Did you know that watching videos made up 69 percent of all global consumer internet traffic in 2017? That’s why your company has to have at least one stake in the ground with a good corporate video.
 
We’re not talking Hollywood masterpieces here, but interesting and professional videos that tell your story and show discerning consumers that your company is run by authentic, committed people.
 
This short article, Part 2 of my series on video marketing, offers some food for thought.
 

The Benefits

• Increased engagement: Consumers are more likely to press play on a video rather than to read through text on the same topic. Video content is easy to take in, and because the brain processes images faster than text, your message will be more memorable in video form.
• Social sharing: No less than 5 billion videos are watched on YouTube every single day! People love sharing a creative, engaging videos that entertain, educate or tell a cool story.
• Better branding: Bringing your products and people to life help an audience form an emotional connection (which means they’ll be more likely to engage and share). It’s all about personality and the human touch.
• Uptick in SEO and ROI: Videos are awesome at driving traffic and increase the chances that you’ll rank higher on Google. In fact, an optimized video is 52 times more likely to appear on the first page of search results.

Corporate Video Best Practices

CONTENT: As with any marketing content, make sure that your video is engaging, conveys an important message, and adds value for the viewer.
 
QUALITY: Remember that people will form an immediate impression based on the quality of your images, video, music and on-screen copy. Your video must be high-quality.
 
CALL-TO-ACTION: Who’s watching this video, and what do you want them to do next? Make sure your video ends on a high note with a key takeaway, followed by a strong call-to-action.
 
SEO: Make sure your video includes a relevant, descriptive title and the right keywords. For bonus points, add a transcript.
 
REPURPOSING: Once you’ve made the investment, max that video content by slicing it into short clips to use on social networks, in emails, at tradeshows – endless possibilities!
 
See Signal’s video work here.

Jim Ellis has over 20 years of experience in marketing strategy and implementation throughout a variety of industry sectors. Since 1999 he has been with Signal, a digital agency based in Wilmington and Raleigh, North Carolina. Signal has proven strengths serving as the “local agency” for global companies, generating solid results in web design, brand identity, mobile app development, digital strategy and more. Jim provides counsel to many of the agency’s largest clients with an eye toward integrated communications and a vast knowledge of both traditional and modern practices. As a songwriter and musician with a business degree, he believes his artistic/corporate “dual personality” gives him added perspective to be an effective liaison between clients and Signal’s talented creative team. Originally from Ohio, Jim graduated from the University of Richmond with a B.S. in Business Administration.