Video can be an extremely powerful tool for marketers which is why 72% of businesses report that investing in video production and video content has improved their digital marketing conversion rates. However, there's more to making an effective corporate video than simply hiring a video production company and giving them your brand guidlines. No, no. Not so fast!
Aside from working with the right team to develop your content marketing strategy, you'll need to figure out which type of video will suit your style and attract your target audience. So, how do you go about picking the right kind of corporate video for your brand? Follow along with us on our guide to find out.
Catering to Your Audience's Needs
According to research conducted by HubSpot, 90% of customers say that videos help them make buying decisions and a simple video on your homepage can increase conversion rates by up to 80%. What's more? Using the word "video" in your email subject line can increase open rates by 19%. Simply put, there's no question that video is important in the 2019 business landscape. However, the question remains: what kind of video does your audience want?
To answer this question, you'll need to first have a solid understanding of who your audience is. Once you have crafted a very niche audience to target and work with, you'll be able to make sense of their behavior in order to create video content targeted towards them. If you see that they interact with and respond more to customer testimonial videos than any other type of content, for example, then you'll want to work with a video production company that excels in producing that type of content.
In general, the goal is to create videos that educate your audience while providing them with answers to questions they might have, entertain them, keep them hooked, and create content that is both relatable and shareable.
Visualizing Your Value for Your Viewers
Do you have a solid idea of who you're targeting and what kinds of videos they like? Maybe you're still at a loss of what type of corporate video you need. No worries. Starting with a general category, such as demo or explainer videos, is a good idea. Why? Well, explaining your company's unique value proposition is an essential part of marketing. And, what better way to do so than with a live-action or animated explainer video.
The best part about explainer videos is that they allow you to pack a large punch into one short piece of content. You can, for example, use the video to answer commonly asked questions while also describing the features of a new product you're launching. These types of videos, if done right, help you enhance your SEO, which increases your online visibility and enhances your brand image all in one. Be sure to keep the video short, about one to two minutes in length, and include only valuable content; no fluff!
Not only are customer-made videos highly personal and an effective way to share your product, service or excellent value with other potential clients, but they're also pretty cheap to manufacture. If you're low on a video marketing budget, beginning with customer-created content is a great way to enhance your reach while building credibility. Then, once you see how effective they are, you can move on to working with a qualified video production company to craft truly outstanding video content to strengthen your brand even more.
Think these videos are a little dry and boring? Not at all. In fact, customer testimonials are one of the top three most effective types of video content. Testimonial videos work great for businesses that are either providing a highly personal service or in industries where customers have to pay large sums of money for a product. This is because of the importance of social proof needed to build credibility and attract high-value, lifetime customers. If you fall into this category, investing in testimonial videos might just skyrocket your sales while also enhancing your brand image.
Hoping to Go Viral with Shareable Content
The last type of corporate video can be highly effective, but you'll definitely need the help of a professional video production company to pull it off. Brands like Halo Top, IKEA, and the Dollar Shave Club have all used viral marketing videos to really launch their brand or a particular product into the spotlight. While you might not go viral, the key here is to develop video content that is highly shareable and entertaining.
This differs from the goal of other types of video marketing in that you're focusing less on sharing something of value with your audience and focusing, rather, on producing something that will make them remember your brand.
Focusing On Your Specific Needs
The takeaway here is that you truly do need to understand your brand before crafting video marketing content. Understanding your brand will allow you to understand your unique voice within your marketing content across the board, and that will, in turn, allow you to target the audiences you need and want to.
It's important to produce video content with the help of a local video production company as they'll be able to help you craft a message that support your marketing goals while also being able to capture what makes you unique.
Regardless of what type of corporate video you choose, a quality Denver video production company will help you make the best of your marketing spend while creating high-quality, personal, and shareable content that will increase your ROI and brand image.