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Elevating Your Marketing Strategy: Convincing Your CEO to Prioritize Video Content

A white woman sitting on an outdoor bench smiling at the camera; she is wearing a brightly colored blazer

Let me guess… you drew the short straw and are now expected to convince your CEO that video is the way to go. Well, I’m glad you’re here because I can help you embrace the strategic approach that will highlight the benefits of video to a business, such as: magnified brand visibility, increased audience engagement, and overall company growth. Yes, growth. 

Here’s what you want to do… You can consider these your talking points. 

Point 1: Showcase the power of video metrics

Start by presenting concrete data on the effectiveness of video content. Highlight metrics such as increased click-through rates, longer time spent on pages, and higher conversion rates associated with video-driven campaigns. Numbers speak louder than words and provide tangible evidence of video’s impact. CEOs 

Point 2: Emphasize the rise of video consumption

Point out the growing trend of video consumption across various platforms. Highlight statistics on the popularity of video content on social media, websites, and other digital channels. Make it clear that embracing video aligns with current consumer preferences and industry standards. And, as I’ve said before, consumers expect to see video content and might just opt for a brand or business that delivers, versus one that stays off screen.  

Point 3: Highlight competitor success stories

CEOs thrive on competition, right? Why not research and share success stories of competitors or industry leaders who have effectively utilized video content? Suggest that your CEO is missing out by illustrating how video has played a pivotal role in enhancing a competitor’s brand presence, which ultimately better engages their audience, and achieves business goals. The goal here is to inspire and demonstrate evidence of video’s effectiveness within the industry.

Point 4: Demonstrate cost-effectiveness

Anticipate and address budget concerns about the cost of producing video content by emphasizing its long-term cost-effectiveness. Unlike traditional advertising, high-quality video content has a longer shelf life and can be repurposed across various platforms, maximizing its value over time. Package it as the gift that keeps on giving… because it actually is. 

Consider this: reaching 100,000 viewers on YouTube costs approximately $2,000

Point 5: Link video to brand storytelling

Stress the importance of storytelling in building a strong brand identity. Explain how video content provides a dynamic platform for conveying the company’s narrative, values, and mission. A compelling brand story resonates with audiences on a deeper level, fostering loyalty and trust. Bonus points if you include a quick, but effective campaign that showcases storytelling in advertising, as an example. 

Point 6: Pitch video as a recruitment tool

Position video content as a valuable asset in attracting top talent. Showcase how companies with engaging video content have a competitive advantage in recruiting efforts. Talented professionals are more likely to be drawn to a company with a vibrant and visually appealing online presence. After all, wouldn’t you want to work for any of the companies linked in the above storytelling examples? 

Point 7: Propose a pilot project

To address any hesitations, suggest starting with a small-scale pilot project. This allows the CEO to witness the impact of video content firsthand without a significant initial investment. Positive results from the pilot can pave the way for a more comprehensive video strategy. Remember, the wise words of philosopher Lao Tzu: The journey of a thousand miles begins with a single step

Bottomline: convincing your CEO to prioritize video content requires a well-researched and strategic approach. By presenting compelling data, showcasing industry success stories, and aligning video with key business objectives, you can make a persuasive case for embracing this dynamic and impactful form of communication.

And I can help you! Contact me if you want to include first hand expertise and experience in your presentation. I’ve got them both in spades! 

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