There are many ways you can use video for your business, and many places you can share it. In this module we’ll take a look at some of the different ways you can use this content, as well as where you can share it to achieve more exposure and a better ranking in the search results.
The how of video
Video is most commonly used to promote a business, however it’s just the start when it comes to how to use video. You can create different ones for different purposes for your business. Your messages may be targeted for individual audiences. With editing equipment, your video producer can connect videos filmed at different times to create a new message using some of the same images as your main corporate video.
Here are some more ways you can use video for your business.
Increase website traffic
Facebook, Google and other search engines love videos. The algorithms that search engines use to distinguish and value websites (and therefore determine the search result ranking of a website) favour websites with videos.
In addition, you can promote your new corporate video through emails and social media platforms such as Facebook, Linked In, and Twitter. These channels have the potential to increase traffic to your website or landing page, helping to increase brand awareness and potential sales.
Create unique tenders and proposals for customers
If your business is tendering for a major project or a high paying job make a presentation on video, instead of simply relying on written text. This will cut through the noise, help you stand out from the crowd, grab the reader’s attention and convey what your business is about much more effectively than a document ever could.
Show at trade fairs and networking events
Trade fairs, exhibitions, and networking events allow you to market your business to other business people and to show your business to a specifically targeted market. If your business is investing in holding a stand at an expo or trade show or in attending a specific networking event, create a video that sends a message directly to the target audience. If you are speaking at any event, ensure your corporate video is played for the audience too.
Quick video tutorials to help clients understand complex topics
You can create a series of video tutorials that explains topics or concepts that are of interest to your clients. These can either be sent to the client via email, or be stored on your website (either in a secure area that requires client log-in or your standard public website) so they can watch them when convenient. These tutorials are a time efficient and scaleable way to provide value added services to your clients.
Build relationships with suppliers
Successful businesses do not operate as an island, you need product and/or service suppliers. Showing suppliers your corporate video can increase your business and show how much you value your suppliers. Include it with your proposals and applications to new suppliers, so they can get to know your business better.
Increase customer awareness of your business
Some of your customers, even the regulars, may only know a small part of what your business does or may only use one of the many products or services you offer. Include a brief DVD with customer deliveries or a link to an online file via email that talks about your business and offerings. You could increase your business as your customers discover much more about your business and other opportunities you offer to them.
Product demonstrations
Seeing is believing. Instead of showing a picture of model wearing a particular dress, a video of her walking in the dress helps customers visualise how it shapes to her body and moves as she does. This provides viewers with a better idea of how the product will fit on them, which will in turn reduce return rates.
Tell customer stories alongside testimonials
Real people with real stories resonate with viewers. That’s why a video testimonial is an invaluable addition to the video arsenal of a business. Let the client explain why your business is so great and how you have helped them in their own words.
Teach what you know
Help your customers achieve their own goals. There’s a good chance you possess some knowledge related to your business that’s worth teaching to your customers.
Train staff
It hard to maintain the team’s attention during staff training sessions as it can get lengthy and boring. Here’s where video can help as everyone loves watching them, especially if it is filmed on site, using staff members. Create videos to train your staff in specific tasks or jobs or to train them in essential skills such as identifying and reporting on hazards as part of the OHS system, or using correct manual techniques to prevent costly injuries.
There are many more uses for video in your business. It could be time to think outside the square about how you create content for your business??
Where to use your corporate video for more impact
By now you’ve heard us tell you how the popularity and consumption of video has, and continues to grow. These days, people view videos for more than just entertainment – they are also looking for product reviews and to research companies and brands.
In order to make the most of your videos and maximise the opportunity for brand exposure, it’s important to share it across as many video-sharing sites as possible. Whilst each has its own criteria (e.g. a video time limit), strengths and weaknesses, it’s worth taking a look at each of them to ascertain which suits your needs best.
Where can you share your video?
YouTube – Flickr – Vimeo – Dailymotion – Metacafe
Once you know where you’re going to upload your video, its time to decide where to share it so it attracts the desired audience. When selecting the distribution channels to use, it’s essential to remember your marketing objectives and what you hope to achieve as a result.
Detail where you are planning to share the video, such as:
- On social media, to generate more traffic and engagement.
- On your blog and your website, to generate more traffic and leads/conversions.
- On your landing pages, to boost your conversion rate.
- In your email marketing campaigns, to generate higher open rates and more click-throughs.
Deciding where to share the video should be a strategic decision – one that helps to ensure the video will be found online by existing and potential customers. Simply putting your corporate video on your website is not enough, you need to share it across the Internet.
How to decide where to share your video
One of the best marketing strategies you can use is sharing your video across social media channels such as YouTube, Facebook, Twitter, Instagram and LinkedIn. With hundreds of millions of members logging onto social media websites every day, these are proven marketing tools for many businesses.
Now you know how you can use video and where to share it for maximum impact. Deciding on how and where will determine the level of exposure, interaction and connection with new and current customers, so it’s important to start with the video marketing objective and ensuring that the how and why elements are conducive to achieving the marketing objective set.
Coming up in the next blog is the tips and tricks to optimising your video for search!
