, technology-focused world, employees’ skills [quickly] become outdated, and companies need to implement easy, meaningful training solutions in order to keep their employees up-to-date and stay competitive,” says Jeff Weber, senior vice president, People and Places, at Bridge, a mobile corporate training platform. “Video is [a] great, practical training tool that provides employees with an effective way to learn. Video can provide multiple types of training examples that are difficult to replicate otherwise, and employees can access these resources anytime and review them more than once to ensure they are able to retain the information.” 


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