7 Steps to Harness the Most Important Marketing Tool of 2015!

7 steps to harness video marketing for your marketing strategy

Ringing in a new year inevitably leads to setting new goals, and not just the ones that involve hitting the gym to improve your health. Regardless of what point in the year business planning takes place in your organization the start of 2015 is a good time to reflect on how well your marketing strategy performed in 2014 and how it can be improved in the year ahead.  And if you’ve been reading anything about marketing lately, you’ve likely noticed the experts are talking a lot about the importance of mobile marketing and the persuasiveness of video marketing.  

Because video marketing is so ideally consumed on the larger screens of today’s mobile devices, it’s no surprise then that analysts predict increasing use of video across all social media and marketing platforms, as well as across all sizes and types of organizations in 2015. If you’re one of the many companies wishing to harness the power of video in your 2015 marketing plan , you may be like many others and not sure where to start.

Following these 7 steps will kickstart your video production process without having you break a sweat (we’ll leave that for the gym)!

Step 1: Which video best suits you?

You’ve identified video as an ideal marketing strategy for your organization; but do you know which type of video is best? That answer all depends on what you’re hoping your video will accomplish and its intended use. Are you trying to capture your audience’s attention? Is introducing your business to the marketplace your key goal? Or maybe demonstrating a new breakthrough product is the purpose? We recently broke down the most common video types, so you can easily determine which is best to meet your organization’s needs.

Step 2: Time to play matchmaker…

Understanding the best video type for your organization will help you ace this next step, which is finding the video production company of your dreams…ok well maybe you’re not dreaming about production companies, but you get the point. A Google search (“Edmonton video production”) will likely produce a few local video production companies; however, don’t let this be the only research you do. Some of the most reliable information will be via word-of-mouth so leverage that business network of yours and find out who your contacts have used, their thoughts on the process, if they were happy with the final product, etc.

Peruse their online portfolio to your hearts content and take note of any video production companies that stand out based on style, creativity, impact, etc.

Now the only thing left to do is get in touch. Be sure to set up an initial meeting to chat, view their full portfolio of work and get a feel for their creative team. They should also be willing to provide a free quote based on your needs, so don’t shy away from asking about pricing. Finding the right team can launch your video from basic concept to extraordinary reality!

Step 3: Understand the heart of the matter.

Now that a partnership has been established the real work can begin. Your video production company will begin by setting up a meeting to discuss your video and because of the pro you are, you will be ready! Take a list of the following with you to your initial meeting:

  1. Top goals for this video – this is where you get to explain why your organization is choosing to create a video, what you hope to accomplish and how you intend to use it.
  2. Key messages – this will likely be an offshoot of your video goals; however, if there are specific keywords, phrases or specific messaging that absolutely must be incorporated into the video make sure to convey this to your production partner so they completely understand your needs.
  3. Examples of your brand and preferred style – your video should align with your brand. Providing visual examples of existing marketing collateral and supplying your brand guidelines will help the production company craft the video that fits with your corporate identity. Whether you have a particular video style in mind or not, providing as many examples of videos you like as possible will make sure everyone is on the same page and the final product meets your expectations.

Step 4: Show your flexibility.

Bringing your vision and ideas to the table right off the bat is incredibly helpful to the production team so don’t be afraid to share! But don’t forget, you have a team of professional creatives with years of experience behind them at your disposal. Remember your new production teams’ entire day is dedicated to creatively expressing a large variety of messages in unique ways so its safe to say they’ll have some truly compelling ways to express your message. Creative collaboration is what will ensure your video remains true to your brand and message while captivating your audience, so give your creative partners a bit of freedom and trust they know what they’re doing.

Step 5: Consider your budget.

Nobody likes to be surprised, especially when it comes to the pocket book!  Reputable production companies will be as sensitive to your budget constraints as you are, but it’s only reasonable to expect to pay for work that is either outside of the original scope of the project or work that results from you changing your mind on something that you’ve already approved.  To ensure you don’t incur either of these added expenses, make sure you fully understand the production company’s policy when it comes to revisions and re-work.  Producing a video requires creative interpretations, so arriving at a final version that captures everything you hoped to in the first draft is unlikely. For this reason, choose a partner who will provide unlimited revisions at each stage of production (scripting, storyboarding, illustrating, animating and sound design) and ensure you’re completely satisfied with the work at each stage before approving and instructing the production team to move forward to the next.  

Step 6: Get creative!

Now its time for the fun! Creative collaboration with your video production partner will incorporate ideas from all parties into your overall message. That said, no one has a better understanding of your organization or your customers’ needs and wants than you. Be sure to put forward your ideas of how best to reach and engage your audience through your video. Now is also a good time to refer back to Step 3: Understand the Heart of the Matter. Don’t lose sight of your original goals and messaging for the video. Share ideas that support your objectives while telling your organization’s story.

Step 7: Leverage the relationship.

You’ve already (hopefully!) leveraged your professional network for a video production company reference, so what other relationship am I talking about? The one you just created with your new video production partner! This team spends their days working with companies just like you and they want to see you succeed, which means they have a wealth of knowledge and success stories behind them. Ask them about the successful ways their past clients have showcased their video, or what additional services, such as video hosting or video distribution, they may be able to provide. They are a powerful partner to have as you roll out your new video marketing plan, so don’t miss the opportunity to gather some meaningful advice.

Now that you’re armed with the right questions to ask, the right materials to have prepared and the key things to consider, you’re officially ready to harness the most important marketing tool of year! If you have any further questions or are looking for additional tips on working with a video production company, give us a shout!

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