Starting a business can be overwhelming. Just having a logo and a website is not enough... in today's tech-savvy universe - social platforms, DM software, a retargeting strategy and Google AdWords need to be a part of your daily lexicon. Not to mention, that each of these platforms requires daily attention and content!
By the time you're ready to add professional videos to the mix, it can seem like an impossible task. Contrary to popular belief, video production doesn't need to cost you an arm and a leg, and its possible to create videos that are versatile, and will have a long shelf life. We produce over 1,000 corporate videos every month at Visual Domain and the biggest feedback we get from new customers is that they wished they had started using video so much earlier - it had always been in their "too hard basket"or they had never considered it as they thought the costs would make it out of reach. The reality is videos have never been more accessible and their power compared to other marketing cannot be ignored.
With that in mind, there are 3 types of videos that I believe every business should have.
1. This is us! - The Company Profile Video
Who are you? Why should customers work with you? What is your value proposition?
A strong company profile will tell your story through video - it can be used on your website, social platforms, and as an invaluable sales tool for meetings, conferences and exhibitions.
Keep the content high level, without going too technical. You want it to be easy to understand, and you don't need to cram everything in - a good company profile will leave the viewer wanting more, and prompt them to explore your website or get in touch.
90 seconds is good - shorter is better! Producing over 1,000 of these every month we see 80% of viewers dropping off after 90 seconds.
How will you use it?
- Include it on your website
- Pin it to the top of your social platform
- Use it as a part of your sales process - send it to prospects before or after a meeting
- Display the video at exhibitions or events
- If you are sponsoring a local event or charity, ask them to include it on their website, or send it to their database
- If you're seeking investment, use it as an introduction to your business!
- Include it as part of your recruitment strategy
Pro tip - have a couple key team members present to camera. It's personal, and engaging, and will help your customers get to know you. However... with 70% of videos now viewed without sound, it's important to add subtitles or graphics to communicate your core message visually in addition to any interviews.
2. Something to Promote - The Hero Social Media Video
If it isn't already, social media marketing should be a critical part of your marketing plan.
A 15-30 second video you can promote for multiple purposes, will help you retarget, expand your audience, and engage professionally with your customers.
Keeping the message short and broad, means you can add the video to a number of different posts. Think of this video as your social media business card that you can keep using. Think about one sentence that sums you up and add a call to action (which can be as simple as your domain name) and you have yourself the perfect social media video brief!
How to use it effectively: you need to be strategic. Don't just put up a couple of boosted posts... create ads and promote your videos to different segments of your audience with sponsored posts. Use them to retarget your website audience on social platforms, and encourage the team to share with their network.
A few more tips:
- The first 5 seconds are key - go straight to the point!
- Make sure the video is watchable without sound
- Tease your call to action and encourage viewers to visit your site
- Ask your video production agency to create a 6 second cut-down of a video you've already made! (yes, actually 6 seconds)
- Use this 6 second version as a retargeted or sponsored pre-roll on YouTube
3. But I need more! - The Case Study/Testimonial Video
Consumers are hungry for content, and now it's time to feed the beast.
It doesn't matter what your business or industry is, having a strong customer testimonial or case study will give your business validity, and help convert more sales and move your customers down the sales pipeline.
Case studies and testimonials are versatile - they can be used on your website, social media platforms, EDMs, sales presentations, events... just to name a few. These videos will serve you well and add to your existing library of clients and success stories - proving to future prospects that you can deliver the highest quality.
These three video options, will cover your bases, and provide you with the minimum video content required to promote your business, product or service across multiple channels.
About the Author
Renece Brewster is CEO and Co-Founder of Australia's largest corporate video production company Visual Domain. Which is responsible for producing over 1,000 videos a month for its corporate clients across a national team of 80.
With a 15 year career in digital marketing Renece has carved her own niche and expertise in predicting trends before they happen, and has a remarkable ability to remain at the forefront of current and emerging technology and creating accessible solutions to them.
When she isn't immersed in all things video, Renece is a proud mum of two and is marketing manager at Girls in Tech and non for profit organisation designed to empower and educate girls and women in tech.