Well, you’ve done it. You just posted your explainer video on your homepage and it’s performing well.
Views? Through the roof!
Engagement? Looks like they’re hooked!
Leads? (Yes, video can get you more leads) People are clicking and contacting like crazy!
So, now you’re done with video and you can pack it up and head on home for good, right? I mean after an explainer, there’s not much more marketing to be done with corporate video.
Hold on there. There is so much more that your company could, and probably should, be doing with video. A lot of marketers and entrepreneurs start with an explainer video but the next step isn’t so clear.
One thing to keep in mind is your customer’s buying journey and the types of videos that might move them down the right path.
Hopefully this funnel helps you prioritize the most important videos to produce next. But what type of content should those videos cover?
If you need some educational content, what are you teaching or who is the audience?
Well, here are some ways to develop material for a wide range of video types.
Listen to Customers
As with a lot of things in business, a good start is to listen to what your customers are saying. Are there some common questions or complaints being voiced? Perhaps there are some tweets or posts that are engaging users better than others that can help form content. Or maybe your CS team is getting a lot of the same types of issues with their email tickets.
See what the scuttlebutt is from customers, and craft the content to address those issues. These types of videos are great for social media or your FAQ page.
Ask Your Employees
Also, turn your ears towards your own people. Could you create internal videos that would help employees be better at what they do? Would it unify the team if you put company updates in weekly video emails.
Sending a quick survey or holding an internal focus group could go a long way. Maybe they’d love a product update video or a sales tutorial.
Analyze Website Stats
Even if your website stats look great, take a deeper dive into Google Analytics and see where customers are dropping off… aka Bounce Rate. Thinking back to that funnel, you also want visitors to get closer to making a buying decision as they navigate your site too, but you have to keep them on your page in order to do that.
If there is a certain page with high abandonment, consider adding some videos to that page to keep them hooked. Maybe this is a customer story on your ‘Our Clients’ page or a company story for the ‘About Us’ section.
Uncover Keyword Opportunities
Lastly, we know that video can help SEO, so if you see big keyword opportunities, start making some video content that coincides with those. You could use Google Adwords: Keyword Planner or KeywordTool.io to find the best phrases to try and capture.
You won’t magically come up in search results, so create a distribution plan for these videos so you quickly rise in the search results you’re aiming for.
Think Long Term
These are only a handful of ways to start developing your video roadmap. Video isn’t a singular notion, it’s important to think about how it fits into your entire organization and customer base. So, now dig in and get to shooting!