Make a Persuasive Business Case for Corporate Video
Most organizations don’t need to be sold on the tremendous popularity of video. The YouTube statistics alone are staggering: According to YouTube, more than 1 billion hours of videos are watched each day, more than Netflix and Facebook video combined. A great deal of this video watching is by consumers shopping for products and services, or simply exploring different brands.
It’s very likely that someday you’ll need to make a business case for corporate video, whether it’s for a single video, a series of videos, or an entire video strategy. Whatever the objective, the basic elements of any good business case apply. Let’s look at them.
First, State Your Case
A business case is simply a justification. You start by presenting your reason for making the case, which can be concisely put forth as a problem statement. In this type of statement, you present the problem and how you propose it can be solved. Here’s an example problem statement:
Our informal surveys and conversations with customers continually underscore their challenge configuring the new ABC Router. Their confusion has resulted in a spike in calls to our technical support center and could be negatively affecting customers’ willingness to purchase additional products from us. A brief animated video demonstrating the configuration step by step will eliminate their confusion and reduce the tech support calls.
Back It Up with Numbers
Turn to your own company’s data whenever possible. In addition, look for industry stats that help support your case. In our example above, you could cite data about the significance consumers place on demos and how-to videos in their purchasing decisions, or you could note that searches for how-to videos on YouTube are growing 70 percent year on year.
Present a few options. For the animated how-to video, increasing the marketing budget is the obvious option, but give your stakeholders other alternatives whenever possible. Can existing funds be reallocated? Is there a way to share the cost with another department?
List Outcomes and Risks
What positive outcomes are expected? State outcomes quantitatively (decrease configuration tech support calls by 30 percent) or qualitatively (improve customers’ understanding and overall experience with the ABC Router).
Always include potential risks, if applicable.
Define the Scope
On a high level, lay out the scope of your proposed solution with timeframes. Include:
- Internal and external resources. Do you have the talent in-house to create the video script? What about graphics? Video editing and web publishing? Video production?
- Do you have a video platform already?
- Will you need to pull resources from Marketing? What promotional channels do you anticipate using? Will your project entail integration with marketing automation or customer relationship management systems?
Check each of these items to prepare a persuasive case for corporate video.