Is this tug of war happening in your company? The marketing team wants to invest in a professionally produced product video while others think a DIY demo will suffice.
Through numerous conversations over past several years, B2B marketers have shared many reasons why DIY demos have missed the mark. Here are the top 5 reasons.
DYI demos fall short when…
1. Brand image matters
If the demo isn’t polished, you risk tarnishing your brand and lengthening your sales cycle. A professional video with dazzling typography, perfect narration, and crystal-clear screens goes a long way toward establishing the trust and credibility prospects desire before engaging with a sales rep.
2. Multiple stakeholders are involved
If your sales champion needs tools to promote your solution to decision-committee stakeholders, a DIY demo can be a disservice. When the quality of your demo is lacking, your champion may be reticent to pass it along, leaving the door open for others to capture precious mind share. Or worse, your homegrown demo can cast a poor light on your brand, leaving your sales rep and your solution out in the cold.
3. Decision makers are mobile
More than 70% of IT B2B decision makers view video product demonstrations before making a purchase. And most of these buyers are not tethered to their desks. Mobile internet usage is on the rise and is expected to surpass wireline usage by 2015. If your DIY demo isn’t mobile ready and social sharing enabled you could be missing out on golden selling opportunities.
4. Succinct storytelling is critical
One of the most egregious DIY mistakes is packing too much information into a demo. In this attention deficit economy, you must focus, or risk losing your audience. This is where professional copywriters can add tremendous value. They are experts at uncovering the elements that make your story compelling and structuring concise demos that hook interest and move the conversation forward.
5. Execution needs to be fine tuned
In the early days, your company likely rolled its own product demo. As your solutions and markets mature, the stakes get higher and the competition gets hotter. At this point in your corporate evolution, you have probably outgrown your homegrown demos. If it’s time to minimize experiments and fine tune execution, it may be time for a professional product video.
About the Author: Kathleen Hayes is the founder of RocketWheel, a leading developer of software demos and animated videos that generate leads and accelerate sales.