We’ve already broken down the reasons why video is your most important marketing tool in 2017. So now, you’re ready to get started creating kickass business video. Here are 9 steps you’ll need to take to ensure your video gets the job done.
1. Do your research.
Consumer activity online is driven by micro-moments, a term popularized and researched by Google. Finding the moments that your brand can win is imperative to determining what the topic of your business video will be.
Narrow down what your audience is looking for and the type of answers they search for most. Whether it’s “what,” where,” “how” or “near me,” you need to serve the answer on a visually appealing, emotional and informative platter.
2. Tell a story.
Now that you have the question, develop the story around the answer.
If you’re just listing facts about your product or service, no one is going to pay attention. Engage your audience’s other senses. Describe smells, tastes and actions that fire up all parts of the brain, not just the language-centered ones.
Hint: We make a lot of our buying decisions based on emotion. Make sure your audience feels something. These elicited responses are proven to impact consumer decisions more than content itself.
Here are some helpful questions:
- Are we telling a story or just listing facts?
- Does the story answer the consumers’ questions?
- What emotion(s) are we trying to evoke from our audience and are we effectively doing so?
- Who or what from the company will best deliver this answer?
- Will the use of testimonials help communicate the answer?
- What products do we need to prepare for the shoot?
- What call to action can we include and how?
3. Don’t miss your call to action.
As consumers, we want to be rewarded. Frame the desired action as a personal benefit of engaging with your business video.
Check out this hilarious example from Dollar Shave Club. They’ve capitalized on the consumer’s frustration over buying razors and turned it into a very simple CTA. The viewer can act immediately by clicking the link to DollarShaveClub.com embedded in the YouTube video. You can also employ these links on Facebook video ads.
If the consumer has invested the time into watching your video and engaging with your brand, reward them with a CTA.
4. Choose your spokesperson wisely.
Who represents the core of your brand the best? Who (or what) will tell your story best? Your CEO? Your customers? A paid actor or celebrity? Or just regular people?
American Greetings essentially trolled strangers to tell a story and frame their call to action: buying your mom a Mother’s Day card.
Your spokesperson doesn’t have to be a human either. You can personify your product by painting a lifestyle picture with little to no human interaction.
5. Prepare your people.
Don’t let people get caught in front of a camera without a clue.
Scripts aren’t always necessary. If you’ve picked the right spokesperson, they should be able to tell your brand story (or their story) without one. Share the vision for the video and their role in that vision.
Do a few practice runs before the crew shows up. Remind everyone that it’s not necessary to get it perfect the first time. Mistakes can be edited. The less stressed they feel the more human they will appear on camera. The more human they appear, the more connection they will have with your audience.
Not all business video has to include words either. Take Reebok’s “25,915 Days” campaign. No words necessary.
6. Set the scene and prepare the product.
Shooting in an office or warehouse? Avoid areas with poor lighting and excessive noise. Pick a place that’s free of distractions. Ensure those around the set are aware of the time frame and area in which you’ll be shooting and whether or not they will be on camera.
Great B-roll generally includes people in action, products in action or emotion-evoking scenes. Keep in mind that all of this will need to be prepared ahead of your shoot. Need to whip up your restaurant’s signature dishes? How about reserving that perfect spot on South Beach? Plan it well ahead of shoot day.
7. Keep the crew informed.
Let us help your vision come alive by keeping us involved. Do you need aerial shots using a drone? Audio from nature? We’re here to take what’s in your head and make it a reality—so, just let us know. Chances are we either already have what you need or we know where to get it.
8. Marinate before sending revisions.
Spend some time with the video that has been created for you. Watch the video multiple times. Take detailed notes. Share the video with a few trustworthy co-workers or friends. Multiple revisions are going to cost you more time and money.
The post-production process doesn’t have to become a complicated web of back and forth. Be transparent about your wants and needs. We won’t take offense.
9. Be yourself.
We know that especially here in Los Angeles, there are a million businesses like yours. But they aren’t yours. At 512 Media, our full-service approach to video production will work closely with you to reflect exactly who you are to your customers.
There’s nothing worse than pretending to be someone you’re not. Don’t be afraid to be weird or bold or take a stance. Get noticed by being yourself, not someone else.