That’s right, you heard us – a standalone video is a waste of money.
But here’s how you can avoid wasting money on video…
The first thing is strategy.
Who is this video for? Where does it live? What do you want people to do after watching it?
No strategy = no results.
Next is volume.
You need more than one video! Even for a single campaign, we often produce nearly ten types of videos; short form, long form, broad, specific, one for the MD, one for the FD and so on. When your one video is too long and bloated, it fails.
Finally, distribution.
Most prospects think video is just for their social media channels – and organic social is great, but your video content should also be built for paid social, your website, emails, proposals, landing pages, blogs, and a link in your email signature.
Use your video throughout the sales process. This is exactly what we did for Bristol Soundproofing, and they saw a 5x return on their spend!
So yes, video executed poorly will be a waste of money.
