ADVICE
Eye for business
Using the analytics available, now you can
not only tell who is viewing your film, but whether
they watched the video all the way through
KNOW YOUR AUDIENCE
some consultancy or training to
support you as you get started.
If you opt to work in
partnership with a professional
video production company,
they can sit down with you to
create a video strategy, even
if you only plan on having a
single film.
Everyone, including
yourselves, will need to know
what you want and who your
video is for. You don’t have to
come to the table with a fully
formed idea, you should expect
help with that, but before
starting to think about the finer
details, you do need to think
about a few things, namely;
KNOW YOUR PURPOSE
It sounds simple, but what is
the purpose of your video? Do
you want awareness of your
product or service, increased
traffic to your website,
higher sales, improved
communication with your
customers, or even to train
your staff?Whatever the
purpose, you have to know the
core reason you are making
your video.
Who is going to view your
video and how? When
creating your strategy
it’s important to consider
who it is you’re targeting
and how they are most
likely to view it. Online,
at conferences, as part of
a presentation? Is there a
particular demographic you
want to reach? What style of
video and content will this
group of people respond best
to? Does your viewer know
your company already or
is the video intended for a
new audience with no prior
knowledge? Being clear on
this allows you to think more
creatively about your subject
and platform.
light, and incorporate those
elements into your brief.
MEASURE RESULTS
There has never been a better
time to measure the results of
video as part of your marketing
strategy. Very simply, you can see
the number of views the video
is getting online, but using the
analytics available, now you can
not only tell who is viewing your
film, but whether they watched
the video all the way through and
if not, where they stopped. What
did they do after they saw the
video? Did they contact you? Did
you make sure that there was a
call to action at the end of the film,
so they knew what they needed
to do? Is this part of an Adwords,
LinkedIn, Facebook or Twitter
campaign? What is your budget
for the campaign and what are the
KNOW YOUR STYLE
With your purpose, audience, results you require?
Having taken all of the above
and platform pinned down,
into consideration, there are a
you can have a bit more fun
and think more about the kind few final bits to consider before
of style you want. Remember you decide video is something
you want to consider, and
though to always think about
start planning your strategy
your audience and what they
will respond best to. There are or grabbing your camera. Be
realistic about what a video can
so many different emotions
that can be conveyed through achieve for you. It can attract
video. You could use comedy, an audience, bring them to you,
persuade them that you are
or a documentary style, a
someone they want to talk to,
character and sketches, or a
but once it’s achieved it’s still
more classic, corporate feel.
down to you and your company
There are a wealth of tools
available that can be employed, to convert these new leads
into business.
and that’s before you’ve even
I believe video should
thought about shot design,
form part of any successful
sound or narration.
Put your social hat on, think business’s marketing plan, as an
engagement tactic that supports
about sharing and spreading
your goals. But, producing
the wor