It’s never been easier to create video content. This of course is a double edged sword.
I met with a prospective client recently. They are a decent sized business with a turnover of $450M a year. They had a problem though. Their reputation in the industry and amongst their clients wasn’t great.
Clients were locked in with them because of the product they provided, but the clients weren’t enjoying the quality of the product and service.
So my prospective client needed to reinvigorate their brand. They needed to showcase the new range of products they had to offer and the improved level of service they would provide to their customers.
Of course video is an ideal medium to help achieve this – but here’s the catch.
My contact wanted to film the videos on their mobile phone.
My head spun. I was thinking, “you’re telling me there is a problem with your brand, your quality and you want to reinforce those negative issues with low quality video”.
Of course there is a place for DIY videos on your phone. I encourage my clients to take advantage of this amazing technology that is at their fingertips. Those types of videos are great for an engaged community. For people who already know, like and trust you. You can update them with friendly, personable content.
But when you are trying to impress high value customers or prospective customers who have their concerns, then you need to get it right. You need to make sure your brand is looking competent and impressive. You need to be clear about your messaging and strategy for the next steps you want the viewer to take after watching the video. You need to understand what style will work best for your audience and what they are most concerned about.
Yes, all these considerations may slow down the delivery of your urgently needed video, but it will save you in the long run. As a third party to our clients’ marketing needs we are able to bring a fresh perspective to the situation and ask the right questions to ensure the best result is achieved.
Be clear on what you are trying to achieve and the outcome you want. Know what tool is best for the task at hand.