We no longer live in a day where video advertising is cost prohibitive, being played solely before big screen movies or prime time TV shows. Websites, YouTube and Vimeo have made it economical and easy to have quality videos that carry important corporate messages. From HD professional video to stock footage to animation, there is a world of digital messaging available to your business. Just make sure that you follow some fundamental rules in creating your marketing media.
Speak to Your Customer
There is a rule in psychology that you need to meet your clients where they are. This is true for marketing. You need to create a video that addresses the customer’s actual needs and not the ones that you want to create. Trust is one of the most important marketing emotions. In the finance industry, online videos are found to mediate trust for companies that are restructuring, a commonly disruptive organizational issue. But trust cannot be forced. A few years back, JetBlue had a flight delay issue that snowballed into a network-wide interruption in service that stranded customers for hours. Instead of offering customer platitudes, the CEO created a video apologizing, acknowledging the breach of trust. Because of this, JetBlue has been touted as a company that uses its digital engagement right.
Don’t Break the Bank
One video is not enough and your marketing budget should reflect several videos that are linked into one integrated marketing communication. Stock video distributors like Shutterstock offer licensing that is suitable for small business. It is partly scalable for businesses that have fewer than one million users but the video is high quality. Budget properly with a line item for Internet linkage to drive sales and brand reputation.
Everything Goes on YouTube
There are intangible perks to making sure that all of your video content ends up on YouTube. YouTube is owned by Google, the largest of the search engine aggregators. Google tends to give priority to itself so you video on YouTube will be indexed at the higher rankings. Also YouTube has become synonymous with participatory culture. By placing your content on YouTube, you are inviting others to join in on the discussion.
Keep It Natural
Whether creating an animated video or a mini-film, your content must use natural and prescriptive language. By using common but sophisticated language, your video will come off as dyadic, inducing trust in the statements that follow. This is especially important if you are using stock video with a voiceover since the auditory content will convey most of your marketing message. Think about the words first then find video content to match it.
Make It Good for Everyone
One way of creating a natural video that promotes your positive corporate culture is by highlighting social responsibility in your organization. Philanthropic activity makes for a beautiful and engaging story and content is still king when it comes to corporate videos. These types of stories lend themselves to developing trust, enhancing brand reputation. Take a look at the Starbucks website and you will find images and videos that paint a picture of a company that is committed to global responsibility. The marketing message that comes with it is that your coffee purchase supports good people that do good things.