“With Great Power, comes Great responsibility.” I don’t think Uncle Ben’s character from the first Spiderman movie was a Marketer but his words very aptly apply to the state of Video Marketing that we are seeing in 2018.
Not only is video the most engaging content for businesses online, it’s reported that video is better retained than written text, and incredibly effective at convincing audiences for both B2C and B2B. However good videos that yield amazing returns don’t just appear out of thin air. It takes Great ideas and a careful investment of resources and time to plan and produce something that will have a lasting impact on your business (yield incredible returns).
I work in Business Development for a Toronto Video Production Company so I watch A LOT of videos online and have the opportunity to get involved in the video production process from time to time. Because video is such a rich medium (audio, visuals, emotions) it is a huge opportunity for a business to excite, engage, and educate their audience, positively influencing them to take action. Consequently, a poorly made video can disqualify, alienate, or worse make a viewer feel indifferent towards your company altogether. Based on the growing number of studies and common sense video can and should be an invaluable tool to your business operations in the 21st century. I come across videos online everyday that do not show their company or brand in a positive light.
Here are 3 Ways Videos Can hurt your bottom line and how to avoid them:
Bad Strategy
Say it with me: Video for the sake of video is a waste of your time and money. I have seen countless videos hidden away on a company’s YouTube page. They are hard to find for a reason. At Visual Communications & Marketing we have a great track record on delivering videos that are placed prominently on home pages and landing pages for our clients. Why? Because they convert traffic. They sell products and make the phone ring. This is their purpose. We are able to consistently do this because we always ask the simple questions right off the bat. Who will be watching this video? When will they be watching this video in regards to your sales funnel or correspondence? And most importantly, What do you want to tell them in this video? These 3 questions must be clearly defined in pre-production long before anyone picks up a camera.
Weak Script
Nothing disappoints me more than watching a video about an organization with a bad script or worse, NO script. Consider this: You got the traffic, a potential customer is interested in what you have to offer, and now they’re actually taking the time to watch your video. As a marketer or business owner this is an incredible win, however the battle has only just begun. This is the perfect moment to talk to them, engage them, and give them a concise and relevant explanation of the value you offer and why they should do business with you. It’s all about a clear message. A video with a weak concept or no voice over is like having a salesperson show up to a meeting unprepared with nothing to say! You have a potential customer giving you their precious time and attention. Reinforce your unique selling proposition, gain rapport, address frequently asked questions that pertain to your business and give them reasons to do business with you.
Our writers take a collaborative approach when writing a strong script. The key personnel to collaborate with is typically the sales team but will differ depending on your industry, market, and business goals. The input from someone experienced on the front lines of your business is very valuable when conceptualizing the message of an effective video. Starting with a detailed Video Creative Brief is key to mapping out your video production project.
Low Quality (Slide Show Hell)
Low quality doesn’t necessarily mean it is an ineffective video. For example, if you are an author selling your book or a professional running your own small business, the value derives from personality, skills, and your personal knowledge that you can share in an authentic way. However, if you have been in business for 10 plus years with a growing number of employees and you claim to offer the best service and quality in the industry, a video shot on an iPhone does not portray that company message and you are not giving your partners, prospective clients, or employees much confidence. If a picture is worth a Thousand Words, a video is speaking volumes about your brand and how you do business.
It all comes back to those initial questions regarding strategy. The importance put on quality should naturally arise when considering the Target, Message, and Goal of your video(s). This is where knowing your budget is key. The goals and message of a luxury car brand targeting direct consumers will be very different from the goals and message of an automotive parts manufacturer targeting the dealer of a luxury car brand. The language will be different, the visuals will be different, and the quality will be different.
As an experienced and versatile video production company, we keep our overheads low at Visual Communications & Marketing so we can pass along savings to our clients. For bigger productions we utilize our Cinematographers and Crew as they are needed on a per project basis. This strategy ensures we save our clients’ time, money and resources on every project.
Anyone can make a video, but making a video that works and consistently accomplishes your business goals is a different story. Video is powerful and will make up 80% of all internet traffic by next year. Taking the time and resources to invest in professional video for your business is well worth it to ensure you thrive in the 21st century.
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