Businesses build both big and small goals into their roadmap, all of which feed into a larger company vision. Some companies seek to expand through selling more products, increasing website visits, or adding to an email list. How can a business owner or marketer get these brilliant products, services, or ideas out into the world? With a highly engaging and effective video, an increasingly important factor in your business strategy.

Why greet the world with a video?

Videos are vehicles for visual storytelling (fun line to repeat ten times in a row). They’re powerful because they do more than just tell people stuff; instead, they give you the ability to show an audience what you’re all about. You can create an emotional connection and, in turn, an emotional response, one that will drive people to connect with your story — and your business.

In the case of a business video, you can get started in a few ways: you can introduce people to your brand, demonstrate how a product or service will work, or simply spark conversations with engaging shorts. Seeing is believing, and you want people to believe in your company. That’s where making a great, shareable video that can go to bat for your business comes into play.

An intro to your intro business video

Making an intro video is like making your first impression, so you want to make a great one. Any time someone comes across your video, it might be the first time they’ve encountered your company, your product, or your team, so treat your video as if it’s off to a job interview.

How exactly does the job interview thing apply to your videos? It means stunning visuals, a compelling story, clean audio, clear communication (verbal and nonverbal), and a meaningful call to action (CTA) at the end. In other words, put everything you’d want to accomplish in a regular face-to-face interaction with a prospective client in your next business video.

Here’s how you can make that happen.

Set your goal

This bit holds true whether or not you’re making your first video or your hundredth: it’s crucial to determine what your goal is before making a business video. And your goal will depend on your product or service. Do you want more clickthroughs on your site or link? Products purchased? Views on the video itself, or social shares? Determining your goal from the start will help steer your ship of business promotion off into a beautiful, pastel-colored sunset of success.

At Story & Heart, we’re fans of S.M.A.R.T. goals, even for video-related projects. S.M.A.R.T. stands for:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-based

This framework for goal setting abolishes ambiguous goals like ‘go viral,’ replacing them with meaningful and relevant objectives. With your new business video, you can get right to the heart of the matter — hitting your targets — by setting and sticking to S.M.A.R.T. goals.

Define measurement

How you determine your video’s success depends on establishing your aforementioned goal. Just as the goal of your business video will differ based on your business goals themselves, so will your measurements. Vimeo just released a whole bunch of awesome new measurement tools to help you gain insight on your video. You can use these stats tools to measure different metrics against your goals — and if you’re a Vimeo PRO member, you get more info than ever with things like breakdowns by device, average watch times, and engagement graphs.

Use analytics to your advantage so you can see what works, and how you can improve next time around. And on social media, there are a lot of native built-in tools to take advantage of as well. Vimeo overviewed how they use videos as part of their own strategy, highlighting several different types of videos and how they measure results.

Combining all of these tools will help give you a comprehensive view of your video’s success — just remember to match your goals with the relevant data.

Nab a stellar partner

It goes without saying that you want to make a great video … no generic, snooze-worthy, washed-out looking sales video will do. So how can you achieve dazzling aesthetics? Depending on your resources and goals, you can determine if in-house is best, or if you want to outsource and find an excellent filmmaker to make yourself an excellent film.

Where can you start looking for great filmmakers? Vimeo is one place! Look at videos from creators you admire, peruse Vimeo’s Staff Picks, or browse relevant categoriesVimeo Brand Studio might also be a great fit, depending on the scope of your project.

Plus, most Vimeo videos list the crew who worked on the film. That means you can do some research to find the person behind that smart, laugh-out-loud video you saw last week that actually inspired you to sign up for that weekly desk-decoration delivery service.

High-quality stock

Don’t have the budget for a top-shelf filmmaker? Sometimes, it makes sense to go with top-shelf stock footage. Stock footage will add a ton of production quality to your film, and the best part is it’s budget-friendly, so you won’t have to break the bank to get a scenic aerial shot or that really cool close-up of a bee that you need in your business video. You can choose the visuals that will supplement your story as you see fit, and count on stock footage if you don’t have time or money to get certain shots during your production.

On the Story & Heart platform, you can search for cinematic stock footage by mood, color, or keyword. And finding what you need will be easy since you’ve established the goal of your video and the direction you want it to go in!

Snag your audience’s interest

The key to business video success? Make your audience care. Even in a 30-second segment, you can create a story with a conflict that engages your audience. For that, consider two things when developing the narrative of your video:

  1. What do you want your audience to get out of your video?
  2. What do you want them to do after they watch it?

With these in mind, you can craft a narrative that an audience can relate to, and therefore care about. In marketing speak, we refer to said narrative as a ‘key message.’ But whether you use the jargon or not, the goal is the same: tell a great story. Remember, you want to create an authentic connection, not spew sales speak. Because let’s be real: that is the worst, and ineffective!

Let your CTA shine

The last step to creating a great intro video for your business is obviously the most important. You need to include a CTA that clearly lets your viewers know what the next step is on their end. That could mean sharing a hashtag to promote a social justice movement or signing up for a dining pop-up. Whatever the case, give your viewers the tools to make moves: listing links, websites, or memorable slogans will all help. Make your ask genuine and work it into your narrative, and your audience just might follow your lead.

If you’re looking for more advice beyond an intro video, there’s a host of useful lessons just for you. See you and your business videos out on the internet!