This article from 2013 may be old, but it contains the core facts about getting your online web video made.

Getting your message across through a video when you are a supplier can do wonders for your business. And still, it can be quite baffling figuring out how to get it right. Understanding a few key points about web video production can make the entire process seem a whole lot simpler. So here’s the how to.

Before you get started with having your first video done, you need to be sure about the objective, as this will guide how the viewer responds to your message.

Ask yourself, what do you want to achieve through this video; are you answering a query or generating one?

There are 12 common types of web video that are used for online content:

  1. Animation/motion graphics
  2. Behind the Scene
  3. Case Studies
  4. Corporate
  5. Demonstration
  6. FAQ
  7. Live event
  8. Presenter led videos
  9. Promotional web video
  10. Sales Lead Generating Video
  11. Testimonials
  12. Viral (story telling)

However, which type of video you will choose depends on one of the four corresponding layers of your sales process?

  • The Acknowledgement layer tells the story of your brand
  • Engagement turns viewers in brand ambassadors
  • Conversion helps your viewers make informed decisions and buy
  • The Loyalty/Customer Service layer is when you want to manage customers through an on-going customer support and service

To formulate a good video strategy, you need to make sure to use a mixture of each video type, with each one of them feeding into the other, funnelling towards a healthy viewer-business relationship, and an increase in sales.

‘Videos that educate and demonstrate are given the greatest attention with consumers watching multiple times prior to purchasing,’ says the e-tailing group survey (Feb 2012).

Let’s take a deeper look at these four layers:

Acknowledgement Layer

It tells the story of your brand. It starts the conversation by telling the viewers who you are and what you have to offer. Even though it is not about selling, it leads to sales by making your target audience aware of your company as it tells the story of your brand.

Engagement Layer

It helps your brand go social by showing the face behind your business through a ‘how to’ or ‘meet the experts’ video. Through this, you can make the brand a part of your viewer’s lives. It can help turn your viewers into brand ambassadors who will share your content through social media networks and expand your market through word of mouth.

Conversion Layer

It has only one basic purpose – to allow the customers to make an informed purchase decision. From assembly instructions and product profiles to customer service videos and testimonials – they are cost efficient to produce, short in length, and for some businesses, their main focus when it comes to video. Unlike the previous two layers, it directly drives sales and is often embedded into websites, in order to enhance the customer experience.

Loyalty/Customer Service Layer

Almost all B2B and B2C companies are providing helpful ‘how to’ web videos about their products and services. They are available 24/7 and are always consistent. Consumers realize that post-sales service and support, is part of the true cost of sale and consider it as a part of their sales journey.

Check out a more indepth look at how to use video throughout your customers’ journey.

Once you have a clear objective and decided on your video, it’s time to move on to the next stage – the production stage.

Before you actually start with the production, you would need to pick a filmmaker to produce the video. Whether you pick a professional film company, the ‘owner-operator’, or some bright young students to cut corners, make sure you are on the same page. Discuss everything with your potential partners and check their portfolios beforehand to be sure if it’s the same type of work that you’d like for your video? Most filmmakers have their own unique style of shooting a video.

You should educate yourself with all the stages of the production process, as it would save you a lot of hassle.

The brief. State clearly your objective, the target audience and the desired outcome on a piece of paper. It’s a good idea to mention the proposition (or the key message) and your budget.

The concept. What is the overarching idea that will achieve our objective? Will it be a talking head, an animation, a vox-pop, or location filming? Look at your competitors’ website to get an idea.

The script. It holds all the information about the video – What will it say? How will it be presented? What will be the visual elements involved? Which audio elements will be used?

The storyboard. Before you invest your precious money and time in shooting the video, the storyboard will paint a visual image of your video before your eyes. You will know how it will be shot, what will be the camera angles, etc. and most importantly, it will be the common ground between you and the production company.

After you have decided on your storyboard, and finalised everything, you should be ready for the actual filming of your web video. Know the location, the talent and the crew and always build in an hour at the least for some form of unexpected delay. Remember, filming is an intense business and regular breaks are necessary to keep everyone and especially your Presenter fresh over the course of the day.

Once you have filmed the video, comes the Post Production stage. It is where an editor will edit the film and provide you with a video to review. You’ll be given a feedback form where you can provide your comments, should it need re-editing. Make sure that you have scheduled ample time for this, as it will determine the final look and feel of your video.


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