How to Make Video Part of Your Strategy

Lori Storm of Furthermore Productions gets to the nuts and bolts of video production for marketing.


At 5 by 5 Design we believe it’s possible to change the world by posing the right questions, listening to the honest answers, and following the path that emerges from the dialogue. Today, we’ve posed our questions to the multi-talented Lori Storm.

Lori Storm is a communications consultant, content strategist, and video producer who works with Furthermore Productions. The longtime journalist is known for capturing moments on video with insightful interviews and discovering the little gems that make for the most compelling brand stories.

1. Why does video marketing need to be part of your business strategy?

Let’s face it. If this was a video, it would get a lot more attention. More eyeballs, more engagement, and ultimately more brand recognition for 5 by 5 Design (and a certain video producer). And if I really wanted to hold your attention, I’d show a slick animated infographic with the overwhelming statistics about the power of video and ROI. Just so you know, video marketers get 66% more qualified leads per year, according to the Aberdeen Group. And research from HubSpot shows embedding videos in landing pages can increase conversion rates by 80%. Plain and simple, videos drive traffic and engagement—and effectively convey info better than other types of content. Big corporations. Small businesses. No matter what part of the customer journey you are targeting, video should always be part of your marketing strategy.

2. Why is storytelling so important in producing videos?

When a consumer hits play, you only have a few seconds to draw them in so the content needs to be compelling. Too many companies make the mistake of focusing on the sale instead of the story. You need to give potential customers a reason to care about your product and feel connected to your brand.

I recommend a journalistic approach. Interview owners, workers, and raving fans rather than sticking to a formulaic script. Audiences can tell the difference between authentic answers and canned responses.

3. How can you use video to introduce new products or featured items?

Video is one of the most effective ways to educate your audience and explain how something works. After all, nothing beats seeing your product or services in action. A short video is easier to understand and more compelling than even the best marketing copy. (Quick question: Are you still reading this?) Add on a couple of gushing customer reviews and ta-da…marketing gold.

4. What are some tips that you should keep in mind when creating marketing videos?

  • Keep it short and sweet: Attention spans are shrinking. According to Animoto, nearly two-thirds of consumers prefer video under 60 seconds. Yep, one minute. Make those first precious seconds count and frontload with your important points.
  • Play on their emotions: If you can get a consumer to tear up or laugh out loud, they are more likely to feel connected to your brand, share the video, and become a paying customer.
  • Now that’s funny: Incorporate some humor into your videos, even if it’s just part of an interview or the storytelling process.
  • Don’t fake it: When creating branding videos, I always ask to talk to real customers who have experienced the product. Again, authenticity matters.
  • Capture moments: Some of the best video and interview content happens before anyone knows the camera is even rolling. Always look for opportunities and interactions that are unexpected and would create compelling video.

5. Investing in video marketing can be expensive. How can I make it more budget-friendly?

The internet is full of services and online tools to help you create your own videos with smart phone clips and photos. While this can dramatically cut down on costs, you need to make sure these videos appropriately reflect your brand. In other words, do DIY videos really portray the right image? (Just asking?)

Also, keep in mind that you don’t have to be a big corporation with a big budget to afford the professionals. Production companies create content for small businesses and non-profits too. Here are a few tips that may save you some money:

  • Share your budget and ask the production company if they can develop a customized proposal based on your numbers.
  • Limit the shoot to a single location.
  • Pare down the number of interviews.
  • Ask if there are any package discounts for multiple videos.
  • See if you can shoot several videos on one day.
Lesson: Don’t just assume you can’t afford a professional team without even asking.

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