Having a corporate or promotional video for your company is often viewed as something of an expensive luxury – useful, but rarely considered to be an essential marketing tool. Whilst many businesses can understand the benefits of having a corporate video, all too often they are put off by the perceived cost and subsequently find it hard to justify commercially. Furthermore, the process of making a video can at times, appear complex and intimidating, with an array of technical terms and processes.
Streaming video provides a number of useful opportunities for maximizing the potential of an existing corporate video. And compared to other distribution media such as DVD or CD-ROMs it also offers a cost-effective solution for broadcasting a new corporate presentation to a wider audience.
Although streaming video is certainly not a new concept and has been around for some time, it’s now easier than ever to add streaming video content to your website. The technology required to enable video streaming is widely available, it’s relatively inexpensive and with the dramatic growth in high speed, broadband internet connections, a growing number of internet users can now view high quality, streaming video on their computers.
In this article, leading corporate video & business television producer, John Howarth, explains some of the ways in which streaming video content can be made to work effectively for your business and produce tangible results.
Provide Compelling Content
Try to provide content that creates a real interest for the viewer. Instead of simply informing them of your key corporate values – the typical narrative being ‘how successful we are, the great products & services we offer, our featured clients’ – why not turn the message into something that is actually useful and engaging to watch.
Take for example a company that manufactures kitchen products. Whilst you could produce a video to establish company values by highlighting such areas as quality of craftsmanship and original design of the product, this information is almost certainly available more easily on the web pages. It could be far more interesting for the viewer to provide them with a series of recipes, which feature the products being used in context.
Another technique is to provide content that is not centrally focused to your company’s core products & services. For example, your company sponsors a sports event or art exhibition. How about showing some clips from the event, with company branding around it? By using more recognizable and popular content, you are creating a wider ‘reach’ for the video, with the added possibility of gaining increased website traffic.
Lets say you already have a corporate video, it’s around ten minutes long and you currently distribute it on a flash drive or DVD. The most obvious solution would be to have it transferred to a streaming format in it’s entirety and loaded up onto your website. Whilst a ten minute corporate video sequence may be useful as a backdrop display in a trade exhibition or screened to a captive audience in a conference, it’s often far too long to use as a streaming video clip on your website. Who really has the time to sit and watch a corporate video clip for this length of time? It’s often far more useful to break the sequence down into a series of individual clips or re-edit into a shorter, condensed version that has greater impact.
Following on from this, you might also want to distribute streaming video clips around different areas on your website. This way, the clips featured can be targeted to match – and complement – the page content. For example, on a page detailing company clients and case studies, the video clip could feature customer testimonials; situated on a contact details page, the video sequence could feature some generic shots of company locations and building exterior shots.
Brand The Video
Whatever streaming video clips you use, try to ensure they are branded with your corporate identity. This could be a small logo in the top corner of the screen or a ‘picture frame’ wrapped around the moving images. Taking it a step further, you may want to add an introduction sequence with animated corporate logos at the beginning and end of every sequence. Another option is to create an HTML or Flash ‘player’ customized with your corporate identity. The video clip would then play within this frame and could be complemented by some animated product or service information around it.
When reviewing website statistics, it is frequently pages featuring streaming video content that are the most ‘sticky’ and have the longest viewing times by site visitors. Use this factor to your advantage – it’s an ideal opportunity to get your core brand values, products and services across to the site visitor.
Over 70% of all consumer Internet traffic now comes from video. Don’t believe this? A quick Google search on the rise of video in our daily lives will prove this point beyond any doubt.
If you are not using Video for your business marketing, you are missing out on huge opportunities.
The big question is “with the rise of video on the Internet, in a year or two, will you still read this text or will you like to watch it?”
We all know the common saying, “A photo is worth a 1000 words”.
But what isn’t common is, “A one minute video is worth 1.8 million words” – this is so as each seconds of video has 25 individual images”. Phew, That’s a lot of words.
So what does all this mean? Well, if video is the main way people rely for their entertainment needs now, it is soon going to become the main way they get their information too. Which means that businesses that do not include this in their marketing plan will have a marketing plan that is out-dated.
There is another huge benefit of having video on your website. Google and other search engines love it and favor it in their search result over written content. This makes it awesome for site ranking. So when someone searches for a product or service that you provide, you can be on the first page of the search result.
So now you’re probably wondering, “But isn’t it expensive to produce a video? Only the big boys with big bank accounts can do it. How is all this statistics and info going to help me and my business?”
This was a genuine concern a few years back.
But not now…. we offer video production at an affordable price. In most cases, it is cheaper than designing your product or service brochure. The advantage of an explainer video compared to your brochure is that a prospect or customer can see and understand the benefits and functions of your product without even coming near the product. And unlike printed brochures, you can use your video for any number of times.
To conclude this, there is no doubt, all over the world, the use of videos for business marketing is on the rise at explosive rate. So don’t left behind.
Video Marketing is an excellent way to reach your viewers. For many businesses, connecting with potential and existing customers online is an important part of their marketing strategy. Don’t miss your opportunity to participate!
For many businesses, connecting with potential and existing customers online is already an important part of their marketing strategy. With the popularity of free platforms such as YouTube, the power of video is becoming increasingly obvious, and many business consultants are advising their clients to take advantage of video where they can for their own marketing efforts.
Whether it is a business video platform where a company shares free training videos with potential customers, or one where they give free lectures and offer their products, there are many ways that businesses can harness the power of video. Here are some of the main reasons why video is so important nowadays, and how it can help any business grow.
One first point that is important to make is that the internet has very much democratize our entertainment, our journalism and our education, with in-depth content on virtually every different subject matter now found online. This online form of democracy means that the public is no longer force fed what they do not want, they instead have freedom to choose – and even create.
This in turn has meant that more people than ever before are involved in creating their own content, whether it is the form of a video tutorial or via an in-depth blog post on an area of interest to them. As well as creating for others, people are becoming more engaged in online content as a result, and therefore are far more responsive to what businesses put out there.
This is evident via the huge marketing successes that businesses have via social media platforms such as Facebook, and the huge amount of revenue that companies can make through the video platform of YouTube. Indeed, video has a particular appeal that makes a business video platform a worthy investment for many companies.
With a trend towards the ‘visual’ in online media – with the sharing of photos and videos rather than huge walls of text becoming the norm – one place that is great to capitalize is video. With users of the internet always keen to absorb interesting and exciting video presentations, this becomes a key tool in making a good impression in a medium that is widely appreciated.
Next, it is a valuable way to deliver real value to customers or potential customers. Marketing strategy in recent years for many companies has focused on delivering ‘value’ to clients, whether that is via a free series of lectures, or through high quality entertainment. The theory is that by adding value, your audience will give you something of value back – their custom.
Video is an excellent medium to do this in – it is very simple to sit down and watch some interesting information, without having to read on the computer screen or scroll down long lengths of texts. Videos also have the option for subtitles, which can put businesses in touch with foreign audiences. They are also accessible to everyone – even those who cannot read.
There is another huge benefit to having a business video platform, and that is that videos often humanize a company a great deal more than blog posts or even simple photographs. In fact, the success of many individuals and companies who already use videos is that customers are able to put a friendly name, face and voice to the brand.
The rise in the success of the business video in marketing has come partially from the fact that is very much a ‘trendy’ medium of the moment in the online community, with an audience that is keen and very easy to engage. However, business success lies in using video to humanize your brand, deliver value and foster positive relationships with customers over the long term.