In creating your corporate video production marketing strategy there are three key factors to keep at the front of your mind – traffic, loyalty and sales.
We explain why and how below.
Traffic through Viral Video & SEO
Most business owners are aware that their websites need to generate traffic; get it right and it’s like having a shop on the High Street; get it wrong and it can feel like you’re stuck in the middle of the Nullabor Plain.
Getting it right means producing regular videos that help you to dominate search results and, of course, optimising your videos correctly.
You can also achieve this by making videos that are interesting or entertaining enough to “go viral.” This drives traffic – and potentially lots of it.
Admittedly, it’s not you who chooses whether a video spreads quickly around the Internet but there are things you can focus on that improve your chances: viral videos are usually original, unique, a little quirky or unexpected and they must have an “edge” to them – something mysterious, funny or sassy, for example. This type of video is usually placed on a YouTube channel rather than on a corporate website.
You may get lucky –it does take luck and timing for your video to spread like wildfire, and that’s the element that’s not in your direct control.
This is a step that many businesses are missing, because they have their heads stuck back in the days before social media and video, when the Internet had just started out and traditional sales approaches were all that mattered.
Nowadays it’s important to educate and inform your audience; this means keeping the communication channels open, answering questions and addressing subjects that they want to know about and becoming the authority that they will turn to.
B2B sales cycles can be long; so if you’re designing a corporate video production strategy for B2B you have to consider ways that you can get to the front of the queue and stay there; clients may not be ready to buy from you when they watch your videos, so how do you stay as their preferred choice when they are ready to buy in 6 months time?
It requires regular, interesting, informative content that educates them and shows that your business is Number 1 for what they want….and let’s not forget the old adage that people buy from people they like; if they don’t hear from you for 6 months how can they like you?
This is all about grabbing and maintaining people’s attention, telling your story in an engaging way and providing a clear, coherent Call to Action.
In order to do this well you need to understand your audience – define who you’re talking to and then speak to them in language they understand.
You also need to be clear about the specific goals of your video – what are you trying to convert and how will you do that?
Don’t forget to use a call to action in your corporate videos , whether it be to visit a particular webpage, send an email, make a call, or just to move on to the next video in the series. Don’t leave people hanging – they want to know where they should go next; people like logical sequences.
The above three areas should be the focus of an effective corporate video production strategy; without traffic there are not enough people seeing your products and services; without loyalty they will go elsewhere; and without conversion there are no sales.
To discuss an effective video marketing strategy for your business, speak to our exceptional Team of Professors by calling 1300 88 17 83.