So you want to make a video to help market your Oregon business. Great idea! But before you get started, there’s a lot you need to consider to ensure you get the most for your money.
The latest statistics
indicate that 85% of all internet users watch online video on a monthly basis. At the same time, more than half of all consumers say they want to see more video content from the brands they are interested in. With those numbers growing every year, it’s a no-brainer to create a company video as part of your marketing strategy.
But making the decision to incorporate video is the easy part. Here’s what small business owners and corporations in and around Portland need to know about making a great video.
Finish your website first
You’ll be amazed how many people contact me about producing a video for their business before they even have a website. My number one question for any potential client is how will your potential company see your video. For most businesses, this will be on the company website. If you aren’t already getting steady traffic, a video doesn’t make much sense. Build your website first, then worry about getting people to visit it.
By the same token, if you have a subpar website, perhaps one that a friend or colleague built for free, you’ll probably want an upgrade before filming a video. No matter how great your video might be, if you have an unattractive or unprofessional home page, people won’t care.
Build up your social media presence
Similar to point one, you should already have active social media accounts before you start making a video, especially if you imagine that’s one of the main ways your audience will discover your video content. One awesome video isn’t all of a sudden going to go viral by itself.
I like to tell people that social media is simple. The more time you spend on it, the more return you’re going to get. I understand that most business owners don’t have the time or interest to spend time on social, but in 2020, it’s an integral part of any marketing strategy, one that can’t be overlooked.
Do your research
There’s a lot that goes into making an effective corporate video. You want to hire the right videographer, you need to make sure it fits in with your overall marketing strategy, and you want to create something people are actually going to watch.
Your research should start by checking out what your competitors are doing, or businesses that you admire. How are they using video to support their brand? What are the popular video sites at the moment, and how are businesses using them? How can you use video to best reach your Oregon customer base?
Effective research is all about asking the right questions and then digging in to find the answers.
Make sure you have a strategy
Speaking of marketing strategy, make sure you have one before you start shooting video for your Portland, Oregon company. Whether your goal is increased SEO or a better customer conversion rate, video is a great way to achieve it. But, it’s important to know that these are two separate goals, and you will need two different types of videos to support each one.
A company video isn’t a marketing strategy. It’s a way of executing your marketing strategy. You should know the difference before you hire a videographer. A landing page video, a customer testimonial, an explainer video, and a PSA all have a role to play in your company’s marketing strategy. Figure out which one(s) you want before you get started.
Do you want a drone shot?
There’s a lot of gear options and video styles you can choose from. One of the most basic questions is whether you want to include drone footage or not. For an Oregon business, a drone can be an excellent option, as it’s a way to show off our region’s natural beauty and connect your business to where your customers live and play. If you want drone footage, then obviously you’ll need to hire a videographer who’s also a licensed drone operator (I happen to be one!).
But there are a lot of other gear/style options you’ll want to consider. Perhaps your company story is best told with animation. Or you have a lot of product shots that you want. The desired style of your video should be a key factor in helping you select who to hire.
Decide what you want to say
Now that you have hired a great videographer and figured out what type of video you want, it’s time to start crafting your message. You may think you have a great story to tell, but once the camera starts rolling, you’ll be surprised at how quickly your mind goes blank.
Write a script. Incorporate your company mission and personality. Think about what makes your company unique, and why you’ve been successful at what you do. Most of all, put yourself into the shoes of your potential customer. Why would they want to watch this video?
Now that you’ve done all of the above, your finally ready to make a great video. Let’s get started!