(and what it has to do with The X Files!)
The use of video for business is no longer a conspiracy theory worthy of the X Files (and overly enthusiastic marketing companies). The importance of having a video presence online for your company can no longer be denied. If you are more a Skully (skeptical), then consider these statistics:
- In 2017, online video will account for 74% of all online traffic (KPCB)
- Including video in a landing page can increase conversion by 80% (EyeView).
- Online shoppers who view demo videos are 1.81x more likely to purchase than non-viewers (DMB Adobe).
If you’re more of a Mulder (believer) then read on for an easy 3-step approach to creating a video for your company:
1. Who are you talking to?
First and foremost it’s important to decide who you want to watch your video – who is it being made for? Are you trying to spread the word about your brand and reach a new demographic, or are you creating videos that will build trust and convert sales on your website? When it comes to audience, the more specific you can be the better. What is their average age, do they skew more male than female or vice versa? Where do they work and what parts of the country (or world!) do they live in? What other products do they buy, what online platforms do they use regularly?
2. What are you trying to say?
Once you know exactly who you are speaking to, you can start to develop the message that you are communicating to this audience. It should be one-sentence if possible – short and sweet so that it’s very focused. This laser focus will help keep all elements of the production on brand/target, and make the resulting video very clear and concise. You might have a new product you want to introduce, or you might wish to capitalize on the one thing that makes your company different from your competitors, perhaps you are highlighting one specific service via client testimonials. Whatever the message, edit it down to one all-encompassing statement of intent and make that your guide.
3. What is unique about your company?
This step helps you to identify (and capitalize) on the one element of your company that differentiates you from your competitors. Why is this important for all corporate videos you produce? Because each one is an extension of your brand. In addition to the specific message (step 2), each video will tell your overall story. There may be hundreds of videos that are promoting the benefit of a 3-blade disposable razor, and this is how do you make your video stand out and be memorable. If you’re having difficulty identifying your USP (Unique Selling Point) consider what was the seed that your company grew from? Was it a single person’s dream? Was it a desire to fulfill a goal or fill a gap in the market? As with steps one and two, the more personal and specific you can make this point, the more identifiable and relatable and memorable it will be to more people.
The Tricky Technical Things:
Of course the technical considerations come next; what will the ideal setting be, the tone/style, the script (if you decide to use one, videos for Facebook may benefit from not being sound-dependent as 85% of Facebook video is watched without sound, Digiday), do you want to add music or graphics, if you have a spokesperson who is the best fit for your demo, post production, editing, etc.
It can sound daunting, but just like if you have a paranormal activity that needs investigation, you might consider calling in the experts. Front Runner Films specializes in finding the heart of your brand and telling your company’s story, as well as all the technical stuff that actually gets your video made. We work on tight deadlines and with most budgets. Give us a call, send us an email (info@frontrunnerfilmsllc.com) or visit our site for more information. No hard sales talks we promise! We would love to help your business grow, because we love what we do.
