I’ve been doing corporate video for a long time and I’m going to share with you 12 reasons you shouldn’t invest in company videos. That’s right don’t do it. It’s a total waste of time and resources which could be spent on other meaningful initiatives. “But video is everywhere! We have to do video! It’s so easy!” David Soderberg is working on his 2nd feature film and he’s shooting it with an iPhone. How hard can it be? This is the sentiment I run into all the time. In other words, you don’t want to go down the #wedovidostoo video path.
The reason I keep doing corporate/business video is that it’s a challenge. Business is changing and it’s changing really fast. I like a fast ride and it seems like it’s getting faster. Eye wateringly faster. A recent Boston Consulting Group article about Building a Better B2B Demand Center sites creating demand centers that combine digital demand generation with informed sales response. With increases of 20%-50% in inbound leads while reducing the cost per lead by more than 30 %. This is insane! It’s the future. Check out exhibit 2 from this article.
Do see where video lands in the model? Not implicitly, but it fits into it every step of the way. “Distributing content automatically through tech enabled, connected real-time data”.
How does investing in your company videos do this? Has your buyer’s journey been planned out? Do you have the creative skills to build the brand? How about developing campaigns using video that have been fully flushed out?
What’s the answer?
These are a couple of questions that if you answered no to
are good reasons you should not invest in company videos.
Sure, video can be an easy task to accomplish. Just whip out a couple of Go Pros, mount them in a car and shoot a spoof of “Comedians in Cars Getting Coffee” with a couple of your top-level executives talking about how innovative they are.
Or find a videographer on Craig’s list or from a Facebook group to shoot a product launch video. Easy peasy. Bam, done. Get it in the can, download a free version of some editing software and you can edit it on the weekend before next Tuesday’s launch. “Where are we uploading video to these days???”
Don’t get me wrong. There are a lot if instances where video
on the fly can be leveraged to fit into your marketing or corporate communications.
I just want you to consider a few things before you give it a try and it fails,
leaving you with a bad experience or an initiative that did not work.
So here you have it. Here are 12 reasons you should not invest in company videos. They’re questions. If you answered no to several of them. Please reconsider or contact me for a quick conversation.
12 reasons you should not invest in your company videos
The first half of the questions are about the why. And the 2nd
half are about the how.
Has your buyer’s journey been planned out?
Have you mapped out your buyer personas and how best approach them with video?
Do you have the skills to develop campaigns using video and the creative to build on your brand?
Does your content editorial calendar include a healthy dose of consistently published videos?
How does the quality of your video match your brand?
Are you creating for the economy of scale?
Has your approach been fully flushed out? How about for your global audience, what about translations?
Do you have the team resources to produce, write, direct, shoot, edit, voiceover, apply graphics or animation, export and upload ? Or do SEO and follow up with reporting to determine ROI or meeting KPIs? How about the ability to iterate the video or change it to better suit the intended audience with a CTA?
Does that CTA map back to a lead capture through a CRM and or sales automation tool?
Who will handle the media generated by this endeavor? And where will it be archived?
Is the team tasked with doing video dedicated and under the direction of your creative manager? Does your creative services manager have experience in video on this scale?
Does your company insurance policy cover video production off premises as it’s not your core business?
Well, if you’ve answered yes to at least a few of these questions, you’re on the right path. If you don’t know what I’m referring to and you’re creating videos for your company, how’s that working out for you? I created Bakerbuilt Works as an agency that helps technology companies market better using video. This is something I’m passionate about. If you want to learn more, please reach out to me directly.