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Communication Chokepoints in Video Marketing

Most companies want to confirm that they’re receiving identifiable value from the time and money they spend on video marketing. The surest way to recognize return on investment (ROI) from a marketing video is to use it to solve a specific communication problem. It can be as simple as explaining the definition of a term or describing a specific action.

Anything that obstructs your sales process from moving forward can be considered a chokepoint to be solved with video. Most chokepoints have these characteristics in common:

  • Confusion: Often your prospect doesn’t understand a characteristic of your company or product. Perhaps you’re selling a technical or complicated service. You may need to break it down into a series of simple ideas, each of which is worthy of a separate video.

    Because video can pack a lot of information into a short amount of time, videos resolving points of confusion can save you and your company time and money.

  • Redundancy: If you have ever had to repeat yourself to a customer, you have experienced a chokepoint of redundancy. The reason you’re repeating yourself is that your audience isn’t comprehending your meaning the first time, or maybe even the fourth time, or the fourteenth. A powerful video can trigger both understanding and memory.

    A humorous video can lock in the brain.

    Material that you repeat often is worthy of being included in a video, even if it simply keeps you from sounding like an outdated broken record.

  • Inconsistency: Over time, any company’s message can become cloudy and inconsistent. And the more people you have in your organization, the more messaging resembles a child’s game of telephone, where the message changes slightly every time it’s passed along. Video marketing can efficiently provide an exact message with a good story to help everyone remember.

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