You may already be aware of the many benefits that investing in corporate video content can have, but as with any other type of marketing, it’s important to understand that there’s a right way and a wrong way to approach these projects. If you are planning a future video project for your business, here are the five golden rules that will ensure a smooth process and the positive outcomes you’re looking for.
Know your audience.
In order for marketing to be successful, it’s imperative that you are reaching the right people in the right ways. Otherwise, you’d be wasting your time and money. Video production is no different. Before launching any type of video campaign, you must take the time to define (or redefine) your audience. This will allow you to craft your message so that it resonates with those who are most likely to be interested in your products or services.
Make a connection.
The truth is, most people make purchasing decisions based not on facts or logic, but on emotion. Video is a very powerful medium for tapping into the emotions of your target audience. Rather than focusing on facts and features, use your video to demonstrate the value that working with your company will provide. Use storytelling to give your audience something meaningful that they’ll truly remember. It’s about making those important connections first. From there, the selling will naturally fall into place.
Show, don’t tell.
One of the greatest advantages of using video in your corporate marketing strategy is that it allows you to actually show your audience how your product or service works. This is especially good for those intangible benefits that are difficult to describe or put into words. Video also allows you to convey a great deal of information quickly and in an engaging, attention-grabbing way. Leverage the power of visuals to show your viewers rather than just telling them what you want them to know.
Make it about them, not you.
In order to successfully win over a prospect, you must demonstrate how your product or service solves a certain problem or fulfills a particular need. You can’t do this unless you shift your focus so that you are in the shoes of your target audience. People don’t care about the history of your company or the painstaking process you use to manufacture your products. They care about how working with you will impact them personally. When developing content for your videos, be sure it is done in a way that your audience will be able to relate.
Show them the real you.
When it comes to whatever product or service you happen to provide, chances are your prospects have plenty of other similar options from which to choose. Video allows you to delve deeper and show a more human side of your brand. When people have the opportunity to learn more about who you are, what you believe in and what truly matters to you, it will help differentiate you from the competition.
These are the five fundamental rules for producing effective corporate videos. In addition to these, there are a number of best practices that should also be considered, such as:
- Always including a strong, compelling call to action in your videos
- Using SEO practices to help get your videos found online
- Utilizing the many available channels to distribute and promote your video (i.e. social media, email, website, etc.)
Of course, knowing these important things and actually executing the video production are two entirely different things. If you could use some assistance setting up, planning or carrying out your next corporate video production project, give us a holler. We’d love to help!
How to Review a Video Script
You probably already know that a well-written script is one of the most critical components of a video project. What you may not have considered is the number of revisions it can take to end up with that great script. The fact is, editing is essential in script writing.
Thankfully, it doesn’t have to be super complicated. Here are a few things we’ve learned over the years that can save you time and aggravation when reviewing a video script.
First, you need to understand that scripts are different from other written documents in that they’re meant to be spoken aloud and not just words on a page. Because of this, it’s very important that the contents of your script flow and sound natural when spoken.
To test this, read the script out loud and see how it sounds. This will help you quickly spot areas where edits can and should be made. It can also help you to understand the reason why the script was written a particular way.
In order for a script to read well, there are a number of factors to consider. For instance, when we’re developing a script, we have to think about things like sentence structure, verb tense, point of view, transitions, rhythm and pacing. All of these things must work together in order for the final product to sound right.
Another thing to keep in mind when reviewing a video script is whether or not there is any industry-specific language included. While these things may be important to your message, they can often be difficult to translate from paper to the spoken word. They can even sometimes confuse your audience. As such, we may need to find another way to deliver that material so that it is engaging and flows well with the rest of the script.
During the review process, it’s a good idea to share your thoughts and feedback in comments rather than making actual edits to the script. That way, the script writer can take your suggestions and find a way to incorporate them into the copy so that it doesn’t impact flow and readability.
It’s also important to recognize that a script is like a roadmap for how the video will be produced. Making changes directly to a shared document can disrupt this roadmap and sometimes even cause delays in your project.
If you plan on enlisting the help of other people or departments within your organization to get their feedback on the script, keep in mind that these individuals may not be fully aware of the purpose or strategy behind the video. This often results in having too many cooks in the kitchen, so to speak, which can get confusing.
It’s important to get input only from those who have a clear understanding of the purpose of your video, because even just one tiny edit to the script could result in a significant change in the direction, tone and messaging of the final product.
Reviewing a script and making the necessary revisions doesn’t have to be a long, drawn out and time-consuming project.
By keeping these things mind, you’ll ensure that all collaborators on the project stay on the same page and that you end up with a well-written script that will deliver your message most effectively.