I was working with an Indianapolis client the other day who wants to produce a corporate Internet marketing video for his web site. Sounds straightforward enough, right?
Well, not exactly. In order to truly "tell your story." you've got to ask yourself some basic questions before diving headfirst in to the production process.
I've been a Producer and Writer in the video production world for many, many years, and in order to oversee a great product, the process should always start with answering these questions.
By answering these questions and by really thinking about Internet marketing strategy, you will undoubtedly be left with a video that does exactly want you want it to do.....whatever that may be.
Well, not exactly. In order to truly "tell your story." you've got to ask yourself some basic questions before diving headfirst in to the production process.
I've been a Producer and Writer in the video production world for many, many years, and in order to oversee a great product, the process should always start with answering these questions.
- Who is your target audience?
Is it your current customers? Future customers? Business partners? Vendors? Employees? Knowing your target audience is paramount. The answer will drive your message.
- What is your message?
In the small business marketing world, a video can be a great way to introduce people to your business. Is that your message? Or do you need to be more specific about your services and/or capabilities?
- What do you want the viewers to take away from the video after watching it? What do you hope to accomplish?
The answer should always be the real reason you contemplated making a video in the first place. Is it a better understanding of your business? Is it to demonstrate a new product? Is it damage control? Are you using this video as a fundraiser? See question four.
- What is your call to action?
Think conversion, conversion, conversion. Complete Internet marketing includes some sort of conversion. If you introduced a new product in the video, your call to action could be to have clients purchase that product directly from your web site. If it's a basic marketing video, your call to action could be a link to a "contact us for more information" form on your web site. Now you've just acquired a qualified business lead. Bottom line, that's good web strategy.
- How long do you want the video to be?
Ideally, if it's going on the web, you want it to be no longer than three minutes. If it's longer than that, people get bored. Seriously, that's the truth. This length constraint will also help you narrow the focus of your message.
- Who, if anyone, would you like to profile? Who's story would you like to tell? Who's going to represent the company?
Generally, people like to watch a video with a real human interest element. In other words, give a face to it. Don't always rely on an omnipresent narrator and PowerPoint-type graphics. That being said, it's sometimes best to hire professional talent than to use this video to launch the acting career you've always wanted. But then again, maybe this video could be the perfect platform to show the "real you," and your customers just might dig it.
- When would you like to launch the video on your site? Is there an event or milestone coming up at which you could reveal it?
Create some buzz for the addition of the video to your site. Promote it in an e-newsletter. Tease its addition in all of your marketing efforts. This will give you the biggest bang for your advertising buck.
- In what other ways do you plan to show the video?
The social media community is blowing up, and you need to get on board! Put the video on your company's Facebook page. Consider making a YouTube channel and posting it there. And by all means, don't forget to tweet about it! You would absolutely be remiss if you didn't take advantage of all of the social media Internet marketing options out there.
By answering these questions and by really thinking about Internet marketing strategy, you will undoubtedly be left with a video that does exactly want you want it to do.....whatever that may be.
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