Practically every business in today’s market has a company video. However, most are not using them to their full potential.
Your video must be seen by people to work, so how do you make sure that you reach as many people as possible? Professional, high quality company videos are a great way to market your company, but not everyone is looking for your video when they are doing their research. There are many different ways to put your video out there so that the public will be sure to stumble upon it.
For now, I will sum it up with these 5 ways to use your company video:
Many times your website homepage is the first impression people have of your company. Videos are a great way to make a positive first impression that counts, and a great way to get your audience interested and informed. 55% of visitors spend fewer than 15 seconds on company websites; however, websites with videos hold their visitors about 2 minutes longer on average. A video is a great way to deliver the exact message you want your audience to hear, such as the facts you’d like people to immediately know about your company, and what sets you apart from the competition. If people are left to browse your website to learn about your company, you have no way of knowing what they will take away from it. Or if they will even read any of the content in the 15 seconds you have them. Forrester Research found that 80% of online visitors will watch a video, while only 20% will actually read content in its entirety. With an attention grabbing, entertaining video on your homepage, you can summarize your company, and be sure your audience is correctly informed.
YouTube is the world’s most popular online video site, with users watching 4 billion hours’ worth of video each month. It is also the second-largest search engine in the world, and is owned by the first, Google. We all know that Google is the King of search engine optimization. Google Search primarily favors sites and posts that are authentic, and have received a good amount of attention and credibility. Google’s “Universal Search” is the practice in which search engine results blend a mixture of videos, images, pdfs, news stories, maps, and more, which is often referred to as “blended results”. Since this became a major practice, and Google released its algorithm update, Hummingbird, which prizes “quality content” over keyword optimization, video SEO has skyrocketed. Today, videos are 53 times more likely to appear on the first page of Google, making them the easiest way to attain this coveted spot. Also, Google favors its own. Google places a high value on inbound links from YouTube, which is their own platform. YouTube videos rank high in SEO, because of this, and because Google knows that most of the time people are hoping to find a video containing the information they are looking for. You can greatly increase your SEO by optimizing your video with metadata and tags, sharing it on multiple sites and posts, and uploading it to YouTube.
Whitepapers are a great marketing tool, and a great way to get information into the hands of your audience. However, it is very hard to stay in the confines of well-researched, informative paper, and not turn them into marketing pitches. Including a video in your paper backs up the statements in your whitepaper, and guarantees it is informative. Even though white papers are more interesting than other types of marketing content, people still skim them. In today’s world, we are all pressed for time and attention. In fact, 80% of online readers would refer to themselves as “skimmers.” Including a video ensures that these skimmers get the overall idea of your company or product. Create a whitepaper surrounding the ideas that are in your video, and use it at the end as a summary. If your video is all about a product, create a whitepaper about 10 ways to use that product, and include the video so that people can see the product in action. There are many ways to incorporate a video into your next whitepaper. Whitepapers do not usually include video, but now that more and more companies have a video, I guarantee this usage will soon be very common. Get ahead of the game; include a video in your whitepaper before your competitors catch on.
Training new employees is all about sharing a lot of information with them in a very short amount of time, and hoping they soak it all in. According to the Wharton School of Business, a well-produced video increases information retention by 50%. Videos are great for improving knowledge and engagement, two key things you are looking for in the limited time you have to train employees. By including your company video in the intro of training, new employees will enter the training with the correct mindset. This video will give them a feel for the company, and their first real taste of who you are, what you’re all about and how they’ll fit in. Once your new employees have watched your company video, training videos and software demos can be produced to train them in specific areas. Videos are also easily shareable, and are a great way to train employees from afar. According to Entrepreneur, 64 percent of companies are currently using video for training and onboarding. Videos train employees faster and cheaper.
Recently, video news releases have become very popular. A video news release is a video that is made to look like a news report, but is made by a company to talk about something newsworthy the company has recently accomplished. While this is a very smart tactic for a press release, another option is using a video that can be repurposed, instead of one that is strictly for that release. Press releases are still very prevalent in our digital world, but sometimes it is hard to write them so that they grab attention. Including a video in your text based press release can create that spark. Press releases that include a video get 55% more views that those without. They are also easier for skimmers to digest, will keep readers on the site longer and are more likely to be shared. Including your company’s video in a press release is a great way to back up what the content is saying. This is especially a great idea for a new company or new product press release. If you are starting a company or even opening a new branch, it would make sense to include your company video in the news release. If you have a video all about a product, write a press release about its debut. If it’s an older product, write about its success.
If you do not have a professional company video, you are already behind in the digital market.
There is no easier way to explain what you do and why people need it than a company video. A well-produced video increases information retention by 50% and speeds-up buying decisions by 72% over print. Today’s marketing is all about getting as much information to your audience as fast as you can. On top of that, you’re hoping they remember it. By simplifying and animating what you say, your audience will be thankful that the information is so easy to absorb and retain. Axxon Media discovered that seven in 10 people view brands more positively after watching video content about them.
Having a video made by a corporate video production company is the best investment you can make for your company. It is the fastest and easiest way to deliver information to your audience, and to get on the first page of Google. Your company video can be used in many different ways, and every time you use it on a website, post or release, you are increasing your reach and improving your SEO.
VMG is a corporate video production company. We produce 11 different styles of video; one to fit the needs of every company. Many of the video usage tips I have shared are uncommon, which means your competitors are likely not using them. Fill out our contact form today so we can create a professional video that helps you stand out!