When you boil it down, brand building is all about visibility and reputation. And online video, with its ability to convey powerful visual stories and attract audiences, is becoming increasingly popular as a branding tool. In fact, in a research study of 500 professional services firms, online video was rated as one of the online marketing and lead generation tactics.
A well-produced video, by its professional appearance, can strengthen your firm’s reputation. Combine slick production with a strong message—something that illustrates your specialized skills, or reveals the unique personality of your people—and viewers begin to understand you. You’ve already started building a relationship with potential clients.
Not only is video creative, impactful, and versatile, but it’s a great way to pull more visitors to your site. And, because video content is weighted more heavily by search engines, videos are more than 50% more likely to yield a page one Google ranking than comparable text alone. Who wouldn’t want that increase in visibility?
But for your video brand building to be effective and efficient, you have to do it right. Here are some things to keep in mind as you plan and execute your video marketing strategy:
- Know why you’re making your video. A good video can accomplish a lot—but only if you give it a specific task. Are you trying to promote a new product, attract new talent, or provide event coverage? Being clear from the get-go will reduce costs and planning time, and the final product will be clearer and more engaging in its specificity.
- Where’s it going? Will you be posting this on YouTube? Featuring it on your website’s homepage? Uploading it to social media platforms? The tone and message of your video should be appropriate to its audience and location.
- Planning. Make a budget and a schedule, write scripts or interview questions, arrange travel, scout locations, secure talent and equipment. And it never hurts to over-estimate a bit—even old pros at video production can’t account for every technical glitch or random act.
Do No Harm
The single most important thing to remember when brand building with video is to produce something that won’t hurt you. With everyone carrying video-capable mobile devices these days it might seem viable to go at it alone. But an amateurish video can make your firm look amateur by association. Remember, your brand—your reputation—is at stake.
For the proper payoff, enlist a little help: folks who know video production from start to finish. Your new intern might be able to point a phone and yell, “Action!” but what does he know about lighting, editing or sound design—much less optimizing the final product?
To get the most from your efforts, you’ll need someone who understands video production and how to use it in brand building. There are ways to optimize your video for SEO—using playlists on YouTube, using informational (but not transactional) keywords, implementing meta-tag keywords, and transcribing.
If any of this is Greek to you, you’re not alone. This can be complicated stuff, and we’ve only just scratched the surface. Luckily there are plenty of experts out there to partner with.
Remember, a good video will pull in your audience and hold their attention longer than a paragraph of even the best-written text. This gets more of your message across. Even better, online video can increase your website traffic, grow your reputation, and draw in prospects who will react positively to your messages.
About the Author: Elizabeth Harr is a partner at Hinge, a marketing and branding firm for professional services. Elizabeth is an accomplished entrepreneur and experienced executive with a background in strategic planning, brand building, and communications. She is the coauthor of Inside the Buyer’s Brain, How Buyers Buy: Technology Services Edition and Online Marketing for Professional Services: Technology Services Edition.