Marketing and product managers, whether in-house or within agencies, feel constant pressure to deliver results with modest budgets and seemingly impossible deadlines. Many are discovering the power of corporate video. That’s because video can effectively reach and convert prospective customers – both B2C and B2B. Research has found that 90% of consumers say that product videos are helpful in the decision process.
Video spending is projected to reach $5.4 billion in 2016, with video ads comprising 35% of total online ad spending. Corporate video advertisements, however, are the just the tip of the proverbial marketing iceberg.
Here are ten easy ways to use corporate video to extend your marketing reach (and, if you do it right, make yourself into a company hero in the process!).
1. Sales Presentations
Many companies, particularly smaller firms or startups, cannot afford a team of experienced sales professionals to move products and services. A professional sales presentation video can deliver a consistent sales message to multiple prospects much less expensively than in-person sales pitches. And video included in email has been shown to increase click-through rates by more than 96% (Implix Email Marketing Trends Survey).
2. Virtual Tours
Professionals who market travel destinations, higher education, and real estate are among the growing number of marketers seizing the power of virtual video tours like never before. Video has the power to show prospects your product and propel them to your door in unprecedented numbers. This could be one of the reasons consumer usage of View on Demand (VoD) video is expected to double by 2019.
3. Product Demonstrations
Motion graphics, screen captures and voice narration all can be combined to create powerful product video presentations. Technical products are particularly good candidates for demonstration videos. Not convinced? Internet Retailer reports that people who view product videos are 85% more likely to buy than people who do not. If you’re in the B2B space, you’ll be interested to know that 50% of executives visit the marketer’s website after viewing a product video.
4. Custom Sales Tools
Nothing beats a custom sales tool to tell your product story in a compelling way. Professional corporate video producers know the difference between simply showing information and telling a product story that connects with customers. And combining video with full-page ads boosts engagement by 22%.
5. “About Us” Brand Documentary Videos
Marketing efforts to establish brand leadership are enhanced with professional videos that tell your brand story clearly and memorably. And if the executive suite is your target, know this: 59% of senior executives prefer to watch video versus reading text.
6. How To Videos
Consumers rely on video to learn new skills, research products and understand issues. A well-made “how to” mobile-friendly corporate video has the potential to go viral since 92% of mobile video consumers share videos with others.
7. Expert Videos
Video is also an ideal platform for positioning your people as product experts. Well-made corporate videos not only inform, they often create a lasting impression. In fact, 80% of consumers can recall a video they viewed within the past 30 days.
8. Promotional Videos
Sending out a press release to promote an industry product event? Sure, but without video you probably won’t generate much buzz. That’s probably why 96% of B2B organizations use video in some capacity in their marketing campaigns, of which 73% report positive ROI results.
Grabbing and holding attention is key to effective training. Video far surpasses bland PowerPoint presentations, or worse, dry training manuals, as a means of engaging employees or customers who need to learn product information or company policies. We live in a digital and highly visual age, with one-third of online activity spent watching video. Maximize this power for training that delivers.
Recruiting star performers is hard work, especially if you’re targeting younger people. Video can help tell your company’s story from the perspective of a prospective employee. Effective videos greatly improve your chances of landing your star recruits. It only makes sense: enjoyment of video increases purchase intent by 97% and brand association by 139%.
If you think video is a passing fad, consider this last mind-boggling fact:
More video content is uploaded in 30 days than all three major U.S. television networks combined have created in the past 30 years! Corporate video is a powerful marketing tool and will become even more so in the future.