Forge a new video strategy, and grow
The cornerstone of your visual content is video, so it's wiser (actually 44% wiser) to map out a decent video approach. Strategy is one of the most easily improved areas of your marketing - from our data, a new video strategy brings a 44% improvement in content value, measured as an average of response value. This is where data-driven video helps. Firms both large and small need that blend of science and aethetics to forge strong strategies. Which means one or more of the most deirable goals - reputation, visibility, leads, sales closures and client retention. See a demo of strategy development.
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Video Strategy: what's included in your project
We use the CTA to bring orchestrate audience, narrative and data for a super-clear strategy. We'll be building up your strategy collaboratively, bringing fresh research, relevant and anonymised data from our other projects and proven playbooks to your project. Your strategy workshop will include:
- CTA primacy - adds action and flow to your videos, your website and your social
- Audience profiling - to build a super-lean picture of needs, wants and interests
- Funnel activation - dividing your filmed and text content into purpose-oriented material
- Narrative science - using anonymised data from our story-trackers, we select the optimal narratives for your particular audience and goals
- Messaging - blending 50-50 two narratives - what you want to say - and what buyers want to hear
Why Video Strategy is Growing in Importance
Video strategy is growing in importance. If content value improves by +44%, it's a bold marketer that operates video without one. The stat is the result of market research over the last few years using our own video search engine, which we specifically built for the task. But there's a second big reason; over the last five years, B2B buyers have developed a growing preference for online search, selection and decision making. This was well documentented in the 2020 Gartner Buyer Enablement report, and it has an impact on your buyers too of course.
Buyers prefer digital, right up to the point where they really have to talk. Which means that you have to provide much more for prospective buyers, digitally. Look no further than yourself for proof. How quickly do you move away from B2B sites you don't like? Ones that lack human authenticity, or fail to reveal what the supplier is like?
If there's one lead generation duty we all have today, it's to embrace buyer enablement. That could be to humanise our appeal, to fully reveal the transformational effect of our work, the operational models we use, to reveal how onboarding feels. Or to simulate a year with us, or an account, to reveal price guides and tools, and to do all this with a warmth, walked through by our teams. To reveal as much online as we do face to face (barring competitive secrets of course).
In short, buyers want everything which'll help them make an initial decision - unaided by Zooms or meetings - on whether you're on the shortlist. So bringing your proposition to life, making it more visible, real and helpful, well, that's really important from now on. So says Gartner. Of course, video strategy is the bedrock of all this. And as our own research shows, a likely gain of 40-70% in content value quite possibly awaits you.Book a video strategy chat