Connecting on a personal level and building trust with customers and other stakeholders is critical to the success of any marketing team. And marketers who use video grow revenue 49% faster than non-video users.1 Here are three creative ways marketers are using video to drive brand awareness and connection.

1 – Broadcasting Live from Marketing Events

Investing in live events like sponsorships, trade shows, conferences and speaking engagements is a great way to reach customers and prospects. Of course, not everyone can attend exclusive events. Think about how you can extend the benefits and the live experience to reach exponentially more individuals and create new opportunities for interaction and engagement.

Qumu client Aberdeen Asset Management took a creative spin on their sponsorships of professional golf. Their goal: engage clients and employees beyond those they reached at the events. Playing off the organization’s unique ability to provide specialized financial expertise and insights, Aberdeen streamed a live golf Masterclass—with pro golf legend Colin ‘Monty’ Montgomerie—right to their customers’ and employees’ computers and mobile devices.

With the help of Qumu Cloud, Aberdeen broadcast live to 16 locations and approximately 400 individuals at each live video event and many more through video on demand (VOD). Read the full case study and get a free golf lesson too!

According to HubSpot, 80% of customers remember a video they watched in the last month. Video is both visual and auditory, which makes it easier for users to remember than strictly text-based content.

2 – Sharing Internal Thought Leaders with the World

Your organization has great experience and expertise that extends beyond what customers purchase in the form of your products or services. Show them the full value that you bring to the relationship. This could include general industry knowledge, deep technology expertise or perspective on big events and news. Many thought-leading organizations use video to connect with audiences quickly and with authenticity. Video updates provide an opportunity to put your full team of experts in front of the client and build trust along with your subscriber base.

United Kingdom-based investment management firm Brooks Macdonald shares insights with customers in the form of a video blog every Monday morning through the help of Qumu’s Cloud video solution. The firm’s Weekly Market Commentary blog takes only minutes to publish because Brooks Macdonald’s agile marketing team has their workflow down to a science. That speed-to-market has paid off. Ghislaine Perry, Group Head of Marketing at Brooks Macdonald says, “These regular videos put our experts in front of customers in a very human way that they’ve come to expect.”

3 – Interviewing Influencers to Build Organizational Credibility 

In the absence of an internal expert, an unscripted conversation with an outside industry influencer can be an impactful way to capture your audience’s attention. Simply record a dialog with an analyst, consultant or opinion-leading customer—then publish it on your website, blog or social media channels. The conversation doesn’t have to be an endorsement of your organization. The idea is to show your experts are in tune with what’s going on in your industry and that you listen as well as you share your opinion.

Qumu did this recently when industry analyst Steve Vonder Haar, of Wainhouse Research visited our office. In between meetings, we took 20 minutes for an impromptu dialog in which we posed two questions to Vonder Haar. The result is two videos that are among our most-viewed posts!

There you have it: three great ways to strengthen the connection with your audiences and add value to the relationship. Be sure and check out the examples and share these as idea starters with your team!


1 Aberdeen Group, 2015