For companies looking to improve their online presence organically, they should consider a video campaign. Videos can educate potential clients on a company’s product offering or overall brand as well as potential employees on the company culture. Here are three ways a company can utilize video to gain new clients and the right employees.
Create educational videos
While text can be very informative, more and more professionals are looking toward video content to gain information quickly. In fact, 75 percent of executives watch work-related videos on business websites at least once a week according to Forbes. In addition, 50 percent of executives watch business related videos on YouTube and 65 percent of those visit the company’s website after viewing the video. This medium is a great way to educate potential clients on a company’s product offering and capabilities while giving marketers analytics on the amount of total views, how much of the video is being watched, and which products have the most interest before these professionals even enter the sales funnel.
Record corporate events
By hosting video content of corporate parties and daily activities, potential clients and employees gain valuable insight to a company’s culture. RoundPegg found that 89 percent of hiring failures were due to a poor cultural fit. Not only will these videos serve as a great piece of nostalgia for current employees to look back on, new and potential employees gain a better understanding of the company during background research before an interview. This will lead to more interviews with employees that will fit better with the company. This type of media also gives potential clients an insight to the working environment at the company. By making a company’s employees more human, the relationships with clients are likely to benefit.
Create useful content for your buyers
Professionals are consistently trying to improve their industry knowledge. Companies can utilize video content to brand themselves as a thought leader and expert in their field. Dr. James McQuivey of Forrester Research has valued a one minute video to be equivalent to 1.8 million words. Considering 100 million people watch an online video each day according to comScore, there is a large market of individuals looking for interesting video content. These videos should educate industry professionals about new trends and techniques, answer frequently asked questions, or be designed to entertain the audience, but should not explicitly sell a company’s products or services. Interesting video content is much more likely to be shared with other professionals, enhancing the organic brand reach.