Karen Hopkins of 90 Seconds Video Production says in the past video was reserved for promotional pieces of content. Now your clients need to take a volume approach to producing video. Hopkins empowers you to start having conversations about video strategy with your clients.
Video works because it builds genuine brand connections. Of visitors to your site, 80% will watch a video, whereas only 20% will read text. You should educate your clients and help them proactively plan ahead. By planning ahead, clients will get a more holistic view of their video requirements over a 6–12 month period. Over time, you can potentially become video partners.
To create a roadmap for video initiatives over 6–12 months, you should look at content strategy as it relates to the buyer’s journey. Questions to ask along the way are: What stories are you telling? What genre of video will be most effective for telling them? How will you share them?
When it’s time to sell your strategy, reverse engineering creative briefs comes in handy. Discussing a long-term relationship doesn’t hurt either. Points you could bring up include why it’s beneficial to have a long-term strategic partnership, your capacity for gaining brand knowledge, and the ability to build a library of content the more you work together. A long-term relationship will help you plan budgets, find economies to scale, and plan shoots smarter.
Watch Hopkins' presentation to learn all about how to create and sell a video strategy to your clients.