As the owner of a video production company, thecommich may be assumed to be entirely of the opinion that EVERYONE with a business needs a video. And that is true… kind of. I think everyone who is ready for a video should have one. The question is, are you really, really ready?
Just like you can’t build a house on sand, you can’t build your company using video, without first having a solid foundation of branding and business strategy in place. What keeps me up at night is the thought that someone will ask a former client about me, and they will say “well, we got this great video, but nothing really happened because of it.”
In short – a video does not grow a business simply because it exists. It takes smart marketing to fully harness the power of video to make people want to pick up the phone/fill out the form on your website/refer you to others.
Here are some questions to ask yourself (and that I ask my clients) before embarking on a video project.
- WHAT IS YOUR BUSINESS OBJECTIVE? Why do you think it’s time for a video? What do you envision people doing once they see your video – sign on to your newsletter, call you for a consultation, join your contest? Watching should translate to action, and that action determines what kind of video content you should have.
- HOW WILL YOU MEASURE SUCCESS? This is a direct follow up to question 1. How will you be sure your video is worth the money? What tangible metrics do you want to see? Google Analytics and YouTube have great tools for measurement but you will first need to
- DO YOU HAVE A BRAND IDENTITY? Before we can tell your story, we need to know who you are and what you stand for. Have you stopped to think of what your brand promise is? What makes you different from the competition? Noodle on this first, and your other marketing endeavors will flow quicker and easier down the line.
- WHAT ARE YOU CURRENTLY SPENDING ON MARKETING? HOW EFFECTIVE IS IT? Whether you do it yourself or have someone else do it – whether you do nothing or try every new fad that comes online, you are spending SOMETHING on marketing. Your time spent researching is money. Your inaction costs you money. So think about this one long and hard – you might realize the cost of hiring professionals to do specialized jobs for you is cheaper in the long run than the opportunity cost and lost revenue you are “spending” by trying to DIY.
- IS YOUR WEBSITE OPTIMIZED FOR VIDEO? Pretty self explanatory, but you’d be surprised how many people I talk to who have no idea what their website is capable of. Check with your web designer or look at the template you are using to see if videos can be easily embedded, preferably on the home page.
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