Transforming the buyer’s journey with video: Is your organization ready?

Transforming the buyer’s journey with video: Is your organization ready?

The ability to track things like engagement over time rather than simple views and impressions was of major importance to Gordian and one of the main reasons these companies are choosing to use the Vidyard platform. Video At Scale: Getting The Tools Into The Hands Of In-House Employees For most organizations bringing a video presence to scale is a matter of taking the video first approach. We know the importance of a video strategy but how do we go about getting started? Producing content around trade shows where staff were in their element and comfortable was a tactic that the team at Rockwell Automation employed, Shannon Vaughan, Marketing Technologist explains. Another strategy is to leverage the webinar content that you most likely have already produced to begin building your video presence to scale. Embracing Video Across The Buyers Journey: The Right Video At The Right Time Developing a video strategy that is well suited for implementation throughout the buyer’s journey can be tough as different types of videos excel in different stages of the funnel. Let’s take a look at a few examples of the different types of videos that are used throughout the purchase funnel. The Right Video Platform For Your Business Finding the right video platform that will fit your needs is one of the most important steps in developing a video strategy. The platform’s ability to measure the success of a video with advanced analytics and the integration with marketing and sales tools goes a long way when proving the ROI of your video strategy. Nathan Isaacs explains why the team at Act-On chose to use the Vidyard platform.

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The use of video is a now a major component of the buyer’s journey and one of the most important marketing tools in an organizations arsenal; 52% of marketing professionals worldwide name it as the medium with the best return on investment (ROI).

More companies are realizing the potential of video and adapting their marketing strategies and budget to incorporate video assets. The process of integration varies between companies but there are many common themes that arise when it’s time for an organization to bring its video strategy to scale.

In a recent session during Vidyard’s Fast Forward 2018 conference, Vidyard VP of Marketing Marcy Dobozy met with representatives from three different organizations to discuss their ventures into video for business.

Glenn Hughes, Video Producer at Gordian talks about why his company chose to use video in their marketing strategy.

“If a picture’s worth a thousand words, a video is worth a million” (Glenn Hughes)

Video allows companies with complex and difficult to explain products to eloquently deliver their message to potential customers. Breaking down complex ideas in shorter explainer videos is a strategy that is implemented by organizations with an effective video strategy. Using a video platform that can supply advanced metrics goes a long way in proving ROI and getting the go-ahead from finance to implement video at scale. The ability to track things like engagement over time rather than simple views and impressions was of major importance to Gordian and one of the main reasons these companies are choosing to use the Vidyard platform.

Video At Scale: Getting The Tools Into The Hands Of In-House Employees

For most organizations bringing a video presence to scale is a matter of taking the video first approach. Creating longer form video content that can be repurposed into podcasts, blog posts, and short clips for social is a way to maximize your time and resources. Finding a balance between video assets that are created in-house versus outsourced is another aspect of bringing a video strategy to scale. There’s still a place for highly produced and more expensive videos but they live predominantly at the bottom of the funnel. It shouldn’t come as a shock that small businesses use the fewest external resources, with only 24% reporting that they relied exclusively on agencies, contract employees, or freelancers (per Video Benchmark Report).

Nathan Isaacs, Senior Content Strategist at Act-On explains how his company is taking the video first approach.

Whether your organization has an in-house studio with a dedicated team of video experts or you’re focused on getting the…

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