BUSINESS VIDEO MASTERCLASS
PART 4 - BUILDING YOUR FUTURE VIDEO PLANS
For many organisations, planning for the marketing future with video means 2 things:
> Developing an effective video strategy that collectively delivers business, without being piecemeal
> Producing foreign language video versions for overseas expansion
What’s in a video strategy
I’ll have to admit I’m a bit suspicious of the word “strategy”. I don't like it.
Strategies are the first thing to fail once real life events & problems start to kick in. Ask any general who’s actually been to war. The strategy is the first thing to go once the first bullets have been fired.
I prefer the word “plan”, as strategy sounds too flowery and overblown.
Plan is something we all do every day. It’s familiar. And a series of connected plans that deliver might even be called a strategy by some.
What you’re planning to do by using B2B video is to eliminate uncertainty and build trust at every stage in your sales cycle, for all your customers, and for all your products and services.
Notice the choice of words - I plan to do - not I strategise to do, which sounds ridiculous
Back to video: Plan to use video to eliminate doubt and more people will buy. It couldn’t be simpler.
As a way of framing your overall plan, I’d aim for a-video-a-page.
You can take this video-a-page concept even further by suggesting you need a video for
- every customer touch point
- every point in your sales cycle
- wherever customers are looking at you, discovering what you do, and engaging with you
- from initial sale, to later upsell and cross sell.
And you need this across all your marketing channels where video is effective.
YOUR GOAL: TO WIN MORE LEADS FROM YOUR NEXT VIDEO.
Whether manual or automated, these customer touch points can be pages on your website, articles or videos on social media, catchy tweets, adverts in online publications where your customers hang out, or wherever your customers might be.
This is where they need to see an actionable video explaining their Next Steps to them.
Never underestimate the power of explaining the Next Steps to people. It’s like a Call to Action, but with more thought put into it, so people know exactly
> what to do to progress further.
> why they should be doing it.
Simply “leaving an impression with people” is ineffective. Go for goal - always.
Obviously, you still need web text as well as video.
Because customers need both.
Some days they’re more inclined to read and don’t want the volume on their device switched up
- or they prefer flicking through a column of text to find what they’re looking for, in preference to awkwardly fast-forwarding through a video trying to find the right part.
But the biggest single impact always comes with video, and not text.
If a customer doesn’t see a video they’ll be thinking “where is it?” Or “why don’t you have a video here, for me, now?!”
They need to see a video at every key stage in their customer journey.
This is the basis of your Video Plan.
As a valued visitor to Business Video Masterclass, you’re now welcome to a FREE 15 minute personal consultation with me, where you can ask about a video problem that’s on your mind.
I’ve spent most of my professional life solving real world video problems.
It’s relaxing for me. I enjoy it. So please share your ambition or concern, and I’ll do my best to help.