Types of Video Your Business Can Create [Video Island Podcast]

Types of Video Your Business Can Create [Video Island Podcast]


Hey, I’m Blake Smith.And I’m Mat King.And we are the Video Island Podcast.That’s right, and on today’s episode,we’ll be talking about all the different ways that you can use video within your organization. It’s a lot. (lively guitar music)All right, so on today’s episode,we’re gonna be talking about all the different ways that you can use video within your business, your organization, and as I’m sure you guys know and as we know, there are a plethora of ways that you can obviously use video.Absolutely.So we’re gonna go about this episodea little bit differently. So for our viewers that are watching this, you will see that I have a handy-dandy notepad, and pretty much all we’re gonna do is look at the different departments of a business. Marketing, sales, customer experience, and then we’re just gonna go back and forth and list off an example of a way that you can use video within that said department, and then just kinda elaborate on what we mean, maybe provide an example, and yeah. And then as we do that, we’ll just jot down and make a list, and then at the end of the episode, we can quickly do a recap. Hopefully the list isn’t too, too long.Don’t wanna intimidate anybody.Yeah, no kidding.So yeah, might as well just dive right into it. So we’re gonna start off with the marketing organization, or the marketing department I should say, not the marketing organization. And as we know, as we’re part of the marketing department there are, a lot of ways that you can use just in that, column right there. So I guess I’m gonna start, I’m gonna lob it over to you so you can get this list going. So what is an example of, or what’s a way that you can use video within the marketing department, within business? What’s the first example?Pretty straightforward one would bea kind of a top-of-funnel campaign video. So kind of just a high-level highlight of a product or a service that your business offers, and I think that’s obviously a pretty easy one, a pretty standard one, that’s the one we’re most used to. I mean, look at commercials and things like that, that’s basically what that is, right? You’re showing off a product or whatever and you’re not getting too far into the nitty-gritty of the details and all that kinda stuff, you’re just kind of showing off, it’s a little bit more flashy. That’s also where you’re gonna have your videos be a little bit more polished, or highly produced, so to speak, ’cause you wanna make sure it kinda goes out with a bang.Yeah, so I’d say that an example of thatwould be something like, say you have a guide or a report coming in or something like that and doesn’t really matter what style you’re doing it in, it could be either live action or motion graphic. We just released a report lately, just recently, and we went about the motion graphic way. How we went about it was we took some of the juicier stats from that said report, and based off the illustrations that were designed by the design team for that said report, we took those assets and just created videos for social, it’s primarily social, but even in the past, we’ve used them as well. We made personalized versions that we’d send in email blasts. I guess even to your point, whether it’s a product, we’ve done that, and that was a live action type production where yes, we actually outsourced, we brought in a production company. And we did this I guess, I don’t know, you’d call it skit, it wasn’t skit based, but it was that the scenario where we had the different, characters within the different roles of, you have a marketer, you have your sales rep, you had the customer experience individual, and they’re all kind of going about using this product in this said story.Right.Yeah, in their own way to kind of highlight obviously, in a very quick format, how this said product affects all those different departments within a user’s kind of group kind of thing.Yeah, and then when you say,like on top of funnel type thing, it’s more of a piece that, attracts people and brings them in. Something that doesn’t dive too much into the details of whatever the, say, if it’s a product or if it’s a piece of content that you’re promoting, it doesn’t dive too much into that it just promotes it in a fun and engaging way that obviously attracts that viewer to, it enforces that curiosity. And then at the end of that video, you do have that call to action that says, like, check out this product or read the guide or read the report, right? And so because it leaves that kind of sense of mystery or that tease where they want to go a little bit deeper and actually have to check out that piece of content.For sure.It’s like your Elliot in “E.T.” flicking out the Reese’s Pieces trail, so that E.T. kind of like scoops and not really (bleeps). And you know what I mean? You’re kind of like leaving those little crumbs so that people who are interested can get to dive further into the details, effectively at the end of the day top funnel, you’re selling the sizzle, right? So you making something kind of sizzly, something smells good, feels good, looks good, right? And then it kind of gets people to kind of dive further into the more nitty gritty.Yeah.And lastly, on that one, before I jump into the next example, an idea, a way they could use video is, it would be, you have a little more creative liberties, freedom.For sure yeah.Like ’cause you can think about all these different waysthat you can go about telling the story that loosely associates to that piece that you’re trying to promote.That’s right, yep.And at the end of the day, you gotta show off your brand in that same way, right? It can’t be like totally left field from your brand, per se. But it’s gotta be very much in tune with your brand and showing that off just as much so. Yeah, it’s kinda fun.So Matt, the next example that comes to my head,just why came to my because we were talking about just making a campaign video whether to promote a product, maybe a little bit further down, in relation to the said funnel, it would be a product video.Sure, like a product update kind of thing or–It could be a product update,let’s need to hold that because we can elaborate on, ’cause it obviously fits in this umbrella, I’d say. But a product video from what I’m like, what I’m thinking is something that maybe is a little bit more polished, not, depends obviously on the creator of the like, whether you have experience and are capable of, doing the motion graphic approach or doing the shots and then compositing the product shots into said live action approach. It teeters ’cause it could be something that’s quick and dirty, or it can be something that hasn’t been more polished. But when I say product video, it’s something that is next level, below that campaign video that may be as focused on the product, because now you have the opportunity to dive in a little bit more into the details.So say you made your examples,like you made your campaign video that showing off, maybe a bunch of different features of your product or whatever it might be in very like quick format, you know very flashy. And then if somebody, if you lay out that call to action, you know that Reese’s Pieces, little trail, like I mentioned before, this would be the next level down, right? So you click on whatever that link is to send you to a web page or whatever it might be, right? And then this video would kind of give you further detail on a specific element of one of those products that you showed off in your campaign, your higher level video, right? Yeah so you’re getting them more details like, oh, that looks cool. I wanna learn more about that. This is that video that gives you that detail.Exactly.Cool.And yeah, and so with this video, right?We’ve done it, like ourselves personally, I’ve done it in various ways we’ve done it, something more, it’s more of just, we got one of the product marketers and they’re just talking to the camera. It’s like more straightforward. And we just, cut in some B roll shots. And whether that was something that was more, just screen recordings that just were full screen. And, it didn’t require as much from a motion graphic perspective side of things. ‘Cause sometimes we do that where we do, just ’cause we want that level of polish. So we’re able to like really zoom in on something. And you don’t get that like pixelation or whatnot, whether you’re digitally zooming, or you’re just trying to magnify. Yeah, so there is that kind of approach, or there is, as I kind of was alluding to there is there is that motion graphic approach where you do, maybe work with the design team, or the product team who were making the designs for said products. So you actually have those files, the Illustrator files, whatnot, the Photoshop files, and you have that ability to work with those and zoom in on, the cursor clicking on the send button or checking off these boxes or something being uploaded. Like, obviously, there’s so many ways, a product would be shown. Now we’re talking from a software perspective, it’s the same thing from a hardware. Obviously, you could do motion graphics with hardware, but it also makes it easier if you just do a live action too ’cause it’s actually something physical.Yeah, show it off, get some close up shots.Yeah.And I think really, with that, what we’re trying to establish with this example of a product video is just that ability to dive in a little bit deeper into the details and kind of talk about the multiple features of said product.Yep.So then, does anything else come to mindin regards to the product video? Okay, so then, let’s swing it back to you.Yes.Any other ideas come to mind in regards to marketing,or way to use video within marketing?Well I guess,do we go back to that product update style video? Would that be something that would apply?We’ll see and I think that’s still kind of…Under the product video–So okay,so considering we just talked about the product video, and then if you’re talking about product update, just spill your beans? Like, what are you thinking?So like, from a product update perspective,it’s on us to send out to users, and really non users too of our products. You know, maybe it’s quarterly, maybe it’s like, semi annually, whatever it might be, updates, that show all of the different features that we’ve come out with, recently. And then you kind of again, in not intense detail, but a little bit of detail, it’s less flashy, it’s not like a campaign video where you’re showing off, with like, really flashy effects. But you’re still kind of giving people the idea that, we’re coming up with some new stuff all the time, here’s an update on like, what we’ve come up with within the last quarter, last like half year kinda thing. And then you show off, and you have somebody that’s just kind of like a talking head, giving you those details, while also in our case, because we’re dealing with something that’s, like a computer platform, showing off how little features of how each one of those products that we’ve come out with recently works kinda thing. In quick detail, right? Again, you’re always leading them on to the next phase, which is like further detail, or they can inquire with somebody within the company, but you’re still giving, you’re just kind of like laying out the, all the things that you’ve been working on, right. So I think it’s still kind of falls under, yeah, kind of like it’s product video in a sense, but it’s more of like a quick and dirty kind of thing that you have to do as a part of the team.So as you kind of, elaborate in there.See, to me, I think that kind of falls under both really.It does–Because it can be done in a way where it,it can be used as a promotional piece, because hey, like, here’s a product update, we’ve maybe, here are the new features for said product. And it’s an educational thing, which were I would see product video being more of, whereas a campaign video would be more of a promotional thing. So I guess, it’s helped me with the saying it’s how we want to peel that onion? I don’t know, you tell me.‘Cause I’m good at this?Yeah.Different ways to slice a cucumber.There you go.So with the product update, right, I Yeah. Like that is could be a that I would yes. Let’s say that the category of its own.Yeah.But it again, as we kinda mentioned at the beginning,that there will be some overlap. And yes, I think that this would fall under,Somewhere in there.Under the product video or,it’s obviously on how you tailor the content. Right?Yeah.What do you got?Swinging it back my way?All right. I actually have a customer testimonial.Yes, customer testimonials.Super important.Yeah.So, there’s no better way to validify how great your product is than customer, right? And having them share their stories about how, they face these problems. And then your product where it was able to solve said problems. And these were the said results that were the outcome.It can be anything from shoes to software, right?Like, I didn’t have running shoes, so I couldn’t run. Now I have these running shoes. I’m running 10 K next week. Yeah, right? To software being like, we had this issue where we weren’t getting this, this data trail that I can, prove to my boss that, I’m actually doing, valuable work for the company and bringing in money or saving money, right now, this soft piece of software does that for me, and I can give that to them in a very clean and easy format. Whatever it might be, that’s exactly the customer testimonial is great for that. Because, the last thing you want is to necessarily always be, the one talking about your product. It’s necessary, I think because we were in Canada. It’s like almost like, we have these products, and you’re trying to be kind of like bashful, but like not overly pushy about it. But it’s like, dang, like, it’s important for us too as a company to know show off, like, we’re doing some really cool stuff here. This is what it is. But like you said, it’s use, the customers that are using your tools and having major success to validate, that product or that feature, whatever it might be, and you make those people the superstars, right? And at the end of the day, it kind of like keeps that relationship, I think going forward in a lot of ways, right? Because you’re asking them to be a part of something that’s super important for you as a company. And it kind of makes them feel highlighted and appreciated and important, too.So yeah, and since the whole kind of notion of like,word of mouth goes a long way, right. And, it’s what’s more, again, validating when you have, one is better than nothing but say you have about 10 customer videos.Sure.And it doesn’t matter whether somethingthat’s just recorded like with an iPhone or a webcam, that the said customer sends to you, and usually get those sound bites. Or maybe there’s something that’s a little more highly produced, where you send your camera crew, or your video production team, or you outsource and have a production crew, set up the cameras and do a multi cam interview with multiple employees, get the B roll, regardless of the production level, the content is what matters. And it’s that customer, sharing their opinion and their thoughts with the world. And it’s obviously gonna be the more you have, the more the merrier, right? So it’s better to have a variety of testimonials, or I guess, case studies in a way, where you have other people boasting about how great your product is opposed to just yourself and your business, or your organization, just talking about how great your product is.Yeah, and it’s really a one two punch, right?So it’s like, not only can you create a video on that, but you can take that same interview, or, maybe you’re doing a higher level video, that’s like a little bit more, like you said, produced and a little bit more flashy. You have your writers maybe on staff, or you hire somebody to kind of create a really good blog piece or a really good cut, kind of like day to be able, you need to be able to have your sales team for example utilized. So it’s like, bam, here’s the video that your sales team can use when they want to, if there’s maybe an example of something that a potential prospect that, they have this issue, and it’s like, oh, we have a customer testimony that directly talks about that similar kind of issue. Here’s that, blam! And if you need something to send to somebody, here’s like, like a PDF document or like a one pager that you can, like, send to your bosses like backup that validates the purchase of our product or whatever, you know what I mean? So it’s really like, it ends up being like a multi tiered kind of piece, right? Just starting off with like, one video. So like, I find that like what we try, and what we want to do, within our business is, obviously it’s like those stories, you find those like really big, impactful, big number, really impressive kind of stories to tell, and those become your bigger pieces, so to speak. But it doesn’t mean that the ones that you do are little bit less of a production or are any less important, right? It’s just that those are kind of like your additional points, your B and C points kind of thing, right? So like you said, you can do like a Skype call, or you can get them to record something on their cell phone or whatever. I’ve just been kind of like doing a two minute kind of spiel, talking about how this product or this service or whatever it is and made a big difference for them. And you just kind of really get them to kind of like hammer like an A, B and C of like their points, and then kind of hit on each one of those within two minutes. And that becomes like your secondary to your content. Maybe you have a customer page kind of thing right? And then you kind of go and like you have your flashy ones, and you have your ones below that are like touching on more detailed points or whatever. But now I think they kind of reinforce each other, right? So, you can get a lot of good content out of just doing that kind of structure of having not only, not everyone needs to be super flashy, or you need to fly all over the globe to get these customer stories, you can just get them to record something for you and send it in and you make it into a more rounded piece.Yeah, and yeah,and so and just, I’ll add one more point. And being that you have multiple, or you can take, the perfect, obviously if you have enough, slice up the sound bites. And you can just make one compilation highlights, we got that one piece that could, maybe sit in the blog, or maybe have a customer, like our customers page. And that’s kind of the hero video that sits on a journey. Maybe as you scroll down the page, you have those single videos, what allows them to dive a little bit more deeper into those stories, right?Yeah, there’s different ways again,to slice that cucumber. There it is. But that’s the exciting stuff. I love being able to talk to customers and do those kinds of videos, right? Because you’re really seeing how, like what you’re doing affects them. And I think that’s the most important thing, because we can talk about how this product or this service or whatever is cool, and we think is awesome. And every company needs it or whatever it is, every person needs it. But you really get like the actual detail point of how it’s affecting a customer or person when you go and talk to them directly. You just sit down and do an interview for half an hour. Right? So it’s pretty awesome.Cool.Yeah.So swinging back here, we’re playing tetherball.Putt, putt.Is that what it’s called?Tetherball.Tetherball I think.Yeah.I don’t really play it here but,I’m slapping it back your way. Another example of ways to use video within the marketing department.Well, I know we produce like demo videos, for example.Like we, it’s further down the line content as well. But we can like take a piece of a product and produce like a really cool, like, a longer format demo piece. So maybe it’s like five minutes, six minutes long of how to use like, a piece of our product so.Yeah.And yeah, I’ll put this cuz yes, you think this demo, you’re essentially talking about the product. But you’re right, it is very different because uploading the video is like, here are the features and whatnot. But say a demo video is a little bit more hand holding, per se.It’s lower part of the funnel for example, right?It could be like, okay somebody before they buy your product, they wanna see the in and out of how it works. It’s on us to be able to produce that video with enough detail, with a kind of a clean package. But again, it’s gonna be a longer form piece of content that you don’t necessarily have on every page in your website or whatever. But it’s there, so that you can kind of get people through the finish line. That’s not really produced by the sales team, per se, or anything like that, generally speaking. They can do that kind of on the fly if they need to, if they need to touch on a very specific point. They have that ability if they wanna take it on themselves in their webcam to do something. But it kind of falls on us to be able to have like an arsenal of those in the archives to be able to kind of show off and be able to…Yeah.And then again how we use demo videos here. And it’s just a matter of you doing screen recordings with a voiceover pretty much to help narrate that. That story. But it could be all the different use cases on how you can use the said product. And telling, showcasing how you would start from A get to Z using said product and allowing, and again, if it’s just a screen recording, you will see all the actions of, all right cursor goes up here, hovers over said item, that thing now shifts up and reveals a few more buttons, click this button and it’ll take you to this page, or this page, you’ll see the information. Software, even hardware, right hardware. It’s the same thing. It’s I know, here’s said item. And then now the items. So let’s use a camera for example. Here’s a camera I’ve turned it on. And then using this button, or this wheel allows you to scroll through the menu. So if you wanna set up these settings, here’s where you do that, et cetera.It’s a product head to, it’s effectively a manual.So in my past, for example, I produced video manuals on how to set up large scale, backyard play structures for kids. So you have your slide, your swings, and all your other little fun features. And they’re like large structures. So you’re producing a one hour video effectively. You’re there in somebody’s backyard showing somebody to build this thing for like two or three days. But you’re effectively, we’re breaking it down to like, how does this thing come together? So that in itself is again, like an idea of like a longer format demo, it’s effectively a manual, but like when you’re showing a demo, you’re effectively showing them the video manual of how to use a product, right? I got another one, as well aside of the demo side of things. Getting away from the product side that touch the–You hit that tetherball so hard it came back.Yeah, (laughs loudly)I think it would be a shame if we didn’t talk about the idea of producing more personalized video. Like, personalized video, I can give an example of something like that, where you can do something like that that we’ve done in the past too.Okay.Okay.So personalized video, obviously, there’s stats and figures that show that if you personalize your content for an individual or a company or whatever, they’re gonna be more likely to be absorbed by the content that you’re showing them in the video. They’re gonna retain the information probably a little bit more. And I think they’re gonna feel like you care a little bit more as well, because you produced something just for them. We have a service that kind of automates that. I’ve seen within our company. But for example, if you have an event. Right, let’s talk about an event.You stole and that was gonna be my next one.Great, so your–Stay on personalized video,in the sake of an event.Okay, so if I say, I’ll talk about an eventwe’ve done in the past with tickets.Yep.Right?Can I talk about that?
Sure.Am I gonna steal that from you?A little bit.
It’s all right.Okay, so say you have an eventand you wanna invite people to that event. You produce a video that, you want specific people to be at, you can produce a video that’s directly geared towards them. So maybe you have an event coming up and you want 500 people to attend. Obviously, you don’t necessarily wanna go through and invite every single person individually, ’cause that would take a very long time. So being able to figure it out a way to personalize that content and have their name, or company or whatever show up in that video, I think is like obviously a big thing. And that’s something that we like to see a lot. I think being able to see that within like a video thumbnail or whatever as well, obviously is a major point of attention when somebody sees it in their email. Whatever they’re like, whoa, like this person like made a video for me. Like, that’s so cool. Like, I wanna click on that stuff and like figure out more about it. So I’m trying to like I’m dancing away, because I don’t wanna disappoint you, ’cause I don’t wanna take what you are gonna talk about. But effectively and at the end of the day, if you have the ability to personalize a piece of content to directly send to somebody in whatever format that is, as a part of the marketing team. The idea is that that individual is gonna be more likely to stick around and watch that video for longer if not the full thing. But they’re also gonna feel like you care a little bit more about them which you know matters at the end of the day obviously.Yes, so–Event video, you take it away.Yeah, so my next example is gonna be an event.So whether you are hosting an event, or you’re gonna be at an event, you can use video to one, promote said event. Two, as you alluded to, with the personalized video to invite people to the event. Or you could send it out, if you’re attending an event that say, a large portion of your audience is gonna be at, send them a video and it could be personalized saying like hey, we’re gonna be there. I know that you’re gonna be there. Let’s meet up, let’s talk or maybe have a booth said event on the the show floor. Hey, swing by our booth, love to chat. Check out this, we have this competition going on or maybe not a competition, it’s a contest and your chance to win blah, whatever that vanity item is. Maybe it’s a camera, maybe it’s–A Ferrari.A Ferrari, I was gonna say a tripbut sure a Ferrari why not? You know, the world’s your oyster. And yeah, and so you can use video in that way to promote, again promote invite meetup. And again, it doesn’t have to be a high polish video. If you’re promoting said event and if it’s your own event, I would probably recommend–
Put an extra polish on that.Yeah, ’cause you want to again, build that hype.Get people excited. Get them to be like, oh man, I don’t wanna miss out on this event. I want to buy a ticket.I gotta go there.Yeah, exactly.Unless it’s the fire fest.And again,‘Cause that didn’t go as planned.And yeah, and if you have a rock solidlineup of speakers and presenters, you wanna showcase that. You want your audience to know that you got these kick ass people there.Yeah.Maybe show them off in the video.Yeah.And they don’t want like, they don’t want to miss this awesome opportunity to hear these people speak. So yeah, so video is a great opportunity to promote those said individuals in, yeah a promo piece. Inviting people to again, come, so maybe that’s more maybe secondary, like, hey, tickets gone on sale. And you send them this video, tickets are on sale, we want you to come you know, if you buy now you get early bird price. The window’s only these two weeks, et cetera, et cetera.The old early bird price.(chuckles) Early bird gets the worm.Worm.
(Blake laughs)
So yeah, so like,I think that pretty much covers it on ways that you can use video for an event. And then even I guess, another way to use it for event would be post event. So the event’s over and you have a compilation piece. So you have people floating around with cameras, capturing B roll, interviewing people who attended, interviewing some of the speakers, and then you put this all into a compilation piece. And you send that to the people who did attend the event, just to again, promote it.It’s a recap for them.Exactly.And then you can also use it if this is a continuous thing. Or maybe you do this event bi-annually or you do it once every year. You can use that piece the following year to promote it.That’s right.Right?Yeah.So.Exactly.I have one more, does anything come to your mind?Again, marketing has a long list. And we also have to talk about sales and CX. So yeah, I have one more and I’m thinking I’ll cap it there.For now, yes.Unless–There’s lots of other ways.You have a hot ticket item that you wanna get in there.But the other one that comes to mind for me, which you’ve been a part of a lot lately are webinars.Yes.So webinars, as I’m sure a bunch of you already knowwhat they are, are a great way to create video content. Its original purpose isn’t so much as a video, it’s more of a digital seminar, meetup, meetup gathering, or you know someone just shares their, their knowledge, shares their thought leadership, their insight, et cetera, with said audience, but you can obviously record that. And then use that, as a piece of content down the line, it can be an on demand webinar where say, people have to sign up, and there it is, they get to watch it. There’s been situations where I’m kind of revealing some of the secrets here. But people sometimes don’t know that it can be a live, I’m throwing up air quotes for our listeners. It can be a live webinar, yet it wasn’t actually live. It is one of those situations where it’s streamed at this time. So you got to catch it at say 10 A.M. Pacific time.But it’s pre recorded.It’s pre recorded, but you have to catch it at this time.So it’s not necessarily–So it is like live again,I’m throwing up those air quotes.It’s just like a TV show.Exactly, right?It’s like, oh, the next episodes coming up.But like really, like you’ve pre recorded your, your piece of a webinar or whatever, or a live stream, or whatever it might be, yeah, like you said, it’s coming out at this time. So like, everybody has to sign up and be there at that time kind of thing to view it. There’s nothing wrong with that. It’s kind of some people feel kind of funny about that. It’s like, oh, it’s not like live-live. But that’s only makes a difference, if, you really felt that there was a need to do Q&A at the end, right? If you don’t need to do Q&A at the end of the presentation, then there’s nothing wrong with pre-recording it to make sure that things are kind of clear and concise. So yeah, that’s where that becomes handy. And then there’s less of the potential risk of something kind of going awry during that event, or that stream or whatever, right? So if you’re just pre-recording, it’s like ready to go. You know its full start to finish pieces, it’s this long. So you know that your timing is good. It’s not gonna run over time, right whatever it might be. So there’s definitely value to prerecording as well.Cool.Yeah I dig it.Alright, so based off time,I would like to jump into sales. And how you can use video within the sales org. So do you wanna kick us off or you want me to kick it off?Sure, I’ll kick it up.So yeah, so for people within the sales organization, video is a great tool to use on the daily I mean, our team uses video. And just a prospect outreach. So reaching out to potential customers, sharing a video again, they do a decent amount of, quick personalization, again. So our team uses whiteboards or they do magic tricks, or whatever they might do to kind of like, personalize and show off their personality. The video that the recording for that specific prospect that they’re reaching out to. Doing a video for a sales individual is a great way to get past just the wall that is text in an email, right? So you’re effectively letting your video content and yourself shine so that people really get to know who you are. And you using the email, for example, as a secondary kind of follow up text piece, right? So it’s like, check out this video. And if you have any other questions, feel free to reach out blah, blah, blah, blah, blah, love to chat, blah, blah, blah, whatever it might be. As opposed to being like a long stranded multi paragraph email about whatever your product or services they are trying to sell.Yeah exactly.And as you said there, right, like in video is humanizing that kind of approach.Absolutely.Right.‘Cause you read an email, it’s not as easy to interpret the context whether someone accidentally raised some caps. Are they yelling at me?Right, yeah.Or there’s, you’re more prone for typos?Absolutely.Right.In the end, the recipient of said email, who that sales person is prospecting, they see these typos, and they’re less likely to want to work with this person, because they don’t see them as knowledgeable, whereas video really helps again, humanize that experience, because it avoids that situation of typos unless you pronounce their name wrong, which sometimes little awkward.Yeah.(laughs)But it is what it is, we’re only human right? How many times will I say human?Human?Exactly, human count.(dings) We’ll have a little ticker.Yeah.I think–Hold on, hold on.But the thing is also going back to what I was saying about with the emotion and adding that context, is whether it just allows your personality shine through to what you’re saying, by using your kind of approach, whether it’s doing magic trick or something like that. But it allows you to show that emotion and show your character on how you are, maybe you’re a funny person, and you work on some jokes, or just how you go about it just, again, it just humanizes that experience. And it shows that end recipient, there’s a human being there opposed to, maybe this is an automated email that just got sent, right?And this person is addressing me live in this video.At the end of the day I mean your sales team was hired because of their personality, not because of how well they necessarily write an email. So why not use video to leverage their personality to be able to directly show off who they are and what they care about in every outreach opportunity? So my next example. It’s almost in a way, and I feel this is gonna overlap for both marketing, sales and customer experience. But it’s more of a way where it allows them to showcase the product specifically to the person maybe their prospecting, their end recipient, allows them to tailor the product demo in a way to that individual’s scenario or their use case. So maybe that person they’re prospecting has these specific issues that they’re trying to solve. That’s why they’re interested in hearing more about your product, and allows them to record a video and pretty much walk them through how, walk their scenario, through how their product can help resolve that scenario. And doing, you know with our product, you can do this and this and this then I’ll help you answer the question to this said problem. And it’s just a matter of doing a screen recording, you know with GoVideo, it allows you you to do a screen recording, and still humanize it by having a little bubble in the corner, you still see their face. And it just allows them to do that, allows them to kind of walk them through the experience a little bit more.Yeah, like, it’s very much a good like, follow up afteryour initial call or an initial video call. To be able to follow up and be like, I heard about your issues. And like, what you’re facing today, and what you’re looking to solve, how you’re looking to kind of like improve or increase X,Y,Z. Yeah, here are some examples. Maybe it’s a customer testimonial that you got for marketing, right? And you go, like, I’ve queued up a few videos that I think directly kind of fall in line with some of the things that you’d like to see within your business or like, back to the product example, it’s like, this is a video about somebody that also didn’t have running shoes, and they were running in like flip flops. Now they have these running shoes, and we’d love for you to check them out and see how it like affected their life, whatever it is like, bam, bam, bam. Yeah, it’s that you’re like, video is kind of like your one-two punch, not only can you like cue up the next round of videos with a video as a sales individual. But it’s always gonna be better than just like putting text on on a page for sure. I think the text is just as important. It’s a great summary tool. But the end the day why not leverage your personality?Exactly, so we’re prospecting,and then using content and then creating micro demos to some extent. Anything else come to your mind?I’m kind of stuck within the using content demos,do you have something else, top of mind?Yes, I have another example that would bea good use case of for sales using video would be doing something in regards to, working, so say you’re at that stage and a buying cycle where you have now, slid the proposal there, right there, they’re close to, buying. You slide the proposal across, rather than just attaching the proposal in said email, you can record a video doing the whole screen capture approach, and record yourself walking through the proposal.Yeah and summarizing.And summarizing why this thing’s in there.And what these three numbers mean. And just, it really just helps them, explain the decisions that were made and to how the value of that number got there.Totally, it becomes, it makes it more digestible.And the fact that you took the time to record a video, to be able to walk them through that process, I think is gonna make them more comfortable with the idea of spending that money, right? As opposed to like, here’s the paperwork, blam! It’s like, if you, if they can’t get on the phone call with you to be able to effectively do the same thing, yeah, record a video and like you said, walk them through, like, have the document up, and then like walk them through the different key points that like you said, got to that end price point, or whatever it might be. And I think it then it’s hard for the other side, that potential customer to be able to have a lot of questions necessarily, or at least you kind of take care of the like the really easy A, B and C questions. So that all they’re going to come back with are like the, like more hard to answer questions that take a little bit more time. But you skip over, like the initial like back and forth of like the basic stuff, right? By just recording a video. So yeah, I think that’s a really good one.Okay, do you have anything?I think those are kind of like some really good, like,ways that aren’t too overlapping.I have one more, which is one too many.So we talked about on the prospect, and this still can be prospecting refer it as prospecting?Yeah.And I guess we talked about, the one to one personalizingand using the whiteboard and such, to really hone in on that specific individual, and I think from the situation where you’re the sales rep, and you just want to just do a blast, you just wanna get as many touches out there. And so what you do is you just record a video that’s a little more generic.You’re not calling out any individual.Yeah, you’re not saying a specific name,it’s just something that just pulls back and is like, hey there, we are looking for, really wanted to chat. I wanted to walk you through our new feature that just released if it does this, that and that as well. If this interests you let me know, I’d be happy to set up a time to chat, right? It’s a little bit more generic, but the thing is, it allows them to use that one video that they recorded and send to say, let’s just throw a number of 100 people, opposed to having record 100 videos to make it personalized and specific. Now they both obviously have their pros and cons. But in that situation, if you just wanted to do a big old blast, that’s blast. Why don’t you record that one video, tailor it in a way that it is generic, but still showcases the rep’s personality.Right, with good practice and a really honed in message,that video is more often than not gonna be more impactful again, than a bunch of generic text it within an email, right? It’s still and again, it can still be a one two punch of like the summarization within that text format, within the email. But start off with a video because again, your salespeople have the personality, that should shine first because making that connection is the most important thing. So at the end of the day, right? That’s why a lot of deals go through, it’s because there’s some kind of connecting fibers, right? If you’re just going like, email, I think today, more than ever can be more and more cold. And like you said, emails can be interpreted wrong, depending on if you’re joking. Or if you’re just commenting on something generic, just like kind of get in the door with somebody. So if you can skip over that and let your persona shine through. I still think it’s going to be better on the email blast.Cool.For sure.Anything else?Anything come to mind after that?We’ll still get there.All right, sir.We’re gonna jump over to CX. So customer experience. Anything come to your mind?First of all I was gonna say,for people that are thinking like, what does customer experience mean?Oh, so it can be like, customer success man,like, people who deal with onboarding, helping launch customers when they just started, they’re just new customers. But then you also have the experience of people who deal with support. So there’s those questions that come in, are the people who run into these issues, there are people who need to help those said customers. You know, some teams will have services that will help customers build out things. Because sometimes things are little bit trickier than may seem. So there are, so customer experience being that umbrella for all the different departments, that are customer facing.So I guess to start that off now that everybodywe’re on the same page. Maybe this kind of encapsulates a lot of different things, but like celebration, a welcoming/milestone. Yeah, a video, I think, would be a big one. What better way to start off a new relationship, than getting past the nitty gritty, but the necessary of sliding over that check, or sending over that money and doing the DocuSign forms or whatever, right? Then once you get through all like the legal side of things, and all that necessary business, then to fire back a cool video welcoming that customer as a part of your extended family, as your business kinda thing. And then showing off, who’s gonna be there to take care of them going forward, as they get on boarded for example, all that kind of stuff. I think is going to be like, wow, like these people really care. And like I’m seeing, who I’m gonna be talking to over the next month, as we get on board with this product, or the service or whatever it might be, right? On top of the fact milestones are really good way to kind of like, congratulate people for making big steps to using your service or your product better, or something major happened within their own company. What a cool thing to like, we do this from time to time at our businesses, is we see that a customer or a friendly partnered company, has something major happen. And what a cool thing to be able to kind of send them a video showing the whole team cheer and being really excited for them and all the things that all the success that they’re having, right? Because that feeling of success and celebration, kind of becomes like this kind of cyclical, circular kind of like, feeling. And it’s energizing, I think for companies to kind of like see that, and receive that kind of stuff. So I think it’s such a cool thing to do.Yeah.So I’m kind of in tandem with that. I’m just going to dive into the next one ’cause celebration milestone, great examples of like, celebrating the fact that they are now customers, celebrating exactly that. But even from the milestone perspective, they’ve been a customer for years, and it’s just that like hey, so happy that you’ve been with us for a year. Looking forward to, and that’s an opportunity to recap, some of the things that happened last year, from the product side of things. You know, like Facebook does this, like, they always do their anniversary videos, and they look back at all the photos and those that been posted. So it’s a great way to use video to highlight those milestones.For sure.So my next one was gonna be for onboarding.And so when I say that I’m talking from the perspective of, the customer comes on board and you obviously have the managers or the individuals who are dealing with said customer to help them, get kick started with said product. In the customer experience, so what the customer success team can do is send a video being like, hey, I’m so and so, I’m your customer success manager. I’m gonna be the one who will help you get kickstarted with said product. So and so will be your launch manager, and they will help run you through things that will essentially help kickstart you with this product.And then we’re gonna set up your goalswhat you’re looking to do over the next, quarter, six months, a year. And these are the people that are gonna help you get there.Yeah, and it just again, personalizes it’cause it allows them to see who exactly they’re gonna be dealing with, who their points of contacts are. When it comes to in the situation that there’s an issue that occurs, these are the people who are gonna have their back and again and just, throw out the ticker, humanizes,
Ting, ting!(both laughing)That experience.Yeah.So I see that as a great example of using video,for customer experience.Yeah, I again, obviously,we talked about this humanizing a lot. But I think that’s what people crave more than ever, is that because of how focused we are within the world of computers and technology, and all this stuff that’s very cold, more than ever, we need elements that bring people closer together, right? As opposed to farther apart. And what started off as these great ways to mass communicate, being email and otherwise, there’s these awesome new ways of bringing people closer together. So the way that we can kind of like one two combo punch something is use video and this awesome email text format, to be able to kind of, supercharge your outreach in any possible way. But again, at the end of the day, showing off who your company has as their superstars is like the best thing that you can do it, right? Because people love that kind of thing, If you can identify these people within this company, we’ve had people that we’ve put on camera, right? And they have a very identifiable look about them or whatever right? So somebody that worked here previously had very big sideburns like mutton chops, right? But then they have, we put them in different videos over time, right? And then we go to an event, and this person is also with us as part of the crew, at said event or conference. They are like, oh, you’re the guy with the dah, dah, dah, they become an identifiable figure, they become a part of that brand, right? So how cool is that when like, they’re not even necessarily a customer, but you know they watched the videos, because they’re like, oh, like, and like, maybe that’s an opportunity that then suddenly happens just on that, showroom floor. So it’s kind of neat.Got an idea?Again, this probably kind of flows overfrom some other elements but you know a hyper focused or hyper personalized to that specific issue walkthrough, would be under this. So like a product walkthrough, or yeah, just kind of, again, a demo of sorts, but it’s made specifically for that individual or for that customer. So that was gonna be mine, as well. And so let me–That was gonna be mine.No, no, we’ll do this as a fusion.So I see this more as using video for like, FAQ, frequently asked questions. So from our support side of things, there’s gonna be those times where it’s the same issue coming up, right? So rather than taking the time to have to answer that question over and over and over, why don’t I answer or make a video that answers that question. So next time that question does come in, you send that video to said individual. And there you go. So from, you know support desk type situation, it’s much easier for them to, they call ’em tickets to resolve that ticket much quicker and much more efficiently by sending a video that was already made that answer that same question. Now, in the situation that you were talking about, that’s the opposite. Because maybe is a very specific issue that they’re having.But just as necessary, right?So again, it’s like yeah, you have both sides, right? You have your top 10 or top 15 frequently asked questions, those are the easy ones to bang up, to have in the archives, in the library. Like you said, and you’re obviously gonna have times that things need to be specific to your customer team, focusing on a specific issue, as opposed to just leaving them high and dry, or just sending them some text, format message to try and help them with the problem, why not just record a video or screen recording, or take your cell phone out, if it’s a physical product and show them like this is the thing that you need to do. It’s like, this piece of machinery has like this loops, and I don’t know how to do it. It’s like to grab this do this bam, like, this is me showing you exactly what you need to do. People are gonna be like, wow, these people are really here for me. And not only isn’t that important for the right now of taking care of business for that customer, but in terms of potential for renewal, as long as you’re there throughout the whole, journey over that next year, for helping them be as successful as they can be with that product. The chance for renewal increases, because they know that you have their back.Yeah.And it’s not even from the support team, but also for the from the content side of things who are writing the knowledge-based articles and whatnot. And again, allows them to embed these videos in said article and so rather than having to read step by step, they can watch the video. But to allude back to what I was saying, for that very, the specific video, rather than getting on a call or doing a shared screen, you could record a video ’cause maybe there is a factor in play that makes it difficult to meet up. Maybe the customer is half-way across the world. So they’re on a totally different time zone. When it’s their lunchtime, you’re zonked in bed catching Zs. So best way to do it is, do a screen recording that literally walks them through the situation that they’re experiencing, and how to go about fixing it. You just do a simple screen recording, you talk over top of it, and send it over. Because by time you wake up, or sorry, by the time you send that video to them, they wake up, they have that in their inbox, or wherever, they open that up, they can watch it they can, hopefully they’ll come to be that this situation resolved. Or they do it and maybe have some questions, they get back to you. And then you can follow that up.Totally.Right.Exactly.Yeah, the timezone thing, right? Nobody likes to wake up at three in the morning to talk to somebody halfway across the world if you don’t have to do that, right? I mean, everybody has stories and the rules of going above and beyond when you need to, because that’s just the cost of doing business and how it goes, right? But yeah, if you can kind of like save some of those, like easier, or somewhat easier scenarios, but as handling it on your own time, in your own time zone, why not?Yeah.So I didn’t encapsulates everything that we wanted to cover in those departments. Now while doing this, I quickly, it made me think of another area, which I would want to talk about video. We’ll just do it quickly, before we wrap this up. It’s from HR.Yes.That is another area wherevideo is a good place to be used. So I’m just gonna start things off. And a great place to use video within HR is using for recruiting, recruiting videos. You could interview employees of the company and just ask them, whether it’s someone who’s new, and someone who’s been there for 10 years. Get all their perspectives. And whether they’re junior and senior, you get all the different walks of life that are at said company, you capture that on camera, you get those sound bites, and you make a compilation with some B roll that captures the environment, the space just to showcase the environment that they’ll be working in and it allows them to post this on said recruiting websites, on social networks, even on the careers page on said website. It’s a good platform to showcase the life or the working experience outside companies.And more so than ever, ever before,diversity is at the forefront of I think most HR teams mind and being able to kind of highlight or maybe even at times, maybe you recognize suddenly within your company, maybe we can take some steps to, be a more diverse workplace and every aspect of diversity, however you define it, being able to show that you’re doing what you can to be that place that no matter where you come from, whatever walk of life you are in or have come from, this is a place that you can be comfortable working and I think is a major thing to show off as an organization. Right, so I think that’s a big factor. Along with HR, not only is it like for the recruiting aspect, but again, you’re gonna have that same idea that’s like, somebody just got hired on, welcoming them to the team, and that again, that internal onboarding process is a big factor within HR. Sending them a video that tells them, what they should be expecting within their first week, first couple days, first week, or first month, whatever it is, kind of giving them a general wrap up of, what they can expect, what they should prepare for on those first few days. And, maybe if there’s a point of contact, right? You can, like have something even if it’s automated, or maybe that’s your follow up text in the email that you send it to that person, this is gonna be your point of contact that’s gonna be there to support you during your first week. We have our own internal like, buddy program that, somebody that’s been here for a while, buddy’s up with that new person, right? So being able to kind of, send them that video, but also detail to them who that person is, is kind of, it’s a really cool, like welcoming factor. I know, like the the welcomes that I got when I started here was really cool. People recorded videos of just like webcam videos of just saying, like, hey, like I’ve been here for three years. My experience has been X, Y and Z. Welcome to the team. I think being that person coming in, it’s always that like new school, or like new town mentality of being like the person coming into a thing. For some people, they love that. And for some people, it’s like they may love it, but it’s a little intimidating. So being able to soften that by like having people like welcome them into that family or that team, I think is like a really cool thing to do.Yeah.So lastly, I’m gonna say, before we wrap up this episode, is gonna be cultures, doing culture based videos. And ways to do that is, it could be a holiday, so whether it’s Halloween, Thanksgiving, Valentines, Easter, St. Patty’s, you name it.Groundhog Day.Groundhog Day, we’ve done that.You could do a video that captures, using the staff and doing something fun, that captures the spirit of said holiday. But not only that, but also captures the spirit of the culture of the company. And then it doesn’t even necessarily have to be a holiday based video. It could be something along the lines of maybe there’s something trendy or viral that’s happening on the internet, and you wanna post it on social. So popular one was, back in the day, or a few years ago was the Harlem Shake, or doing the mannequin challenge. So doing like those types of things that, again, showcase the culture of the business, and allows, and then from a recruiting perspective, or from a social, you just put these videos out there. And so people who do want to work at the company, maybe necessarily don’t even wanna work at the company, but just wanting get a glance of what the life is like at the business. Using video really gives that window of opportunity for people to see inside.I totally agree.I think the only time that this kind of like backfires, and it’s like hard to watch is like when an accounting firm does like a lip sync video.Yes, it can’t–Don’t do the lip sync video, just don’t do it.There’s something, I think it’s cool, like we’ve seen some really cool examples of unlike a company has like recorded a track themselves. And then they or they’ve like, brought in somebody to record like a really cool, like custom song. And like they like really hit it big, but you’re spending like major budget to do that. That’s like top enterprise level companies, right? But like as like an accounting firm, you’re just gonna be like, let’s lip sync, this can be so fun. And like, everybody’s just kind of like stiff and you’re just like, whoa!Who doesn’t wanna?Don’t do it.That’s the only way I’ll say just like skip over that, do something else, do something fun.And then lastly I would say which goes within the culture,’cause based off our list, if you’re doing all these things, you have enough content to make a blooper reel.Oh yeah,Because it’s bound to happen, nobody’s perfect,there’s gonna be all the funny moments that are gonna get captured during those video projects, whether it’s across marketing, sales, CX or even HR. But even in the situation when everyone has a camera in their pocket, so there’ll be those moments where people are capturing the events that are happening. So it’s compiling all these highlights, these moments and bloopers and putting that together. We do that, we use that video. We can make that compilation for the end of the year, at our end of the year party. And yeah, and we also put it out on the socials just again to showcase the culture here.Oh, people love it.I mean from an internal perspective, obviously that’s where it really shines, right? Because people love being able to be at the year end party and see like the full year wrap up or see themselves on camera again. And like, they often don’t get to see the blooper reels until then. So like, when they see like that, I would take that like, where they messed up with, there is something really funny or whatever. It’s a pretty good time and again it’s that energizing factor for the new year.All right.So I think we’ve gone through everything, I’m gonna do a quick recap of the list that I’ve jotted down. So for viewers, as you can see, for our listeners, I’m holding up the sign or the piece of paper that has the list that we’ve made during this episode. So I’ll quickly read through it. So from marketing, you can use videos to make a campaign video. You can use video to make product videos or product updates. You can use video to highlight customer stories and testimonials. You can use videos to make demos, to do demo videos. Make video personalized by using personalized video. If you have an event coming up, use video to promote that event, capture things that are going at said event, invite people to the event. And then also recap the event. And lastly we also have using video, using webinars as video content. And then for sales, we have them for prospecting. So doing one to one but also one too many. We also have for just repurposing marketing content or other content that’s been used. So you can create a video that maybe you follow up on a call, there’s a certain specific thing that was discussed during that call, you record a quick video that says hey, great chat, but then you make a playlist and then you repurpose that content, or even you make your own little micro demo or whatever. And that you attach to that. And it’s just again, it really specifies on the stuff that they want to see. Another example is doing proposal walkthroughs. And then the other, so that’s, I’ve tied it back up here again, which is the prospecting which is one to many. So from the customer experience side of things, we have creating videos to celebrate customers coming on board, milestones, but also celebrating partners, celebrating maybe it’s a close customer. And you found out they had a baby, celebrating stuff like that. Another example that you could use video for customer experience would be onboarding. So when a customer comes on, you introduce them to the team, and the staff that they’ll be working with who’s gonna help, will help resolve any issues that come up, but also hold their hand as they learn their ways with said product. And the last one we have is FAQ, frequently asked questions. It allows the support team to record a video once for all those times those questions come in with these issues and it just allows them to quickly send them video posted taking the time to have the type of answer or hop on the phone and explain that. And then lastly, which came up in my head as we were kind of talking about this, which is from a human resources perspective, which is one is for recruiting. Two is for internal onboarding. And then three is to just capture the culture of said business, of your business. Sorry, not of said business. (Mat whoops) It’s a long lesson. And to be honest with you, I don’t think we even, we didn’t cover them all. So I would say if you think we missed something, by all means, leave a comment. If you’re watching on YouTube, leave a comment. And if you’re listening, go to our YouTube channel and leave a comment there.Yeah, we loved it.And there’s tons of different ways. I mean, there’s ways that haven’t even come up probably yet that will come up in the future that will be the new way of doing one thing or another within your business, with video content. So that’s kind of the cool thing is that it’s constantly growing and changing.Yeah, so,that is a list.That is all long, long list.So there’s no excuse to not being able to produce or having ideas for videos to make for whether you’re in marketing, sales, CX or HR. So yeah, so that’s that.Bam!Catch you next time.Thanks for watching this episodeof the Video Island Podcast brought to you by Vidyard. You can subscribe to the audio version on your favorite podcast platform or check out more videos here. (upbeat music)

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