February 25, 2020
Video has blossomed as a communications channel over the past decade, especially in the corporate world. According to a recent HubSpot article, the medium is now used as a marketing tool by 85% of companies. What’s more, nearly 90% of marketers say it generates a positive ROI.
One-on-one video chats are now a regular part of many interview processes and business meetings because they help companies overcome geographic and budgetary constraints. Even prerecorded video allows companies to address audiences in a more personalized way. As the medium continues to flourish, two other applications hold serious promise for companies willing to think outside the box.
Video allows us to absorb information more quickly, which is certainly part of its appeal in today’s fast-paced world. This quality also makes it a great tool for sales. Most salespeople have heard the old adage, “Time kills deals.” Video not only saves viewers time, but it also can be much easier to produce than long-form written content or infographics.
A report by the agency IMPACT posits that you don’t need a video team to create personalized video messages, which can be more efficient, informative, and effective than, say, a back-and-forth email conversation. By simply using the camera on your laptop or phone, you can add a human touch to sales communications. For instance, you can address a prospect directly in a prerecorded video and tailor your message specifically to that prospect. The extra small talk or personalized intro will stand out from the canned sales dialogue prospects are used to hearing. Plus, video allows viewers to associate a face with a brand name or product offering, making the sales process more personal and authentic.
Customer service has a reputation for being frustrating and impersonal, which is why video is the perfect solution for companies looking to enhance customer support experiences. Complex troubleshooting can become more manageable via one-on-one video communications—as opposed to over-the-phone help or online support tickets—and answering customer questions on camera allows support reps to provide more context and clarity than they otherwise could.
In addition, support reps can build rapport with individual customers through video to glean a better understanding of who they’re serving. The insights gained from these one-on-one video conversations can help companies improve everything from product development to marketing—all while creating more satisfied customers.
Maximizing the power of video in sales, customer service, or any other discipline is easiest when it’s a team objective. If your sales and support reps have the opportunity to practice using one-on-one video during onboarding or employee training sessions, they’ll be far more comfortable interacting with prospects and customers on camera.
Your team doesn’t need to include professional actors, screenwriters, or cinematographers, either. Many audiences, especially younger ones, may actually be turned off by videos that seem overproduced and inauthentic. Instead, your reps simply need access to a phone or laptop camera and a little training about basic best practices when it comes to lighting, body language, and dialogue.
Broadly speaking, these customer-facing personnel should have a natural talent for in-person communication, and video provides a perfect means to unleash that talent. Let them know this medium is an option, and encourage them to use it. They might not win an Oscar for their on-camera performances, but they could certainly win more business for your company.