Creating a corporate video is just the beginning of a wider strategy for increasing customer awareness of your business or brand. After putting what will likely be a significant amount of time and effort into creating your corporate video, you’ll no doubt be eager to see a tangible return on the investment you have made.
The good news is that the return on investment for video content is remarkably high compared to other forms of digital advertising. Including a video on a landing page can increase conversion rates by up to 80%, and video is now the most shared content on Facebook, making it an incredibly powerful marketing tool. However, a video by itself isn’t enough to guarantee return on investment—there are other factors you must consider. Here are three tips for making the most of your multimedia content.
Translate your multimedia content
The beauty of the internet is that a great piece of multimedia content has the potential to go global. If you’re not providing a foreign language media translation or transcription with your video content, you could be missing out on a valuable audience online. This could be as simple as providing a foreign language transcript or subtitles, or re-recording the audio in a different language. It’s a key way to boost your business’ accessibility in local markets.
As the London-based translation company Global Voices puts it, “With mobile devices and telecommunication technologies making it possible to contact customers in new and profitable ways, customizing products for global audiences is becoming a requirement.” Video adds a human element back into the online world, but it’s vital you integrate technical considerations too, to help your multimedia content go further, provide more conversions, draw an international audience and generate results. Especially if you’re a small or medium sized-business looking to expand your presence globally, transcribing and translating your video content might just be the key to your success.
Include a call to action
When you put together a video or piece of multimedia content, you want your audience to engage with your content in some way; whether that’s commenting, sharing for visibility or taking practical steps to convert their visit into a purchase. That means including a call to action, or CTA. A CTA can also be both an offline and online request, such as ‘visit us online or in-store today’.
Your customers want to get from A to B in the easiest way possible. If you’re creating multimedia content with a specific aim in mind, give them clear instructions and lay out the path that helps them actually do it.
In many cases, a call to action might manifest in the form of a button or link within the video itself. In YouTube and Facebook, for example, a call to action overlay can be applied, or an end card can be included with links to any web or other video content. Otherwise, you might include a call to action within your video caption, linking to relevant webpages or email addresses.
Provide a video transcript
If your video relies on extensive voiceovers, dialogue and other audio, this can all go to waste if someone is unable to listen to your video content. Providing a video transcript ensures your video content is accessible to deaf and hard of hearing viewers, is not obscured by background noise, and likewise appeals to those who prefer to consume their video content with the sound turned down.
It also makes your video content more reusable across other forms of media. You might decide to publish a transcript of your video in print form, as another way of exposing your audience to your marketing message. Meanwhile, an audience member can pull a quote from a video transcription and share that information across any number of different mediums, from Twitter to Linkedin and even private messaging services.
There are SEO (search engine optimization) benefits of providing a video transcript, as providing a full transcript of your video content helps Google and other search engines understand what your content is about, which ultimately makes it more searchable.