Why Your Enterprise Business Needs Compelling Video

Video marketing has become an important part of many companies’ strategies; with YouTube reporting over 2 billion videos are watched a day – no one wants to miss out on that. From product demonstrations to customer testimonials, there are plenty of reasons why this medium should be used in your business. It helps companies connect with customers on a personal level, build trust, and generate leads.

Most marketers feel that video is a brilliant investment for lead generation. 86% of video marketers say video has been effective for generating leads, up another 2% from 2021 and up 5% since 2019,” according to Hubspot.

Here are seven proven strategies that will help you create videos that engage viewers and drive traffic back to your website.

Creating an Enterprise Level Video Strategy

As in any marketing strategy, the first step is to define your goals. You need to understand what you hope to accomplish by creating a video. What do you want to achieve? How will you measure success? And you must consider where video lies in the marketing funnel; while this can be considered awareness, it is more likely in the consideration part of the funnel – what are you telling your audience at this point to consider you over a competitor.  This stage of the funnel typically is focused on competitive advantage, customer testimonials, and quick features and benefits.

1. Choose the right platform. There are several platforms available for creating videos. Most likely you want highly targeted reach; and the most popular of them all… you guessed it, YouTube.com. YouTube.com is the most widely used network to the tune of 88% with the next video platforms tied for 2nd, LinkedIn and Instagram being considerably lower at 68%.  Instagram video is also not the best B2B platform, so be sure your goals align with your platform selection. And let’s not forget OTT media that enables you to purchase broadcast television commercials at a fraction of the price as it’s available via real-time bidding just like the stock market. You can get your storytelling in front of your audience that is watching the number one hit television show, so long as there is inventory…and there usually is.

2. Videos that tell stories are more likely to resonate with audiences than those that simply present facts. This is because people prefer to learn through stories rather than reading text. And consumers, more than ever, care about the personality of your brand.  They want to know who you are and what you are about – do you stand for something?  Are you clever? Do you fix problems? Are you no nonsense or do you have clear values that go deeper than that?  A good story has characters, conflict, and resolution. It also includes a beginning, middle, and end. Get your best creative minds together and determine what your brand story is – it’s not a one liner and it does not end today.  Crafting a story that you can continue is like writing a script that never ends; be sure to set yourself up for success.

3. Plan your production. Before you start shooting, think through every aspect of your video. Will you use stock footage? Is there anything special you want to add? Are there any props or equipment you need to buy? Storyboarding your video production is priceless and will save you hours in production that will also save you a lot of budget. This is where you start with your goal and work backwards to identify the scenes necessary to accomplish this.  Frame by frame you will document the purpose of that part of the video and who the cast of characters are in each scene.  Once you have documented each scene with the purpose, cast, and background, you will want to document the script.  This is the totality of storyboarding.

3. Identify your shoot location and set needs.  Just like storytelling, you need to match your brand story to the location of your shoot. You need to take into consideration the look and feel of the location – is this indoor or outdoor? Doe this match with your brand story? When producing a video, you want to epitomize authenticity. Consider the coloring and aesthetics including plant life, lighting, accent pieces that match your brand and how the location as designed makes your target audience feel. Consider bringing enthusiasts in to help your mission – after all, you are making a considerable investment, so you want to make it the best possible.  And this involvement by your top influencers will support the video being shared.

The real fake news has hit its upper limit and consumers refuse to deal with imposters. They want the real deal – they want the brands that walk the walk and talk the talk.  While politics and business do not exactly go together like peas and carrots, these days your consumers will go out of their way to find your politics.  Make them solid.

4. Plan your talent. Will you use employees or will you use customers or influencers? These seem like simple implications but they have lasting opportunity for good and harm.  Employees may defect to your competitors. Enthusiasts may have more power than you are comfortable with as they may also be bought.  Genuine brand enthusiasts may be your best asset.  Regardless of the direction you choose here, be aware of the potential talent to no longer be relevant to your brand and take this into consideration.

5. Shoot your video. Once you have planned out everything, it’s time to shoot your video. Make sure you have enough lighting and space to capture good quality footage.  Ensure you or your video contractor has the necessary insurance to support the shoot. Ensure you have backup talent just like an understudy in case of unforeseen circumstances.  Be sure to capture plenty of B-roll – if you are not familiar, B-roll footage is the secondary video footage shot outside of the primary (or A-roll) footage. It is often spliced together with the main footage to bolster the story, create dramatic tension, or further illustrate a point. It is also reusable for years to come and often not detectable from video-to-video usage due to how it is spliced and inserted.

You have everything you need to start your enterprise-level video storytelling to make your brand compelling in the eyes of your target personas.  Be sure you are not only using the video on platforms like YouTube but to also use that YouTube share feature on other platforms.  After all, YouTube is owned by Google, the master of all things SEO.  Embedding these videos on your website adds to this value.  Though knowing that Facebook wants authentic raw footage means you want to upload the raw video on this platform.  Mad science at best and confusing at worst; if you need further support in building and distributing your enterprise videos, let us know – we specialize in video production and are happy to help.

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