3rd update: April 2021
Before you start producing a corporate video for your business, it's important to know it's objective - so you're always working towards an achievable goal.
This rule applies wherever you live in the world.
Properly planning your corporate video production has assumed critical importance as video marketing is now an implicit function for every business or organisation, with many companies producing videos at a far greater rate then ever before, and it doesn't look like it's going to stop anytime soon.
You need to know exactly why you're making a business video, and what you want it to achieve.
If you have no clear objective, it will:
- end up too generic
-not perform well enough,
- and it won't necessarily align with your overall marketing strategy.
You don't want a corporate video that's only good enough for social media.
Determining your video objectives
At the most obvious end of the spectrum:
- Is it for a specific tender that you would like to win?
- Is it less defined, ie, you want more sales enquiries, attract more potential customers, or you want an increase in engagement from your home page or detailed solution/product page?
- Is it for a piece of social media, like a youtube or facebook ad or news update, such as a new technology partnership or other major announcement? Or even a suite of customer-focused training videos?
Before setting any goal, take a look a your quarterly targets, or KPIs.
Then look at your likely video cost, whether:
- outsourced to a corporate video production company
- or produced inhouse, which still carries a cost, eg, online video-making software subscription fee, purchase of graphic or stock video, plus your time which won't be negligible as video production takes time, no matter which way you do it.
Now ask: "Is it worth the time & cost of a video to meet my quarterly target?"
This is very much a real world question you need to ask.
Hitting target is what business is all about, whether it's
- a hard target, like a sales target, or a new lead generation target
- or a softer target like site engagement levels such as more time spent on page, more pages per visit, or reduced bounce rate on a key page, factors which all demonstrate increased brand awareness.
You also have to ask if the goal of your video fits in with your overall marketing objectives.
Once you have the answers to the above, you're ready to begin.
Setting SMART targets
As we all know, SMART = Specific, Measurable, Achievable, Realistic, and Timely. Setting a smart goal is common practice.
People talk all the time about having a smart objective, which is fine, although there are also alternative systems for setting a business goal.
Let's take a look:
PACT is an alternative to Smart.
It stands for Purposeful, Actionable, Continuous, and Trackable, which are the four components of great goal setting, particularly Trackable, which indicates a continuous measuring process rather than simple static Measurement, which SMART otherwise tends to suggest.
FAST is another system, as in:
- Frequent, as goals should be a topic for Frequent discussion
- Ambitious, as Ambitious in scope
- Specific, as measured by Specific metrics and milestones
- Transparent, as your goal should be Transparent for all to see, an attitude that accelerates any innovative work culture.
All three systems have merit, but not one ever mentions Hitting Quarterly Target, which is the self-interest that motivates any corporate manager
- and we're all selfish enough to want and need to hit target.
If you fail to hit target, you'll eventually get the sack, and if you always reach target you'll eventually get promoted.
So why not make your target or key performance indicator (KPI) your video goal?
A revenue goal is the most realistic approach to specific goal setting.
The bottom line is that you choose.
Write down your goal & target audience in a single sentence.
Setting hard goals
It's essential to set hard measurable goals for your video, as part of any campaign objective, eg,
- 10% more leads or subscriptions
- a 15% reduction in page bounce rate (which shows people understand your solution and click to learn more)
- 30% more social media engagements (more shares, likes & clicks)
- a 10% increase in engagement or contact form completions (more leads, more positive interest)
- 100 video views per month (it gets watched by many)
Once you have a clear target in mind, it's much easier to figure out how to reach it.
Even if your video doesn't reach target, at least you'll know by how much.
And that which can be measured can be improved.
What doesn't work is having a woolly corporate communication objective. Much money gets wasted this way, as no one follows up on what the video achieved.
Knowing your audience
To help you to achieve your objective, you need to know:
- your target audience inside-out
- who is likely to watch the video
- and what they're interested in knowing
Try and keep the message for 1 single audience
- or a collective audience with a single common interest in your solution.
One video trying to speak out to two or more different audiences with differing buying or interest agendas, or even goals, isn't likely to work unless you keep it as a general brand awareness message - which is good if you have a powerful brand personality, but not so good if you don't.
If you have a specific customer persona in mind, then stick with it. Target them.
If you're still not sure, revisit your customer personas and update them until you have the true picture of today.
What goes wrong when setting corporate video objectives
It's easier than you think for a video objective to get lost.
The biggest problem is often too many people jumping on the bandwagon and hijacking your agenda.
This can take many forms, usually small, but collectively can end up large.
eg, a C level person, or divisional head might want to include their pet project (their own campaign goal), which has the net effect of diluting the message you want to tell.
eg, your corporate communications department might insist you include certain things which don't actually help you achieve your business objective (you get waylaid by standard corporate video content)
But equally it can be you, setting too many objectives, (because "it's what we always say").
The video goal & audience needs to be written in bold at the top of every associated document, so you or others don't lose sight of where you're going.
It's good to say aloud when driving in the car.
GET YOUR VIDEO MARKETING RIGHT
Do you know the big questions your clients ask?
What exact queries bring them to your video landing page?
You need to answer these big questions to ensure your promotional video hits target.
Our free User Intent Report reveals the exact questions your clients ask when searching for your solution, or another like it.
To help you deliver your video objectives, you start with the script.
So, if you're making an explainer style of corporate video, you need to answer these questions before commencing any video production:
- What is your biggest eye catcher benefit that inflames your target audience like nothing else?
- What are your 3 big benefits that show how your offer solves their problems?
- What are your 3 biggest market niches that generate the bulk of your income? Who's going to buy quickly?
- What are your 3 unique differentiators that set you apart from competitors? How will customers perceive you as standing out?
- What is the biggest sales obstacle / customer objection you have? What's your Elephant in the Room?
- What proof of claims do you offer? No trust = no sale.
- What's your designated Call to Action? A simple relevant link will usually do.
Your scriptwriter will use this detailed information to make sure that the core video message is completely aligned with both your objective, and the target audience for the video.
So from the start of your video project you need to have clear objectives and USPs embedded in your thought processes.
The look or style or creative of your video (animated? stock footage? filmed?) will follow after, and if you use a professional company, it'll look great because they'll develop a style for you that stands out from your competitors.
Thinking about these in depth video questions will help you to place the video as part of the full marketing picture for your company
- making sure that the final video is not a bad surprise, or just underwhelming in its ROI.
What really matters above all is that your corporate video production meets your clearly specified marketing objectives.