Three unique and powerful ways business can leverage online video

Because of the popularity of video, everyone is adding it to their websites and social channels. However much of the content we see is missing the point, literally, its missing having any discernible point at all. Viewers attention spans are so short, if your video doesn’t have clear intent you can be spending a lot of time and money on something that will not only be ineffective but could also confuse, and turn off your viewer. Below are some unique ways that our clients are using video that have a very clear intent and as a consequence, are making a big difference for them.

1) Building organizational size while generating brand strength. 
Kaman Corporation is in the midst of rapid growth and has been acquiring companies for several years. Kaman’s ability to integrate these companies and their people quickly is key to not only realizing ROI on the acquisition, but also to building shareholder excitement and value.

To accomplish these objectives, it is vital for any organization growing this fast to communicate the values, commitments and beliefs that hold the company together. In other words, to project the “gravity” that becomes the rallying point for every member of the organization new or old, inside and out.

As we were developing the new Kaman.com website, we created a new video specifically intended to articulate and communicate the “gravity” that Kaman was founded on and which continues to be the secret to their success all these years later. The video above communicates the company’s commitment to the essential nature of the solutions they provide and has become one of the most successful internal and external expressions the organization has ever had. However, this is by no means their only video of this scale. In fact, it is the foundation for an ongoing series of videos, each focused on a specific story of how Kaman works with customers to solve mission-critical aerospace and industrial challenges every day.

2) A legitimate reason to believe. 
When you are in a highly competitive and commoditized industry, it can be a challenge to differentiate yourself. As a consequence, companies attempt to out-service, out-feature and out-benefit each other when pitching new business. What ends up happening is each competing organization claims the same things, uses the same language, and resorts to simply trying to out-shout the competition. There is a great quote from Mae West, “If you have to say you’re a lady, then you probably aren’t.” Imagine if you didn’t have to say anything about how good you are. What if you could simply show it?

That was the point of the new video we created for Willington Nameplate, who we have worked with over the past year on a complete brand transformation. It’s intent was simple, legitimize their claim of a superior product, a higher level of service and a culture that cares very deeply about what it does. You’ll notice the video doesn’t go into detail about shipping times and capabilities, rather, it shows the people, highlights the culture and demonstrates their commitment to their work. The result, as Brett Greene, Willington Nameplates’ General Manager says, is..

“we are now able to express our capabilities with much more confidence and determination than we ever have.”

3) Don’t sell me, enroll me. 
In the Architecture and Engineering space, the reality of business development usually hinges on trying to sell a client on the idea that your firm has more credentials to do a job than the competition. This approach is unremarkable and unsustainable and it doesn’t have to be this way. Imagine if business development were about enrolling a potential client to join you in realizing a vision of the world so compelling they would give anything to be part of it. How does one express, at scale, an idea like this? Video offers a compelling option.

For Svigals + Partners, every thing they do is a chance to get closer to a world of prosperous and compassionate communities. When you become their client, you are in fact joining them to create that world, one person, one project, one community at at time.  As Barry Svigals puts it…

“What Fathom helped us do was connect us with what we believe in and articulate clearly how that is valuable for others. As a result, we can point to a new, higher level of success in being selected for the work where we feel we can make a difference.”

Businesses don’t care about purpose, people do.
One thing you will note about each of these videos is that they focus on the people – who they are, what drives them, what they care about. We often forget that successful business relationships are created by more than just generating business value. They are made by connecting people together in meaningful ways. The only way to invite that kind of connection is to communicate who you are and what you stand for.

Please reach out to us if you are interested in exploring how you can leverage online video to help you build strength within your organization, grow with more confidence, win more business by legitimizing your claim, capture the imagination of your clients, or tell a story that is unique and vital to your business success.

About Brent

Brent works with leaders to design futures worth fighting for. A partner at Fathom, he champions an approach to strategic planning, employee engagement, leadership succession and market differentiation that prioritizes people and relationships. As a result, his clients don’t simply plan their futures, they bring them to life through the energy of organization-wide involvement in, and commitment to, generating valuable businesses that matter.