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How to Identify Communication Chokepoints in Video Marketing

This step-by-step process can help you identify chokepoints that can be addressed through video marketing. Make someone accountable to involve the appropriate people from the sales and management departments, for example:

  1. Review all marketing materials.

    Look for repetition and inconsistencies in your website, training materials, and collateral (the physical materials, such as brochures and cards, that you use for marketing).

  2. Interview your salespeople and customer service reps.

    Find out what they’re saying and where they’re struggling with getting the message across. Assess which parts of their sales training they accomplish easily and where they have difficulty.

  3. Gather your management team in a room, and review the results of your assessments and interviews.

    Then hold a brainstorming session with your senior executives that lasts from two to four hours. Schedule this meeting monthly (or at least quarterly) to ensure that you’re proactively addressing any communications issues in your process.

  4. List your chokepoint concepts.

    Use the first part of the meeting to share every possible chokepoint in the company, both internal and external.

    Don’t eliminate items or try to use perfect wording on the list at this time — simply put every possibility on paper. You don’t need to edit at this point.

  5. Simplify each chokepoint into a single sentence.

    If the chokepoint is instead a paragraph, chances are good that it represents more than one chokepoint. Use language that a 10-year-old can understand, and state every chokepoint in a sentence of 15 words or fewer.

  6. Categorize the list.

    The best way to address the issues on the list with video choices is to break them into groups. Categories may include Sales, Customer Service, Technology, and Maintenance. By grouping them, you can easily schedule and budget your video needs by department and priority.

Be objective about what’s working and where problems exist. If your team experiences dissension over a potential chokepoint, the chokepoint likely needs your explicit attention, and you should consider a video. In the worst case, you add one more excellent video to your portfolio that will eliminate any possibility of confusion.

Chokepoints happen with both internal and external communication, and video can help in both areas. Make sure to include human resource managers as well as your sales and marketing people in the chokepoint discussions.

Avoid trying to solve too many chokepoints in a single video. Combining chokepoints can cloud your message and make your video less effective. Treat every idea independently, and help educate your audience on the specifics of a single idea. If your video is powerful and entertaining, your audience will likely want to watch more videos from you.

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