How to make a Plan to use Video in Your Business
While the artistry of filmmaking may baffle you, the logistics behind it will probably be second nature to most small business owners. If you’ve ever had to make sure something gets done, you have the basic skills to produce. As most good business leaders know, at the heart of getting things done is a good, well-thought out plan, so don’t rush into your video.
Once you’ve decided the goal of the video, consider who the people are in the company who should input on the video? What outside resources will be needed?
What is the budget?
These are just some of the initial questions you need to ask, but essentially having a plan means considering what needs to get done for the video; how it is going to get done, who is going to do it, and when it is going to get done. Don’t try to do it all alone. Video is a collaborative medium and requires a team, find the people in your company who are interested in this kind of creative expression or hire professionals.
Want to know the top 3 mistakes business owners make when planning a video?
1. The shoot isn’t the most important thing going on that day.
We can’t tell you how many times clients have tried to schedule their shoots on the same day as an out-of-the ordinary event, like a conference or seminar. We understand the why: They may think a special event will make the end video seem more exciting. The truth is shooting a polished marketing video requires a controlled environment. There’s a reason it’s called video production. It’s a lot of work and requires your full attention. When you try to piggyback your video shoot onto another event, getting all of the elements you need to realize your initial vision becomes virtually impossible. Unless the finished video is actually about that event, dedicate another day to your shoot.
2. Hoping to get testimonials on the fly.
We love video testimonials. They are a fantastic, inexpensive marketing tool for your business. However, just because they don’t require scripting or a lot of editing doesn’t mean they don’t require pre-planning. Sometimes clients who run business-to-consumer services, like medical offices or retailers, want to just grab testimonials as customers stroll in. Don’t take that gamble. Without time to prepare, they may not highlight what you feel are your business’s greatest selling points. Plus, even your most faithful customers will resent being asked to step in front of a camera without prior notice. The best way to get a great on-camera testimonial is to schedule them in advance, have someone do a “pre-interview” over the phone to work out the messaging and maybe even offer an incentive, like a free or discounted service to ensure they show up.
3. Not knowing the end use of a video.
Sometimes we get booked just for videography services for the day, without editing services. The approach we use to shoot a video depends squarely on the end use. Will they post the keynote speech online in its entirety, or are they going to boil it down to two minutes of highlights? If it’s the former, we’ll plant ourselves in the back and keep the camera focused on the speaker at all times. For the latter, we’ll move around more and even get shots of the audience so the editor has extra shots to cover the edits. Yet , most clients hadn’t considered what the end use was, so we played it safe instead of being dynamic.