It’s all very well to say that video is going to be 80% of all viewed content by 2020. It doesn’t tell us WHEN to use video, rather than other media content such as infographic, an e-book or a webinar.
Online video is growing exponentially because it’s just so easy to watch. With Instagram and Facebook letting you know if people are going live, you’ve got an immediate reason to click through. The ease with which you can see a video playing on FB before you even open the post also makes it engaging and easy to ‘play along’.
What edge does video marketing have?
Just like infographics and e-books, video is a form of web marketing and it is one of the easiest, most engaging methods. You can say and show difficult concepts and provide great information easily once, then reuse or repurpose that video in other places – such as on your socials, in your email, or even as a quick link to the client over an SMS.
As a personal introduction that generates trust a video is ideal. Deciding to provide product knowledge or common problem solutions via a professional corporate video is setting yourself up with a fantastic way of someone engaging with you immediately.
In working with a great video production company, part of the corporate video production process is to get you comfortable in front of the camera, but once there, it’s a breeze.
Saying everything to camera is quicker than crafting an article and you can get away with your own tone and language without being so conscious of grammar and spelling.
Determining when video is the right type of content
The first step to knowing if video is the best solution is to do a quick marketing analysis. Think of your target customer, marketing objective and messages. Evaluate if video will be the best tool to carry these messages to your customers, producing the desired outcome.
For example, you might want to tell people the value of solar panels and how quickly the investment will repay you. Now this idea is great, because nobody wants to read all that information, plus you can show an installation, the size of the panels and lots of other things a brochure or infographic won’t cover.
Common problems might be:
- Not understanding how the panels will affect their roof
- Whether there is any storage capacity
- How much it costs
- Whether there are rebates
- How long it is before your usage overtakes the cost of installation
Then at the end of the video, you put in a call to action (CTA) with your phone number, email and maybe a special offer to have a free appraisal, or a bonus with the installation for a certain number of clients.
You should have an objective as well; reaching a certain number of clients, creating subscribers to your YouTube channel, or having a number of new leads through an advertising campaign.Identifying this, gives direction to what need to be in your business video for it to be effective.
Video is best as:
- An answer to customers commonly asked questions.
- A tool that conveys messages to audiences efficiently.
- A piece of branded online content that works again and again.
- Targeted content that triggers audiences action.
To use the tools in the marketplace, like Quora where you can find out what common problems people to maximise your video results.
To speak to your ideal client – if you’re not sure who they are, find out here (link to marketing persona article).
If you need help in developing your corporate video portfolio and you’re not sure what kind of video topics will be most effective, then we are the team for you. Just email us on firstname.lastname@example.org