Video is the fastest-growing marketing tool for businesses today, with everyone from lawyers to laundromats shooting clips that are designed to educate, promote and recruit. The popularity of corporate video production has been fueled by the prevalence of web-enabled mobile devices, while search engine giants like Google have made it clear that websites need to include video in order to achieve favorable rankings on search engine results pages.
Whether your corporate video will be self-produced or handled by a professional corporate video production team, you need to have a plan. What are the goals of this video? How will this video be used, and which web page will it be placed on? Your plan should involve crafting a clear, concise script for your video content that both reflects your goals and addresses your customers needs.
Where To Begin
Before you begin writing the script for your video, put yourself in your customers’ shoes. Better yet, ask them what information they need to see, know or hear about your product or services. What is stopping potential customers from converting to paid customers? Do your customers have a specific problem you can help them solve through a video? Consider using an online survey service to assess your viewers needs – this information will help you focus your video on meeting those needs.
Writing The Script
How you and your team actually write your script is up to you. In general, a good corporate video script should lead off with a brief intro introducing your company, followed by a description of the problem the video will help viewers solve. Use empathy to connect with viewers, then transition into how you can help them solve their problem. Conclude with a call-to-action followed by a reminder of who you are and how viewers can contact your company. While this process may vary depending on your particular business, the most important thing to remember is that you need a script. Never, ever improve on a corporate video.
What’s Wrong With Improve?
Nothing, if you’re a comedian. Improv also works for grade-school kids doing wacky things with their lunch, cute, fuzzy kittens and drunken wedding guests. Unless your corporate video involves any of the aforementioned, you need a script, otherwise, your clip will look cheap and amateurish, degrading your corporate image in the eyes of both your current and prospective customers.
Scripts Prevent Gaps in Information
Remember, the last thing you want is a corporate video that goes viral because it’s really, really bad. You also need to be aware of potential liability issues that could arise from posting an incomplete how-to video. For example, what if you filmed an instructional video on how to change a car battery, but failed to mention that the car should be turned off during the procedure? Sure, chances are good that nobody would actually be that stupid and your viewers will know enough to fill in the blanks you left, right?
Scripted Videos Are Successful Videos
Writing a script for your corporate video makes the content about your customers while promoting your business, products and services. A well-scripted video ensures that the time you spend working with your corporate video production company is productive and you will end up with a high-quality, error-free clip that will help boost your bottom line.