Ask yourself this question; how does your company engage with its employees? From an employees' perspective, does your internal communication resonate? Is it relevant, personal and does it, more importantly, capture their imagination?
We’re all individuals and we all have different motivations and beliefs. This means that engaging content means something different for each and every one of us and some companies neglect this part of the planning process when creating internal campaigns. Instead of defining their audience and the medium, they dive straight in and create a broad message. If you’ve ever heard of the ‘scatter gun’ approach to marketing, then you’ll know what we’re talking about!
In order to really make an impact, companies need to strike the perfect balance between informative and engaging content. One of the best ways to do this is by using personalised content. In any industry, it’s crucial for marketers to know who they’re talking to and to deliver relevant communications to their target audience.
The importance of personalised content is undeniable and most companies employ some kind of personalisation technique when talking to their external customers. Have you ever noticed that when you’re engrossed in a series on Netflix you are recommended relevant programmes after you’ve finished? That’s because Netflix takes the time to understand your tastes. At Ferrier Pearce, we do this too. We spend time getting to know our clients’ target audience and we create relevant personalised communications campaigns aimed at them.
As video is being used more and more across every industry, we understand just how powerful personalised video content can be. A recent study found that 65% of consumers visit a company’s website after viewing a marketing video, so it’s clear that video (as a medium) resonates with people. That’s why we specialise in bringing targeted video campaigns to life.
Not only does using personalised marketing material (specifically video) give companies a chance to present information in bite-sized chunks, it also allows them to talk to individuals ‘one-on-one’. Previous studies have shown that, when it comes to selling products or communicating facts, this is invaluable. Last year research from Ofcom found that two-thirds of adults in the UK now own a smartphone, overtaking laptops as the most popular device for getting online. The majority of content consumed online is now video, with Cisco predicting that by 2019 online video will be responsible for 80% of all global internet traffic. So, in order to reach more people, it’s clear that companies need to be using video. And if that video content is personalised, it will stand out from the crowd and deliver a greater level of engagement.
It’s clear that video marketing isn’t just about piecing together some animated images. It’s about visual storytelling. To engage with your employees, you must create compelling content that they can relate to. So, if your company isn’t embracing video yet, the question is, why not?