In this week’s episode of The Video Marketing Show, Ark Media’s Managing Director, Phil Arkinstall, and Head of Marketing, Judith Hutchinson, have complied the questions they get asked the most about video production and video marketing. We are certain they have answered at least one of your burning questions! You can watch the full episode on out YouTube channel above, or listen to the podcast version below.
Welcome to The Ark Media Video Marketing Show
Hi welcome to The Video Marketing Show, I’m Phil Arkinstall.
And I’m Judith Hutchinson
And today we are answering questions that have been sent in by our social media followers and our clients. So, the first question is, Judith can you explain what video marketing is in simple terms.
Yeah, so basically, video marketing is how you get your message to your target audience, with video, and that is it in simple terms.
Excellent. So, the next question is how do I integrate video into my current marketing strategy?
It’s like you would integrate any other comms channel, so you would obviously start with your marketing objectives, what is it that you want to achieve? I’m guessing that if you want to integrate video into your marketing strategy it’s because you know video works, because you know your audience are consuming video, but maybe start to think about where they’re consuming that video. So, you know, then you’ll start to get to grips with how you are going to distribute your video, so are you looking at a cinema ad? Are you looking at social media videos? If so which social media channels? Is it for a social paid campaign, or is it an organic campaign? Once you’ve answered those sorts of questions, you’ll formulate a campaign plan to be able to hit your objectives. Okay Phil, so next question can I create an overview video or promotion of my company and be done with it?
I think in this day and age that’s a bit naïve to just make a stand alone video, in the past we would’ve say, made a three minute promo that would potentially go out on a VHS tape, or in the early days of the web it would just go on the website, but actually now, with social media, and peoples habits have changed massively. So, people will consume content for a lot less time, they want more concise answers and call to actions, so actually no, the thing that we really promote with our customers is, film the material once, but then recycle it, reuse in many different ways. That way you can end up with lots of different videos, you can focus around a particular area of your business on one set of videos, but then actually go for the wider, bigger picture on something else, so it is definitely, you should definitely be making maximum use of your content.
Yeah, so you might have a sort of three- or four-minute brand video, and then you might have several thirty second shorts from the same footage for social media and that sort of thing.
Yeah, it’s picking up on threads within a part of your business or your product offering.
I think that any client that has come to us and asked for a promotional video that is for their homepage on their website, has realised how much that helps them in terms of SEO, and people staying on the page and that sort of thing, and they’ve realised the benefit of video and that they should be using it more anyway because of the return that they are getting from it.
Yeah, I agree with that. Okay, so, the next question we had was at what stage of the customer journey should I be introducing video?
So, I’m obviously biased here, but I think all of them. You’ve got your awareness at the top, so it might be you know if you’re using social, or if you’re using television advertising, anything that is going to create awareness of your brand, on more of a mass scale if you like, you can absolutely be using video there. I think further down the funnel, you could be using video at the consideration stage, you can be using video at all of the stages, but things like client testimonials, making people sort of have a keeping up with the Jones’ you know if it’s worked for them it’ll be great for me, it’s almost like thinking of the consumer buying process, so what is going to help them make the decision to buy from you? And using video along each of those different stages, and even when they are a client looking at how you can use video to up-sell, to cross sell, all of those different things.
I think that you’re absolutely right, you have to cover the whole of the sales process.
Okay, so next question Phil is how much should I budget for video in my overall marketing plan?
It’s a really interesting question because there is a massive scale here, you can go from what we call our quick edit service which is where you film yourself, we then top and tail it with graphics and take out any of the bloopers and give you a video back, that could be just a few hundred pounds. On the other end of the spectrum, it could be a cinema or television advert campaign, the thing with that is you shoot on better quality cameras because it has to be shown on a massive screen. You also have to go through the sort of compliance side of working with broadcasters and the cinema chains, there’s a lot more intricacies in the budgeting of the project there, and all the way along there is different sorts of scales to this. There’s self-generated content in the sense of making your own YouTube videos or Tik Toks or whatever it may be, they can be just as effective as spending a lot of money on a campaign. Then there is literally all the stages in-between, where it might be just a day’s filming and a couple of days to put an edit together with some graphics that can look very professional. It really depends on what you’re trying to say to your audience, if you are saying to your audience, we’re a slick professional company, you’re probably better off having a slick professional video that reflects that. If you’re saying, you know we’re talking in volume or it’s a low cost sort of product, you could put some really, quite basic content out there, still try to make it as professional as possible, you know, I’d always suggest that if you’re putting things out on YouTube, to do it horizontal, not portrait effectively, it just makes it look more like a video that you would see on the TV or on at the cinema rather than doing it the other way round, which has its place, because on social media, it lays out differently on your phone. So, there is so many variables, but it really does go back to looking at your strategy, where do you want to position yourself in the market? If you perhaps want to be at the bottom end of the market, you might do something quite low budget, again if you want to do something at the top end, John Lewis’ Christmas advert, you’re not going to do it for hundred quid, on your iPhone, you’re going to do it with a full crew, with a full cast, with scripts, you know visual effects, directors, all things that you would expect at that level of production.
Yeah, it depends on the return you want to get doesn’t it and also, it’s thinking about your video strategy as well, so it might be that you have an amalgamation of self-generated stuff, high end stuff, and also maybe user generated content as well, so videos that your customers have taken of them using your product or your service and your using that for social content.
Yeah, because ultimately the video is to engage with people, it’s to get an emotive reaction out of people. You can do that from a video that someone has shot themselves, if that emotion is in there, you know, some of the best videos you see on Twitter and Tik Tok are the ones that just connect with the audience because they are real, they are real, whereas the glossier stuff, sometimes perhaps it’s harder to get that emotional connection, and that’s why as I said about John Lewis, they spend an absolute fortune, because they are paying for that emotional connection, through the production values and the story that professional people are putting together. So, it’s a real, you know, you can go right from the top to the bottom, or the bottom to the top, it’s got so much scope in there. So, our next question is how do I market videos once they are made?
I think the secret is, or not so much of a secret, but you would have a plan before you made the video. You know, you’d put together where you wanted the videos to be seen, based on what your target audience was, you’d have some objectives in terms of, you know, if you was sharing them on social, you would have some objectives in terms of how many views you wanted them to get, what you wanted people to do as a result of your video, so is it to buy a product or a service? Is it to download something? Is it to, what feelings do you want them to evoke, what do you want to compel them to do after your video? So, you would plan all this out before you made the actual video, because I think that also will link to what the video actually is. So, yeah it’s not a case of making a video and then thinking what do I do with it, you should be thinking what do I do and then making the video based on what you want to achieve.
So, effectively what you’re saying is a video strategy in the early stages, and again that’s something that we offer, is a video strategy session to help explain to our customers, you know, figure out what their problems are, how can video help to solve that problem, and obviously with the different product ranges that we have within video, it’s working out what product goes with what problem. So, actually yeah, I think that’s definitely correct.
And thinking as well about the different types of video that you can use, because when we are doing a video strategy session, I know lots of clients, you know we will show them interactive video and they’re like ‘oh my god, I can totally see how that works, where I could use that or I could use that not just for external communications, but I could use that for internal communications,’ and it’s almost thinking of yeah, what you want to achieve, the type of video you want to produce, and thinking about your brand as well, and how a video links with your brand, so, how you can communicate your brand voice through video. But you would absolutely have a plan before you even commissioned video.
Absolutely, no that’s brilliant. So, thank you to everyone who has sent a question in today, we hope you have enjoyed this episode of The Video Marketing Show and we’ll see you next time.
The Ark Media Video Marketing Show, giving you powerful video marketing strategies to truly make an impact.