In the ever-evolving landscape of content marketing long-form videos have emerged as a powerful tool for brands to convey their products’ strengths and strategic advantages and highlight customer success stories with emotional depth and creativity.
Feed Media has led the production and development of several long-form videos for Unanet a leading enterprise resource planning (ERP) and customer relationship management (CRM) software company based in Virginia. The videos highlight Unanet’s customers’ successes and showcase Unanet through engaging storytelling and impactful real-life examples of the strategic advantages Unanet’s tools provide.
What are the Goals and Objectives of Long-Form Video?
Feed Media’s primary goal in producing long-form videos for Unanet was to go beyond traditional marketing approaches and provide an extended narrative that would not only promote the success stories of its clients but also clearly demonstrate the capabilities of Unanet’s software solutions in a clear engaging way that resonated with the audience.
The two videos we highlight in this blog post were made for Summit Point Facility Training Facility a Virginia-based government contractor specializing in providing training for government commercial and industry clients and EskewDumezRipple a New Orleans-based architecture firm.
The overarching objectives for these videos included:
- Elevating Unanet’s brand image by associating it with successful and satisfied customers.
- Creating content that goes beyond promotional material by focusing on storytelling and engagement.
- Conveying detailed success stories and building a narrative around Unanet’s impact on its clients.
- Maximizing the reach and impact of the videos by strategically deploying them in sales prospecting activities at Unanet events on the Unanet website and across all social media channels.
Key Strategies for Success
Feed Media adopted a comprehensive strategy to ensure the success of the long-form video campaign for Unanet. The execution involved meticulous planning and attention to detail throughout the video production process which included:
Taking a Customer-Centric Approach
Feed Media collaborated closely with Unanet to identify and select clients spanning different sizes industries and geographic regions ensuring broad representation of Unanet’s customers.
Ensuring Customer Collaboration
Before filming began Feed Media worked closely with the Unanet clients engaging in multiple conversations and reviewing company case studies and background materials to ensure that the videos would highlight the most important elements of each client’s business positively reflect their areas of expertise and demonstrate how Unanet was helping them grow and achieve success. This collaborative approach built a sense of authenticity and trust and established connection alignment and engagement.
Crafting Engaging Scripts
A key element of Feed’s strategy involved developing compelling scripts that wove an eloquent narrative around the clients. The videos intentionally highlighted Unanet’s benefits and solutions only towards the end in order to keep the focus authentically on the customers and avoid a purely promotional play that would be a turn-off to viewers.
Leading Onsite Video Shoots
To capture each success story Feed Media organized onsite video shoots using professional videographers at locations of the customer’s choosing. The production phase involved capturing compelling visuals and interviewing multiple company leaders in different locations to avoid mundane talking heads. The crew also shot b-roll at the customer’s offices work sites and other area locations to create visual interest and contextualize their work in a fresh and engaging way
Post-Production Editing
During the post-production phase Feed Media carefully culled through over two hours of interview footage refining it to include the best and most relevant three minutes of content. Feed then partnered with the video production crew on editing graphics music selection and sound mixing. From there the team secured various reviews and approvals from Unanet and the featured customer ensuring full alignment with all messaging and visuals. The final products were professional and polished.
Deploying Across Multiple Platforms
The videos debuted at Champions Unanet’s annual user conference to an audience of over 1000 with the highlighted customers in attendance. They led off the keynote speech and received robust applause. Additionally they were strategically embedded on Unanet’s website utilized by its sales team to help cultivate new leads and shared across its social media accounts. Feed Media employed a mix of organic and paid strategies to enhance visibility and engagement.
This strategic multi-platform approach maximized visibility and engagement reaching a diverse audience across different channels.
Evaluating ROI
Feed Media measured the success of its long-form video campaign for Unanet through various key performance indicators (KPIs) including:
- Engagement Metrics: Feed Media tracked metrics such as video views likes shares and comments on Unanet’s website and social accounts. These metrics provided insights into audience engagement and the resonance of the videos.
- Website Analytics: The impact on Unanet’s website was gauged through analytics including changes in page views time spent on pages featuring the videos and click-through rates. Positive trends in these metrics indicated increased user engagement.
- Social Media Reach: Metrics on LinkedIn Instagram and Facebook including follower growth impressions and clicks were monitored to assess the reach of the videos on these platforms.
- Customer Feedback: Feed Media gathered direct feedback from customers and the broader Unanet community to gauge the qualitative impact of the videos on brand perception.
- Conversion Tracking: If applicable increases in leads inquiries or conversions attributed to the video campaign were closely monitored to assess impact on Unanet’s business objectives.
Feed Media’s long-form video campaign for Unanet not only met but exceeded the set goals. The strategic narrative depth creative excellence and impactful engagement across diverse platforms showcased the agency’s prowess in content marketing.
By celebrating the success stories of Unanet’s clients Feed Media successfully elevated Unanet’s brand image and created a lasting impression in the audience’s minds. The campaign is a testament to long-form video content’s effectiveness in conveying authentic and compelling brand narratives.
Watch the Long-Form Videos Feed Media Created for Unanet:
