Should you have decided to spend money on developing video content as a marketing tool for your business, chances are you’ll want to get as much out of it as possible.
You might not really appreciate the difference between marketing and PR. Many people don’t. The relationship between the two has blurred a lot since the advent of the online world. And that’s not an entirely bad thing.
Corporate Video Options
In clear cut terms, marketing used to be more about advertising and PR how you talk to the press and put your business in a good light. In the past, you would probably produce entirely different content for the two.
For example, a press release would be written in a certain way and distributed to a closed circle of people such as journalists. An advertising campaign or even a blog post, on the other hand, would follow its own rules.
The good news is, video is a great marketing tool for both genres of business management. The improvement with faster connections, the development of smart phones, social media and sites like YouTube have all made it possible to watch videos on the go, when and where we want.
A corporate video announcing the launch of a new product can act as a video press release, but it also has the power to be great marketing asset – post it on social media and you can end up going viral. There’s a lot of opportunity to repurpose this kind of content for a multitude of uses.
Why Video Works for Marketing and PR
There are several reasons why video is such an attractive medium. It’s the most shareable media on the planet at the moment. Whether it’s on YouTube, Vimeo or Facebook, we’re more like to watch and share content like this than anything else. It outperforms almost any other kind of content to a high degree. You have the advantage of a wide range of sites where people will be happy to pass on your advertising or PR message without you trying.
Video also gives you the opportunity to appear real and authentic to the general public. Written content, advertorials and infographics all have their place, but they can often appear impersonal. Video means you can get out in front of your customers and really show them who you are. This gives you the chance to make a strong and long-lasting connection.
We all know that emotion makes experience so much more powerful. That’s what video does –it connects on a visceral level. Get the story right and include good production values and you have marketing and PR product that really hits the mark and the heart.
If you’re confident in using video as a medium, video quickly becomes a powerful tool for off the cuff news. If you’re at an event, for example, you can stream your experience to your fans or followers or collect video to make a film later. You don’t have to wait.
There’s no doubt that video will become an even more important marketing and PR tool over the next few years. The good news it’s no longer the expensive advertising choice that it was and practically any business can use it to their benefit. By using an experienced video production company the videos created will be accessible to both the marketing and PR arms of your business and provide an excellent return on investment.
One of the great things about our digital world is that, if you want to learn how to do something, you can easily go online and find a video or crib sheet. Whether that’s changing the ignition coils on your car, learning how to put up wallpaper or even building a new skill set in the office, someone, somewhere has made a video of it.
Video Production London
As a species we’re better at learning when we have visual cues compared to when we just have written material. Education often works better through video even if you are simply presenting a recording of a lecture or webinar. We react to it in a different way.
Getting it right, of course, requires a good of thought and preparation. You might be using educational videos for your organisation to update staff or perhaps you’ve decided to start your own business and are creating online courses to provide a revenue stream.
Here’s our quick list of things you need to produce inspiring educational videos that really hit the mark:
- Does the Content Fit a Video Format?
While a lot of education really does suit this media, you want to be sure that this is the best way to deliver your lesson. That means clearly defining what your video is intended to accomplish. For example, you may want to:
- Publish new information for your employees.
- Support a specific aspect of learning.
- Help a group get through an examination.
- Demonstrate how your product works.
All these have their place but understanding what your point is and setting it down in stone is important if you want to have a successful educational video.
- Develop Your Story
Once you have your reason for the video, you can head into the world of filmmakers and create your very own story board. This is how your short film is going to progress from scene to scene. It should basically split your video into smaller segments, each of which has a purpose:
- The point of the section.
- What you want to say.
- Who is saying what it.
- What elements you are going to use (for example, live action or animation).
Think of it basically as a truncated script without the actual words that are going to be spoken. You can work on that later.
- Don’t Say Too Much
With video, less is more, so the last thing you want to do is overload your viewer with way too much information. It makes the learning difficult to digest and can also impact on how entertaining your segment is (and how long people watch it for).
- If a section looks too complicated, break it down into smaller steps.
- Try to avoid adding additional information that doesn’t fit the central purpose.
- Think visual more than what is being said. If it can be said with a graph, for example, all the better.
- Unless you’re in a specific industry, try to avoid unnecessary jargon or over complicated words and sentences.
- Engage, Engage, Engage
You want to make your video educational AND entertaining. That doesn’t mean you have to include dancing clowns, but you do want to provide something that is memorable and inspiring. Throwing too much in the way of graphics can cause overload. Being nervous in front of the camera can make people loose interest or feel your pain rather than listen to what you are saying. The more engaging you can be, the better response you are likely to get, and the more people are going to learn.
- Quality Creative Team
Once you have your material and a concept you need a team to put it together, the TallBoy team having been making videos for decades and have both the experience and the equipment to create the right educational video for your needs.
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