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Tuesday, 10 April 2018 08:42

Using video to tell your story

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An ideal storytelling tool, videos are recognised widely as the platform to use to engage with key audiences.

Communication is changing

We are now seeing a generational shift in how we interact with computers and phone screens. Communication is increasingly becoming more visual, using animated avatars, images, live-streaming and social media platforms like Instagram and Snapchat.

Starting the conversation

Video combines the use of visuals, music and words to help develop stronger relationships between brands and their audience. They can also perform a wide variety of functions from being educational through to inspirational. Perfect for digital campaigns, videos can be cut for use on Instagram or snapchat; they can be a one-off piece or part of a series of short videos that forms the basis of a conversation with your audience.

Where to use video

Videos work well pretty much anywhere - whether embedded on your website, featured in your blog, shared in emails, or hosted on YouTube. Better still, they do not have to be big budget productions either. Good quality, simple customer testimonials can convey a powerful message. In the medical technology market, patient stories can be emotive.

Supporting the sales process

For companies looking to re-position themselves in a new market segment, a slick video can help open up interest from new markets. Educational videos that explain solutions to customer problems can generate interest whereas clear demonstration videos can be used to identify stronger prospects. Testimonials and customer stories help to close the deal.

The key thing to remember is to treat video exactly the same as you would if devising a marketing campaign; research and understand your audience, define the story you want to tell and try to produce something that does not overtly come across as "marketing".

Blog Authors

Partnerships & Affiliations

MRS
Chartered Marketeer
MediLink
MDA
 
 

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Founded in 2007, Accelerate Associates is a specialist business-to-business marketing agency providing marketing and market research for science and medical technologies... More...

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