Five Things the C-Suite Wants to Know about Your Video Program
Your video marketing strategy needs executive buy-in. You need to convince the C-Suite that video is a must-have. Arm yourself with answers to the following five questions and you’ll come prepared to make an impact.
1. Why video?
Straight up, explain why video is such a critical part of your marketing mix. How significant is it to reaching your audience? Can video showcase your product, solution, or service better than other media? Is video integral to influencing prospective customers at a specific stage in the purchasing cycle? Be clear and back up your message with statistics from industry research, internal surveys, or qualitative information.
2. What’s the return on investment?
Selling the C-Suite on the popularity of video shouldn’t be a hurdle. It probably won’t even need to be part of your pitch. If this is your first video marketing strategy, hard ROI numbers probably won’t be available. However, you can make the point that video is worth the investment in other ways. Find industry research about the ROI of video compared to other types of content. Look for stats about the role of video in the buying process, e.g., the percentage of customers who seek out videos before purchasing a product or the likelihood of video viewers making a purchase compared to non-viewers.
3. Are additional capital investments needed?
If you’re looking at a self-service webcasting platform, no additional investment is required. You can accomplish everything you need with your existing unified communications infrastructure. It’s also worth reminding the C-Suite that integrating your video webcasts, and webinars with marketing automation and customer relationship management tools will extend their effectiveness.
4. What are the risks?
Always address specific concerns that may be unique to your business. If you’re creating a compliance video related to financial services, for example, do your research beforehand. Some concerns may be assuaged by letting the C-Suite know that video is easy to measure with analytics. Demonstrating its value isn’t difficult.
5. What resources are needed to implement the video program?
Present this in terms of the number of people required on a part-time basis as well as full time. Will they be needed once or on an ongoing basis? Are any external resources required? Remember, too, that DIY webcasting platforms make it very easy to set up and run online events with little to no technical experience required.
If you need to get executive buy-in for your video marketing strategy, prepare yourself by thoroughly researching answers to these five questions. Then, get a good night’s sleep and come ready to make an impact.