Corporate Video Production: Overcoming the Common Challenges for Marketers and HR

Introduction

The benefits of video marketing are undeniable. It skyrockets engagement, strengthens brand narratives, and reaches audiences across various channels. However, the reality for many businesses is far from simple. Navigating the complexities of corporate video production often feels like a daunting task, especially for the individual or small team typically tasked with this responsibility within marketing or HR departments.

To understand these challenges better, we recently conducted in-depth conversations with a diverse group of our existing clients across events, healthcare, higher education, fintech, and marketing. As a video production company, we were surprised to see so many recurring challenges and problems faced by individuals across these sectors, regardless of their industry or specific role.

In this article we want to share the top 3 common obstacles that businesses like you face and provide you with insight and advice that will hopefully help you to approach the video production process with greater confidence and clarity.

Key Obstacles in Video Production

The first resounding theme we heard was our clients across various industries consistently share the same goal: creating impactful video content. They know video content production works and are eager to produce more. However, this enthusiasm often leads to a surge in video requests from different departments, creating a logistical challenge.

The Challenge: Siloed Requests and Disjointed Strategy

Across various departments, the demand for video content production is undeniable. Sales needs client testimonial videos to help build trust with prospects at the conversion stage of the sales funnel. Product teams seek engaging product demo and explainer videos to simplify complex features and make them more accessible. Recruitment teams yearn for compelling videos to attract top talent and help them build a strong employer brand.

Additionally, departments like training and customer service see the potential of video to improve productivity and reduce the time spent on customer inquiries, complaints, and training. However, the problem lies in the fragmented approach to video content.

Each department however tends to operate in isolation, pursuing its own goals and objectives without considering a centralised video strategy or how their content aligns with the overall company strategy. This lack of coordination leads to:

• Misdirected Requests: Individual department needs might not align with the broader marketing goals or available resources, making the chosen video format or subject matter inappropriate.
• Prioritisation Paralysis: Marketing teams, facing a deluge of requests, struggle to prioritise projects effectively, leading to decision fatigue and potential delays.
• Resource Strain: Resources like budget and personnel are spread thin across various video projects, potentially compromising the quality and effectiveness of each individual video.

Solutions

• Develop a Clear Video Content Strategy: Define a framework that aligns video content with your overall marketing goals and target audience.
• Streamline Request Process: Develop a video requisition form that helps you to efficiently collect and evaluate video requests, ensuring they contribute to your larger marketing strategy.
• Foster Collaboration and Communication: Focus on building bridges between departments, promoting a shared understanding of the bigger picture, and ensuring everyone works towards the same goals.
• Work with a professional video production agency:  They can help guide you on how to maximse your filming day.  You could possibly shoot 2 or 3 videos in 1 day rather than 3 which will save you money and support each departments requests.  The key is logistically scheduling everyone to be available on the 1 day for efficient video production scheduling.

By addressing these challenges, organisations can overcome the obstacles posed by siloed requests and unlock the true potential of video marketing for their businesses.

The Challenge:  How to Get Buy In For Video From Senior Stakeholders

Even after navigating internal competing challenges, securing C-suite buy-in can be a hurdle in itself. Addressing their common concerns is key to gaining their support for professional video production and its strategic value.

ROI

The power of video cannot be disputed, but securing CFO buy-in often hinges on demonstrating a clear and quantifiable return on investment (ROI). To effectively address their concerns, move beyond traditional metrics like views and engagement, and instead, focus on business-aligned outcomes that resonate with financially-minded individuals.

Understanding CFO Priorities:

CFOs prioritize strategic investments that directly contribute to the bottom line. Demonstrate how video marketing aligns with your organization's specific objectives, focusing on quantifiable metrics relevant to your business model.

Presenting a Data-Driven Case:

1. Leverage Industry Benchmarks: Showcase research and studies highlighting the measurable impact of video marketing on relevant metrics:

   • Lead Generation: Quote statistics demonstrating how video can increase qualified lead generation compared to traditional marketing strategies. (e.g., "HubSpot reports that videos on landing pages can increase conversion rates by 86%")
   • Conversion Rates: Present data on how video can improve conversion rates on product pages or other calls to action. (e.g., "Wyzowl reports that 87% of consumers say they've been convinced to purchase a product or service by watching a video")
   • Customer Lifetime Value (CLTV): Explain how video can contribute to increasing CLTV by fostering brand loyalty and trust. (e.g., "Forbes reports that customers who engage with video content are 3x more likely to make a purchase")

2. Tailor Your Approach:

   • Identify the specific goals your video aims to achieve, be it brand awareness, lead generation, or improved customer engagement.
   • Quantify your desired outcome: Don't just say "more leads"; specify a realistic, measurable target (e.g., "increase qualified leads by 20% within three months").

3. Calculate the Potential ROI:

   • Estimate the CLTV of a typical customer for your business.
   • Project the number of sign-ups your video can realistically achieve based on industry benchmarks and your target audience size.
   • Multiply the projected sign-ups by the CLTV to estimate the total potential revenue increase from the video.
   • Compare the projected revenue increase to the cost of video production to calculate the potential ROI.

Example:

Goal: Increase sign-ups for a subscription service with a CLTV of £1,000 per user. Target: Generate 50 new sign-ups within three months. Projected ROI: 50 sign-ups * £1,000/sign-up = £50,000 potential revenue increase. Video production cost: £5,000. Potential ROI: (£50,000 / £5,000) = 1000%

Presenting the Case to the CFO:

• Focus on business outcomes: Don't just talk about video views or engagement. Instead, present tangible results aligned with the CFO's priorities, such as increased revenue or improved conversion rates.
• Show the math: Clearly demonstrate the projected ROI using data and realistic estimates. Aim for a minimum 10% ROI to capture the CFO's attention.
• Seek examples: Partner with video production companies who can provide case studies showcasing similar projects achieving quantifiable results in your industry.

By presenting a data-driven case with a clear focus on business outcomes and ROI, you can effectively address CFO concerns and secure buy-in for strategic video marketing initiatives.

Challenge:  How to Maximise Video Content Value

While creating engaging video content is crucial, many underestimate the post-production strategies that unlock its true potential. Here, we'll delve into the challenges and opportunities that lie beyond simply "creating and posting" a video:

Post Production Disconnect

Many mistakenly believe that video content's value is exhausted once it's uploaded. The reality is far more dynamic:

• Limited Reach: Posting a video on a single platform restricts its potential audience.
• Underutilised Video Assets: Valuable video content often sits idle, its potential for repurposing and further engagement untapped.
• Missed Optimization: Failure to optimize for search engines and various platforms can significantly hinder reach and organic discoverability.

Unveiling the Full Potential: Strategies for Maximizing Value

• Embrace a Distribution Strategy:

  • Paid Media: Consider paid advertising options on social media platforms or search engines to target specific demographics and reach a wider audience.
  • Leverage Internal Champions: Encourage company leaders and employees (internal influencers) to share the video on their social media channels, amplifying reach and fostering trust.
  • Multi-Platform Sharing: Share the video across various platforms like your website, social media, email campaigns, and even job postings to maximize exposure.

• Repurposing and Optimisation:

  • Landing Pages: Create dedicated landing pages with the video embedded, along with clear calls to action for lead generation or conversions.
  • SEO Optimization: Optimise the video title, description, thumbnail and tags with relevant keywords to improve search engine ranking and discoverability.
  • Content Repurposing: Extract valuable snippets, interviews, or visuals from the video and repurpose them into blog posts, social media posts, or even smaller "micro-videos" for different platforms.
  • Still Image Generation: Capture captivating still images from the video to be used as thumbnails, social media posts, or even email marketing visuals.

By implementing these strategies, you can:

• Extend the life cycle of your video content beyond its initial release.
• Reach a wider audience through diverse distribution channels.
• Drive conversions and engagement by leveraging repurposed content and optimised landing pages.
• Increase brand awareness and visibility through SEO and cross-platform promotion.

Conclusion

While navigating the intricacies of video content creation and optimisation can be a complex undertaking, the potential rewards are undeniable. Done right, video marketing can be a powerful tool for brand awareness, lead generation, and driving business growth.

However, maximising the value you extract from your investment requires expertise beyond just production. This is where partnering with the top video production  companies becomes invaluable. They offer more than just the creation of compelling visuals:

• Strategic Guidance: They guide you in prioritising video content, ensuring it aligns with your overall marketing goals and resonates with your target audience.
• Maximised ROI: They help you squeeze the most out of your investment by crafting effective distribution strategies, optimising for search engines, and repurposing content across various platforms.
• Securing Buy-In: They assist in crafting data-driven arguments and compelling narratives, ensuring your video resonates with stakeholders and secures the necessary buy-in.
• Future-Proofing Content: They help you capture versatile assets during production, enabling them to be repurposed and adapted for future campaigns, extending the lifespan of your video investment.

By partnering with a strategic full service video production company, you gain more than just a video. You gain a trusted advisor, an expert navigator, and a dedicated partner who works alongside you to unlock the full potential of video marketing and propel your brand forward.

Are you ready to unlock the power of video marketing for your business? We are currently offering a free video marketing strategy consultation. Our team of video producers will assess your needs, discuss your goals, and provide a personalised roadmap to help you leverage video content effectively. Take the first step towards success. Claim you free video marketing strategy today!