In recent years, the number of retails investors flocking into Private Equity has gone up tremendously thanks to the declining equity markets and the availability of investment vehicles that give exposure to PE funds.
Big PE firms are also working rigorously towards acquiring retail investors as the investment vehicle continues to gain acceptance among the mass affluent. The implication is stiff competition with the industry behemoths like the Blackstone Group crashing the small PE firms.
It therefore, goes without saying that if you are running a small PE firm you will need to up your marketing game to keep up with the big firms. We believe strategic video marketing to be the most effective way of communicating your value proposition and standing out as an authority in the industry.
But how do you ensure that a video interview captures the subtle characteristics that make you stand out from the crowd? The answer is in how you prepare for the video interview. Here are 15 steps to help you prepare your firm for a successful video interview.
Before the filming:
- Get your team hooked. Inform your staff members about the importance of video marketing and show them examples of a successful video marketing strategy. You can review some viral PE marketing videos on our website or in the big PE firms’ channels for reference.
- Explain specifics of the video project. Make sure to cover things like where the finalised videos will be published and how long each video interview will last for (keep in mind that videos that are up to 2 minutes long get the maximum engagement from the Internet audience).
- Rehearse your company’s purpose and objectives. Think of questions whose answers can confirm your company’s core message and promote its future potential growth.
- Identify stories to share and define ‘attention grabbers’. Talk to the interviewees about their real-life events where they’ve helped a client achieve their goals.
- Set ‘no-go’ zones. As important as what to say is what not to say in the interview. As a member of the finance industry, there is a lot of confidential information you deal with every working day. Your team members should know what they are, but there is no harm in going over them once again.
- Do not over-rehearse. Practice makes perfect, but there also should be an organic feel to the conversation on camera. Practice potential questions without over-smiling or over-rehearsing word-by-word answers.
- Define the dress code. Dressing appropriately for the shoot can give the right impression that your company is believable and trustworthy. The clothes should neither be too casual nor too formal. Choose an outfit that makes you look put-together and feel comfortable. And, of course, it should be wrinkle-free, clean, dry and well-tailored.
- Inform all the interviewees of the time, location, and schedule of the shooting. It sounds like a no-brainer, but it is easy to forget to inform someone of these details when being excited and maybe, nervous while organising the video project.
- Organise media training. If you feel that your team will benefit from more training in addition to the tips above, then consider organising media training with a professional journalist. Some of your team members may camera-shy so help them gain self-confidence through media training.
- Prepare the shooting location. It is an imperative that the video shooting happens in a clean, organised and productive work-space. Prepare for the arrival of the video crew by making sure that the noise and light levels are appropriate and inform all other users of the space of what is happening.
- Boost their confidence. No matter how experienced your team members are in front of the camera, don't be shy about applauding and praising them.It will allow them to open, breath, and remain calm during the shooting process.
- Be specific. If someone is struggling to perform well in front of the camera, telling them to be better won't help. Instead, identify specific areas where they can improve.
- Treat them right. Staff members are people, not projects, hence, try to connect with them on a personal level as well. Listen to their issues and concern while trying to resolve them.
- Discuss filming potential teasers for more videos to come. After a successful first shoot, gather around all the participants and brainstorm ideas on what your next step in video promotions can be. Ensure the longevity of existing business opportunities and plausibility of future ones by considering different team members to be interviewed next so they can relate to a diverse client base.
- Make thanks. Instead of mandating or bribing your team to agree to appear on a video interview, offer group incentives (such as ice cream or pizza party) to thank your employees for their effort and time and stick to your word.