Video. Marketing. A Guide to. for Marketers. THE VIDEO PRODUCTION AGENCY.

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1 Video A Guide to Marketing for Marketers THE VIDEO PRODUCTION AGENCY

2 About Ark Media Productions Ark Media Productions are an award winning video production company. Working with a variety of clients from around the world they have built a portfolio of work with some impressive client names. We are passionate film makers and want to ensure your video works for your organisation. Whether you are a seasoned professional when it comes to filming or need input, we can help with storyboards, scripts, ideas and suggestions to ensure your video marketing campaign does what you need it to. For more information visit or follow us on PAGE 2

3 Contents 4. Introduction 5. Why are marketers using video 8. What are the different types of video 10. How to construct a video marketing strategy 12. How to brief a video production company 14. Frequently asked questions PAGE 3

4 Introduction Welcome to the Guide to Video Marketing for Marketers. This guide will do what the title says and provide you, the marketer, with a guide to video marketing. So whether you are one of the 70% of marketers already using video but need a few new ideas or you are embarking on a video campaign for the first time there should be some nuggets in here to help you. 44% of people are watching videos online 75% of executives told Forbes they watch work-related videos on 5 business websites at least once a week PAGE 4

5 Why Are Marketers Using Video? There are a number of reasons that marketers are turning more and more towards video as a way of communicating and engaging with their customers. With faster broadband and better devices for viewing video, coupled with more social sites enabling video to be shared, we can all see that video is becoming more and more popular. we can all see that video is becoming more and more popular. As marketers, we know how important it is to evoke emotion with our campaigns. With video it is much easier to create feelings and emotions than with any other content. Infographics that make you laugh out loud or blog articles that reduce you to tears are few and far between. One of the most important questions a video marketer can ask is What do I want my audience to feel? PAGE 5

6 It s not just about using a video on a landing page (although according to comscore you will increase conversions by 64%). We ve all seen the funny cat videos and know they can gain lots of views and have the share-ability factor but there s something else going on somewhat of a video revolution in marketing circles. It s been bubbling away for a while now and it would seem that more and more marketers are appreciating that video is a really important weapon in a marketers armoury. After all, according to MarketingProfs, 74% of B2C marketers and 92% of B2B marketers use video in their marketing efforts. Marketers are increasingly realising that video can help throughout the customer journey. It s not just about using a video on a landing page (although according to comscore you will increase conversions by 64%). It s about using video at other touch points. Whether this be before, during or post purchase. To increase brand profile, educate, help, support or persuade. PAGE 6

7 Click on button for video We like to practice what we preach so here s a video showcasing some stats and facts looking at why video marketing is so important. Aside from all these fancy stats get it right and video enables you to connect with people who are visual, auditory and kinaesthetic. Evoking emotions that you may not otherwise have. It s much easier to make someone laugh out loud or shed tears with a video than it is with an infographic or blog post. PAGE 7

8 What are the different types of Video and what are they best for? So us marketers know why video is so important but what types of video are best used for what? Depending on where you put your video the SEO benefits can be great. Not only that, our list below may provide you with some other ideas for your video content. But before you get too excited think about what sorts of questions your customers ask and then look at this list to see what types of video will help you to answer these questions in a useful and insightful way... PAGE 8

9 Type of Video Why They Work What Are they Best for? Thought Leadership Videos Vlog Company Video A good thought leadership piece can really set you apart from the competition, ensuring you position yourself as experts in your field Can be unscripted, short and easily filmed. Tutorials giving tips, for example, could work well. This is about giving your customers something whether that be knowledge, tips and/or advice Can be great for both external and internal communications in terms of getting across what your brand and culture is all about Raising brand profile Positioning your brand as an innovator/ pioneer/knowledge font Short for video blog they are good for creating brand awareness. This is not about selling but about offering people something that will help them. If you sell fitness products, for example, you could vlog on a new type of exercise Increasing brand awareness Increasing staff morale Communicating with a global staff base Useful as a recruitment tool Case Studies (documentary style) They don t just tell a viewer how you or your product/ service works they show them, explaining the features and benefits of your product/service Educating your market on the benefits of your product or service Helps the customer make a purchase decision Testimonials There s nothing like keeping up with the Jones s. A good testimonial video should leave your viewer thinking they are missing out. If it s good enough for them it s good enough for me To help a customer to make the decision to buy Product Demos Rather than written instructions product demos actually show and tell leaving your customer in no doubt as to the features and benefits To help a customer make a purchase decision Presentation Another way of being a thought leader You can t say Steve Jobs didn t do a good job with the Apple product launch presentations Increased brand and product profile Encourage people to point of purchase Helpful how to videos The customer can see easily how something is supposed to work. It also means they can watch at a time to suit them if they are trying to build some flat pack furniture at 3am then let them! A great tool for products or services that are perhaps not straightforward They can be another way of answering questions without needing expensive call centres. Also seen as friendlier than the written word and/or a great accompaniment, for example, online instructions, rather than providing a lengthy document Maintaining customers Added value Reducing incoming call enquiries Support Videos Maintaining customers Reducing incoming call enquiries Added value Potentially a differentiator if your competitors aren t providing the same thing Recorded Webinars Scripted so you get across what you want. Effectively a live event online and at a fairly low cost. Regular educational for customers If fairly unscripted they can be more genuine. They also enable the staff that are participating to feel less pressure than sticking to a specific script and thus appear more relaxed Brand profile and loyalty Added value Interview Increased brand profile Especially useful as a HR/recruitment tool Can be useful for larger organisations for internal comms purposes Event Video Can give more of a feel for your company and culture. It s more of a see for yourself rather than somebody explaining. The other bonus is that often event videos are unscripted Raising brand profile in terms of attracting new talent, creating brand awareness and loyalty to your culture from your customer base PAGE 9

10 How to construct a Video Marketing Strategy... Who exactly are you talking to and what are you wanting to achieve? Before anything else the obvious point to make is to refer back to you overall business and marketing plans. You will no doubt know your target market inside out but do you need to segment further for the purposes of video and in which case have different video strategies for different customer segments? Are you wanting to increase sales of a particular product or raise brand profile with a new market sector? Think about what it is you want to achieve. Next-think about your brand and company as a whole This is where the marketing centric company really comes into its own. Those appreciating that marketing permeates all areas of a business understand that a video strategy can impact on HR, Sales, Customer Service, Product the list goes on. What we are saying is think about your customer funnel and at what stage you can be using video and for what (see the list on the previous page). Like with any good brand campaign your target market should want to be your customers, people will want to work for you, suppliers will want to work with you and competitors will be worried. What s your story? This is the part where you think about what you want people to feel and then think about what it is you are telling them. Where is it for? If your strategy is to produce a short series of 6 second vines it s an obvious answer. If you are producing a company video and a series of product demo videos then you will likely need a different distribution strategy that includes your own website, possibly/probably YouTube and depending on your other social media presence it may be that you consider Instagram, Pinterest, Facebook, Vine and the like. Ultimately it s about where your target markets are. Think about the web not just your website. PAGE 10

11 What do you want viewers to do? Call to actions are necessary in video too. Whether you want your viewer to watch another video, follow you on social media or press buy now (the list is endless) you need to tell them what to do with a clear call to action. Who is responsible for what? There are a number of areas that you will need to allocate responsibility, such as: Storyboarding (not always necessary but depends on the film and is often good if several people need input) Scriptwriting Production Liaising with the production company (if you have chosen to use an agency/production company) Project Management Measuring and reporting How will you measure what you re doing? This obviously relates back to your original objectives and of course your overall business and marketing plan. For video there are a number of ways to measure, which is often music to a marketers ears. The obvious starter is number of views but this doesn t really relate back to the bottom line so it s often useful to look at other metrics too depending on what your call to action is. These could be shares, likes, comments, subscribes, click through rates, sign ups and ultimately sales. You will then be able to work out your ROI It s often useful to use key people across several roles and outsource those roles where you lack inhouse resource to your production company. What s the budget? It depends on how your organisation works it may be that you can incorporate your video strategy into your marketing plans and gain budget approval at the beginning of your financial year. Alternatively you may need to put together a business case at other times of the year. It s chicken and egg some company s like to have a budget to work with during the creative process, others like to look at what they want to achieve and then request budget. It really depends on your organisation s culture. But you will need a budget to work to. Think about the return that you require too. You will then be ready for the next point PAGE 11

12 How to brief a video production company... If you ve got your video marketing strategy sorted then you know what you want to achieve and writing the brief should be pretty straightforward. We recommend thinking about the following questions and writing out or talking through your brief with your chosen production company: What is it you want to achieve? Who are you targeting? What sort of videos are you thinking about? How are you planning to distribute? Who is writing the script? Who is organising filming? Will you be using professionals actors, voiceovers etc. PAGE 12

13 Have you thought of how animation may benefit your video? Have you thought of how animation may benefit your video (this depends on the type of film you are producing) Do you have an ideal spend (clients can sometimes be reluctant to divulge this information but it s important to manage expectations. We wouldn t want a client expecting to have a particular piece of music or George Clooney as a voice over on a 2000 budget!). How are you planning to measure success? PAGE 13

14 Frequently Asked Questions... Where is it best to show my video? Firstly, you should always show your video on your company website (although there are exceptions). Secondly, you should use it across all social media platforms you have e.g. YouTube, Twitter, Facebook, Instagram, Vimeo. The more places your video is, the more viewers it will get. It also depends on your target audience as some platforms will be better to use than others. You could also have the video available on your company ipads to show clients, or on DVD and video cards to show on a projector. This question is best answered once you know what it is you want to achieve. Do I need to present my own video? If you are the face and voice of your brand then yes. If not, (or you are not comfortable), you can use someone else from your company or potentially hire in a presenter or actor who can represent your brand. How much does it cost? The cost of video really depends on what you want to produce but there are usually a few key elements that influence the price. These are: - how much filming you require. If you are based at one site with a small number of staff then it could be as little as a couple of hours filming however if your company has multiple sites, products and staff the shoot could be over a number of days. - How much time is needed for editing and what graphics are required - are there any additional requirements like voice overs, scripting or even a drone camera? PAGE 14 As you can see there are a number of factors which can be flexed up and down depending on the budget.

15 How long should the video be? The best average time should be 1-2 minutes for a promotional video. This is long enough to get your message across without switching off the audience with too much detail and losing their interest. The shorter the better. How can I use my branding in the video? Make sure you use branding throughout your video so the audience are clear about who you are. The best place to use your branding is at the beginning and end of the video. If it can be implemented during the video then do so. Make sure you use branding throughout your video Can I get help with ideas and script writing? If you choose a good video production company they will help you with pre production, so ideas and scripting. It is usually best to have a rough draft of a script and then you can send it over to them and they can input creative ideas and directions. That said, we have worked with clients who have come to us with a blank canvass and just an overall objective in mind. How long does filming take? This all depends on the content of the video, the length of your video, where you are, how may people are involved etc. For example, if you need to be filming in 3 different locations, this will take longer than if you need to just shoot in one location. PAGE 15

16 THE VIDEO PRODUCTION AGENCY Ark Media Productions are an award winning video production company working with clients across the UK to help them with their video marketing campaigns and internal communications. Address: 20 Welford Road, Sutton Coldfield, West Midlands, B73 5DP Telephone: Web:

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