Thought Leadership videos are one of the most popular ways to connect with your clients. Learn how to use Thought Leadership videos to increase your engagement with your clients, underline your expert status, and stay top of mind.
Firstly, I make weekly Thought Leadership videos because I’m pretty fanatical about video production. I love the power that video has to grab attention, entertain, educate, persuade, and move an audience to take action. But most importantly, I make these videos because it makes good business sense.
Education using Thought Leadership Videos
Often I’ll work with clients that have little experience in video production. By educating you about the video production process it means that we can work together in a far more effective way. By sharing examples of work that Dream Engine has produced, my hope is that it will inspire ideas that you can apply in your own video productions.
It’s important to think about how you are educating your current and prospective clients. The great thing about video is that you can communicate a lot in a short amount of time. And it is highly and engaging and immersive. Which means that you are in a better position to help educated your audience because you have their full attention. And, you can reach clients both locally in Melbourne, and around Australia.
Making these videos has also increased engagement with my audience. Google Analytics is a great way to measure this engagement.
Since I started making these videos, direct traffic to the Dream Engine website has quadrupled. Which means that targeted traffic is coming direct to the website, either from sending out an email or from Social Media links. And this means that the audience has a stronger interest level in the content on the website.
And this is reflected in the ‘bounce rate’ as well. ‘Bounce rate’ is a measure of the percentage of traffic that comes to a website, and leaves without viewing any other pages. The ideal scenario is to have visitors to your site engage with a number of pages of content.
Before I started these news videos the bounce rate on the Dream Engine website was around 45%. Quite high. The bounce rate is now around 20%. More than halved. Which means a lot more people are staying on the site and engaging with more content. Which is deepening the relationship with website visitors.
One other figure worth mentioning is the time spent on the website. Before I started this video campaign, people would spend an average of 2 minutes on the site. It’s now increased to around 3 and a half minutes. Again, this is helping to build a stronger engagement with Dream Engine’s audience.
Are you tracking these metrics in your business? Because by increasing these numbers it will move you closer to achieving your goals. On an anecdotal level, without mentioning names of businesses, I can sense that these video are building the relationship between myself and some of my clients because hopefully I am providing something useful. And it means we’re engaging in an ongoing dialogue.
When people are making a buying decision, and they have a choice of providers, they’re more likely to choose the provider that is an expert in their niche.
Think about the status of your business within your market. Is it perceived as having pre-eminence, or expert status? What effect would regularly demonstrating your expert status have on the way your business is perceived?
Stay top of mind
My hope is that by making these videos, it will help to demonstrate Dream Engine’s capabilities. And so when it comes time for you to embark on a new video production process, these videos will help, in some way, for Dream Engine to earn your business.
Are you in regular communication with your current and past clients? What difference would it make to your business to be top-of-mind for your clients?
Grow a larger audience
We’re distributing our videos through social media channels like Youtube, Facebook, Twitter, Linkedin and Social Bookmarking sites. There are times when these videos are shared, and this has led to exposure to a new audience and new work, both from in Melbourne and around Australia.
To be honest, when I started making these Thought Leadership videos I wondered whether they would be watched and shared. But it’s been exciting to discover that when I’ve created content that people feel is valuable, and helps them, there has been a strong response.
How are you building your audience online? Are you letting your competition get a free run? Or are you building engagement online?
My hope is that I’ve helped stimulate some possibilities in your mind about how you can engage with your audience more effectively by using video. I’d love to hear your thoughts. So please add your comment below.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2001, and specializes in helping medium to large corporates, government departments, and the non-proﬁt sector to connect with their audience by using video.
About us and this blog
Based in St. Kilda, Melbourne, Dream Engine is comprised of a small, close-knit team of energetic video production professionals.