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that you repeat often is worthy of being included in a video, even if it simply keeps you from sounding like an outdated broken record.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