Have you ever wondered what rabbit you could possibly pull out of your hat to take your internet marketing strategy to the next level? Here is your rabbit: corporate videos. If a picture is worth 1000 words, the right corporate video is worth 1000 pictures. Videos are probably the most versatile marketing tool – they can provide information, they can show you how to do or use things, and they can showcase other users’ experiences. Videos can include overviews, reviews, testimonials, presentations, step-to-step guides, you name it. When it comes to creativity and effectiveness, the sky is the limit. According to a 2014 survey by Demand Metric and Ascend2, videos are the marketing tool of choice for building brand awareness (52%), lead generation (45%), and online engagement (42%).
Let’s take a look at what corporate videos can do for your company when included in your internet marketing strategy:
- Create an emotional connection. What really sells is often the story behind products or services. We all like to hear a good story, and videos can help you deliver a powerful message about your mission and your products or services. Videos capture the humane aspect in any business. They also allow you to make use of your creativity, in order to inspire your audience. Informative or thought-provoking, a good video will make a strong impression on your users. It will also help build and strengthen the connection between your brand and your target audience.
- Gain new leads. Whatever your internet marketing strategy, you goal is ultimately to get more partners and more clients for your business. Many businesses have a solid client base in the virtual world, whereas some businesses only operate online. With a great video, you get to be contacted by far-reaching business partners that you were not even aware of. So, instead of chasing after new partners, let them find you. Such new partnerships may ultimately lead to an expansion on new markets.
- Make a lasting appearance. Many people find it easier to learn and remember things when they watch and listen to multimedia content. Teaching people how to use a product is much easier by demonstrating instead of describing the steps. This is something to be considered especially when you are launching a new product or a new version of an existing product.
- Save time. In this fast-paced world, both you and your clients have little time to spend on various tasks or assignments. The speed with which clients have access to information can often determine their preference for a specific provider. Make sure you make it easier for them to choose your product by showcasing its virtues in a video.
Now that you have found the rabbit, let’s pull it out of the hat. Here are some things in mind when planning to incorporate videos in your marketing strategy:
- Define your needs. There are two things you should consider: your business needs and the type of content you want to deliver. On the business needs side, are you looking to increase your sales? Do you need to reduce overhead expenses? Do you want to reach out to new audience categories? As for the content type, are you planning on presenting the key features of a product? Do you want to share tips? Are you going to provide instructions? Defining all these aspects will help you determine the best approach to creating your video. It will also help you find the right provider, unless this is going to be an in-house endeavor.
- Target all types of learners. As we have seen before, some people prefer to learn by watching or listening. Others learn by reading. To target all types of learners, include a transcript of your video in the text box beneath it. The added benefit is that search engines will find your video much more easily. You can also provide your viewers with the option of downloading your video (mp3 or podcast for iTunes). To reap the full benefits of your video, include links to your website or blog in the video, as well as in the description that accompanies it.
- Share videos on your website. Make sure to include your videos on your website, in addition to posting them to video sharing websites. This will increase your website traffic and it will also improve the SEO ranking of your videos. Also, allow users to share and embed your material.
- Use keywords. For SEO purposes, include your keywords in the titles of your videos, as well as in the transcripts or the video descriptions that accompany them. The descriptions should be detailed and thorough, so that users can decide whether the content is right for them. At the same time, a detailed description will increase the visibility of your video.
- 3 is the magic number. To make sure your users stay interested and engage with your content, create three-minute videos. In general, a decent amount of information can be shared in three minutes or less. However, if you find that your content cannot be adequately presented in this time frame, don’t go beyond five minutes. What many users look at first is the length of the video. Even if the content is genuinely interesting, few people will have the patience to sit through a 10-minute video.