September 11, 2014

Article

Video communication keeps conversion circulating

There’s nothing worse in the business world than letting things go stagnant. Whether it’s getting people motivated about a project, building a consumer audience for a new service or retaining existing investors, there needs to be buzz and hype constantly built around enterprise offerings.

The thing is, written and visual content on their own can’t push people to the same level as video communication. When there’s a person speaking and being seen in a recording, it’s much easier to build energy and get viewers motivated to take the next step. This is key to keeping current audiences engaged, as well as luring new consumers, investors and applicants to one firm’s offerings over another’s.

Building hype
As No Jitter wrote, Americans live in a world that’s filled with media and shiny objects all the time. People expect to see a lot of dynamic content, be it infographics, images, interactive email content or other kinds of tools that business hope will lure more traffic.

But in a world with so much content and information circulating all the time, it makes more sense to aim for a personal approach, rather than an inundation of data. Human beings put a lot of emphasis in visual cues and auditory input, so finding ways to add that emotional side back into the mix can have a lot of impact compared to other kinds of engagement scenarios.

Video communication gives organizations that freedom, combining the sight and sound of a corporate employee with the information that viewers need to know. As the source noted, taking the artificiality out of business deployments makes people far more interested in the messages this content contains.

Keeping it personal
There are a few major factors standing between corporations and the kind of audience retention they want to experience. No Jitter explained that some of the key factors lending to this ongoing detachment include:

  • Depersonalization
  • Anonymity
  • IT issues
  • Communication barriers

While the proliferation and variety of modern screens in consumer and corporate circles sort of does away with the last one, the other elements make it very difficult to establish and cultivate organic relationships with target audiences. The thing is, it’s easy to exist on the Internet without ever forming a bond or meaningful attachment to any one information provider or shopping outlet. Businesses come and go in the online world, with many sites offering the same services.

Price point may hold the attention of some consumers longer than others, but without a meaningful relationship, that tie is flimsy and easily broken. The difference video communication makes is that it draws on the personal values of the organization and its target audience to help tie the two more closely and solidly together.

Paying attention
So when it comes to video for business, what’s really happening is a tug of war for the attention of viewers. There are many tasks throughout the day that may pull people away from their screens, but while they’re there, companies want to retain that engagement for as much of a user’s time as possible.

This is one of the best parts of video communication, as it helps generate superior click-thru rates and provides a more positive, substantial attention-grabbing option that basic written or visual content. Such issues deal directly with the anonymity of the Internet, as this factor helps establish an identity for the consumer and of the issuing organization. That way, instead of just being a generic online retailer, cloud business or other kind of firm, employees and customers alike establish an idea of the organization as having a personal identity.

Having such a state of being further allows viewers to form a meaningful attachment to the firm, thereby paying more attention to new content and video communication. In the end, it’s much easier to keep people engaged when they have emotional stock in a source, rather than viewing it as a faceless online mass.

Enterprise engagement
These same factors ring true in the B2C and B2B world, Business 2 Community pointed out. That’s because just as a company issuing a video communication is building a culture and personality, so too do other firms want to be viewed that way.

Enterprise video solutions offer corporations the ability to distribute quality content to all potential investors and business partners at once. Simultaneously, while these interactions may be sent en masse to target audiences, the fact that they feature a company speaker makes them more personal in every environment where they’re viewed.

Not only does this kind of content distribution generate more visibility for an organization, it also helps provide better education and spreading of knowledge within corporate circles. As Business 2 Community put it, everyone benefits when professional services run smoothly and efficiently. Video communication offers that level of continuous learning, thereby helping to keep businesses dynamic and innovative.