Communicating Your Message Is More Than Just Words

It takes a lot to cut through the proverbial noise and communicate a message effectively.  In marketing, there are literally hundreds of ways to do this, but today’s savvy brand managers are turning to video to do the work for them.  With video, you are creating an emotional engagement which is far deeper than traditional advertising or marketing messages. While they are all important, when done properly, video keeps the audience interested longer and tends to shift the buying decision faster.  

Get To Know The Faces Behind The Video

The best way to know if your audience will understand your message is to make sure you understand the people behind your content, albeit video or other means.  Kiteroas, (, a Vermont-based content and video agency, was founded by two former educators who decided to help companies cut through the content blizzard, to ensure that the messages they project for clients are resonating.  Through the combination of custom, hand-drawn videos, professional content, and artist quality images, the founders understand how to reach the emotional side of any buyer.

Video Is Here To Stay

Bestselling author Mari Smith understands the importance of effective audience reach.  In a recent discussion, she noted that, “content is King, but engagement is Queen, and the lady rules the house.”  In simplistic terms, at the end of the day, the best way to reach your audience is through proper engagement and the best engagement is through video.  Today’s buying decisions are impacted by video, according to a recent Forbes article. “90% of customers say video helps them make buying decisions and 64% of customers say that seeing a video makes them more likely to buy.”  These staggering statistics underscore the importance of video in today’s marketing schema.

Make Yourself Available

The reason why video is so successful?  Everyone from Cisco to the small business owner doing e-commerce sales is utilizing video to enhance their brand. When it comes to business communications, engaging your customer at the highest levels is mission critical to your sale.  Kiteroas Co-Founder, Elisa Latreille agrees. “Because the average American adult spends nearly three hours per day on their smartphone, it you’re not using videos and digital marketing to build your business, you’re missing out on this huge opportunity.”

Why Videos and Digital Marketing Go Hand-In-Hand

The majority of people are on information overload.  Videos and digital marketing, on the other hand, when done properly, cut through the visual and auditory clutter.   According to Beth Comstock, Vice Chair at General Electric, “you can’t sell anything if you can’t tell anything,” and if you can’t deliver the message so it resonates with your constituencies, you are starting behind the proverbial eight ball.  The best way to reach your audience is to “distill your message and present it in ways that are easy to understand.  When this happens, your audience will be more engaged,” said Latreille.


Adam Hansen

Adam is a part time journalist, entrepreneur, investor and father.