In today’s digital age, corporate videos are an essential tool for businesses looking to communicate effectively. While they’re often used to boost website engagement, their potential extends far beyond this. Realising the full return on investment (ROI) from video content requires a strategic approach.
This blog will explore twelve practical ways to utilise corporate videos to enhance your business’s ROI, ensuring that your investment in video goes much further than you might expect.
Maximising Content Production
Rather than just creating a single video, consider taking full advantage of having a production crew on-site by gathering different types of content. This approach allows you to produce a variety of video materials, such as interviews, product demonstrations, and behind-the-scenes footage. These can be tailored to different audience segments and distribution channels, enhancing the overall effectiveness of your video strategy.
1. Feature on Landing Pages
Integrating videos on your landing pages can dramatically increase conversion rates. Videos provide a dynamic way to showcase your products or services, engaging customers more deeply than text alone.
2. Enhance Email Marketing
Emails featuring video content boast higher click-through rates. Include videos in newsletters and promotional emails to capture attention quickly, convey your message more effectively, and lead to more successful campaigns.
3. Utilise in Training and Development
Videos are excellent for training purposes, helping to reduce training time and improve comprehension. Utilise your corporate video for onboarding new staff or up-skilling current employees, saving costs on external resources.
4. Social Media Engagement
Use snippets of your corporate video across social media platforms to increase engagement. Tailor content to the strengths of each platform, like short teasers on Twitter and more detailed excerpts on Facebook.
5. Support Customer Testimonials
Video testimonials from satisfied customers are more persuasive than written ones. They add a layer of trust and authenticity to your brand, encouraging potential customers to convert.
Mike Connick Recruitment Testimonial Video from Square Daisy on Vimeo.
6. Internal Communication
Improve internal communication by sharing corporate videos that reinforce company values, provide updates, and disseminate important information more engagingly and memorably.
7. At Trade Shows and Conferences
Use your corporate video as part of presentations at trade shows and conferences to attract and engage visitors, making your booth more interactive and appealing.
8. Part of a Larger Content Marketing Strategy
Incorporate videos into your broader content marketing strategy by creating video blogs, how-to videos, or behind-the-scenes glimpses to build deeper connections with your audience. When you have a crew filming your videos, take some shots and kick out on socials and LinkedIn to generate anticipation for the final edits.
9. Product Demonstrations
Demonstrate how your product works through video, which can be more explanatory and convincing than text descriptions or images alone.
10. Optimise for SEO
Use SEO strategies with your videos by incorporating keywords into video titles, descriptions, and tags to boost your search engine ranking and visibility.
11. Video Brochures
Leverage video brochures for targeted high-value clients. These innovative marketing tools combine traditional print brochures with embedded LCD screens that play videos on opening. They are highly effective in capturing the attention of potential clients, providing a unique and memorable way to present your value proposition.
12. Support Awards Submissions
Enhance your submissions for industry awards by including videos that showcase your achievements and innovations. A well-produced video can convey the impact and success of your projects more effectively than written documents alone, giving you a competitive edge.
13. Aid Grant Applications
For businesses applying for grants, especially in fields like sustainability, video content can be a pivotal addition to your applications. Videos that demonstrate your commitment to green practices or the innovative aspects of your project can help you stand out to grant committees, making your application more compelling.
Conclusion
Expanding the use of your corporate video across these twelve practical applications not only maximises the ROI but also strengthens your overall marketing strategy. Each video you produce is an investment not just in marketing, but in improving various areas of your business, from internal processes to customer engagement.
If you plan for corporate video and invest wisely, it can yield significant returns, far beyond their initial use-case – which is the whole point. By employing strategies such as integrating videos on landing pages, enhancing email campaigns, and extending their use into training and development, businesses can dramatically increase their video content’s reach and effectiveness.
By creating mechanisms and metrics to track the effectiveness of your content from the outset, you can literally pinpoint the ROI of the content and assess where it is most effective and where to channel future investment. The great thing is we are laser focussed on ROI, the commercial element is why we are in this business, not just to create content that we think looks great – if no one sees it or it isn’t effective, we are out of business pretty quickly – and based on the fact we celebrate 13 years in business on the 1st May 2024, we must be doing pretty well on generating a tangible ROI for our clients.
