‘A Video Production Checklist for B2B Companies’ – Business.com
Scott Samson says, “When it comes to video marketing, your goal is not to inform, entertain, or create awareness. Your goal is to make someone involved in a buying decision want to learn more. Your call to action should lead to more detailed content, a software download, a live demo — anything that helps educate the buyer.
You’ll find it a lot easier to shape a user-friendly and engaging video if you keep these tips in mind.
1. Understand how the viewer arrived at your video
To get to your video, the viewer clicked on a link to your website, video channel, Facebook page — somewhere your brand and products are prominent. Why did he click? He must have some preconceptions about what your solution can do for him. Try to figure out what they are so you don’t waste time on stuff he already knows.
2. Nail the first 15 seconds
Money spent on video needs to be converted into viewers’ time and attention. Technology buyers have precious little of either to waste on information that isn’t pertinent.
Your video doesn’t need to start off with an attention-grabbing explosion. If the viewer clicked to get here, you’ve already got their attention. But you need to say something worthy of attention right off the bat so viewers don’t abandon the video”.
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