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Planning a B2B web video production for profit - Part 4 of 6

By Victoria Finch on Wed November 7 2012 in the Marketing Blog HELPING MANAGERS MAKE BETTER VIDEO

Planning a B2B web video production for profit - Part 4 of 6

Part 4 of a helpful 6 part guide for any B2B marketer planning a profitable web video.

Contents today include:

  • Understanding the importance of storyline in maximising contact form completions.
  • How to pick a web video producer who understands your business
  • Recognising false economies when you see them

What happens once the customer clicks to view

The Storyline

When a customer clicks to view a web video, they get hit by a storyline - your storyline.

It might be voiceover, a presenter, or animated captions - but whatever it is, it’s a story.

And it’s a story that must engage - immediately.

If it doesn’t engage immediately, then the video will probably be abandoned within a few seconds - or maybe within 30 seconds.

And this hurts.

So your job as a buyer or planner of web video is to ensure you get a great storyline that will win for you.

This means your web video supplier needs to understand your business.

So when asking for video quotations, why not ask for a sample 30 second script to be included in the quotation?

A good scriptwriter can do this in 15 minutes and get a pretty close approximation of your business video requirement.

After all there’s only so much you can say in 30 seconds - maybe 4-6 sentences?

Persevere with searching for a video production company that offers - or at least attempts to offer you - a good storyline.

A good storyline will be full of common sense that matches the profile of your customer, solves their problem, and heals their pain.

Don’t be distracted by talk of a great presenter, great images, great graphics, a great shoot, or some one-trick-pony.

Here’s a story to illustrate this point:

How many times have you seen an advert on tv with a simple story and a relatively low cost production.

And the ad works.

Examples are:

> Ronseal - like it says on the tin

> Tesco - every little bit helps

> Asda - that’s Asda price

These ads work, and are unashamedly cheap.

Now remember how many expensive car adverts you’ve seen where the visuals were super impressive - but you can’t recall the brand afterwards.

You can tell this from conversation with friends

“yeah didn’t that ad look great - you know the one?”

And everyone knows which ad you’re talking about but no one quite remembers the brand.


You also need to remember:

> a tv ad gets many repeated viewings.

> while your web video usually gets only one.

You get one chance to pitch.

This is why storyline is king!

The False Economy of Video

The False Economy of Video

Here’s a real life example any effective web video production company gets faced with every week.

Clients say things like this:

> Company A are the best maker of profitable web video.

> But Company B cost £500 less - and they don’t seem too bad

> And Company C cost £1,000 less - though you mightn’t be so sure about them

Many companies standard buying approach will aim towards Company B to save £500.

But Company A are still the best videomaker-for-profit.

They make the most engaging videos, that win the most leads, and claim the least bounces.

Now ask yourself - what’s £500 worth if a client can win lots of new customers with a truly engaging (and therefore effective) video.

£500 extra is peanuts to play for a winner.

This suggests it pays to look at what a web video company can do for your business - rather than focus on price.

The take-home message is: Be certain the web video production company understand your business.

In Part 5 we’ll examine the 2 best storyline approaches, cover the 30 / 15 Rule of Buyers, and see how AIDA can work in video to increase the buyer’s level of desire.

Thank you for reading Part 4 of Planning a B2B web video production for profit.

You can view more information and video samples on web video production here

Topics: Web video, video tips, top tips, B2B Video Production

Victoria Finch

Written by Victoria Finch

Victoria is a Senior Video Editor & Motion Graphics Designer - producing expert corporate and marketing videos for companies worldwide

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