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A robust corporate video marketing strategy can enable better marketing output and drive faster ROI. As video continues to dominate digital marketing, corporate marketing directors face increasing pressure to ensure their video strategies drive results. While video offers unparalleled engagement, branding power, and lead conversion potential, it also presents challenges that marketing leaders must navigate. Seeing how consumer trends and content consumption habits are rapidly evolving, brands that sport a strong video marketing process can actually achieve more while also ensuring they stand out from the competition. Reports suggest that most consumers who watch a video about a product or brand end up buying it.
Videos can portray more than what a simple text email can. This be consumed by your target audience even while they’re on the go, thereby promoting an essence of convenience as well.
But when it comes to optimizing a corporate video marketing strategy, there are still a lot of mistakes that are often observed among marketing teams. What are some of them? Let’s look at a few:
1. Poor Budgeting Processes
One of the biggest concerns for marketing directors is justifying the investment in video marketing. With production costs, distribution expenses, and the need for high-quality content, stakeholders demand clear evidence of return on investment (ROI).
With the need for marketers to ensure that they are more performance driven in today’s environment. While being less of a cost center, there comes the need for better budgeting practices across marketing initiatives.
Brands need to be able to create, repurpose and run regular and high-quality video marketing initiatives and campaigns. It is important to assess and put aside the right budget while also setting in place a process to evaluate the ROI of the overall video initiative over a period of time.
This is where marketing teams need to cohesively identify how much to allocate to a yearly video creation. Your corporate video marketing strategy should tie into other marketing costs and objectives.
Poor quality videos that do not render across multiple devices and networks well or those that have been built without the right video fundamentals can negatively impact the overall goal. This is where better budgeting norms come into play. To help identify the kind of resources and tools needed to build out an integrated plan that aligns with other marketing goals and outreach.
How Do We Measure Success?
Recent data from Wyzowl’s 2024 State of Video Marketing Report shows that 92% of marketers say video gives them a good ROI—an increase from 87% in 2023. Additionally, 89% of consumers report that watching a video has convinced them to purchase a product or service.
Solution:
- Set Clear KPIs: Establish measurable goals, such as conversion rates, engagement metrics, and lead generation.
- Leverage Video Analytics Tools: Platforms like YouTube, Vimeo, and Wistia provide in-depth analytics, while HubSpot and Google Analytics help track video performance within your marketing funnel.
- Incorporate Video in Sales Enablement: Marketing teams that integrate video into email campaigns see a 300% increase in click-through rates (CTR), according to recent studies.
2. Lack of Optimization in Process and Technology
Like most other elements in day to day marketing, every area needs constant modernization with regards to process and technology used. In today’s digital-first multi-channel business ecosystem, lack of modernization and poor use of latest video technologies can delay the creation process and overall output, while also affecting quality of media files.
Understanding more about the latest tools that can drive quicker video operations, allocating the right training and know-how to ensure marketing teams can build videos on par with market trends and with lesser delay while also picking up on latest social video trends are all crucial to optimizing the overall video marketing cycle and process.
Keeping Up with Evolving Video Trends
Trends in video marketing evolve rapidly. From short-form content on TikTok and Instagram Reels to AI-driven video personalization, staying ahead of what works can be overwhelming for marketing teams.
According to HubSpot’s 2024 Marketing Trends Report, 78% of marketers now prioritize short-form video, citing its effectiveness in audience engagement. Additionally, AI-powered video personalization has seen a 45% increase in adoption, making tailored content more impactful than ever.
Solution:
- Embrace Short-Form and Long-Form Strategies: Balance quick, engaging clips with in-depth explainer videos or thought leadership content to cater to different audience preferences.
- Use AI for Personalization: AI-powered tools like Synthesia or Vidyard help create personalized video content at scale, increasing viewer retention and engagement.
- Optimize for SEO: Video-optimized websites see 53 times more likelihood of ranking on Google. Using relevant keywords in video titles, descriptions, and transcriptions enhances discoverability.
3. Inability to Personalize at Scale
You have a strong video creation process in place, what next? The need for personalization has been the anthem of global B2B marketers. It’s already been proven time and again that improved personalization drives results.
A corporate video marketing strategy that does not cater to quick edits or personalization of the file when it’s sent to prospects, for instance, can affect eventual engagement stats. This is where marketers need to better identify what tools can help them scale. Their efforts here while identifying newer ways to repurpose video files to drive more impact.
Aligning Video with Overall Corporate Video Marketing Strategy and Sales Goals
Many companies struggle to align their video marketing efforts with broader business objectives. Videos that lack a clear purpose often fail to contribute meaningfully to brand positioning or lead generation.
A 2024 Content Marketing Institute report found that 70% of successful B2B marketers use video as a primary content strategy. However, only 39% have a documented corporate video marketing strategy aligned with their sales goals.
Solution:
- Develop a Video Content Calendar: Plan video campaigns that support upcoming product launches, company initiatives, and seasonal promotions.
- Integrate Video Across Multiple Channels: Embed videos in landing pages, email marketing, LinkedIn, and paid ad campaigns to maximize impact.
- Ensure Messaging Consistency: Videos should reinforce brand voice and key marketing messages across all platforms.
Ready to Transform Your Strategy? Let’s Talk.
Video is here to stay. With consumers constantly inundated with marketing and sales emails, the need for audio-video experiences is more essential to drive cut through the noise. There are a lot of factors that come into play when creating a video marketing plan. From identifying what kind of video content has to be made, to driving use of those newly created video medias optimally across multiple channels, marketers need to know video process can work best for their brand. Now is the time to solidify a video strategy that keeps your brand competitive and engaging.
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