What makes your business different from others? How do you attract the best people to come and work for you? Have you thought about creating a Graduate Recruitment video?
We’ve created a number of these videos for our clients. They are all looking to recruit graduates and know that they need to do something a bit different, to make their businesses stand out. They are both competing with many other companies, for the pick of the crop of graduates.
Our clients have decided to use videos to entice graduates to apply for jobs with them. They use videos to show the sort of company they could join. The client companies are very different, so we have created very different videos, based on who they are and who they are looking to attract.
One of our clients sends graduates around the world on four different placements. We’ve created a series of informal films, where we speak to employees on the graduate program about what they get from it. We’ve also created a lively video to promote the graduate program and the key benefits of joining it.
Another client is a global finance company. They were looking to fill IT and analyst jobs. To give potential applicants an idea of the business, we filmed current employees at work and interviewed them on camera, so they could talk about what they do. It gives potential graduates a real feel for what it will be like to work there.
Do you have an online presence? Can your clients and prospects find your business when they’re looking for a solution to their problems? These days, it’s vital for all businesses to have a presence online, no matter what business you’re in. One of the simplest ways to create this presence is through videos. Here are some of the issues you need to consider.
Provide answers. Many people search the internet for answers to their questions or solutions to their problems. Providing the answers they’re looking for can help build your reputation. ‘How to’ and training videos show up well in Google searches, so think about how you can use them for your business. What tips or advice can you give to viewers?
Where do you put your video? Your videos need to appear on your website and there are hosting sites you can use for storing them. YouTube and Vimeo are the two main sites I recommend for hosting (others are available!) The one you use depends on what you need, the number of videos you want to host, how long they are and a number of other criteria. Even if you self-host your videos, you should also consider using a site such as YouTube or Vimeo, to make it easier for more people to find your videos and help build up your online presence. Click here to read more about the benefits of both YouTube and Vimeo.
Help people find you. Make sure you optimise your videos so that they can be easily found by the search engines. Include keywords (phrases that people search for, which are based on their problem) in the title of the video, the description and tags. If your videos are training tips on how to use your products, and your customers know where to find them, then you don’t need to worry about this too much. However, optimisation is vital if you’re using your videos for sales or to drive traffic and visitors to your website. Click here to read my blog post about optimising your videos.
How will you use videos to create an online presence for your business?
A properly, professionally created video may seem like an expensive way of promoting your business. But used properly, it can be a very effective marketing tool. If you’re worried about the cost, and need to know more about the return on investment (ROI) you might receive, here are some numbers for you to consider:
Adding a video to your website makes it six times more likely to convert a visitor who is ‘just browsing’ into a paying customer
Only 20% of web visitors will read the majority of the text on a website, while 80% will watch the same content when it’s presented in the form of a video
Your company website is 50 times more likely to be ranked on the front page of Google if it contains video
Retail site visitors who watch a video stay two minutes longer on a site on average and are 64% more likely to buy than other visitors.*
So how can you see what effect a video has on your website and your business?
You can see how visitors behave on your website with tracking programs like Google Analytics. It tells you which pages are visited the most, how long a visitor stays on a particular page and how often (or how much of) your video is viewed. Sites like YouTube and Vimeo also give you quick ways to see how many people access your video over a period of time, so you can measure your ROI. By understanding how your prospective customers react to your video and then behave on other pages on your website, you can continue to develop your marketing and make it more effective.
Are you using videos on your website yet? How do you measure the effectiveness of your marketing?
Successful marketing needs to be carried out on a regular basis. It also needs to be integrated, with all the different marketing you do pulling in the same direction. If you use videos as part of your marketing mix, you need to plan how best to use it, to get the best effect. Now is a great time to plan your marketing for 2014 and in particular, how you’re going to use videos as part of the mix.
Here are some tips to help you create your plan.
Key dates. What special events will take place this year? Will your business have a birthday or anniversary to celebrate? If so, put the dates into your diary now and think about how you can use videos to promote the events in advance. Also think about how you can use a camera on the day – why not ask some of your clients for testimonials as they enjoy a glass of bubbly to celebrate your success?
Top tips. What advise can you give away to clients and prospects? By thinking about what people need to know about what you do, you can plan to film a ‘tip’ each month. It could coincide with publishing your newsletter or blog. Should I be filming myself telling you this, instead of asking you to read it?!
Industry news. Certain businesses need to carry particular tasks at certain times of the year. If you recruit graduates, you might need a really good recruitment video to attract the cream of the crop. Think about when you’ll need to do this during the year, so you can plan it into your schedule and get it done in plenty of time.
Client testimonials. Think about specific products or services you want to promote. Then ask a client to give you a testimonial for each one, saying why they work with you and what benefits they receive.
How will you use videos to promote and grow your business this year?