Good Business Videos Need Great Content
There is one truly important thing you need to do in order to have a successful business video; have your content prepared before you get in front of the camera. What do I mean by being prepared? Simple, know what you’re going to say in your video and be prepared to say it in a way that will connect to the audience you want to promote your business services or products to.
Sounds simple enough, but honestly it is the one thing that many business owners and PR Managers fail to do when creating a marketing video for their company. We’ve shot several hundred business profile videos over the years and the most successful videos are always the ones where the client had taken the time to write out the content of what they believe is important, and had an outline or bullet points as to how they were going to say it before we ever set up a camera or starting rolling video.
Many business owners and professionals worry about how they look or how the business looks more than what they are going to say in the video. Others feel that since they are in a management or deal with sales that they instinctivly know how to communicate their ideas with confidence and so there’s no need to prepare things ahead of time. Speaking to a camera is a lot different than talking to a customer standing in front of you. The idea of winging it is only going to cost you time and money.
Where To Find Great Content
If you’re not sure what to say in your video, then it’s a good idea to sit and write down the important details of your products and/or services that you offer and some words that describe who is going to need those services or products. Nobody knows your business better than you and a good video production team can work with you to help translate your ideas into a script that communicates and resonates with the audience.
Take a look at the marketing that you already have in place? Your own website is a good place to start with when trying to work out what to say about who you are what you do in your business video? Another idea is to contact a few long lasting and trusted clients. Ask them how them what they feel your business is known for. It might seem strange, but you’d be surprised on how relevant a trusted customer’s thoughts and description of a business might be.
Organize Your Content For Your Customers POV
Once you have your basic thoughts outlined, it’s time to organize them in logical order for the viewer. Here you need to step back and think about what you’re saying from a customer’s point of view. They might be knew to the business and not know what areas you cover or how long you’ve been in business. If you leave those points to the end, they might stop watching halfway through thinking that you don’t operate in their area.
A good video production team can work with your outline to create an informative and fluid script. The wording should sound natural to you and be in a vernacular that you’re comfortable with. You’re likely going to have to deliver the performance a few times on camera so you want to make sure it’s a script you feel comfortable delivering. A script also assists the editors to ensure all the key points are included in the final edit and that nothing is left out.
How Being Unprepared Can Cost You
The impact of not being prepared can not only cost you in regards of the effectiveness of your marketing, but it will also have an impact on the cost of your overall video as well. The hours that an editor needs to spend trying to piece together different sections incoherent delivery or someone who failed stay on topic will certainly add up. (Note: Our record to date is a person taking 47 attempts at saying her name and identifying the business on camera, and this was someone who deals directly with clients in person and on the phone all day long.)
If you’ve decided to make the investment in creating a business marketing video for your company, then definetly take a little bit of time to create the content first. Work with your video production team and let them help refine it or figure out how best to shoot and edit the material. Having a great script with solid content will put you at ease in front of the camera and help you to deliver the best performance possible.