Bryan BolanI recently came across LinkedIn’s Sales Navigator lead generation tool and was most impressed with their video production promoting the app.
Simply put, this is how it’s done. LinkedIn was able to bring the human element to their corporate videos by being empathetic (bringing out the emotion) and real (always having the viewers perspective in mind).
How can you do the same? By developing a video production strategy that humanizes your brand. Keyword being strategy.
First and foremost, LinkedIn produced four videos which allows them to spread out the storyline and simplify the benefits of their app. These four videos amount to just over five and a half minutes of video content. That’s pretty sweet.
Too often businesses think they only need one video so they cram everything together which, makes it too long, too confusing, and too familiar because your competitors are doing the same thing.
Second, LinkedIn created a story of how their main character, Martin, uses the app to build and contact new leads. This is very powerful because I can relate to Martin, put myself in his shoes and see our company doing the same thing.
Third, these are simple, clean, easy to understand videos. As you can see on the Sales Navigator page, the first video is an introduction to Martin and the app. The remaining videos show Martin engaging in specific tasks and the benefits they are bringing.
HOW TO DIFFERENTIATE YOURSELF
Too often companies are producing corporate videos before taking the time to properly strategize how to best leverage their video content and budget.
Strategic video production will yield the best results. It’s wise not to assume or guess what type of video is best suited for your business, product, or service. It’s more prudent going into production knowing.
Ask your video production company or in-house producer why they are recommending a certain approach to a video project and how this will accelerate business growth. What type of strategy are they bringing to the table that supports their ideas? If they can’t reveal concrete reasons, then perhaps you need to reconsider the investment.
It’s best to measure twice, and cut once.
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