Humans have always been visual creatures and as consumers, are always changing behavioral patterns, namely in interaction. This means a totally different approach to marketing strategy is called for when looking to engage with consumers. Enter the corporate marketing video: one of the first lines of defense between consumers and their dollars. However, it takes intrigue to transform a viewer into a customer.
Though viral videos have done wonders for many a brand, what has it all equated to in sales? Widespread sharing aside, gimmicks have hardly translated into dollars, and the whole purpose of marketing often means re-thinking how consumers engage. So what makes a corporate marketing video intriguing? According to Angie Lawing, CEO and Executive Producer of Mercury Labs, a video production company in St. Louis, MO that has produced hundreds of corporate videos, it's the art (as well as focus) of the story.
"Good film-making is about good storytelling, and this is as true for corporate video as for Hollywood features. It's also about knowing your audience and making the story relevant to them.
"By fully utilizing the power of sight, sound and motion to create strong visual and emotional connections within their video, a company can represent themselves in a myriad of ways - bigger than they are, playful and professional, simple but elegant," she added.
So what strategies are used in messaging to move a viewer to purchase?
"Many companies will establish a problem and solution within their video. If the problem is something that viewers can relate to, then their solution becomes more appealing to buy," Lawing said.
Award-winning broadcaster and best-selling author Craig Beck shared in "The Hypnotic Salesman: Subliminal Sales Techniques" that people like people like themselves. Lawing echoes that vantage-point.
"Sometimes you can incorporate messaging that shows a viewer that you simply understand them and can walk in their shoes. By engaging and connecting with them in a deeper way, they become interested in your company and what you're selling. It's just as important to connect to the viewer by making the story about the customer," she said.
Educational video series as a money-maker
A video series allows prospects time in making a more informed decision before purchasing, educating visitors for a period of time. The content will be key in further enticing visitors to stick around to purchase. Montclair, VA-based online business coach Michael Nelson, founder of the Cogent Consulting Group believes in the power of the video series, offering a seven-part series on internet marketing. But the series shouldn't be used as stand-alone.
"Videos should be used as connectors around ideas," Nelson said.
"While videos can without a doubt help viewer engagement increase, utilizing discussion boards or surveys [in conjunction with videos] make a great corporate feedback mechanism," he added.
Nelson cited education during the online engagement process as the closer.
"Free courses are more valuable in perceived value."
More than a beginning, middle and end
There are many options to choose from which ingredients to use within a corporate video, but these options should be narrowed by what's necessary to move viewers to purchase as well as to share the video. Viral is always nice as it's always good to share, but the cost of making a viewer feel compelled to reach for their wallet? Priceless.