In a society that is less and less used to reading, video is becoming an increasingly useful tool for promoting businesses, including workshops. On the recipient side, video consumption has skyrocketed thanks to the Internet and the popularity of mobile devices, and on the sender side, almost anyone can record and edit a video.
In order for a corporate video to fulfil its purpose, it is important to have a number of clear ideas before making it, regardless of the budget available.
Here are ten keys to good workshop video promotion
1. Avoid hiring untrained people or doing it yourself if you have no technical and/or marketing skills. It is important to keep in mind that the video is an informational product. It is not a matter of recording images of the workshop and then editing them without further ado; it is necessary to have a plan drawn up beforehand and a good script that is consistent with the image of the workshop and the message you want to convey.
2. Rely on professionals who “speak our language”. A corporate video can be as creative as it is useless. Drones, animation and post-production resources improve the final result and increase the cost, but they must always be at the service of an idea. It is important to consider who the video is aimed at and what we want to achieve with it (greater visibility, more volume of work, better image of the workshop…). In order to avoid falling into the trap of “fireworks”, it is advisable to review the most recent works of the chosen production company. If what they communicate is not well understood, it is better to look for other options.
3. Think about dissemination. The important thing is not to have a corporate video, but to ensure that it has a real impact on the target audience. As a basic action, it is necessary to consider its inclusion (and positioning) on YouTube. If it is well targeted and there is little competition for those keywords, it can appear on the first page of Google searches on its own. It should always be on the main page of the workshop’s website.
4. Share it on social media. A small advertising campaign on Facebook or Google/YouTube will at least reach all the workshop’s followers.
5. Avoid videos that are too long. A very common mistake is to try to explain everything in detail. As a general rule, a corporate video should be no longer than 3 minutes.
6. Structure the script well. As a general rule, it is not a good idea to start a video with the history of the company (unless you want to pay tribute to its founders). The video needs to ‘sell’ from the first second, explaining what the workshop does and how it differs from others.
7. Size the action. Before asking a production company for a quote, it is important to think about the money you are willing to invest in order to find a viable solution. Thinking about this beforehand will help to avoid getting bogged down in unrealistic projects.
8. Keep an open mind and listen to the experts. It is not uncommon to lack the necessary audiovisual knowledge to dispense with all advice and present a well-rounded initial idea. It is good to have clear ideas, but it is also advisable to listen to the opinion of an expert in audiovisual communication.
9. Want to create a “viral video”. It is best to aim for a video that is interesting to potential customers.
10. Try to be original. Although it is not easy to be innovative, it is advisable to spend time on the script to find your own tone.
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