Corporate Promotional Video Startup
So, you know your company needs to upgrade, reboot or launch its video marketing strategy.
A large proportion of SMEs are in this position and many unsure where to start.
The following are a number of areas to consider and hopefully assist in guiding you through the process.
Why do you want to create a corporate video, and what’s the ultimate broad-based goal?
Using video can deliver any form of message, and in many different forms. Ultimately, any marketing needs one key message – explaining your core services to potential customers.
The video may be directed internally – an internal comms video, company training video, or a new-starters video for orientation purposes.
Now –what’s the best way to communicate that in content.
What is it you want to achieve and what’s the message you want to get across to your audience.
This planning stage of your video content strategy is crucial.
Setting your objectives – generally, it’s easiest to refer to a current SWOT analysis and using this to promote those strengths, mitigate the weaknesses, investigate the opportunities.
So, maybe you want to concentrate on those opportunities – let’s focus on those. How does that dovetail with your overall marketing strategy, how can the video content drive it forward?
It’s a good time to consider how you’re going to measure the success of what’s being created, and how the formula may be augmented and enhanced in future incarnations. Check the baseline on your Google Analytics data as a starting point.
Know your customer
If you’re in business – leading an SME, or leading the Marketing function, you know your market.
Just keep in mind what issues they may be facing, and how the promotional video can address these and make their life easier. Capturing data is key, and the way you utilise this data can give your business a competitive advantage, but customers are real people and that’s who you need to be connecting with.
What’s the focus message?
Think about what your customer needs to know, and what message do you need to get across?
This falls at the intersection between what you want to achieve and what your audience wants to know. Think about the core required focus and objectives and what actions you want the target audience to make and how can the video encourage them to act? As with any message or skill, it should be precise.
Build Your Video Strategy
The nuts and bolts of the video lie in how it’s going to reach the audience. Are we producing a video for social media as a one-off or as part of an ongoing channel, landing page for your website or for the sales team in presentations?
Plan your distribution, and if that includes sponsored content on social media ensuring it gets seen by your prospective customers or encouraging influencers share the video.
Whatever content is produced, it can be utilised for more than one video.
You can produce a training film and take content from this to produce a promotional video for instance, even add some stock footage from which creative editing can make the most of any budget, so consider this and discuss with your video production company what can be achieved.
Ensure you consider the timeframes and consult with your producer as to how quickly they can turn around your edits
And who are you going to use to produce the film – as with any business relationship, it has to be a partnership with people you trust, with the skills to bring your vision to life and produce videos of the highest quality in the specified timeframe.
The video agency should be able to work with you through each of these elements, develop the project and produce the videos, and work with you through marketing and beyond.
Writing a Video Production Brief and developing the approach
This is going to focus the mind and make sure the content comes out as required. The brief is key, and the video will only be as good as the brief.
Work with your agency to develop the approach and how you want to address your audience. Discuss what’s possible, and how can you get the most from your budget.
So at this stage, we’re able to visualise how the video will look and sound, its length and the emotive content driving the feel of the video.
Don’t do it alone, though – always bounce ideas off colleagues, the agency and production team – a collaborative approach will always produce a more rounded and complete production – so long as you’re all headed in the same direction.
Think about if you need actors in the production, and voiceover artists – again, your agency or production company can help you out here and should have access to talent to fit the budget.
Also, think about the music that will accompany the production. There is a range of royalty-free options across all musical genre, with the premium offerings delivering a highly cost-effective solution.
A lot of people look to competitors for inspiration into the look and feel of their films. There are clearly two schools of thought in this regard – you don’t want to look like your competitors or even get mistaken for them. Conversely, if the competitor’s offering is really good, there may be elements you want to utilise – but framed in your own way with your identity and personality.
Script and Storyboard
If possible, utilise a professional scriptwriter – but for social media clips, this isn’t always feasible so if you’re writing your own script, keep it clear, concise and conversational. Try to avoid management jargon – and NEVER say anything about thinking “out of the box”.
If the video requires numerous scenes, think about putting a storyboard together and go through this in detail with your agency or production company.
Remember the purpose of the production is to get your customers to act upon video advertising, so try to incorporate a call to action in the script.
Now it’s time to think about the hosting options, video distribution, and video campaign planning – you may wish to host directly on your website, a paid host site featuring detailed analytics, or YouTube with more basic data capture. If you’ve decided the analytics are important to you and the data can be utilised as part of your marketing plan going forward, then it may be worth investing in a host site able to capture this. It will assist in making future decisions on video creation and market reaction.