Why Video Marketing Is More Than Just Video Production (And Why Your Company Needs Both)
If your company wants to excel at video marketing, it’s about more than just slick video production. You need to implement a comprehensive content strategy that prioritizes high impact video assets that address specific needs to match your overall goals. It’s about much more than a single landing page video on your website.
That means when you hire a professional videographer to produce video for your Oregon company, it’s essential they have a working knowledge of video marketing best practices. They can make the best film in the world, but it won’t do your company any good if no one ever sees it. That means you should discuss with them your overall goals for the video, how you’re going to get it in front of your customers, and what actions you hope to elicit.
A video marketing expert knows how to create video content that is targeted in its message and will be more likely to give you the return on investment you’re looking for. At PDX Videographer, our goal is to make compelling, effective content that translates views into action.
Video Production Versus Video Marketing
Let’s take a look at the process most video production companies follow. It begins with scripting the video, followed by creating a production schedule, shot list, storyboards, and everything else involved in pre-production. Then production takes place, where the video is shot, including interviews, b-roll, drone, and the rest of the video that will appear on screen. Finally, post-production entails editing, motion graphics, color correction, and exporting the completed assets.
Now let’s consider how a video marketing company approaches the same problem. They start by analyzing the client’s marketing approach, finding a video solution that addresses the primary marketing goals, and identifying the target audience. Next, they formulate a customized video strategy, which encompasses everything from the type of videos that need to be produced to how the videos will be promoted. Then they produce the videos, similar to a video production team. Finally, they release the videos on the chosen platforms and track results.
Which sounds better to you? A video production company does a great job of producing professional video, but there’s so much more to a successful video marketing campaign than just the video itself.
Think about your video from your audience’s perspective
Video is a great way of communicating with your audience, but if you really want to be effective, you need to think about your content from the point of view of your potential customers. What will they get from this video? Why should they consider clicking on it? Does the video provide them something useful or entertaining?
Naturally, your company has a lot it wants to say, but the most effective marketing directly addresses the pain points of your customers, whether it’s by providing useful information, teaching them how your products can help them, or some other meaningful service. A successful video marketing campaign makes your customer front and center.
How will your potential customers find your video?
In my experience, a lot of clients come to me with an attitude of “Build it and they will come.” One of the first questions I ask before I agree to do a job is how will your customer find your video. If they don’t have a good answer, that’s a good sign that they haven’t put enough thought into how this video will fit into their overall marketing strategy.
A company has a lot of options for where their video content can live. The first question is where will the content be hosted. For most companies, that will be YouTube, but other options include Vimeo, Facebook, or directly hosting the videos on your website. In many cases, it’s best to upload the same video or slightly different versions of the same video to multiple different platforms, maximizing your exposure potential.
But once the video is up, you also need a plan for getting people to see it. Whether that’s by using paid ads, SEO, lead magnets, or some other strategy, have a plan in place before you hire your videographer.
Video marketing boosts your SEO and Social
Another tremendous benefit of tailored video marketing is the boost it will give to your SEO. Hosting videos on YouTube (which is owned by Google) and then embedding them on your website is a great way to improve your page rankings in targeted keywords. Google is more likely to return web pages that contain videos that match a given search query, because they are deeply invested in increasing the connectivity between search and video.
By the same token, most of the major social media platforms are investing heavily in video. It’s important to understand, however, that each platform is interested in promoting video content hosted on their sites, not their competitors. This is why it’s important to upload your videos directly to each platform, rather than, for example, sharing a YouTube link to your Facebook page, which is much less likely to be shown to your followers by Facebook.
A professional video marketing team knows how to tailor your video content for each platform, including adjusting the aspect ratio as appropriate.
Video content can fit seamlessly with your overall marketing strategy
Because of video’s flexibility, it’s easy to tailor your video content for a variety of different uses. No matter what your marketing goals are, video is probably going to be able to help.
For instance, perhaps you’re trying to make your email marketing more effective. Including video in your regular emails will help ensure better engagement from your mailing list, and allows you to more effectively communicate with your audience.
Your Portland, Oregon Video Marketing Specialist
PDX Videographer is not a full service marketing company. But my background in PR, SEO, and corporate marketing means that I have a very strong understanding of how to effectively use video in your marketing strategy. I can work with you to tailor a plan that matches your marketing goals and always strive to ensure that we extract as much value as possible from your video content.
I’m happy to schedule a time to discuss your marketing needs in depth. Let's talk.