For small and medium-sized business owners, digital marketing can often resemble an exciting yet completely overwhelming beast that can neither be tamed nor understood. Particularly with something as intricate as video production, it can seem like a completely overwhelming assignment for someone who doesn’t have much experience with it.
This is a shame when you consider the fact that including video in your social media feeds makes your audience 10 times more likely to engage and share the post. Therefore, it is essential that all businesses build a marketing strategy that includes branded video content which raises brand awareness and reaches new potential customers.
To help you achieve that, read on to learn how to create an effective corporate marketing video.
1. Focus on the story.
Whether you are creating an animated explainer video or a full-length documentary, you want to make sure that you are focusing on telling a story as video is one of the most effective mediums through which you can utilize the emotive power of storytelling to appeal to potential customers’ needs and desires. You see, even if your video has beautiful graphics, if it lacks a compelling narrative and a central message, then it isn’t going to be effective.
Therefore, during pre-production, make sure you spend time creating a visual of the video’s sequence of events so that you can adequately develop the video’s story. Doing this before you start shooting the video will help keep the story front and center and ensure it turns out to be a great video.
2. Reflect your brand’s identity.
Just as important as telling a story, is telling a story that resonates with the core of your brand’s identity. For this reason, it is crucial that you allow your brand’s personality to shine through in the corporate marketing video.
By generating videos with a personality, you are more likely to make an instant, deep connection with viewers as your content will be likable. Generally, likability attracts customers who become very loyal in the long-run.
Not only does reflecting your brand’s identity help spread your message, but it also helps you to stand out. After all, for most small businesses, the biggest challenge related to marketing is finding a way to differentiate oneself from the competitors, and what is more differentiating than your personality? Keep your brand’s identity consistent across your website, blog, and social media channels to provide a consistent brand experience.
3. Keep it digestible and shareable.
At this point, there has never been a more accessible time for visual content. For the average consumer, at the tip of their fingertips is a world of engaging and compelling information, much of which is created by people who are also trying to market their products or services. Therefore, in order to reach your target audience, you need to be making your videos digestible and shareable.
That means keeping it short and to the point, while also demonstrating the benefits for your potential customer. It means holding the viewer’s interest through the usage of strong visuals, emotive music, and a perfected script. For shareability, the video needs to be mobile-friendly and created with Search Engine Optimization (SEO) in mind.
4. Work with a marketing video agency.
At the end of the day, there is nothing better than having the professionals come in to add their magic touch, especially if you are genuinely committed to delivering your core message engagingly. By partnering with a corporate video production company to create a compelling marketing video, then you are taking a significant step towards increasing your customer base as well as your online revenue through sky-rocketing leads, sales, and conversions.
Has your business ever made a corporate marketing video? If so, how did it go? What worked and what didn’t work? If not, what is stopping you from including video in your marketing strategy? What challenges do you face that are related to this? Let us know your thoughts and experiences in the comments below!
Anthony Lam is the founder of Punchy Digital Media, a creative agency that helps organisations grow using animated videos and creative visual content. Punchy has a team across Australia and Asia and has worked with clients such as Apple, Westpac and the Australian Government, running campaigns and reaching millions of people.