A lot of you probably already use video in a variety of ways to help your clients reach their goals. But there are many ways you can use video within your agency to expand your own results, too. 

There’s probably no better person to discuss why and how you should use video than Ethan Beute. He’s the VP of Marketing at BombBomb, a platform that focuses on using simple, personal videos in emails, text messages, and social messages to increase conversion. 

Ethan came on the latest episode of The Innovative Agency to talk about why and how you can use video within your agency to build relationships and deliver results. 

Why Video? 

First things first. Why should you use video? 

Well, you’re better in person. 

Our communication is better eye to eye, face to face. 

The benefit of technology is that it allows us to do business with a variety of people spread over large geographies. We can serve clients anywhere. 

The downside is that, to achieve this efficiency, a lot of this communication is faceless.

Video restores the human element to the messages we send. It helps us to achieve better communication without sacrificing efficiency. Using video for our business communications also requires more vulnerability from us because of the interpersonal connections it creates.

For these reasons, using video can drive better business results. 

Marketing vs. Building Relationships

When people think about video, they immediately think of lights, scripts, and productions. They think of the latest commercial they saw on TV, or the latest slickly produced influencer video they saw on YouTube. 

Video starts to seem time consuming, expensive, and complicated. 

Ethan says these are not the kind of videos we need to build relationships. Instead, a video that is casual, informal, unproduced, unscripted, and unedited, does the trick. 

These are the videos you take by just switching on your webcam and clicking record. They’re videos you film while at the office, at the coffee shop, or while sitting in your (safely parked) car. 

The point of reference for these videos isn’t the latest commercial you saw on TV — it’s your last email. 

Instead of sending another email, think about whether sending a quick video help you communicate more clearly and build a stronger relation.ship? 

Ethan helpfully shares some specific use cases for informal video. 

Using Video In Your Agency Sales Process

Take a look at your current prospecting and sales process. 

There are places in that process to inject a simple, casual video. Especially if there are spots where you’re getting hung up. 

Here’s an example. When you’re aiming to set an appointment, consider reaching out by pairing a video email with a phone call. 

If you lead with a phone call, you’re probably going to leave a voice message since no one answers their phone anymore. On the voicemail, just say something like: “Hey, I’m also going to show up in your inbox with a personal video. Just wanted to introduce myself and put a face to the name.” Then, send your video. 

When you create those two approximately simultaneous touch points, you’re harder to reject than a faceless voicemail or email signature. 

You can also use video to engage non-responsive leads or re-engage responsive leads that have gone cold.

Integrating Video Into Agency Employee Onboarding

There are several ways you might incorporate video into your agency’s onboarding process. 

A good place to start is with your frequently asked questions. You could create a series of 3 – 5 videos that tackle the most commonly asked questions, pitfalls, or anxieties your clients typically have as they’re going through the process. Tee that up with a personal video letting your client know that you’ll be walking them through this process. 

Addressing issues before they arise demonstrates your expertise and credibility.

Using Video to Enhance Agency Culture

There’s endless opportunities to use video to strengthen your internal team.

These are just a few ideas to get you started: 

• Celebrate an employee’s work anniversary
• Give a shout out for a job well done
• Offer sympathy for the loss of a loved one
• Light a fire under a team member who needs a push
• Discuss changes or issues that pertain to your team

Employee engagement is a necessary precursor to great client engagement. 

So, consider using video to increase internal engagement.

You’re going to quick that send button multiple times today. And dozens, if not hundreds, of times this week. 

In these cases, just ask yourself this question: 

“Would this message be more effective if I said this in person?”

If so, consider using video.

This blogpost is based on an interview with Ethan Beute from BombBomb.

To hear this episode, and many more like it, you can subscribe to The Innovative Agency Podcast.

If you don’t use iTunes, you can listen to every episode here.

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