Business video: 5 secrets of success

Done well, business video can be a powerful tool that promotes your company, inspires and motivates your customers and generates new sales opportunities.

But video can also be an expensive waste of time, resources and cash.

Like everything else in business, success depends on clear objectives, careful planning and effective deployment.

Before you start you need to consider the following questions:

What do you want to achieve?

This may sound obvious, but it’s surprising how many business videos are undertaken for the wrong reasons.

Producing video because your competitors do, or because you want something that will ‘go viral’ are not compelling reasons.

On the other hand, explaining the workings of a product, helping your customers gain a better understanding of what it is that makes your company different, capturing an event for training purposes, or recording what your customers say about your business, are all perfect subjects for video.

Who is the audience?

Defining your audience is essential if the messages delivered by your video are to be truly effective.  This is especially important in a sales environment if there are multiple specifiers and influencers involved in the decision making process, as each may need different messages, depending on the discipline and levels of knowledge.

What do you want them to get from the video?

Be clear about what it is you want to say.  Most videos are between 30 and 90 seconds in length.  Messaging should be as simple as possible – ideally, not more than one or two key points.  If complex messaging is involved, this should be broken down into subsets, each of which is covered separately.

Why should they care?

In common with any form of communication, the key to success is structuring what you say, and how you say it, in a way that puts the interests of your target audience first.  This means that your video content must focus on the needs, desires, fears and challenges of your audience, not on the features of your products, or how fantastic your business – this point is as true for training and explainer videos as it is for product, sales and company videos.

How will you measure success?

Producing any video – even if you use only in-house resources – still has a cost attached to it.  Typically, an outsourced video will cost upwards of £1,000.  It is therefore essential to have a method of measuring the success of your video.

This could be as simple as a target number of views and subsequent engagement with your web pages or, to use a recent example from one of our clients that uses video to show how to replace consumable items in an industrial water purification system, by measuring the resulting fall in unnecessary calls to their service team.

Whichever metrics are chosen, measurement will enable you to demonstrate a return on investment and thus justify the use of further video projects.

Nick Brooks

Nick is the founder and Managing Director of 4CM Ltd with over 35 years experience in developing powerful and cost effective marketing, media and communications programmes.