Why your brand needs a combined video marketing & production strategy

Why your brand needs a combined video marketing & production strategy

By Falkon Digital on July 23, 2018

video marketing and production strategy

Video Production

Marketing via video has long been regarded as the gold standard when it comes to advertising. No other means of communicating with a target audience was, or is, as effective in terms of reach or retention.  In decades gone by, this means of delivering marketing messages was only accessible to the very largest businesses because television and movies were typically the only means of distribution and as such cost a great deal to use as a broadcast medium.

In more recent times, with ever increasing broadband speeds, advances in the technology and the proliferation of even pocket-sized devices which can both display and capture video, there are more ways than ever to consume video content. The production of such videos has never been as cheap or as easy to make and to distribute. The challenge with marketing video production is no longer how to afford it (indeed you can’t afford not to), but how to make your brand’s video marketing content stand out from your competitors and attract the attention of your target audience. An audience which has more choice than time and a rapidly declining attention span.

 “Every company needs to become a media company.” – Gary Vaynerchuck

If you’re still unconvinced as to the power of video for delivering marketing messages versus other, more traditional means of advertising, then we encourage you to look up some of the statistics, from any source you like, to see how the return on investment for brand video production is far higher than any other means of raising awareness, communicating with your audience and ultimately driving sales.

Why is video production so important for businesses?

  • Consumers retain 95% of a marketing message delivered by video, compared to 10% if delivered by text alone.
  • Just over half of marketing professionals consider video as the medium with the best ROI.
  • After watching branded social videos, 64%  of consumers go on to make a purchase.
  • Adding a video to a website landing page makes it 53% more likely to appear on page one of the organic search results.
  • A blog post containing a video is likely to attract three times as many inbound links as it would without.
  • Adding a video to a marketing email nearly doubles the click-through rate.
  • By 2019, video traffic is expected to account for 80% of all consumer internet use


Video seeding and promotion

When first taking the decision to make a brand video, it can be tempting to start off by deciding what you want to say to your audience and arranging the production of  a video which gets that point across as well as you’re able, in line with the time and budget constraints.

While this seems a logical way to go about creating a marketing video, it’s a slightly old-fashioned notion which goes back to the early days of big brand advertising, where viewer choices were limited, their attention was easier to command and the direction of communication one way only.

Modern advertising, by contrast, is less of a broadcast and more of a conversation. If your audience isn’t interested in your message, they’ll simply ignore it and keep scrolling, in favour of something more interesting or relevant to them, no matter how wonderfully your video was presented.

If you engage an external agency to create a video for you, they’ll certainly create any video you ask for in line with your brief, but no matter how good a video they create, if it doesn’t appeal to your target audience, it’s going to get neither the results nor the return on investment you expect.

A beautifully produced video containing a message which is of no interest to your target audience makes the lives of your marketing team or the agency you engage to manage your marketing, very difficult. You’ll still likely expect them to promote and distribute  the video across your brand’s marketing channels and to use their skill as marketers to get results, but they’re going to have to put in far more effort to make that video work, meaning that you’ll have to either accept worse results or pay for more marketing hours. Either way, your ROI on the video is going to be negatively affected.

Knowing your target audience as they almost certainly do, your marketers will have to essentially ‘reverse engineer’ the video you want them to promote,  find elements of the message which are appealing to your audience and promote the video on that basis. If you’ve considered what you want to say rather than what your audience wants to hear, you may quite by chance hit upon something which appeals to your target market, but this is by no means an efficient approach.

A good marketing team or agency can, without a doubt, do wonders with the proverbial ‘sow’s ear’, but they’ll achieve more in less time if they have a ‘silk purse’ from the outset.


Video Marketing strategy

As mentioned earlier, it’s never been cheaper or easier to produce and distribute broadcast quality video, but even the small budget needed to produce a top quality video is budget wasted if no-one watches it and no revenue is generated as a result of it’s production.

If you’re going to the time and expense of producing a video to promote your product or service, by all means consider what the message should be, but before jumping ahead to production, or even to a storyboard, make sure you involve your marketing team from the outset.

Your marketing team, as part of their role, will be intimately familiar with your target audience, who they are, what they like, how they speak and where they prefer to spend their time online. This familiarity will come as a result of having studied the data generated by previous marketing campaigns, through the study of the data generated by your website analytics, through the analysis of your competitors marketing efforts  and through intimate knowledge of how to use all this information in order to build up quite a detailed picture of who your customers are, what they like to see, where they’re likely to see it, what their reasons for needing your business are and crucially, how to present your marketing message to them in a way they’ll find appealing.

Depending on the nature of your business, your target audience is unlikely to fall into a single demographic, rather, a collection of personas, each with their own preferences, interests and reasons for wanting the product or service you’d like them to buy.

It should be fairly easy to see that using all this information to guide the production and distribution of marketing video content is far more likely to achieve not only greater success in less time, but success which is consistent and replicable. All this just by giving your audience what they really want, not what you think they should want.


Video Marketing and Video Production as a Single Process

Whether they be in-house, external agencies, or a mixture of both, getting your video production team and marketing team to get together, to plan and to coordinate a video marketing strategy before a single frame has been created is likely to result in marketing videos which are properly produced with specific purposes, specific platforms and specific demographics in mind. They can be strategically created for specific parts of your audience, tailored to best catch their attention and placed exactly where and when those users are most likely to be looking.

Of course, if video production and your other marketing strategies were taken care of by a single team accustomed to working in both disciplines, not only would that cut down on the investment by simple process of halving the teams involved, but it also increases the efficiency too.

At Falkon Digital, we’re not only experts in all aspects of digital marketing and social media marketing, but we’re also specialists in marketing video production. We regularly attend the biggest national and international video marketing conferences to make sure that we’re always up to date with the latest ideas and cutting-edge techniques. So much so, that we ourselves can often be found delivering that knowledge to other marketing agencies in presentations and workshops at some of the UK’s most highly regarded digital events. We’re the agency other agencies turn to.

If you’d like to speak to us about combining video production with a marketing strategy to create a campaign which is truly greater than the sum of its parts, get in touch with us today to find out how we can take your business and your brand to the next level with strategically executed video marketing.