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Video is now the tool of choice for marketers and marketing departments from small, medium and enterprise businesses around the world. A study conducted by Nielsen claims 64% of marketers expect video to dominate their strategies in the near future. It's not difficult to see why.
Let's take a closer look at 6 reasons why your marketing strategy needs to include corporate video:
1. Timesaver It is widely accepted that video content is the best way to convey to customers and prospects, the value of products and services. The world we live in is surrounded by choice and a variety of content so its vital marketers offer content that is easy to digest. Simple messaging, brochures and lengthy explanations of value are not designed for people who are short of time, especially whilst evaluating many different options. Little wonder then that senior executives would rather watch a video than read text.
Video is leading the way with respect to defining a strategic marketing plan that persists and resonates for longer than any short-term campaigns. If a picture paints 1,000 words then one minute of video is worth 1.8 million, say Forrester's researchers.
2. They are easily shareable It shouldn't surprise you that videos are easily shareable. If that does surprise you, hop back in your plutonium-powered DeLorean!
The staggering volume of video views on YouTube demonstrates video's inherent share ability. If you make an awe-inspiring, buzzworthy corporate video, people are going to share it. Take for example Dove's campaign Real Beauty Sketches'. This online ad landed over 4 million organic shares. By giving viewers a reason to share, the video achieved a secondary goal, building brand love and loyalty.
3. The ability to track specific usage Just like the analytics on your website, online video grants you the ability to track specific usage. Analytics such as how many views each video received how many times each video was shared who they were shared with how they were found and crucially whether or not the video is converting to leads on your website.
For any of you marketers that are currently utilizing Google Analytics on your company website, you will appreciate how important it is to respond to the data and to refine the content that you are publishing accordingly. Start by tracking the click-through rates on emails with video against ones without.
4. Disparate uses From product tours, promotions, explanations, demonstrations, training (how to), user stories to customer testimonials the use of video is diverse and expanding.
Treat video like a cocktail dress not a wedding dress. Once you start compiling an active archive of video content, you will start to think of it as a vast library of footage that you can continually tap into and repurpose.
A business may record an interview with its CEO, parts of that content may be repurposed or cut down into a promotional or training video. Relevant blog post? Drop in a video. Opportune story? Post that clip back on your company's social feed.
5. Google loves your (YouTube) videos Google loves video and well-indexed video content has a significant impact on the ranking of any web page it's placed on. In fact, Forrester Research has reported that websites with video are 50 times more likely to gain an organic first-page ranking.
When you search for a particular word or phrase, you'll almost always find video mixed with ordinary text search results proof that video content is an effective way to improve your SEO.
Think about what your audience is searching for and use the Google Keyword Planner tool to help you define a list of keywords to include in your metadata.
6. Video drives sales & lead generation Perhaps video production costs are hard to justify as they do not directly impact sales figures?
Research actually suggests that consumers are more likely to make a purchase decision once they have seen a product video. And even for those who don't make a purchase, 90% of viewers found videos to be full of informative content, which could impact their future purchasing decision.
Related posts:
Streams of Consciousness: Using Video in Corporate Company Marketing Strategies Corporate marketing has finally reached the video age Everyone, it seems, is either streaming video content or believing that some time soon they really should be. In 2013, a Nielson study revealed that almost two...
4 Qualities Every Successful Corporate Video Needs To Have Want to get more value from corporate video? More views? More engagement? More buyers? Check out our breakdown of essential qualities every successful corporate video needs to have: Pick a purpose Think about the last...
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Top tips: Video killed the radio star but are you killing video? Video is now one of the most important pieces of IP within any major organisations, but many miss out on its potential to enhance brand messaging. In the 1980s, video killed the radio star. Three...
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