Of all the ways to communicate with potential customers, videos are the most effective. Online conversion rates can measure the success or failure of your video by A/B testing your online channel’s performance with and without the video. There are also certain parameters that determine whether your video for business is as effective as your competitors’ videos and whether it efficiently delivers your message.
Whether you’re looking for conversions or just sending out a message, the first step is to determine your final intent and then to define your target audience. Knowing your end goal will ensure proper flow and execution, as you research and structure your video.
Building the story
Videos tell stories. Scripts are the blueprints on which these stories are built. For a business video, the script needs to be crisp and concise. Just like story telling, script writing is an art that allows you to use related examples, contextual references and interesting facts to get the attention of theviewer.
Engage viewers and motivate them to share your video. Make your story both informative as well as intelligent. Be distinctive while depicting your company, its products and services. Where possible, keep enough room for testimonials.
Most importantly, no matter what the video is communicating, it should include a call to action. Keeping an analytic track of your progress with respect to conversions holds strategic significance.
The graphic edge
Your animated video describes both your business and its personality. Knowing that there are numerous styles to choose from, it is key that you choose one that best defines your brand.
What do you intend to achieve? What approach suits your brand and your budget? These are a few questions you must address before you begin.
Create a well defined brief and make sure that it is clearly fleshed out with the creative team who is creating the video.When the animation team understands your vision, you have a smoother process of creation and eventually a quality final output.
The extra mile
A compelling narrative controls the flow and drives the viewers’ interest. Similarly, good sound-design, which includes background score, sound effects(sfx), transitions and sound mixing takes the audience through different expressions and emotions with greater ease. To ensure that your video is not only watched, but retained, you must be ready to go the extra mile to ensure quality.
Keeping it pro
You might consider hiring a business video production company to present your story within a specified budget. The returns on the expenses incurred should be measured over the next 6-12 months after your video has been shared across marketing channels.
If you choose to create the video yourself, make sure you have the right equipment and adequate technical insight. If either, or both are absent, quality outcome is compromised.
Let your video talk for you
Remember videos create impact and generate lasting presence wherever you exhibit them. Whether on your website or on YouTube, video can reach thousands of potential customers.Your video acts as a branding tool, so include your logo to lend authenticity and brand recall.
Creating and publishing your own videos as part of an integrated marketing communications program can be a challenging task. But video is essential to a well-thought out marketing plan.Ignoring the opportunities it gives, or avoiding the process limits your ability to reach those you can influence.