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In this week’s episode of The Video Marketing Show, Ark Media’s Head of Marketing, Judith Hutchinson, talks about where to start with video marketing. ‘They say a picture paints a thousand words, so imagine how many words a video can paint.’ Find out in this week’s episode how you can be using video to sell, reduce costs and communicate internally with your staff.

We can also help you to define the challenges that your business may be facing and how video can help to overcome these.  You can contact one of our expert team members on  [email protected], just leave us a short description of your business and we will get back in touch with you.

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Watch this weeks episode above or listen to the podcast below!


Welcome to The Ark Media Video Marketing Show.

Hi, I’m Judith and welcome to The Video Marketing Show. In this episode we’re going to be talking all about where you start with video marketing.

Quite a lot of marketers know that video is important, but they’re not sure where to start with any sort of plan or strategy, and if you’re not convinced by video, then I will share with you some key stats, to try and convince you that video is the way forward. So, the first stat I’ve got here is; video can communicate in seconds what might have taken multiple paragraphs to write, I know they say a picture paints a thousand words so imagine how many words a video paints. Seventy-nine percent of people would rather watch a video than read text, and ninety percent of customers say that video helps them to make buying decisions. YouTube is the second largest search engine after Google, so in terms of getting your brand found then video is a good way of doing that, and 54% of employees expect to see video in the workplace. So, in terms of internal communications as well as external communications, more and more people are expecting to see video, as a channel used for communication, whether that be for external marketing communications or internal messaging as well. Here at Ark Media, we find that our clients use video for three different reasons, they use it to sell, so that’s quite obvious, you know, product videos, raising brand profile, increase your market share, so, selling your services, your products, whatever it is, is one of the key reasons that our clients use video. Our clients also use video to reduce costs, so for example, if we had a client who made some helpful videos for their customers, which would alleviate calls into their call centre, thus reducing costs in terms of their call centre. So, it’s useful to look at video, not just in terms of selling, but also, in terms of reducing costs for your organisation as well. And the third reason that our customers by video, or the third main why our customers by video is for internal communications, so communicating key messages to your staff, maybe recording events that remote workers can’t attend, or recording training courses that you can share across different offices, rather than people having to travel to one office for a training course, if you can do it online why not, and also video for induction, for new members of staff, all these things enable you to have a consistent message to your staff and to make sure that the right message gets across. So, yeah, they’re kind of the three key reasons that clients of Ark Media use video, so selling, reducing costs and internal communications.

Lets have a think about your objectives in terms of where you’re going to start with video marketing. If you’re a marketer listening to this, then obviously you’ll have your marketing objectives in place, so I would always go back to your original marketing objectives, think about what it is that you want to achieve overall, and then think about what you want to achieve with video. I would also do that in association with your customer funnel, so thinking about all the different things you have in place at the attract stage and the engage stage and at the delight stage. It’s also useful to think about how you could use video as part of your marketing funnel, external or internal campaigns, thinking about how you convert someone, how you attract someone to your brand, how do you engage with them and delight them enough to buy. So in terms of the attract element, video empathise with your customers problems so maybe a short video showcasing your brand personality, thought leadership videos, brand films sharing your values, educational how tos that provide tips to problem solving, that sort of a thing, and then at the engage kind of level of your marketing funnel, how you can help your audience to visualise themselves using your product. So you might have video on for example a product landing page, you might use case studies, testimonials, again, how to videos, possibly webinars, product demonstrations, and I find that personalised or interactive videos could work  well here as well, and we’ll talk about interactive and personalised videos a bit later on. And then in the delight level of your marketing funnel, it’s all about referring or up-selling, so a thank you video, for example, when we finish a video project for a client, we send them a thank you video to let them know we appreciate the business that they have given to us, and it’s just a nice thing to do, it’s the feel good factor. You may also like to think of video in terms of your onboarding, depending on your brand, are they coming into some sort of community or subscribing to something, is there some sort of on boarding video, and again there’s internal communications with new staff that works well. Also, you’ve got in the delight phase, you’ve got education, so product training videos, how else you can use the product, or any add-ons that you can buy that will help them to use the product better, or videos to encourage upgrades, obviously it depends on your product or your service, but you get the idea.

So yeah, I would go back to your marketing plan, think about what it is you want to achieve overall, think about your funnel, your marketing funnel, and where you could use video in terms of attract engage and delight and now you’re at the stage where you can answer a few different questions, to start bringing together your strategy. Start off with who’s your audience, who is your target market? How do they consume content? What kind of thing entertains them? What is it that they want to be looking at? Is it short, funny meme’s or is it longer, kind of educational pieces? So really,  it’s ultimately getting to know your target audience and what it is that entertains them and how they consume content, because thinking about how they consume content will help you with your distribution strategy. So, for example if you are targeting a market who are heavily influenced, then there might be something in video in terms of influencers for example. Or if they are really into the educational element of it, then maybe a YouTube channel with lots of thought leadership content on there, it’s something that you can also turn that into a podcast as well. You also need to assume that people consume content in different ways, and the beauty of video and indeed video through thought leadership pieces, that you can turn it into a piece of content for a podcast as well. Also, as well it’s not just about content marketing, so it might be that your audience is best suited to television advertising, or advertising in the cinema, it might even be Digi boards, that kind of thing. It’s thinking about how video can reach your target market, so the better you know your potential clients, the better you can think about how you can helpfully interrupt their day with video.

The next question to think about is what’s your story and how do you want people to feel? So, thinking about what the story is, what the narrative is behind what you’re telling people, and this is something that we go into in a little bit more detail in our video strategy sessions with clients. It’s thinking about what their story is, how they want people to feel? A lot of the time it’s compelled, you want people to feel something that will drive them to be compelled to take an action. So, a great example is the charity ads you see, you know, the real tear jerking, emotive, that leave you feeling like ‘oh my goodness, that’s just so unfair.’ For a brand that’s selling products and services, the likelihood is that you’re  not necessarily going to want to upset your audience, you’re probably going to want to either entertain them or educate them. Yeah, have a think about what your story is and how you want people to feel as a result of the story, and as a result of that thinking about what you want your viewers to do, and this is whether you’re planning out a whole campaign of video or whether you’re just planning on one video there is always going to be something that you want the viewers to do, whether that’s watch another video, whether that’s to do whatever it is that your brand is selling, what do you want viewers to do as a result of the video?

Next in terms of the video strategy, is thinking about who is responsible for what, for example, who’s responsible for writing the brief, who’s recording the video, for editing the video, if you’re working with a video production company then they can obviously do all this for you, but even if you are working with a video production company, you will still need someone to liaise with that company, to write the brief and to give feedback and to have final sign off and that kind of a thing. So, in the first stages, thinking about who is responsible for what is useful.

The next thing to think about is distribution, thinking about where you’re going to distribute your videos, if you’re recording a television advert for example, it would be different to if you’re only recording videos for social media. You’ll have things like the clear cast regulations and that sort of thing to sort, and it becomes a much bigger project, but if you are recording a TV advert, it’s still worth thinking about not just the TV advert in terms of the media buying, but where else can you use that content across your social channels, do you want to use it internally for anything? Do you want to re-edit it and turn it into anything? But how can you maximise the video content that you’re recording to be able to use it in multiple ways to be able to get your messages across to your target audience. It might be as well that you’re thinking about ‘well who else can share this content for me?’ so for example if you have recorded a thought leadership piece with perhaps an influencer, can they share sort of short trailers on their social accounts? Obviously, this depends on your objectives, but thinking about the distribution of your video content is important when putting together a video strategy. Also I would think about what your budget is to dedicate to video marketing, so this can vary vastly, depending on what you’re wanting to achieve, but I would always think about the return you’re wanting to get so if you are sharing just a couple of social media videos, obviously the budget is going to be a lot smaller if you’re putting together a full on TV ad. Thinking about budget will help in terms of if you’re coming to brief a video production company, there are so many different ways of creating video content. Alternatively, if you’re not keen on being in front of the camera, or your staff aren’t keen about being in front of the camera, you might want to think about animation. And again, that’s going to need budget allocation because you know, if you’re looking at Pixar type animation, that’s going to be a lot more expensive than like an icon animation. So, thinking about what budget you’ve got to work to will helps in order to formulate the types of videos that you are able to use.

The next thing to think about it how you’re going to measure the success of your videos, and your video marketing, obviously the easy thing to look at is your original objectives, it might be that you had sales objectives, it might be that you had cost reduction objectives, other things that you might like to look at in terms of measuring your video and video marketing is the view count, play rate, social engagement, quite often we say fives times of your usual engagement level. Total watch time, video completion rate, click through rates, conversion rates, but ultimately, if video is a real part of your content marketing strategy, then looking at what your audience is enjoying is really important. So I would say they’re kind of the key things to take your pick from in terms of what you want to get out of video and video campaign.

So, we’ve looked at the marketing funnel, we’ve looked at some key questions to start formulating your marketing strategy, we’ve looked at how you can measure video. I hope you found that useful, just to give you a few pointers on where you start when putting together a video strategy, it would be wrong of me to not include a call to action, having told you about how important it is to think about what your viewers want to do. So my call to action would be if you have found this interesting, if you would like something a little bit more tailored, then by all means get in touch with Ark Media for a video strategy session.


The Ark Media Video Marketing Show, giving you powerful video marketing strategies to truly make an impact.