Should I use professional presenters in my online video content?
The days of salesmen in suits using their charm offensive to sweeten a big-money deal are long gone. The digital era means that consumers have more buying power than ever, and suppliers have to get marketing-savvy. The most powerful marketing channel available to them? Online video. How can suppliers make the most of online video opportunities and maximise sales? Use a professional presenter or coach your staff to do the talking.
Video content is the future
In five years time, you are more likely to be watching this article than reading it. According to Cisco, by 2017 video will account for 69 per cent of all consumer internet traffic. According to the Guardian (July, 2014), 64 per cent of marketers expect video to dominate their strategies in the near future, YouTube receives more than one billion unique visitors every month and one in three Britons view at least one online video a week, equal to a weekly audience of more than 20 million people in the UK alone.
Video content generates more sales
The proof is in the bottom line, and statistics from digitalsherpa.com clearly show that using online videos dramatically increases the chance of making a sale:
After visiting a video advert, 12 per cent of viewers purchase the specific product featured in the ad
Website visitors are 64 per cent more likely to buy a product on an online retail site after watching a video
Real estate listings with videos receive 403 per cent more inquiries than those without videos
Professional or in-house presenter?
You never get a second chance to make a first impression, therefore it pays to invest in coaching for your staff before filming or to hire a professional presenter for your online content. Product demo’s, adverts or generic voiceovers need to instil confidence in their audience, and deliver the marketing message in an intriguing, captivating and powerful way.
There is no quicker way to lose a sale than for a customer’s first contact with a product or service to be with a presenter who is unsure of themselves, stumbles over words, uses ‘erm,’ or ‘like’ as ‘fillers’ and body language that is awkward and projects ambiguity.
Professional presenters spend years honing their presenting skills so that they use verbal communication, body language and nuances which really embody this message. They are also experts in understanding their audience and using their skills to appeal directly to them.This style is perfect for slick and professional finish of an advert.
Organisations may want to convey the ‘face’ of their company or the personal nature of their approach. If so, coaching existing executives or staff members is the perfect way to achieve both authenticity with a professional finish.
Another good example of where coaching is preferable is for technology product demo’s. These require the expertise of a true technology expert, as using a professional actor would be completely unconvincing especially for fellow tech-savvy consumers.
The camera captures everything! Thankfully, coaching will provide onscreen skills, remove distracting habits, teach staff to be relaxed in front of the camera and make nerves invisible.
Whether your company is large or small, investing in professional online video presenters for your online content will undoubtedly yield positive returns. If you’re unsure whether to coach your staff or use professional presenters, the decision will depend upon the format and film structure. Therefore seek advice from the video production company/ third party that you are working with to create your video.