Lining Up Support for the Pivot to Video Marketing

Adopting a video-first marketing strategy, or even just adding a significant dose of video to your existing marketing mix, can be a time-consuming and expensive process. There are new skills to learn, new equipment to buy, and often new video marketing services providers to recruit. And, as with any new venture, it doesn’t hurt to have fans, elsewhere in your organization, rooting for your success.

So, how do you go about lining up support for your new foray into the exciting world of video marketing?

Who Stands to Benefit?

Your first effort should be to figure out who within your company stands to benefit from the addition of video to your marketing mix. The list of potential benefit recipients will grow, based on the extend of your video marketing program.

For even the most modest programs, sales and marketing folks are likely to be at the top of your list. Video can be a powerful tool for solving marketing and sales problems you may have struggled with for years. There are video marketing strategies especially geared to almost every stage of your marketing funnel or sales pipeline.

Video for Every Stage of the Marketing Funnel

Knowing what the problems and challenges are, and then proposing possible video marketing solutions for them is certain to with the support of the sales and marketing crowd.

Inbound and content marketers also stand to gain from a well-developed video marketing program. Video can add some powerful SEO juice to your organic search efforts, and content marketers will appreciate the added engagement time visitors spend with video.

Some important web metrics, like time on page, pages per visit, and bounce rate, can all be very positively influenced by the addition of video.

Other possible beneficiaries include:

  • Conference and event managers interested in driving attendance
  • Online learning managers interested in recruiting and engaging students
  • Professional services professionals interested in demonstrating customer successes
  • Online community managers interested in engaging community members

There are multiple solutions for each of these areas within your organization. Learn how video can help these folks make their numbers, and solicit their support.

Making the Case with Video Marketing Statistics

Statistics that auger for the success of video marketing are everywhere! A quick Google search should turn up plenty of recent statistics to support your move to video marketing.

Here are just a few of my favorites:

  • People spend on average 2.6x more time on pages with video than without (Wistia)
  • Marketers who use video grow revenue 49% faster than non-video users (VidYard)
  • Companies that use videos in their marketing enjoy 34% higher web conversion rates, and see 41% more organic search traffic than those that don’t. (Aberdeen Group)
  • Blog posts incorporating video attract three times as many inbound links as blog posts without video (Moz)

It’s worth your time to spend a few minutes searching for the statistics that speak to the interests of key stakeholders. Showing how professionals at other companies are benefiting from video marketing can be powerfully persuasive.

Don’t Over-Promise

This suggestion is just pure old common sense. Still, if video marketing is new to you, you’ll want to be especially sure to encourage patience, as your new video marketing program comes online.

As with any new marketing program, it’s easy to see early results, as low-hanging fruit is harvested. It’s much harder to sustain success, as programs continue into the future.

When developing your approach, be mindful of who within your organization will be positively affected as different aspects of your program come online. Be strategic in generating successes and capturing as much political capital as possible.

Above all, don’t over-promise. Nothing can kill a marketing program faster than an inability to meet expectation.

As with any new marketing program, it's easy to see early results, as low-hanging fruit is harvested. Click To Tweet

Play the Vanity Card

Let’s face it, video can be just a little bit glamorous, and you will find that it will likely attract co-workers from across your company who want to get in front of the camera. At times, this phenomenon can be a little annoying, as you fend off repeated requests from folks who really aren’t very talented at hitting their marks and delivering their lines.

Still, you don’t want to turn your back on this important playing card. Important stakeholders with a taste for the limelight can be important advocates for your burgeoning new program. Learn to use them strategically.

Start Lining Up Support for Video Marketing

Video marketing can be unique in its ability to deliver significant value to different parts of your organization. Learn to identify stakeholders who stand to benefit from your work, and enlist them in supporting your efforts.