Marketing shouldn’t be the only place where your company practices video. Indeed, there are a variety of ways to use video for business — some of which have nothing to do with pushing your product or expanding your brand.
When you view video as a scalable tool for communication, you may find yourself uncovering new and interesting ways to utilize it at your company. If you’re having trouble imagining how to practice video outside of marketing applications, here are some other ways to use video for business.
Video for B2B Sales
Video can help introduce your company, your product, and your brand to potential customers. Once those customers become interested in buying what you’re selling, video is still useful in converting qualified leads into sales.
One way to do this is through micro-demos. This is taking all the features and benefits of your product or service and producing videos singularly focused on each one. These micro-demos serve as a tool to convert those who, for whatever reason, are hesitant to commit to a demo. Instead of overwhelming them with all-encompassing content, you can pinpoint specific features they need and send them an in-depth video that digs deep on them.
Micro-demos can be especially useful in B2B sales scenarios as you likely have to persuade a committee and not a single person. With a content library full of videos focused on specific features, you can match the right video to the right decision-maker to highlight the right benefit.
Testimonials are another way video can help boost sales, and you don’t need to wait until you have a huge roster of customers to begin the production process. Creating testimonial videos with your early adopters can help persuade those who need a little more social proof to be convinced. Then, with testimonials from that cohort, you can help convince those who are more conservative in their decision-making.
Video for Customer Success
The goal of any business should be for their customer to succeed, with the noted exception of those in the business of pranks. Video can serve as a touchstone for your customer throughout their lifecycle with you, and it offers scalable solutions that can help keep customers happy while continuing to market new features or products.
Take onboarding, for instance. Video can help offer a personalized thank you to each new customer as they create an account on your platform. Video can also help walk them through the basics of account creation, customizations, or software integrations. An FAQ video series may reduce initial frustration by helping your customer see exactly what they need to do.
Troubleshooting videos, either during the onboarding process or later, have the benefit of not needing high production values. A simple screen recording and voiceover are often all you’ll need to walk someone through common issues.
You can also comb through the most common reasons that people reach out to your customer success team to spark ideas for new videos. This will create upfront resources for your customers while also reducing the number of CS team contacts which can reduce the time it takes to respond to support tickets.
Video for Internal Communications
Of all the ways to use video for business, internal communication is the one your company probably does already even if you don’t think about it as practicing video. We’ve previously covered why you should consider making video a more robust component of your internal communication practices, but here’s a quick review of the three main reasons:
- Video makes it easier for managers to manage
- Video allows employees to better collaborate
- Video makes onboarding and training more efficient
Much like how video can make onboarding new clients easier, it does the same for employees. Instead of having an HR person sit with each new employee to walk them through how to sign up for health insurance, request an employee log-in, and let payroll know where to send their direct deposit every pay period, an HR team member can record themselves doing this once. This allows your company to grow sustainably using the tools already at hand.
Additionally, as work becomes increasingly remote, utilizing video for internal communication may become more standard throughout your industry. Your company can either be a leader in that department and use video as a benefit that can attract and keep talent, or it can wait until it’s too late to ask “So, how do you Zoom?”
More Ways to Use Video for Business
These are just a few examples of how you can use video at your company outside of marketing. The more your company uses video, the more it creates a culture of video within your company. This enables your employees to be adept at finding new opportunities for video externally. With each new opportunity, your company can be at the forefront of effective communication both inside and out.
For more ways to use video for your business, listen to our Video Reformation podcast episode where we discuss our favorite strategic video concepts for marketing, sales, and customer success.