Video marketing is a powerful medium that can boost brand engagement, increase trust in a company, and is a trend that isn’t going anywhere anytime soon. Gone are the days where the primary ways to interact with customers is through television, newspaper ads, sales brochures, radio, and magazines. We live in a fast-paced society where information is constantly at our fingertips. 500 hours of content are being uploaded to YouTube every minute! That’s a lot of video content and only on one platform! Video marketing is a prime opportunity for brands to cast a wider, more effective net over their target consumers by creating a company profile video. What is a company profile video and why do you need one? Let’s break it down.
What is a company profile video?
First things first, you have to create a company profile to be able to create the video. What is a company profile? It’s basically the character sketch of a brand. Who are they? What is its purpose? What services or products do they have to offer? What are their values? Your company profile is your opportunity to grab your customer’s attention and then keep it. A good company profile has the power to convert potential customers. A good company profile video has the power to convert potential customers and stakeholders in a more effective and efficient way.
A company profile video is a short synopsis about who your brand is as a whole and what it has to offer to the consumer. A profile video can be set up interview style, illustrated, overlayed with music and imagery, or even a fine art documentary-style video. The sky’s the limit as far as creativity goes when creating your company profile video. The important thing is to grab the viewer’s attention within the first 5 seconds. Being concise is important, but that doesn’t mean it has to be stiff or stuffy. Be you and allow the true brand identity and voice to shine through.
Why do you need one?
Video marketing isn’t the way of the future, it is the way of now. If you aren’t utilizing video to market your company, you are missing out on potential customers as well as the growth and brand recognition that comes along with them. A good company profile video should address the customer’s needs and wants, as well as offer up your part in the solution for them. A video offers more of a “face-to-face” interaction where they can see an actual person behind the brand. So instead of the brand just being a name, the audience starts to get a feel for who the brand is, what they represent, and why they, the consumer, should support them with their dollars. Videos can create trust. In our social media society, word-of-mouth can magnify quickly. That word-of-mouth can be positive or negative, so building trust is essential.
According to a wyzowl survey, “Where both text and video are available on the same webpage, 69% of users would prefer to watch video to learn about a product or service. A staggering 98% of users say they’ve watched an explainer video to learn more about a product or service.” The report goes on to say that, “74% of users who watched an explainer video to learn more about a product or service subsequently bought it.” You can find many more statistics in favor of video, in their shareability, popularity, and effectiveness.
Tips For Making A Powerful Company Profile Video
A great company profile video carries some power behind it. It has the capacity to grow your brand and your consumer base. It’s important to note though, that a poorly executed profile video could hurt your brand. Consumers might like a brand, but then watch a poor quality brand profile video, and potentially walk away. The video is an impression, possibly the first, and we all know how important first impressions are.
Let’s take a lot at a few strategies that can uplevel your company profile video.
- Be prepared. What sets your brand apart? Lead with that. Be as prepared as possible before the creation of the video. Craft a script. Edit it. Speak it out loud with other people. Then edit it again. Come into the project with the most interesting and essential bits of information that will grab your audience. Know your “why” and be prepared to show consumers how your why can solve their problems.
- Use professional equipment. In fact, consider using professionals. No one wants to watch a poor-quality video about why your company is awesome. That’s not very believable and won’t create a lot of trust around your brand. Use professional audio equipment. Great sound is critical in video. The video quality is also important. If you don’t have, or don’t know how to use professional recording equipment, it’s worth the investment to hire professionals to help you create your company profile video.
- B-roll is key! If you don’t know what B-roll is, it is supplementary footage that is intercut with the main footage. If you are doing an interview-style video, B-roll is the imagery that you might see when the screen changes from someone’s face to an image of a product or service. It provides engaging information that ties back with the main story. B-roll adds pizzaz to a video. Without it, viewers may become bored with watching someone talk unless the video is very short, or the person speaking has a captivating on-screen personality.
- Get to the point! With more information than we could ever need right at our fingertips, attention spans are understandably short. Long page loading times can make people bounce. Poor-quality videos and sound? Same. An interview-driven profile video should be around 2-3 minutes long. Ideally, it will have 1-2 people talking, although less than three. It might also include employees and testimonials. You want your video to be very clear right from the get-go. What are you offering? Why do people need it?
Preparation is key. When you do the necessary prep work, you increase your chances of creating a memorable company profile video that has the impact you are hoping for. Your video will be a face for a brand that people might not have the opportunity to see in the flesh. What you say, how you say it, how it sounds and looks will all play a critical role in the success of your profile video.
“Videos are not just a matter of price – the real question is if they achieve your brand marketing and sales goals.”
How To Use A Corporate Profile Video
Incorporating your company profile video into your marketing strategy is paramount. If you don’t have a plan for the video, what’s the point? You should always have the video clearly displayed on your company website. You can utilize different software platforms like YouTube, Vimeo, and Wistia to host your video. Each platform has its own purpose, and it might be a beneficial tactic to use all three for the most effective distribution of your video and message.
YouTube:
YouTube is a great option for many reasons. First of all, over 1 billion video hours watched daily! It’s also great for SEO. Google purchased YouTube in 2006. Google is the most popular and widely used search engine and know YouTube is the second most used search engine in the world. Once your video is hosted on YouTube, it can be used for social media sharing, email signatures, and presentations. YouTube has a loyal and enthusiastic fan-base so the website has “sticking” power (i.e. more people stick around watching videos on YouTube). YouTube provides an opportunity to build an audience in an organic and straightforward way while providing some of the best backend metrics of any of the platforms. YouTube is one of the most versatile platforms. It can help drive new customers through your marketing funnel with annotations, fundraiser app connections, website integration via Interactive Cards, real-time audience retention tracking, and so much more. Moral of the story: Utilize YouTube!
Vimeo:
Vimeo’s platform allows you to upload high-quality videos and share them without diminishing the quality, or having to download and re-upload. The quality of the video playback is unmatched, while still remaining accessible just like YouTube. Vimeo also offers password protection for your videos which could prove useful depending on how you are using it. This platform is considered to be by and for professionals, while the YouTube platform is geared more towards anyone and everyone.
Wistia:
Wistia allows seamless playback settings when embedded on your website. It also allows for some great metrics that would take a whole team of video marketers to conjure up. In addition to these helpful measurement tools, it also provides a clean look during playback and can help drive new customers through your marketing funnel with annotations, email collection, and user tracking.
What is the ROI on company profile videos?
What’s the point of creating a stellar company profile video if there isn’t a good return on investment? Good news! When done right, and aimed at making the greatest impact, your company profile video could prove to be an effective marketing strategy, combined with a mix of other marketing strategies, which could offer a good ROI.
What is the ROI on company profile videos is a question that we receive on a weekly basis. From our viewpoint, we see there are three categories of marketing intent that campaigns will target:
- Awareness
- Consideration
- Action
Most brands immediately want the action, understandably, like calls and sales. But we caution brands to understand that it truly takes a strategic mix of content that will push the viewers to action. With the company profile video, this would fall into a mix of the awareness and consideration categories and the ROI will be more of these kinds of metrics:
- View
- View through rate
- Time of website
- Impressions
- Consideration life
Here is how we see the three categories broken down and what type of metrics you should expect to see:
As you begin to develop a more strategic mix of content designed to push viewers through the sale process, you will then begin to see the actions all brands want: sales.
Case In Point: Blaze Equipment
Blaze Equipment wanted to promote its new product line and had a sale. We developed a digital campaign that included Facebook ads, retargeting ads, a landing page and email blasts to help drive awareness. The results? 296% increase in sales in 23 days.
Other video opportunities to build brand awareness and engagement which ultimately lead to a boost in sales are:
Pre-Funnel
- YouTube Ads
- Fan Finder
- Commercials
Top Funnel
- Broad Educational Video
- Fundraiser Video
- Live Events
Mid Funnel
- YouTube Trailer
- Demo Reel
- Company Profile
- Testimonials & Case Studies
- Sales Video
- Community Teasers
- Corporate Identity
- Lifestyle / Culture Video
- Program / Product Launch
- Onboarding Video
Bottom Funnel
- Walkthrough / How To Video
- FAQ Video
- Training Video
- Safety Video
- Recruiting Video
Video marketing is a powerful tool that you have at your disposal. It’s easily accessible and relatively simple to do. With the proper knowledge and professional assistance, you can boost visibility for your brand by creating an impactful company profile video that illustrates to your target audience why they should choose you. Video provides the opportunity to create relationships, authentic connections, and build brand trust and loyalty. First impressions are everything when it comes to relationships of all kinds, including professional ones. Make a great impression by showing consumers what it is you have to offer, and even more so, showing them how your offerings will solve their problems. It’s not about you, it’s about them.
Check out some of our work for tips and insights on video production and marketing.