As a business leader and an expert in your field, you have a lot to share. You probably already offer that expertise on a daily basis to customers, employees, and prospects alike. The natural next step is to convert that knowledge into a series of videos that present your business, the solutions it offers to the problems of your customers, and some of your insider knowledge to a wider audience online.
There are a number of steps to building and launching a business video series, but if you approach it from the right angle – aiming to solve problems that you know your audience faces – it can not only promote your business effectively, it can prove a powerful new revenue stream. Let’s look at what the creation of such a series entails and where to get started:
Identifying Key Pain Points and Building a Series Outline
Step one to building your video series is identifying what problems will you solve.Click To TweetYou have a huge advantage in this over anyone producing content in the same field – you are already an expert and you work with customers every day discussing this topic. That experience will serve you well in this step.
Specifically, you should be doing the following:
- Create a List of Pain Points – What are the specific problems that your audience needs help with? What are they upset about, stressed about, eager to resolve? What problems are they willing to pay money to get help with? These are your best starting points.
- How Do They Discuss These – What language do your prospects use to describe these problems? Talk to your sales team (or consult your correspondence) to find out, or go to industry forums, LinkedIn Groups or Facebook Pages to see how these problems are discussed.
- What Unique Solutions Do You Offer – How do you typically solve these problems for your customers. Again, this should be something you already have. Now it’s just a matter of committing it all to a video.
If you can create a clearly defined, well structured outline of problems your audience has with a list of your solutions, your videos will practically produce themselves.
Scripting Your First Videos and Building Storyboards
That said, let’s not leave anything to chance.
A good video should be well outlined and documented long before you commit anything to video. Take some time and write a script for your first video. This is a process you will repeat for each video, but for now, starting with the first video will allow you to iron out any kinks, determine the format of your presentation, and work through other small details that you will want to tackle now, not after you have shot all your footage.
This first test video should be no longer than 2-3 minutes long and should focus on a specific problem from the step above. In your script, clearly define the problem and how it affects your viewers, what your solution is and how it benefits them, and then how they can use your solution for themselves:
- Create a Storyboard of One Page for Every 5-10 Seconds – Outline one page or so for every segment of the video. This may be a scene or it could just be one segment of the tutorial you are creating. For example, if you are making a series of cooking videos, this might be one page for each ingredient.
- Create 1-2 Lines of Dialogue for Each Page – Add one or two lines of dialogue for each of the pages you outline. If you feel you (or your talent) need it, you can script the exact dialogue here.
- Spend Time Refining This Storyboard – Take the time to refine your storyboard until you are happy with the story it tells and it is ready to shoot.
The goal here is not to get it perfect. Click To TweetRather, you want to feel good about the finished product of one video before you jump into any others. If you have one good video in your back pocket and like the format, layout, and structure, you can emulate that in the other videos. This will streamline the production process.
So for this first script and storyboard, you will do the production in the next step, and then come back here when you are happy with what you’ve created and outline the remainder of your videos in the series. By outlining each video at the same time, you can tell a more complete story and structure the narrative to address the entirety of the subject without touching on the same topic multiple times or doubling up on efforts.
Producing High Quality Videos at a Professional Level
As a business, you want these videos to look and sound as professional as possible, likely on a budget. You can learn more about getting high quality lighting and audio on a budget from our other recent posts, and video is easier than ever before to capture without spending a fortune – your iPhone or iPad can shoot at a high enough resolution for web video and most HDLSR cameras are relatively affordable these days.
Take your time to ensure all of these factors are addressed in advance – get the lighting, audio and video where you want them before shooting anything that you plan on uploading, but don’t be afraid to experiment. Do a rough shot of your first script to see how it turns out and what you want to change. Show your initial shots to other members of the team and get feedback. As long as that video remains offline, you can change anything in it.
But don’t hold back too long. Here are some tips to get that first video done and move on the whole series:
- Measure Twice Cut Once – You can shoot a video multiple times, but the emotional stress and time required to do so can be taxing. So be sure you have everything you need before shooting.
- Combine Videos into Single Sessions – The first video in your series should be produced alone so you can work out kinks and get it just right. Go through the entire process from start to finish before moving on to the next in the series. But once you have the format set, schedule multiple videos for one sitting. This will allow you to get more done in less time and produce a series that covers those topics effectively.
- Hire an Editor for the First Videos – If you’re uncomfortable editing your footage to start, hire someone from a site like Upwork or Elance to edit your first video how you want it. This should cost less than $100 (for a 2-3 minute video) and allow you to knock that first one out of the park. From there, adjusting and reimplementing on your own is possible or you can continue to hire that individual to use the same theme and style for each video.
The goal here is to create a process you can replicate in each video to produce a consistent, high quality product.
The Next Steps for Your Business Video Series
The final step in creating a business video series is getting it online. If you plan on monetizing your videos, you should choose a platform that will allow you to create a pay gate for your library. You can also upload a select few of your best videos to YouTube to promote your paid content and drive traffic to that site.
The benefit of having created a series of videos that look and feel similar but offer different bits of advice is that you can promote the content in a number of different places using one or two of the videos. They are good representations of the full series.
This series will serve as a powerful introduction to your services as a business, or it can be a standalone source of revenue on its own – many consultants, trainers, and business owners have earned money online strictly through these types of video training series and it’s a great way to get your name out there as a thought leader in your industry.