5 Powerful Methods to Marketing Directors who want to Create Engaging Corporate Video
Be honest. What comes to mind when you think about corporate videos? There’s a good chance your answer is: *yawn*.
Still, video is synonymous with credibility and brand these days, and that trend is only going to get stronger. So that video you need to produce for your company? Know that, with some forethought, a good script, and a crack production team, your corporate video can be engaging, informative and anything but boring.
When you set out to make a video, start by laying the groundwork:
- Set the goals – What is your end game? What do you want the video to accomplish? If you want to sell a product, your strategy is probably going to be different than if you’re looking to set your company up as the go-to experts. Get a bead on why you’re making the video and what the message will be.
- Define your audience – Do you want to create something that speaks to employees? Maybe you’ll be communicating to people who don’t know much about your industry. Or your audience might be current or prospective customers.
- Find your story – This is your brand. What is the brand’s “personality” or culture? Why are people passionate about what your company provides or does? How are you different than the competition? What’s the backstory—the when, where, why and how behind your company.
- Plan the process – Map out the logistics. This will look different depending on whether this is a DIY project or you plan to hire an outside video production company. If you’re doing it yourself, create a timeline for each step, from developing the script to scheduling shoots to editing. For the most impact you’ll likely want to hire professionals to make your video, which means your planning will include finding the production company with the right crew; from there, they will work with you to build your schedule and create a script.
Once you’ve got things lined out properly, it’s time to craft a video that is engaging and meets your goals. What kind of video are you going to develop? Let’s look at some of your possibilities.
There are several ways to approach your recruiting video, depending on your culture. Sometimes this approach can also boost internal morale.
You Are Here – Make a video that lets prospective employees feel like they are already part of your company. The goal is to really get across the culture. This could be showing what different employees people do on a typical day. Interview different employees about what they love most about their jobs and why they like working with their team and/or the company.
Meet an Employee – Produce individual short videos to post online about different employees. You can hand-pick an employee to interview on camera. Or, if your company has an employee rewards program, such as Employee of the Month, make a short video about each one.
Check out Facebook’s video from 2010:
On-the-Job How-To – Training videos can be a tutorials about processes that need to be taught to employees, like record keeping, how to interface with customers, or techniques for upselling, for example.
Product How-To – Some products merit a video user guide. These are step-by-step demonstrations about the fundamentals of using your product. Viewers get an idea of how to use an item correctly and the outcome they should experience. Show how to assemble something, different ways to use an item, or things to look out for, for instance.
How-To video from a REAL USER – this is a brilliant way to market because its authentic:
Customer Relations Video
Employee POV – Feature some hand-picked employees who have a connection with your customers, directly or indirectly. For example, a production person can speak to pride in bringing something to customers that they need or want. A customer service person would have a different point of view because they work directly with customers. A sales person can talk about a personal sales philosophy.
Employee Stories – Like the POV approach, this one has employees speaking, only this time they can tell stories about memorable customer interactions. Maybe a customer had an unusual problem to solve and the employee went above and beyond.
Testimonials – Spotlight a customer or customers who have something good to say about your product, service or culture. In what ways was their experience with your company or product outstanding?
Kaiser knows what’s up with this Customer Relations Video:
About the Corporation Video
The Company Story – A good “about” video for your company can serve to build employee morale, enhance public relations. Tell about the how the company came about, what the philosophy is—whatever makes the company special. Interview employees, the CEO, a founder or someone else relevant to the story.
History Video – Show a story about how the company came about and developed along the way. It’s a good idea to use actors and actual scenes with narration, although this can be combined with a “talking head”.
Video for Solar Gard:
Problem Solved Video – Lay out the problem and how your product or service solves it. If it makes sense for your product, ask real people about a problem they have with something relevant and show them how your product solves it for them. Do man on the street interviews or put focus groups together.
Subject Matter Video – This refers to something that’s related to your product or service. Make a video about something of interest to your target market and feature your product. If you produce golf balls, for instance, make a video about perfecting different techniques.
Short is Sweet – The most effective videos are typically on the short side, so try to limit yours to about 5 minutes, 10 minutes max. If the subject warrants a longer video, consider breaking it down into several more bite-sized videos. Creating a series of videos addressing different “selling points” is also appropriate for marketing.
Hone the Tone: You have a lot of choices in terms of the tone you strike with a video. Whether you go with funny, heart-felt or scholarly, the approach should be appropriate for your market and brand. If you use real people like employees, coach them to speak in relaxed manner so they don’t come across as tense or dull.
New Evolution Video Production folks are always here to answer your questions. Just call (619) 365-5529 or send an email to Richard@newevolutionvideo.com.