What type of video do I need? Getting Started with Video Content
Happy Thursday everyone! On this on the storybuilder blog I want to cover the number one question we get asked at PD Creative Media, “What Type of video do I need?” The answer to this question depends on many factors such as existing marketing and sales strategy, company goals, the list goes on and on. Video content should be taylor made for a specific job to serve your company objectives. There are many different breeds of video. I am going to cover this topic over a series of blog post so I can be sure and give a detailed explanation of the various video types and how they can be used to help grow and maintain your business.
INTERNAL OR EXTERNAL?
In this first blog post I am going to give a high level overview before digging into each type of video. Here is a great infographic I created to for all you visual learners out there.
There are two major types of video content. Internal and External. Internal video content is a tool created specifically to recruit, educate, and assist your employees in day-to-day business operations. That is not to say that some internal communications can not be used externally as there is some overlap in the style and type of video content.
Which brings us to the next type of video content, external communications video. External communications videos are created for your customers and potential customers. They can come in many different forms and serve a variety of purposes the main sub-categories that fit nicely within the sales funnels that most of us are accustomed to. They are Awareness , Education, Conversion, and Retention.
WHERE DO I START?
Lets go over some tips to figure out what video will serve you the best. Take a look at your sales, website, and social media accounts. Where are you getting most of you business? Is it word of mouth? Are people contacting you through social? Which platforms? Make a note of the top source. If you are unsure where they are coming from then you might have landed at a great place to begin your first video. You can create a video to send to your current clients to take a quick survey, This can be a heads-up video sent via email to you upcoming and past clients. You can even use a video service like WISTIA and include a form at the end of your video. If you want to know more about how to utilize Wistia read our blog post “The Top 5 video Platforms for Business” coming soon!
If you know where your clients are coming from the next question is to start to figure out their journey, this will help shape the video you want to create. A great exercise is to imagine your perfect client, give them a name, ask yourself what food they like, what car they drive, what are their goals and motivations. Then accompany them on the journey to get to you. Do they hear about you through networking meetings? Do they click on a sponsored post through Facebook or Instagram. Do they pick up a phone book? All of these things are important when developing a solid video strategy. Once you understand the journey your client will take then start laying out some ideas for video content that can help them along that journey.
Check back next week to learn about the four types of external communications videos.
