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
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.
> 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
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