07 Jul Video in Logistics: Can it Work for You?
The Video Explosion in Marketing
Social media feeds used to be blocks and blocks of text. Remember scrolling and scrolling and scrolling through words? Well, that’s certainly changed. According to Oberlo, 54% of consumers want more video content from brands or businesses. With video exploding, you might be asking yourself the question–Is there a place for video in my logistics marketing? And if so, how can you utilize video for maximum gain?
Here at Squirrel Works, we’ve been looking at the video question for a while now. Over the past several years, we’ve worked alongside more than 80 logistics companies, and we’ve found that video can work if you’re using it in the right venue.
When Video Works . . . and When It Doesn’t.
Take for example a recent sales call we had with the owners of an asset-backed brokerage. Like most logistics companies, they’re looking for new ways to attract more shipping customers. I’ll be honest, the call wasn’t going great. This company was a little jaded on marketing agencies because of several bad experiences. They were frustrated (and rightfully so).
We’re big on face-to-face meetings, so we asked if they had a webcam to make this a video call. Sure enough, they did have an available webcam, and by using video, we were able to connect on a more personal level. And this made it much easier to cultivate trust which is necessary for all working relationships. In this instance, the use of video was extremely helpful in creating an atmosphere conducive to honest communication.
On the other hand, using video use can be a burden if you’re not using it in the right venue. For instance, if you’re using video in the software sales process–it’s most likely that the buyer is sitting in an office with a decent headset nearby. However, in logistics, it’s probable that the person tendering freight may be in a warehouse with no audio capabilities. In either case, there is little to no ROI with video.
Good Uses for Video in Logistics Marketing
Today, most social media channels have content for readers and viewers alike. We’ve found that video gives users the ability to consume content in multiple formats, especially when you add captions for ease. No, you don’t want to go all-video, but a nice mixture allows you to reach a greater audience.
As in our example above, video enables communication. Pre-Covid 19, most companies rarely conducted sales calls by video conferencing. In fact, lots of companies still do not have the capabilities to do so; however, that is changing. With so many organizations working remotely, teams needed to find new ways to communicate with one another and with customers and prospects as well. Video conferencing provides a face-to-face feeling, even when you are on the other side of the country (or the world). If you haven’t experienced video conferencing, it’s a great way to get your feet wet.
Yes, Video Works in Logistics . . .
Video has its place in logistics, especially when done right and when used in the right social media channels. If you’re not sure where to start, or if you have any questions about video in the logistics space, don’t hesitate to reach out.