Getting the right message across to viewers is important in the enterprise video communication landscape. However, a clear and concise message isn't always guaranteed to create return on investment. That's because businesses need to be sure they're able to reach their target audiences with these deployments, and that's not necessarily an easy feat to achieve.
If companies want to stand a chance of cutting through online clutter and making an impression on employees and consumers alike, they need to be certain that they're utilizing the proper channels and platforms. That's why determining what a video is meant to accomplish is only part of essential enterprise strategy. As the online realm continues to expand, so too must marketers and analytics experts start making use of more diverse methods of attracting audiences.
As stated before, there are a lot of companies online competing for the same viewers and advertising dollars. At the same time, multichannel presence is making it easier for individuals to access video for business and other means of engagement. A diversified outreach portfolio is the best solution for overcoming the issues associated with these growing advertising and entertainment media.
In order to achieve the right balance between in-house enterprise video platform technology and open recording hosting, it's important to think about where messages are being placed. According RIS Media, websites that include targeted recordings are much more likely to be ranked highly on search engine results. Advertising and public video outlets can also help get the word out about new products, services, or just general corporate culture messages.
Understanding the needs of delivery and marketing insights creates momentum in the enterprise mind for generating superior video communication options. Once firms know that they have to hone their delivery resources, it's important to think about where and how these messages can be best delivered.
Some of the most important factors to consider in this avenue, as TechZone360 wrote, are the kinds of services businesses use for getting their content into consumers' hands. The top outlets might include:
- YouTube, Twitch and public services
- Hosted enterprise video platforms
- Email and newsletter
- Open content delivery
And of course, there are also things to consider like the kind of omnipresence and multichannel experience businesses want. These outlets should also be aligned with what consumers and target audiences prefer to utilize. Some of the top resources in the enterprise video communication landscape include:
- Mobile devices
The key is to make sure that content and delivery methods are best suited to the target audience. That includes putting messages into the proper framework so that intended viewers have the greatest chance of finding the video communication and engaging with it successfully.
In a world with so much noise and competition in the digital landscape, TechZone360 stated that it's important to make use of as many channels as possible. Especially in the small or new business realm, spreading the word about a product or service needs to be pushed into the right pipelines as efficiently as possible. Using public video hosting sites, offering embedded messages on private pages and advertising on websites that are likely to attract the right viewership is the best goal for enterprise media solutions.
So once firms find the right channels, they also need to worry about what they're sending along these tubes. If the best networks are being utilized, advertising agents are connecting with viewers and email clients are delivering proper content updates, it's equally important that the messages included in these deployments reflect the channels upon which they pass.
As RIS Media commented, effective video communication requires that people make a connection with the speaker. It also demands that content be relevant, compelling and entertaining.
"When people watch videos, the subject is perceived as an authority," said marketing specialist Michael Krisa. "If you can articulate, you can be seen as an expert in your niche."
That means compelling content can be just as integral to enterprise video solution success as the networks utilized for getting these tools to target audiences. Advertising endeavors focus equally on these two factors when it comes to creating the best messages, but it's important that they are weighted the same as well.
About 70 percent of people would rather see a video for business deployment than just read written content and view pictures. That number is being bolstered by the ease with which viewers can access recordings on portable technology, in-store or at home, and the speed that enterprise streaming media can deliver. Marketing to the right audience requires access to people where and when they are most likely to engage with content. The information and format of these recordings should therefore be structured to fit the delivery methods and viewership desired.