Tips for successful corporate video
Corporate videos can be a challenge to plan and produce, particularly if you are completely new to the world of video production. However, they aren’t useful just for large organisations. Even small businesses can benefit from them too. That being said, many businesses simply don’t know where to start with video production because they aren’t really sure what information to include or how it should be produced. A good corporate video will communicate key pieces of information in a clear and concise way. Furthermore, your business should be able to strongly convey its message in a powerful way that engages with the audience and maintains their interest.
Essentially, when you are producing a corporate video it can serve a variety of purposes but primarily it should communicate several things:
The specific value proposition of your products and/or services
Why your company is stronger than your competitors (unique selling point)
How you plan to deliver a high quality product or service
Corporate videos take time, expert planning and care to prepare, but if you spend the time on creating a professional video it really can deliver positive results. Working with a professional video company can really help you develop a polished and professional video that will promote your brand in a positive way. Whether you have never created a corporate video before or you have created many, these top tips will help you deliver a powerful video for any business in any industry.
#1 Work with a professional
Professional production companies can bring multiple benefits to the process of developing a corporate video. When publishing a corporate video, it really does need to be of exceptional quality to make the right impression. Production companies play a key role in the process and assist with all elements of the production from developing a script through to coordinating logistics and taking care of lighting and final editing. Use the expertise of your video production company and if you find one who has specialist expertise of corporate video production, use their knowledge to benefit your business.
#2 Create a Plan
A good corporate video depends on an effective plan. Planning will help you to decide what information you want to say, how and who will say it and the length of the video. Don’t forget, videos shouldn’t be too long to keep the audience engaged and you don’t want to communicate so much information that the viewers completely forget what you have said. During the planning stage it is recommended that you work with your video production team who will be an invaluable source of information and advice on creating a high quality video production.
#3 Understand your Audience
Understanding who your customers are and what they want to see in your corporate video is crucial to its success. If you haven’t already, create some buyer personas and speak directly to this group of people. Create a very specific message for this group of customers and clearly define how your products or services can improve the lives of your customers. Find out what problems your target demographic has and use your video content to communicate how your business can solve them. One of the best ways to do this is to ask a third party to give their opinion on your content. If they understand, your video works. If they don’t you may need to change it for something more effective. The only trouble with this approach is it can be resource intensive if you get your message wrong, so care should be taken to make sure that your videos are accurate, and they clearly convey the messages that you want to communicate.
#4 Connect on an Emotional Level
People buy stories over products. If you try to sell something to a customer, they immediately become disengaged and unmotivated. But sell them a story and you will have a completely different response. A video that simply lists features and benefits about a product or service won’t have the same impact as one where you create an emotional connection through an inspirational or motivational story. If you can relate the story to one of your products or your service, this will help to create an emotional connection with your brand.
#5 Show Rather than Tell
If you can, show how a product or service can benefit your customers. You could include a case study of how your product or service has helped another customer or a demonstration. Customers are visual and if they can see a benefit rather than just being told, they are more likely to be captivated by your product or service.
#6 Be Natural
There are many businesses who simply use corporate videos to communicate information in a formal and impersonal way. Consumers want something that they can relate to and a business they can connect with. Through your video, try to show your personality because this will help you to build greater rapport and make you more relatable. Consumers are more likely to buy from a business that they relate to than one that seems distant and impersonal.
#7 Effective Promotion
Once you have formulated a good corporate video that clearly communicates your message, it shouldn’t simply be uploaded to a page deep on your website where it will never be seen. If you have invested a lot of time, effort and resources into producing your video, you want it to be seen and this is only achieved through effective promotion. Maximise your opportunity to get your video seen by uploading your video to YouTube and optimising it with suitable tags and a strong description, distribute it through your email list, promote it through various PR outlets and post it on social media platforms as part of your social strategy.
Creating corporate videos is something that every business can benefit from. Whether you are a small business or an established organisation, a well produced corporate production really can help you raise awareness of your brand, grow your audience and even increase sales and generate new business.
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