The benefits of corporate video for SMEs - Business Works
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The benefits of corporate video for SMEs

by Hannah Codrington, TopLine Communications As an SME owner, you might think spending money on a corporate video is an option reserved for the big hitters with massive marketing budgets. But thatís not entirely true. If youíre looking to grow your business and extend the reach of your company, investing in a corporate video is actually a really cost-effective way of doing so. Here are five reasons why:

1: It helps you stay ahead of the competition

To put it bluntly, Google loves video and, despite its ever-changing algorithm, it will look more favourably on a website containing professional, high quality video content than one that does not. In fact, according to statistics from Forrester, a website is 53 times more likely to appear on Googleís first page if it contains a video.

In that sense investing in a corporate video will help you stay one step ahead of the competition by appearing higher up those all important search rankings. Of course a video alone canít guarantee youíll reach the number one spot on Google, but combined with a highly targeted onsite and offsite SEO campaign, youíll soon see your website creep up those rankings.

2: Itís free to market online

Once the initial investment is made in creating a corporate video, itís then free to market and distribute online, meaning you wonít even have to think about advertising costs.

YouTube is the worldís second most popular search engine. The site gets over 6 billion unique visits, with over 6 million hours of YouTube watched every month. And itís completely free. Upload your video to your company YouTube channel and youíve got yourself a global audience, 24/7.

You can also distribute your video via your company Facebook, Twitter and LinkedIn pages Ė all of which are also completely free.

3: It will widen your reach

Social media has become a vital marketing function for any business. When you consider there are over one billion Facebook users worldwide, 150 million people on Twitter and 100 million LinkedIn members, itís easy to see why that is. If you donít have an online presence then youíre missing out on a massive potential target audience.

So where does video come into this? Video is highly sharable content. In fact, online video sharing is increasing all the time (700 million YouTube videos are shared on Twitter every minute). The potential to increase your customer base using these social media platforms with video is vast.

4: It will increase engagement

Corporate video

Viewers are more likely to engage with your brand through a video (90% of information transmitted to the brain is visual). It delivers 10 times the response rate of written text. According to research from Forrester, just 20% of website visitors read through website content, but 80% will watch videos. This same applies to social media channels: Facebook posts containing an image or a video receive a 39% higher interaction rate than text-only posts.

Online video also encourages viewers to spend more time on a website, thereby decreasing the bounce rate and increasing the chances of clicking through to another page on the site. And the longer someone spends on a site, the more likely they are to complete a call to action. Whether that is to sign up to a company newsletter or blog, make a purchase or make an enquiry.

5: They are multi functional

Weíve already covered the fact that a video will improve your SEO, enhance your social media presence, increase your reach and help you better engage with your customers. But they can also be very useful for in-house purposes. While this may not be your primary reason for commissioning a video, they can be really useful for recruiting and onborading purposes. What might take you 30 minutes to explain to a new employee in e-mails or training handbooks can be conveyed in a matter of minutes via video. This will also save you time and resources in the long run.

Commissioning a corporate video might seem like a big investment, but itís a worthwhile one in the long run. A high quality, well planned and well produced video will massively increase your reach, better engage your target audience, help drive traffic to your website, keep people on-site for longer and help you stay ahead of the competition.

Hannah Codrington is an account executive at B2B communications agency: TopLine Communications

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