Seize the fundamentals of video advertising for companies

Including video as a content tool is important to a company’s marketing strategy. The good news is that making videos well is neither expensive nor difficult.

When forensic accountants Worrells released their annual bankruptcy guide in the middle of a pandemic, partner Graeme Beattie FCPA decided to do something different.

He and another partner filmed an introductory video to explain what was in the guide for their New South Wales clients while each of the company’s other five offices did the same for clients in their respective states.

Beattie says the customer feedback has been great.

“It gave the report a human touch and a sense of attachment to us … I was told I had a head for radio,” he laughs.

Like Worrells, many other companies first started using video as a business tool during the COVID-19 pandemic. In the first quarter of 2020 alone, retail and marketing video views from smartphones rose 98 percent in Australia and New Zealand.

This increase was partly due to the increasing role of video in online search. Google now transcribes and indexes the content of videos, not just their title and description.

More and more people are looking for information in video format. Google’s video platform, YouTube, is the second largest search engine in the world after Google search. It has become a hub for information, entertainment and social networks.

The good news is that, as Worrells’ video clearly shows, it doesn’t take a huge marketing budget and expert video skills to sway customers.

Start small with video

Some of the most effective business videos are explanatory “screencasts” that explain how to use software, says Michael (MC) Carter, founder of Practice Paradox, a specialist marketing agency for accounting firms.

“It’s such an easy way to make high quality video. When customers see this, it usually has a “wow factor”. ”

Whenever you’re filming a screencast, always put a smaller video of yourself in the corner of the screen, Carter suggests.

This is important in building familiarity because “the more they see you, the more familiar they’ll feel and the more they’ll like you,” says Carter. It’s also a great way to harness the power of non-verbal communication like body language and facial expressions.

Brush up on presentation skills

With the help of videos you can strengthen your competence as an expert, generate leads, hire employees, attract customers on board and communicate messages. Doing this well depends on your overall moderation skills.

“When you’re bored [presenting] It gets boring for a group in front of the camera, ”says Carter. “Speaking with video is a communication skill that can be learned and improved.”

Any public speaking and interaction, be it with your employees or with your customers, should be used to improve the way in which you express your ideas and values, which then translates into better presentation skills in front of the camera.

Learn by doing

Greg Armshaw, senior sales director at Brightcove video platform, says the increased volume of corporate video produced – from city hall-style meetings to quarterly updates – can be used to collect engagement data and improve your approach.

Video platforms like Brightcove track metrics such as: B. how much of the videos people saw. This provides the ability to target audiences and determine at what point viewers lose interest so that the next time the video can be filmed and edited differently to keep people busy.

With videos aimed at employees, companies can track exactly who watched the video and who didn’t, much more accurately than with email or text messages. This can measure employee engagement and identify potential information gaps.

A Brightcove customer is accounting software company Xero, which has developed a sophisticated video strategy that drives its marketing automation. Xero uses video in a number of ways, including: B. for frequently asked questions [FAQ], How-to videos, and more general branding.

According to Armshaw, when it comes to planning video content, Xero’s marketing team focuses on what the content wants to achieve and then verifies that it works.

Marketing power

Videos can be especially powerful when linked to email marketing, sales, and customer relationship management [CRM] Software.

For example, if a customer watches a video sent via email, the software can mark them as someone who is more likely to buy that particular product and notify the sales force to follow up on the lead.

With the low cost of creating, publishing and distributing videos electronically, the medium can easily follow the trajectory of the typed electronic message. When marketing emails first hit the market, it took a while to figure out how long it should be and what it should contain for maximum effectiveness. Now we’re sending dozens a day with hardly a thought.

“At the end of the day, it’s like swimming or riding a bike, getting good on the video. You don’t get any better if you just think about it, ”says Carter.

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