WE START EVERY VIDEO ENGAGEMENT WITH A PLAN
We need to be thinking about what the video will achieve before we think about what the video IS. The question isn’t, “What do you want to achieve with video?” The real question is “What do you want to achieve?”
Phase 1: Create a Video Playbook
- Start with your desired result.
- Understand your target audience and where they are.
- Sharpen your message to that audience.
- Formalize a messaging and distribution plan for the year.
Phase 2: Produce, Distribute and Adjust
- Write and create videos.
- Distribute to target audiences.
- Measure and adjust results.
START WITH THE DESIRED RESULT
Our guide will be the standard marketing funnel:
- Awareness: A problem or challenge is presented and the viewer realizes they have a problem. Awareness Videos should attract users and introduce your brand to new people.
- Consideration: The viewer considers how to solve a problem. They’re researching, getting recommendations, looking at product reviews, and trying to find a way to get help.
- Decision: A version of the solution has been found and it’s down to which one to go with. Here is a good place to present proof of customer satisfaction and show why your product or service should be chosen over the competition.
UNDERSTAND AND LOCATE YOUR TARGET AUDIENCE
- Where is the most engagement from our prospects
- What platforms(YouTube, LinkedIn, Facebook, Instagram, TikTok, etc..) lend themselves to our types of users
- What does the typical look and feel of the videos on this platform
- How are call to actions used on this platform
SHARPEN YOUR MESSAGE TO THAT AUDIENCE
The way a message is spoken, read, and viewed in a video are not the same. Starting with core messages that clients have been using for years, the next step is to us the insights gained from the research above, and adjust that message to flow naturally in it’s new form, video.
This messaging shift accommodates platforms that will be used, culture preferences and the desired result (awareness, for instance). Subtle changes here can save a video from flopping.
FORMALIZE A MESSAGING AND DISTRIBUTION PLAN FOR THE YEAR
Now it’s time to create an actual playbook, which will map out the next 12 months of video production and promotion activity. Using research and agreed upon goals, all parties involved can be assured that the plan is solid and ready to be implemented. The video playbook includes the following elements.
- Desired results
- Audience Profiles
- Video Messaging
- Platforms to promote on
- Working titles and overviews for all videos
- Promotion plan for where, when and how much to promote
- Timeline showing video and promotion events
WE WRITE, CREATE AND DISTRIBUTE VIDEOS
Meet your video team. All of us move the video campaigns along seamlessly together. When we’re done making your videos, what do we do for fun? We make our own videos. No kidding.
We can take a few bullet points and make a script, or use a 3 page product description and distill it down. Either way, we share script drafts with clients and gain approval before beginning video creation.
A good guide is to consider your own viewing habits. You’re likely doing one of two things when on a social platform or online in general.
- Scrolling for a distraction : Reward = Entertainment
- Hunting for something you need: Reward = Utility
We believe an interesting relationship exists. One that’s important to understand.
THE MORE ENTERTAINING A VIDEO IS, THE LESS USEFUL IT NEEDS TO BE.
THE MORE USEFUL A VIDEO IS, THE LESS ENTERTAINING IT NEEDS TO BE.
THE SHORTER THE VIDEO: The better the chance people will watch it. But the less likely they’ll take action as a result.
THE LONGER THE VIDEO: The less likely people will watch to the end. But if they do, it’s far more likely they’ll take action.
Now that the script is approved and in place, the shots can start coming together. Live locations shots, studio shots, animated, live b-roll and graphics are all employed to bring together that little symphony of messaging that resonates with your audience. A draft process is used, and client final approval is gained before any video is finalized.
WE DISTRIBUTE TO YOUR TARGET AUDIENCE
The only thing more fun than making the video is posting it and watching the views and comments and likes roll in. We take steps to make sure those people engaging are the right people.
We make sure the platform and type of post we use will be the most effective for our client’s needs. Since the ad fee is included in all TROVideo Club plans, we guarantee how many views each video will get, and we want them to be the type of views that our clients need to succeed.
Audience size, what filters can we use, and how long? These are questions promotions people ask. It’s typically better to have a handful of the right people seeing your video more often than a larger, less definable group seeing the video just once.
Measure and Adjust Results with Reporting.
You can’t manage something you don’t have a plan for. The Video Playbook is a plan. Now that the plan is in place and videos are getting done, it is time to asses how the plan is doing and what adjustments can be made.
We have to measure what we want to manage. Plugging video results into an easy to read report is where the lights really start to come on. Insights into who’s watching, and how much is great feedback, and useable information. Client landing page analytics are also typically included, so how many people are landing and clicking and submitting on our client’s site are all in view in one place.
Things can change in any given industry in a matter of weeks. Audiences get tired. (That’s a thing). Mergers happen and new products get launched. These are all good reasons to reassess the playbook and possibly call an audible. A 12 month plan has to be ready to flex or totally pivot if circumstances demand it. That’s why we do monthly check ins with every playbook we create.
Grow Your Company with Custom Business Videos
Now that you know what part of the funnel you want to focus on, let’s focus on the targets, and go beyond the basics to gain useable insight.
Define for this playbook who the buyer is. Who this product or service is for. If you have a persona mapped out, great, use that. Data points like geography, age, sex, education level, industry, and common interests (culture) all play a part here
Find out where these people hang out. Each of these factors will give big hints to crack the code on making an effective video playbook.
OUR VIDEO CREATION PROCESS
Every successful video production process starts with an end goal in mind. For this reason, we use our business and industry knowledge to work backwards to create video content that creates customers. Furthermore, we take the time to figure out your perfect messaging, your ideal customers, and the process it will take to convert them.
At TRO Video, everything is done in house. As a result, this means you no longer have to wait weeks at a time just to see a rough draft or concept. Additionally, we use our decades worth of corporate video production to create content suitable for sales, training, recruitment, and education.
Even custom video masterpieces won’t be successful if you don’t know how to distribute them. Because of this, we use industry knowledge to scale on all the best channels. This means we get your video shown to the right people at the right time. Because of this, we ensure quality promotion that creates engagement and increases sales pipelines.
HOW TO GET STARTED
If you participate in Video Playbook Zoom calls, your voice or image may be used in future promotions or videos. By attending Video Playbook, you are creating a collaborative piece of content that will probably be shared, and even promoted. All knowledge you freely share is part of the content, as is your voice and image. Thanks for your participation, you are what makes Video Playbook great!