How PR Agencies distinguish themselves from the competition? They get ‘themselves’ seen with a client-directed company video.

You time: Now’s the time agencies tuned into their own publicity.

Busy securing coverage for clients, it’s hard to squeeze in time to actively promote your own agency. But you’re underselling yourselves. You’re experts in brand building, reputation and crisis management, communications  – and you understand how the media works. It’s high time you showcased what you do for potential clients for the benefit of your own organization.

Personally, I rate this video from Macias PR. It speaks to the client’s marketplace whilst showcasing the agency’s expertise. It’s not all me, me, me. It could be achieving more but it’s certainly a cut above its competition for high production values and content; placing more emphasis on the client’s sphere than their own.

5 reasons why a company video is a great way for your agency to be seen.

1. Because your competitors are already working it.

Both big and small.

Of the top 10 ranked global PR agencies in 2017, the majority harness the power of video to promote their business culture and offering. That includes Edelman, Weber Shandwick, and Fleishman Hillard.

But smaller and mid-sized agencies are also capitalizing on the opportunities with a mix of approaches – learning as they go. Tribe PR are actively promoting themselves within the energy and waste sectors; whilst Frank PR has been proactive for a few years now.

For those coming to the possibilities now, there’s real opportunity to shine. Heed the advice of video production agencies, and you can profit from lessons learned and make your mark; standing out from a parade of practice runs.

2. Video in the c-suite. Executives have an appetite for video.

According to Forbes Insights, video has evolved from a novelty into a mainstream method for executives to receive business information. Executives have transformed their habits to be more open to video as a highly reliable and trusted source for gathering and filtering business information. Executives appear as willing to take action based on viewing a video as they do reading an article.

And the stats speak for themselves:

  • 75% of executives watch work-related videos on business websites at least once a week.
  • 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video according to Forbes.
  • Forrester researcher Dr. James McQuivey estimates that one minute of video is equal to 1.8 million words.

Apologies to any wordsmiths for that last bullet point. This doesn’t negate the value of the written word; it merely highlights the value of video as a portal to engaging with written documents and essential information.

3. Makes good business sense: Reduces the long sales cycle and grows prospects

If you are running an agency you may well be all-too-familiar with the tedious sales processes involved in getting a contract signed. With a long sales cycle, and the constant pressure of knowing that similar conversations are occurring with your competitors, having a way to stand out is a necessity.

While most marketers are eager to create videos for awareness, the majority of them would see higher ROI from bottom-of-the-funnel videos. Why? Because video can help automate and speed up your sales cycle faster than any other type of content. WireBuzz actually cut their sales cycle down from 8 weeks to 3 weeks after turning sales materials into video format.

Once again, quality production values convey quality practice.

4. Establishing your niche and expertise

The most successful brands are expanding their use of video throughout the entire customer journey, which, in turn, is helping build better relationships, educate and convert buyers, and improve customer satisfaction.

As the Macias PR and Tribe PR videos demonstrated, company video is a great way of raising your profile within sectors and industries, by re-deploying the video at industry events and sales conferences.

5. Visual Storytelling

PR professionals are storytellers.
However, how the public consumes media and stories has changed. As our society and day- to-day existence becomes more and more visual, video has been a top trend for a few years.

For more on trends in storytelling, you might like to check out this article.

In conclusion, the bedrock of PR is trust – whether you’re building or regaining it – so what could be better than giving prospects a first-hand look into your business in a company video?

In the spirit of open commercialism, we’ll show you ours, and, if you like, maybe we can do yours.

Curveball Nicola

Nicola worked in digital marketing & PR in-house for big-name publishing companies for 15+ years (Amazon, Bloomsbury, BCA). She came to work for Curveball Media, after becoming a convert to video, and advises clients on campaign/company strategy and approach.

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