Deliver relevant video content that appeals to precisely the right audience at the right times by understanding these video production services.
1. Video Marketing Strategy
As the video suggests it all starts with a video marketing strategy. If you are looking to create the best corporate videos for your company, you've got to plan, plan, plan.
The days of switching on the camera without knowing why you're doing it, are over. If you’re a small business, then this is the discovery phase to help you understand what you're trying to achieve by using videos. This will help you focus on your selling points, who your target market is and what you expect to achieve out of producing the videos.
If you're a larger organisation, the video marketing strategy is about supporting the marketing plan and putting in place a video marketing framework. Video content auditing (looking at what your existing video content is doing), video mapping, execution plan and amplification tactics (market the marketing). This helps to consistently create and deliver relevant video content that appeals to precisely the right audience at the right times.
2. Project Management
Project management identifies the key resources you need which includes all the technical aspects of the production, such as locations Crew and Talent. Video projects can be complex with multiple stages of approval along the way. The Project Management steers the production towards meeting your expectations and informs the Crew and Personnel before filming.
This also outlines key deliverable dates for things like...
- Script, Shot list & Storyboard
- Crew & Equipment Resourcing
- Location Site Surveys, Reconnaissance, Scouting, Releases
- Cast, Staff, Professional Presenter, Actor, Voiceover
- Production Design
- Wardrobe, Props, Set Dressing
- Production Meetings
- Existing Content Assets
- Style Guides and Brand Assets
- Legal, Regulation and/or Compliance
- Project Archiving
3. Script Writing
Script writing is one of the most underestimated stages of video production. It’s the most vital in creating the best corporate videos for your company because it's a text based description of your ‘video in the making’ and includes what is spoken, what the audience will see and any necessary information related to the story. It formulates ideas, organises the message and, as importantly, shapes the video production long before the camera is switched on.
It’s important to consider developing a script that appeals to the language of your audience not just talking because you think that's what your audience wants to hear. Getting it on paper first helps you to fine tune anything that sounds robotic or unnecessary for the message you're trying to convey.
4. On-Camera Training
On-camera training ensures you understand on-set protocols such as where to look, how to talk and learning the intangibles like humour, empathy and energy. This is also a skill that is really taught in practical terms, which surprises me. If you want to connect with your audience, then you need the skills of a professional presenter, it's not enough to be rehearsing in front of a mirror.
Learning how to express your personality through inflexion, tone and body language is not an automatic skill, either is reading from a teleprompter, conquering nerves and coming across confident, conversational and authentic. That's why On-Camera Training is so important because every first impression counts.
5. Video Production
Video production is the technical execution of your project plan. If you’ve employed a professional crew, they should be following the requirements of your brief. You need to consider scheduling, scripting, training and experience of the video crew, along with all the other elements that mean that the actual production itself is efficient, effective and relaxed while remaining fun and professional.
Production elements can include...
Schedule, Script, Shot list, Storyboard, Crew & Equipment, Locations, Cast, Voiceover, Production Design, Autocue, Wardrobe, Props, Set Dressing, Production Meetings, Make-Up, Motion Graphics, Music, Editing, Transcription, Language Translations, Closed Captions, Graphic Design, and Sound Recordists.
You can film on location, in a studio, or the convenience of your office. When it comes time to editing, you'll need multiple approval stages for feedback or amendments and you should be able to do this either at your desk or on a mobile device, to get exactly what you need in the videos.
For some businesses, the unknown of distributing videos online can be cumbersome. Implementation streamlines this process. You need a seamless and easy way to display your videos on your website using professional video hosting which should include analytics and video marketing tools to increase video engagement with your audience.
Having a dedicated business video portal should allow you to share, display and completely customise the look and feel of your videos. You should be able to change player colour, thumbnails, closed captions, annotations, calls to action and even add an email collector to capture leads.
You need to provide crystal clear videos that work on every device and change the way your videos interact with the viewer. You can also customise the look and functionality of your player to entice viewers to click and watch exactly what they need to journey to the next stage, from any device, and sharing through social media.
Does this seem like overkill? because this is video marketing at it’s best. Using all the available tools in your toolkit to maximise the experience for your viewer and optimise the opportunity your videos have at reaching their goals.
If you spend all this time putting in the previous six stages, you need to follow through to the end, that means measuring your video marketing and proving that it was a worthwhile investment. Marketing is about ROI (return on investment) and it's hard to know the ROI of any marketing activity unless you’re measuring it.
Use your engagement as a decision-making tool for any improvements you need to make throughout your videos.
For example… Use in-depth analytics to track the exact proportion of your video viewed and see what was re-watched and what was the most interesting or relevant messages. This allows you to adapt and optimise your content accordingly. Use video metrics to report to your board or CEO and directly correlate how video marketing is adding value to the business. Track performance across your entire video library and measure your videos ensuring a consistently positive ROI. Continually monitor and track your videos with scheduled content audits to maintain a positive ROI.
If you use all of the these video production services, it'll ensure that you are maximising your time and your investment. Your videos need to work for your business for years to come and provide a cyclical approach to video marketing (through continuous testing and measuring) to gauge what works and how to improve.