If your website doesn’t have a video that shows what your business does, prepare to be left behind in the dust. Marketing is a small but very important leap forward. For businesses, you cannot lose, as people will stay on your website for longer whenever there is more information they can consume, in a short amount of time. However, a video that showcases everything about your business would be too long or be so short that it wouldn’t bear enough detail. It’s better to make marketing videos about each department and post them onto each of your services pages. It will give your employees a chance to show the world what they do and what they’re capable of. This type of ‘bear-all’ marketing is set to be the norm as more and more companies want to connect with their customers and make them more loyal.
The creative process
You must have a meeting with each of your departments to inform them of your marketing campaign. It will give every employee the chance to feel included and also, it’s a good exercise in getting employees to think carefully about their profession. The creative process must begin with an initial meeting, which elaborates on the idea. Explain to your employees that you are trying to show the best of their departments, let clients and customers know what they do, how they intend to improve in the future and why their work is so meaningful to them. This is how your creative process should go.
- Decide the core narrative of each department. What is the purpose of the department, how does it achieve it and how will things change in the future?
- What is it about the employees that make their work so interesting? What are the challenges they face? What kind of department culture do they have and why?
- What kinds of things will you film? You will need to record the core processes of the department i.e. where the main body of work occurs. Film the kind of software you use and the features that it has which makes your work possible.
- Make sure you interview employees as their opinion of working for your business is very influential for clients and customers.
- The manager and or C-suite rank must play a key role in the video, almost guiding the video from start to finish.
The three key points to film
You need to make sure you are giving specific visuals to the viewer, in order to maximize the type of exposure you want for your department video. You must show the workplace in the department. The design department might have sketching rooms or equipment which employees use. It will also have larger screens and computers for the employees to work to a high standard. For your research and development business, you must be careful not to show something you don’t want your competitors to have any knowledge of. If you have a secret testing facility or perhaps processes for evaluating designs and materials, there’s no need to show this.
Secondly, you must film the work being done. Allow the viewer to gain a little perspective on how your products and services come to life. Showing the process of creation is, therefore, the meat and potatoes of the video. Filming the stage by stage process is highly recommended, so you have a linear approach and don’t confuse the viewer.
Thirdly and lastly, you must get employee interviews in the workplace. Some of your workers will be camera-shy but do a few takes and they will eventually get the hang of it. It’s important that you have an interviewer present, so employees don’t get nervous talking into the camera lens.
Placement and context
The videos you make for each department, have to be posted to each of your tabs and or services pages. If you have multiple departments but only a few services, don’t worry. You can post a few videos on the same page and if you give each of the contexts, you will not overcrowd the page. For your ‘about us’ page, you should have the video of your research and development department as it is the heart and soul of your business. Link every other video to the right services pages.
If you’re a marketing company, you should have a video of your employees making PPC ads. For your content writing service, post the video of your employees speaking with clients and gauging with them about the kind of voice they want to portray in their creative blog posts. Writing a short paragraph alongside each video will give it context. You don’t want to have a few words and then a 1-minute video because sometimes they may not have the patience or the time. Giving them a brief description of the points you cover in the video is direct and to the point.
Making contact with potential clients
The added benefit of having recorded marketing videos for your departments is, you get to show them to potential clients. Any potential companies will be impressed to see you have brief videos about what your departments do. Using a digital asset management software, your employees can sift through the many videos you have made and drop them into emails without the need to upload them. This goes for JPEGs and PDF documents. You can also integrate this software with Office 365 and Google G Suite, so your employees can work from the cloud.
This is brilliant even for during the filming process. Draft recordings can be sent to you and viewed by other employees without the need to leave the set. It’s in your best interest to send your departmental marketing videos to your clients, investors and most crucially, post them onto your social media. Customers will be interested to know what goes on behind closed doors in your business.
Marketing videos for every department gives the world a much broader and educated view of your business. The world is moving to a video standard and any business website without videos explaining what it is you do will be negatively received.