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How to Use Video in Product and Service Promotion, Demonstration, Training, Infomercials


There is no doubt about it; video is fast becoming the preferred mode of communication. The old methods of conveying information, educating an audience, and getting your message across are getting supplanted by video.

The fact that use of video in product marketing and demonstration is exploding totally makes sense.

Only video can convey emotions, actively maintain the viewers’ attention, and create the desired impact.

Thanks to popular social media networks such as SnapChat and Instagram, video has also become an acceptable form of communication especially among young people.

Using Video in Product and Service Promotion

According to Forrester Research, one minute of video is equal to 1.8 million words.

Do you have the time and resources to write 1.8 million words? That's an equivalent of 3,600 regular webpages!

If you were to write one webpage every hour, it would take you 150 days of uninterrupted writing to achieve what you could have achieved with a one-minute video.

And to put matters into deeper perspective, there is no guarantee that your prospects will read past the first few pages of your content.

When you view it that way, using video streaming software for product and service promotion becomes the most practical way to spend most of your marketing budget, time, and effort.

But how can you use video to promote your goods and services?

Product Demonstration

There is a very popular mantra in the literature and writing industry: show, don't tell.

In marketing, this should be something like, “Show, don't sell.”

Instead of practicing your best sales pitch on customers who are unfamiliar with your products and services, the best way to sell to them is to show them how the product works and how it solves their problems.

The modern day consumer has a lot of information in his hands, thanks to the internet. He can make more informed decisions about the products he wants to purchase.

As marketer, you have to make sure that you comprehensively answer possible questions from every consumer.

Product demonstration videos are ideal for showcasing how your product works and how it will contribute towards solving consumers' needs. The videos take a customer who  is unacquainted with your products and walk him through how the products works and how it solves his problems while at the same time giving him information that he needs to come to a buying decision.

Here are even more benefits of using video for product presentations:

  • Video is proof that the product actually does what it claims
  • Sending a sales rep to demo how a product works can be very costly. Online product demo videos allows you to share a link with any customer regardless of their geographical location, hence saving you a lot of money and time
  • If you host your product demo videos on an enterprise video platform, you'll have a mine of data that shows you how prospects are interacting with your videos. You will get an idea about the ideal length of the videos. Analytics will also show you where customers are 'dropping off' your videos. These duller areas can then be improved or removed.

As you can see, product demo videos can be an invaluable tool for moving the customer from a mere browser into a fully qualified buyer. By making prospects comfortable with the results and helping them overcome the initial skepticism about what the product can do, the selling process becomes seamless and easier.

Product Reviews

There is a revolution that is sweeping over the traditional product review process, and it involves video.

You probably know it. The attention span of the average consumer has been steadily dwindling over the past few years. It is now shorter than that of a goldfish.

Savvy marketers have realized the dire consequences posed by shorter attention spans, and responded accordingly. Instead of struggling to make consumers read online customer reviews, they are making them watch one.

A person's attention span is somewhat elongated when watching a video than when they are reading text on a screen.

But this is not the only reason why you should switch to doing video customer reviews.

Video reviews pack more authenticity than traditional reviews. They are not just faceless chunks of text that could have been written by anyone. They are packed with genuine emotions, body language, and other mannerisms that can help customers gauge the sincerity of a review.

When Tide (a US-based cleaning agency) launched a device meant for cleaning the interior of a washing machine, they invited customers to post video reviews.

The response was intense. An incredible number of customers posted video reviews that ooze with authenticity.

You can borrow a leaf from Tide and invite your customers to post video reviews for your product or service. With mobile devices that feature powerful cameras becoming the norm, customers do not feel overwhelmed when recording video reviews, especially if you offer them an incentive to do so.

If the video reviews are positive, they end up becoming one of your most precious conversions tools in your marketing mix.

Tell Visual Stories Using Explainer Videos

You know Dropbox, right?

It is one of the most popular virtual storage services available today. The service boosts of more than 400 million active users.

But Dropbox was not always this famous.

In fact, the startup's growth might have stalled had they not created an explainer video and strategically positioned it on the homepage.

Before they introduced the explainer video that greets visitors who land on their homepage, Dropbox was spending at least $233 on AdWords to acquire each new customer.

Part of the service's problem was that people did not understand what virtual storage was, and what it could do for them.

After realizing their main impediment, the company paid $50,000 to have an explainer video created. It was the best decision that the company has ever made.

The meticulously produced explainer video increased conversions on the homepage by a whopping 10%. The 10% increase represented 10 million new customers and $48,000,000 in additional revenue, and all it took was a 2 minute explainer video.

So, what are explainer videos and what can they do for you?

An explainer video is a short (oftentimes) animated video that explains what your company does and what problems it solves for their customers. Apart from ensuring that the video creates an impact on your audience, the explainer video should be quick, entertaining, and memorable.

Here are a few benefits of using explainer videos:

Increase conversions

A study by Internet Retailer shows that up to 85% of customers are likely to buy a product if they first watch a video. Additional research shows that explainer videos give customers 52% more confidence in their buying decisions.

Brand retention

Our brains are hardwired to respond more to videos. Yes, human beings are visual learners. Your customers will retain 58% more information from video than from text.

Explainer videos liven up your pitch

Paper pitches are an automatic turn down for most people. Brochures, pamphlets, and PowerPoint slides don't work as well as they used to. However, a well explained explainer video can liven your pitch leading to more conversions and viral sharing on social media.

Showcase your personality

One of the things that turn casual browsers into buyers and one-time buyers into repeat customers is your personality. Use an explainer video to shed off some corporateness and showcase your company's personable side.

Are explainer videos worth the investment? Dropbox spent $50,00o to create an explainer video that increased their conversion rates by 10%. Do you think this was a worthy investment?

Online Informercials

Once thought as a reserve for late night television, informercials have slowly evolved to become one the best ways marketing methods for businesses, both small and large.

Informercials have particularly gained traction in the digital marketing world. Different companies are using them on their landing pages to increase customer engagement and drive conversions.

Do they still work?

Yes, the reason why you continue to see informercials on TV is because they work. They have been responsible for propulsion of startup companies from nothing to multi-million dollar entities that are traded on the stock exchange market.

Follow the following strategies to make informercials work on your landing pages:

  • Talk problems-solutions, not products and services
  • use story telling techniques to connect with your prospects
  • include customer testimonial

Using Videos for Training

So far, we have looked at online videos as a tool for product and service promotion. But the use of videos extend to more than just conversions.

Videos are quickly becoming one of the most effective ways for companies to train their employees.

The present day workplace is a busy place, and finding time to train new recruits means putting extra strain on employees that may be under pressure already. Having some of your training on video reduces some of this pressure.

How do you go about it?

The easiest way to create training videos is by using webcast software. To get an idea of what should do into training videos, take a look at educational videos available on udemy and Coursera.

Ignore Video at Your Own Peril

Businesses that thrive have a way of giving customers what they demand. And right now, customers are yearning to be given information using video. Forget old school brochures and pamphlets. Give a break to your PowerPoint presentations, and try video for a change.

If you do it, you'll be amazed by the results. Online videos translate to more conversions, customer engagement, higher ROI, and reduced marketing costs.

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Tags: Corporate Communication, Enterprise Video Content Management

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