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This blog was initially published in April 2017 and has been updated and republished in January 2019.

Thanks to the improvements in technology, marketing approaches, strategies and tools have evolved significantly. A few years ago, companies would be running up-to-date websites that they can edit without the need to learn code, as well as having things like landing pages and blogs to try and educate and convert their website visitors from strangers into known leads – however things like video would costed thousands of pounds to create externally.

Technology and access to video equipment has improved, but the challenge for marketers hasn’t changed. In today’s marketing world, it’s hard to be original, or worse still - to be heard. Customers know that some marketers are regurgitating material; and while there will always be ‘evergreen’ content, we’re entering a time where you need to go a step further to capture today’s prospects.

In the age of the consumer, education and authenticity are king.

And, with the average user reading as little as 20% of your web page, this represents a challenge for your business to make its mark in as few words as possible, or as interactively as possible.

And that’s where video comes in.

This blog will explore the benefits of using video in both your marketing and sales teams, and how it can be utilised by your business to capture the fleeting attention of the modern and digitally-enabled prospect.

Why use video in marketing?

It’s important to appreciate the value of video marketing: video combines both; interactivity and authenticity to create more expressive content. There’s always ‘talk’ about ‘expressing’ your brand, but words are limited in the sense that they’re static, and highly dependent on someone investing the time to read them. Video on the other hand, is dynamic and less demanding of our cognitive capabilities.

Think about it: when presented with either a book or a movie adaptation of the same book, many will flock to the movie option as it’s easier to digest at the initial stage. HubSpot says that when viewed the text and video on the same page, 72% of people will watch the video instead of read the text – speaks volumes right?

Of course, text-based content still has a role to play. Video, however, gives you an opportunity to convey the personality of your business and what it stands for in an immersive way. The new consumer wants to be able to trust the brands they interact with and to do that, it’s important you let them know that you’re human too, excited about what you do, and perhaps most crucially: excited about helping them.

Videos focus primarily on appealing emotionally to your prospects, talking their language, and come with the added benefit of being easy to digest and placing no demands on the consumer. They’re noncommittal and easily digestible content formats.

However, the video influence and journey don’t end once a contact has converted on your website and become a known lead. Video brings an amazing amount of benefits, and why should that end once the contacts starts speaking to sales?

Why your sales team should also use video

In 2019 people are used to video, on their phones, on their laptops, on social media, on the TV, on tablets. No one is surprised when they are faced with a video in order to consume the information required. However, from a B2B perspective, companies all around the world would spend lots of money on marketing video, and then continue all sales follow up using email and telephone conversations.

This disconnect shows. If consumers have engaged with your company through video, wouldn’t it be a good idea for sales to follow up with that same approach that worked? If the approach of your sales team is entirely different, the consumer will feel the disconnect.

Just like video marketing tools and software has become much cheaper, easier to use and more accessible, so have sales tools. With plugins and tools such as Soapbox, VidYard and Loom, sales people can start recording a video from their desk, and have it in the recipient’s inbox with minutes. This isn’t us saying to go and throw any text-based emails out of the window. Just like written blogs, there will always be a place for text-based emails, but if you’re looking to stand out, be different from your competitors and really get a competitive advantage, video emails could be key.

Apart from emails, your sales team could create sales specific videos to further engage with prospects and customers, answer their questions and save your sales team some time all at once.

Example? If there are some questions that your prospects often ask at a certain point in the sales process, you could easily create a video to send them before a call or meeting – that means your upcoming call or meeting will instantly become more productive as the first few questions have been covered.

Video is fundamental to marketing and sales success

Video never has been and won’t be the ‘be all and end all’ approach to your content strategy. It’s important that you know exactly who you’re trying to attract and whether or not this kind of format will be something that appeals to them.

In the age of the consumer, to ensure your Inbound approach is effective and engages prospects, video content is fundamental.

As part of reaching your sales and marketing alignment goals, make sure to communicate about video. The approach that works the best serves not just marketing but even sales and your company’s business goals as a whole. And, of course, it serves your customers and prospects.

In today’s world, the art of attraction lies in providing your customer with content of value - and that means keeping it interesting, educational and valuable. Video content provides that diversity today’s customer appreciates.

By including video marketing in your business’ Inbound Marketing and Sales strategy, you can diversify your content offerings, attract more prospects, demonstrate your business’ identity and its expertise, and most importantly, keep people engaged.

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