Are you fully incorporating video in your content marketing campaigns yet? I hope you are because Video marketing is here to stay and the earlier you get comfortable with it, the earlier and longer you will enjoy its value.
There are very many types of marketing videos you can choose from, like, Product videos, Explainer videos, Onboarding videos, Internal training videos, Testimonial videos, Promotional videos, Company culture videos, Sales presentations, Live streams, Podcast videos, Full-length features, and documentaries and so on.
However, the one type of video that you absolutely must have is a company overview video. This one is as important as your company pitch. In fact, it is the video version of your pitch. A company overview video gives your potential customers a preview of what you can offer and what they can expect from doing business with you in a way that creates interest and inspires action.
For brands like hotels, restaurants, and other leisure and entertainment amenities, a virtual walk-through can serve this purpose well. The potential customer simply needs to see your set up, the food, the amenities and be able to make a decision on whether or not they will visit your venue.
Here’s one such example of a video we did for Levels’ Lounge & Restaurant
In the case of more complex brands like B2B service companies, a brief explanation of the offerings and a story-telling voice-over would drive the point home better. These videos should be no longer than five minutes and should highlight the information that is most useful to viewers. That is, focus on the benefits of the service, not just the features.
The main challenge for B2B brands is finding real-life “at work” visuals to support their videos. This is because most of the work done for clients is sensitive and many prefer non-disclosure. However, thanks to technology and the ever-growing marketplace of visual content, your video production company or team should be able to find you high-quality, relevant visuals that tell the story the way you want it.
Here’s an example of a company overview video we did for Q-Sourcing Servtec, a B2B brand in the workforce solutions sector;
When ready, you can feature your video prominently on your company website so that visitors don’t have to scroll or read every single page on your website just to find all the information they need to make a decision.
Some of the measurable marketing benefits that should make you care and prioritize publishing a company video include;
Increase in click-through rates
Click-through rate is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is the most commonly used metric to measure the success of online content campaigns. Video content has a higher click-through rate than any other form of digital content and therefore the more video content you have on your calendar, the more likely it is that users will engage more with your brand.
Increase conversion rates
In a recent content marketing study, 64 percent of marketers attribute increased sales to their video use, and 70 percent of marketers say video is the most effective method of converting qualified leads. I would say I stand by these statistics because video has a more immediate, deeper emotional connection compared to any other type of content. If scripted, shot, and edited well, video has the power to inform and persuade a potential buyer in less than half the time it would take for other types of content.
Wonder why TIK TOK & Instagram are registering unprecedented numbers of new sign-ups daily compared to other social media giants? Because their content is predominantly video. Video is emotional, it’s captivating and takes up more users’ attention than any other content type. This is not to say that you have to register on Tik Tok & Instagram but rather that you need to incorporate more video into your content strategy to boost your chances of more reach, engagement, and ultimately, conversions.
Ready to make yours?
We would love to help you get started with video marketing. Our clients take advantage of our world-class, cost-effective video production and marketing capabilities to create great-looking videos quickly and on budget. CLICK HERE to get started today.