Creating a corporate video is just the beginning of a wider strategy for increasing customer awareness of your business. After putting what will likely be a significant amount of time and effort, not to mention expense, into creating your corporate video, you will be eager to see a tangible return on the investment you have made.
Using your video in email marketing, for instance, can significantly drive up your average click through rate. According to video production group TellyJuice, ‘the average click through rate for text only email marketing is 3.5% but with video this rises to 58%’.
Ensure you always have a clear ‘call to action’
A call to action describes the marketing practice used by many companies to encourage customers to take a specific action, such as clicking a link or calling a number.
This is just making it easier for your customers to get what they want, which at this point should be your product. In the words of KissMetrics ‘your customers want to get from point A (where they are now) to point Z (where they want to be)’, and the journey should be intuitive and not too time-consuming.
There should always be an obvious way for your customers either to learn more about your business or to make a purchase, and for online marketing this will mean providing them with a direct link to the most appropriate page on your site.
YouTube provides users with the option of creating a clickable link on the video itself, whereas Facebook will require you to insert it into the description or the wording of the video.
Optimise your video for maximum views and shares
What keywords are customers searching for in relation to your product? If you have no knowledge of SEO (search engine optimisation) then you may not know the answer to this question, which is an important one for the launch and promotion of your video.
Such is the importance of keywords for targeting customers, SEO agency Go Up argue that ‘You should not even begin to plan your website architecture, design or strategy until you have decided upon a set of key keyword phrases.’
If you are interested in carrying out some basic keyword research then you can sign up for Google Adwords Keyword Planner, which shows the volume of monthly searches for specific terms.
Consider using some of these tips to optimise your video and help it begin to rank in search engines and YouTube search.
Make the most of social media
Social media is an excellent tool, not only for initially uploading your video but also for encouraging sharing, commenting and other forms of engagement.
If customers organically share your video this ‘earned media’ can be invaluable, not only for promoting brand recognition but also for eventually increasing overall sales and business.
While it is probably best to share your video on all your business social media accounts, it can be useful to know which social media platforms are used most by your target demographic.
Giving your customers opportunities to engage with your video can also create a motivation for sharing it with friends or family. For example, making use of a question that encourages tagging on Facebook or retweets on Twitter (e.g. ‘which of your friends could use this product?’) can sometimes provoke far more interactions than a simple description.
Completing the production of a corporate video is just the first step on an important marketing journey. By making use of multiple social media platforms, SEO practices and marketing techniques, you can ensure that your video ultimately achieves the organic views that will help to increase brand recognition and conversions for your business.