Breaking down the components of video development to maximize its value over a range of sales initiatives and marketing touchpoints.

We all view videos daily but do you know all the elements that go into making a video and how can you use those independent assets over multiple channels to maximize the investment? Read on to understand the process and get some ideas how the assets generated for the different phases of video development can provide real value for a range of marketing and sales initiatives.

The creation of a compelling video involves a multifaceted process, each part contributing to the final product. The three core steps start with script development, where the narrative and messaging take shape to resonate with your customer’s needs. Following this, storyboard development visualizes the storyline, setting the stage for the final step of video development in which the video comes to life through video footage, motion graphics, animation or a combination based on the creative strategy desired. Each of these steps not only contributes to the creation of a high-impact video but also offers valuable assets that can be repurposed for both marketing and sales initiatives throughout the development process.

And, understanding the cost investment at each stage helps you decide if you’re ready to move the video to completion from the outset or if you’d prefer to complete it in phases if budget is a concern.

Phase 1: Script Development (15% of total video cost)

The script is the critical narrative backbone of your video, setting the tone and messaging. It requires a deep understanding of your audience and what resonates with them. With that, a script can be created that builds value and tells the story in a creative, compelling narrative.

But the script is more than a script for a video; it has the potential to be adapted for persuasive messaging over multiple sales and marketing touchpoints including:

• Adaption for Sales Needs:
  • • Sales Emails: Develop a series of emails for lead nurturing, using the script’s narrative.
    • Sales Presentations: Convert the script into a powerful storyline for sales presentations.
    • Client Engagement: Utilize the video script as a part of client engagement strategies for personalized communication.
    • Training Content: Adapt the video script to create training materials for sales teams, focusing on product benefits and customer pain points. Make the value clear by inserting graphic visuals that demonstrate results.

• Integration into Marketing Initiatives:
  • • Website Content: Use the script to craft compelling website copy.
    • Social Media Content: Transform the script into engaging social media posts.
    • Content Marketing: Convert the script into a series of blog posts.
    • Press Releases: Use the script’s key messages for press releases.
    • SEO Articles: Adapt the script into SEO-friendly articles for online visibility and reach.

Phase 2: Storyboard Development (45% of total video cost)

If you’re ready to move from the script to storyboards, storyboarding involves creating a visual sequence of your video, which helps in planning the scenes and visualizing the storyline. The completed storyboarding phase provides a whole range of visual assets that can be utilized in these potential strategies:

• Adaption for Sales Needs:
  • • Sales Meeting Graphics and Images: Convert storyboard frames into visual aids or infographics for meeting documents, signage, and takeaways.
    • Sales Emails: Use storyboard images in targeted sales emails to prospective clients to add context to messaging and add visual interest.
    • Strategy Presentations: If infographics or flows are part of the storyboards, the visuals can be migrated into decks to provide potential customers with a creative way of showing how a process or product works.
    • Client Proposal Visuals: To help close new business, incorporate storyboard visuals into client proposals to provide not only context but creative visuals that break up the document.
    • Trade Show Displays: Use storyboard visuals as part of engaging trade show displays or targeted materials to boost audience engagement

• Repurposing for Marketing Initiatives:
  • • Interactive Web Features: Transform storyboard elements into interactive user experiences on websites.
    • Infographics: Create infographics from storyboard panels in support of online content.
    • Print Advertising: Adapt storyboard art for print advertising campaigns as the leading headline image or supporting visuals.
    • Email Marketing Visuals: Incorporate storyboard images into email campaigns to give context and clarity to your message.
    • Social Media Campaigns: Utilize storyboard frames for social media campaigns to boost clicks and drive leads.

Phase 3: Video Development: The Pinnacle of Engagement (40% of total video cost)

If you’re ready to move to video development, animating the storyboards completes the process and provides you with a marketing tool that can help you significantly boost customer engagement. Video development involves bringing the script and storyboard to life through video footage, motion graphics, animation, or a combination based on the creative strategy desired. Along with voiceover and a soundtrack to enhance the message, HubSpot data shows that employing creative video and animation provides higher results in increasing engagement but generating more leads and higher conversion rates.

• Video Use Cases for Sales Needs:
  • • Interactive Presentations: Use video or animation as an aid in interactive sales presentations.
    • Client Testimonials: Incorporate video testimonials to build credibility and trust.
    • Sales Training Videos: Utilize video content for dynamic sales training.
    • Product Demonstrations: Create engaging product demonstration videos or animations to add clarity and show how a product or service works.
    • Customer Service Tutorials: Develop tutorials using video content for customer service.

• Video Use Cases for Marketing Initiatives:
  • • Social Media Video Content: Create short video cuts for social media that get a viewer’s attention.
    • Landing Page Videos: Embed videos on landing pages to provide viewers with another layer of information and to support the value proposition.
    • Email Campaign Clips: Use GIFs of video clips in email campaigns.
    • YouTube Marketing: Utilize videos for YouTube marketing strategies to build audiences.
    • Webinar Content: Incorporate video content into webinars to enhance a speaker’s presentation.

If you choose to complete a video from the get-go or in phases, by leveraging the assets from each stage of video development, companies can get tremendous value over numerous sales and marketing channels.

While each phase offers its value, the completion of a high-quality video is where the full potential of your company’s value proposition is realized. A well-crafted video not only enhances engagement and conversion rates but also serves as a versatile tool that can be repurposed across various platforms, maximizing the return on investment.