Episode 3: Q&A On Video Marketing

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Episode Description:

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.

Episode 2: Are You Using The Right Type Of Video For Your Business Or Brand

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Episode Description

In this week’s episode of The Video Marketing Show Ark Media’s Managing Director, Phil Arkinstall, will talk you through whether you are using the right type of video for your business or brand.

Areas that will be covered in this episode are:

  • What is the problem that you are trying to solve and will video help you to solve that?
  • Offering different types of video ideas and how you could be using video to help reduce costs and time within your business
  • Different touch points within your customer journey where you could be using video to benefit your business and client experience.

You can watch the full episode on our YouTube channel above, or you can listen to the podcast version below.


Welcome to The Ark Media Video Marketing Show

Hi I’m Phil Arkinstall and welcome to The Video Marketing Show. Now are you using the right type of video marketing for your business or brand?

We want to discuss the different types of products that we offer, and how that fits together with what you might need as a company. So, the first thing we always try to encourage is, not looking at what that product is, so whether it is an animation or an advert or an explainer video. What we always try to do is actually work out first what’s the problem? What are you trying to achieve and also why you think video is best used to achieve that goal? When we do that in a strategy session, we’ll look at exactly what your problem is, is it something to do with recruiting the right people? Is it do with engagement with your brand on the internet? Is it to do with communicating with staff and getting messages out there? Or is that you just want to cover off a bit of news that the company has, and that all falls into different products that we offer.

Proportionally within our business, our biggest product, even though we are a live action video production company on the whole, as a stand-alone product, animation is by far our most popular, and the reason for this is because it actually covers a lot of different bases, so it allows you to convey a message that doesn’t require filming. If you have a business where there is nothing visual about it, or there is something in the business where you can’t actually see by filming it in live action, what the end product looks like, then animation is a good place to go. So, for example here, you could have a company who does some work underground that you cannot get a cross sectional view of the work that they do. So, an animation might be perfect there to help convey that message. Another area might be that staff don’t want to be in the video, they might be feeling that they don’t want to be represented on screen with their own image so actually telling the story through animation might be a powerful method to achieving this.

There could be other reasons why you’d choose animation, perhaps it’s easier to update certain members of your team leaves instead of having to cut them out of the video or come back and do more filming you could actually just change the name of the character in the animation or it might not even be identifiable to that person. Also, they’re vibrant animations, there’s colour, there’s graphics that can fly around the screen, you can get a lot of call to actions by using those graphics and make them memorable, so they’re a really good form to be using to convey your messages.

Another, potentially interesting approach, could be to actually advertise on the television or to advertise on YouTube, so there you would probably be looking at making a more glossy video a bit more polished, certainly not something you would find on zoom or teams at the moment, we’d go through a full production process. There is a lot more detail required for this particular form of video, so you would have to get clear cast approval on the script, you have to be very careful that you’re not miss-selling anything and that you’re accurate about your messaging. It is still a brilliant way of getting maximum exposure, so you could have literally millions of people watching it, we did an advert a couple of years ago for Worcester Cricket, and it appeared in between Coronation Street so it was seen within the Midlands region by upwards of a few million people, and their gate receipts that year for their T20 tournament were absolutely out of this world because again you’re hitting a mass audience. They can be targeted because you might choose to have your advert shown during a particular programme, so if the advert was promoting cricket, it would be perfect to put it in between a sports programme, or if it was particularly about Worcester Cricket, it might be that it is in between a local TV show that focuses on that particular area. Same can be said for YouTube and using that format as well, so if you’re into computer games and you wanted to advertise your computer games, well the best place to go on YouTube would be before hints and tips videos that gamers are using, just being in that right area where that demographic is going to hang around.

Another type that we tend to offer to people is explainer videos, this is where you want to get some information about a product or service across to an audience, by explaining what that is and how it works. These can also be very useful when you’re helping your customer to understand the product and it can actually help to decrease things like support calls you might not need to have a call centre that’s explaining a certain product because they can be referenced straight to the video. This can both really help both B2B and B2C organisations that are utilising the post customer experience, for example if a customer needed to assemble some flat pack furniture, you could have a quick explainer video, explaining exactly how to do it. One of the ones that was always useful for our business was folding up the green screen, we could never seem to get it back into the bag so actually folding it up it was brilliant having access to a video.

A large area that we find video is useful for is internal communications. If you’ve got a team could be anywhere from say five to five-thousand people, getting consistent messages across to that team is massively important, and video is a brilliant way to do that, it’s actually quite vital in that industry to be able to communicate in that way. You can have interviews with the CEO or the senior team, you can have entertaining videos that just maybe convey some health and safety information but do it in an amusing way, but at the same time the message is serious and want to get it across to their staff, maybe even have event videos, highlights of an event that they’ve attended as a business, just to recap, just to capture that moment, newsworthy type material really.

Then of course, promotional videos, that’s a big area of focus for us as a business. This is usually the two to three minute long video, it encapsulates what a business or an organisation does, really brings that brand to life and makes it look as good as it can look, glossy shots, really good concise interviews with people explaining what they do, maybe a voiceover recording and some music, motion graphics, there’s a lot of scope within this area, but what has been interesting over the last few years for us, is that promotional videos actually now have a second life to them you can chop them back, you can make them into short social media clips, so instead of just having that one video that sits on your website or in a presentation for years on end, you can actually recycle and reuse the video and make more focused content. Instead of perhaps covering the breadth of what a business does, you might just cover one particular thread, this can be really highly effective if it’s targeted properly. It also helps having promotional videos because it engages with the visual learner, it helps to build a YouTube audience and ultimately, within business, the reason for having a promotional video would be to increase your presence online, but also to increase sales, and potentially can be more cost effective because it can be used as a touchpoint to a consumer.  Again, when you are filling your marketing funnel, you probably have to have, up to, well anywhere from five to thirteen touchpoints and this video is a brilliant way of reinforcing that, it’s probably one of the most powerful tools that you can have, and maybe it can be seen on your website, it might be seen on your social channels, shown at an event, can go onto your e-newsletter, there is a lot of different places you can use your video, the channels for your video, and it can offer a really cost effective solution.

As we move forward, as technology continues to grow, we’ve also launched a product called Tibi personalised video. Tibi is all about the individual experience, so the video is tailored to the person that’s receiving it, that can be the visual or the auditory. Visually, it could be that their name appears on the screen, some statistics relevant to the product that’s on offer appear, so maybe if someone was asking for a loan, the computer would calculate the repayment terms on that loan and actually show the person directly what they would expect to get from that product. Then on the sound side you could have the voiceover address the person by name, and also if it was say an animation, you could get it so that the characters were switched out to represent the demographic of who the video was aimed at. If you had an animation that had two different target markets, you could have two different characters that fit nicely into that market. It’s a real revolution in how video will be used in the coming years, and we are definitely on the forefront of that.

To conclude, I think the key thing to identifying if you’re using the right type of video for your brand or business is probably to have a strategy session. Sit down with our team, plan out what you are trying to achieve, what the pain points in your business are, sometimes these pain points they don’t, they obviously show that they are linked to a video solution, but actually once you have discussed that problem, you can find that there is a video solution, a quick example of that, would be if you’re bringing a load of new staff on, you could send them out a load of training material that are visual, that perhaps the company historically might not have done that before, but again, just having that conversation and figuring out what’s a particular developmental point within your business, across the whole company, video may well be able to offer a solution and the way that we try to do that is by having a strategy session. So please book onto a strategy session on [email protected]. Thank you for joining me for this episode of The Video Marketing Show

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