B2B companies across industries are increasingly expanding their marketing strategies to include corporate video production – and with good reason. A recent study found that including a video on a landing page can increase conversion by 80 percent. Additionally, including a video in an email can increase the click-through rate by 200-300 percent.
Despite its rapid growth, corporate video production does take a significant amount of time and effort. Rather than using your time and resources to produce videos, consider partnering with an experienced expert or agency that knows the ins and outs of corporate video production.
Whether you’re new to corporate video production or your business has been producing videos for some time, the industry is rapidly evolving and there’s always something new to learn. Following are some key do’s and don’ts to consider each time you opt for corporate video production.
No matter the type of corporate video you’re producing, it’s important to find a sweet spot when it comes to video length. If you make the video too short, you might not get across all the information needed to encourage conversion. Conversely, if you make the video too long, you have the potential of losing your audience’s interest before viewers reach the end. The ideal length for a thought leadership video, for example, is around two minutes, whereas a product demo can be a little longer – between three and four minutes, allowing enough time to get product features across.
As mentioned above, corporate video production takes time when done right – but the final product is worth it in the end. Instead of taking your marketing team away from other valuable tasks, outsource corporate videos to a video production company or integrated digital agency. You can still work closely on the video project by scheduling regular check-ins, but you’ll have an expert team at your disposal to storyboard, record interviews and manage all the video production and editing.
Since corporate video production is ultimately used as a sales or marketing tool, including a clear call to action at the end of each video can lead to increased engagement and ultimately, conversions. If you’re creating a thought leadership video highlighting a recent data study, for example, include a link to the data study report at the end of the video. If your video is meant to support a product launch, the call to action should encourage viewers to visit the product page or contact your company for more information.
Unless you’re producing a product demo video, your audience likely won’t want to sit through a video that is essentially a sales pitch. Use a thought leadership video, for example to showcase your expertise on a given topic and only include your branding and link to your company website at the end of your video.
At Walker Sands, we’ve worked with several B2B technology clients to build and execute corporate video production strategies.
In addition to corporate video production, we offer a complete range of digital and content marketing services for B2B clients across industries, including fintech, retail technology, marketing technology, enterprise software, professional services and more.
Contact us today and let’s start a conversation about how Walker Sands can put our corporate video production expertise to work for your business.