You create content on your company’s website with the intention of connecting to people. Nothing makes that connection more immediate and more effective than well-produced video. Projections suggest that by the year 2020, 82 percent of all consumer internet traffic will consist of video viewing. This progression may lead you to wonder, “Should I create a video for my company?” The answer is almost certainly “Yes,” and below are some guidelines for getting the maximum benefit from your video content.
Know Your Audience
The more vividly you can picture the audience for your video, the more effectively you can communicate with them. If your company’s products are aimed at several different demographics, don’t make the mistake of trying to address everybody at once. The power of your message will be diluted. Instead, make a short video for each individual customer persona. Place each type of content on its own landing page, or use different social media platforms for each one. Your own analytics can tell you which platforms and video style will appeal to each demographic.
Use Multiple Options
Where do videos fit into your existing content? Everywhere! Take a look:
- A brand video can go on your home page.
- Video testimonials are highly persuasive, because viewers identify with the speaker. Also, the customers whom you feature will share those videos with their own networks.
- Behind-the-scenes material: Readers love a chance to feel like part of the in-group, and they’ll enjoy seeing how the magic of your company comes together.
- Product videos allow you to showcase your new product or service, and demonstrate how it can improve your customers’ lives.
- Support-topic walk-throughs can offer immediate value and decrease the level of live support needed.
- Explainers or tutorials add valuable supplemental material. Recorded webinars provide a long-term resource and establish you as a thought leader in your field.
- Social media platforms encourage members to post short video content, and will place it higher in the feed.
- Your own YouTube channel: You can also embed special offers or discounts on your YouTube videos,and encourage users to become subscribers.
Leverage Your Connections
Review your professional network and see if you have experts whom you can interview. Bringing in an outside authority is valuable, and both of you will benefit from increasing the channels for your message.
Check Out Your Competition
You don’t want to slavishly copy whatever videos your competitors are posting, but you need to be familiar with their strategy so you can differentiate your own brand. See if there are obvious gaps in their content, and then fill those gaps with compelling video content on your own page.
Promote Your Content
Video is “sticky,” meaning that it will captivate user attention, but you can’t just post your video content and then sit back and wait for it to magically go viral. Make sure you cross-promote it through all the channels you participate in, so that it gets seen and shared and promulgated throughout your targeted user funnels.
Use a Professional
Everyone’s a videographer now, with a smartphone in their hand. However, creating an engaging product requires far more skill and complexity than just pointing a device and pushing the “record” button. Furthermore, since your users are accustomed to professional-quality video on other commercial sites, amateur video quality will carry over onto your branding and make it seem like you aren’t professional in your approach to business in general.
Unless you want to dedicate yourself to learning the videographer’s trade, recognize that hiring a professional will bring in a stronger return on your investment.
Let’s talk about moving your company to the head of the pack with an updated video strategy. We’ll be happy to sit down with you and discuss the most effective video content strategy.
If you’re not sure about how to get started on adding video content to your organization’s website, contact NY Video Productions, your local promotional video company in Long Island by calling (631) 428-7246 or clicking HERE.