Consultants work in an intangible world, where they need to educate, explain and appeal to a client’s imagination. Doing so with static tools can sometimes feel limiting. Enter video. Thinking ahead, what are some of the ways consultants are expected to employ video down the road… the very near road?
- Corporate videos that shed light on the firm’s positioning in the marketplace
- Videos that demonstrate a process, an idea, an action or a behaviour
- Videos that explain a concept
- Video biographies that help prospective clients assess fit
- Videos that showcase thought leadership
Given the fit, it’s just a matter of time before every consulting firm develops videos. Those that jump on the bandwagon now will generate equity for years to come.
What makes consulting firm videos compelling?
Deciding to develop video, however, is the easy part. The challenge is resonating with your audience. But how?
“Every time I gave it my all and couldn’t imagine how I could improve my approach, Sandra made it better. Her feedback is brilliant – strategic, practical and right on the money. She didn’t shy away from having sensitive conversations in order to serve my best interest and her clear-eyed, objective and compassionate support during the times I felt personally challenged during start-up kept me on track…” Communication consultant and award-winning author, Karen M. Black, B.Sc., M.B.A.
The same way a great logo, tagline or website does. By beginning with a clear and compelling strategy focused – not on yourselves – on your bull’s eye target audience. Remember, nobody has to watch your video. They will only be compelled to watch it, if it helps them feel better about their problems, gives them confidence in a solution or connects them to someone they can trust.
Video isn’t just a production or Search Engine Optimization exercise. It’s virtual ambassadorship. Ask yourself if you really want to use video for your consulting firm, not just because you feel you should, but to get more out of your marketing plan. If your answer is yes, go beyond the standard self-promotional, talking head video. Create a vision for something thoughtful and engaging. In doing so, you will maximize the possibility your market will watch, share and, most importantly, act.
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