Frequently Asked Questions

Posted in education on September 14, 2021 by
Jon Deckert

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What is video marketing?

Video marketing is using video in order to promote or market your brand, product, or service.

Video marketing can include video-based content including:

  • Company/Brand Identity
  • Customer testimonials
  • Event highlights
  • Product demonstrations
  • Customer/ Client Education
  • Product Promotions
  • Behind the Scenes

Unsure if you want to add videos to your marketing plan?

Consider this: 97% of marketers say video has helped users gain a better understanding of their products and services (Hubspot)

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What is the point of video marketing?

There are several ways to approach video marketing, so it’s essential to have your goal in mind when creating new content.

Here are a few approaches to consider:

Building awareness

Getting in front of new people and catching their attention is one of the most common ways to approach video marketing. Showing new people that your brand existed, your product exists, or the benefits you can offer. Simply put, educating new potential customers

Why use video? Viewers retain 95% of a message when they watch it in a video compared to 10% when reading in text form. (Insivia)

Increasing Engagement

Taking it a step further from building awareness, you can use video marketing to encourage audiences to learn more. Spark their interest, and they will continue down the path of discovering what your product/service is all about.

Why use video? 81% of marketers say that video has helped increase the average time their visitors spend on-page. (Wyzowl)

Acquiring New Customers

Even better than awareness and engagement, you can use video marketing to gain new customers. You can think of video as your 24/7 salesperson because it can be accessed at your audience’s convenience, day or night.

Why use video?

72% of customers prefer to learn about a product or service through video rather than text or images. (Hubspot)

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The #1 tip to help businesses get started with video marketing

It’s essential to set a clear objective for what you want to accomplish with your video marketing. Get started with the equipment you have rather than getting held up in “gear land.” Also, don’t silo video away from your other marketing efforts.

Define your objective

Are you looking to promote your business, a product, or an upcoming event? What is your measure for success? The number of views your video gets? New social media followers? New customer leads? X number of sales? Defining your success metric will guide your planning, execution and determine if the video worked.

Start with the equipment you have

Don’t get bogged down with the thought of needing to get a bunch of equipment before you start creating video marketing. Having a dedicated camera, lighting, and other equipment can improve your content, no doubt, but getting started is more important. If that means using your smartphone and natural light, use that! Messaging and creating a connection with your audience is crucial. The best way to generate that is by creating content and refining it based on feedback.

Don’t single out video

Video marketing at its best works alongside other company marketing efforts. Think of ways that your social media, print and video marketing inspire and expand upon each other. A blog can form the basis for a video’s script. A completed script can create copy text for promotional print material or social media posts. Comments from these social media posts can help you create additional content and determine what connects with your audience.

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How effective is online video marketing?

Online video marketing has the potential to be a beneficial form of marketing. It can build trust, add context and help people retain more information. Incorporating video into your marketing plan can improve your website visibility, social media presence and increase your conversion rate.

Website visibility

Video can increase the number of visitors to your website and keep them on your website for longer than photos and text alone.

Adding video to your website can increase the chance of a front-page Google result by up to 53 times. (Convince and Convert)

Increase your chances by adding a strong title, relevant keywords and a strong meta description.

Social media presence

Video can help you on social media as well. Research shows that videos are shared 12 times more than links and text posts combined. (Jeff Bullas)

For the best results, upload your video directly to your chosen social media platform or video streaming service. Sharing a video from another platform, while possible, does not take as much priority as direct uploads. 

Landing new customers

Video gives personality to your product or service. It’s a medium that generates greater attention than text or photos. According to Hubspot, 97% of marketers say that video has helped users gain a better understanding of their products and services. A more informed customer is a more confident one.

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What are the three stages of video production?

The three stages of Video Production are Pre-production, Production, Post Production.

Pre-Production
Pre-Production is the project stage where planning, scripting, and scheduling takes place. The success of a video production shoot day relies on preparation during Pre-production. These steps can include creating a shot list, filming schedule, an Audio/Video script, talent casting and production crew scheduling, just to name a few. The level of planning needed is dependent on the scale of video production.

Production
The production stage most commonly consists of recording video and audio for use in the final promotional content. 

Post Production
The Post Production stage primarily consists of cutting and putting together the video, audio and graphical elements that make up a completed video. This process can include video editing, motion graphics, animation, voice-over, audio mixing, and exporting the finished video.

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What should be the basis for choosing a video production company?

Portfolio, personality and budget should be deciding factors for choosing a video production company.

Portfolio
When you’re looking at portfolios, what style catches your attention? Are there videos related to your industry? Or perhaps, content unlike what your competitors are creating that will be fresh and new? Look for consistency in quality and a variety of creativity. Identify a handful of videos you like and analyze what stands out about them. Is it the storytelling? Filming style? Design choices? This process will help you explain what you want with greater confidence.

Personality
While looking at each company’s website or social media channels, consider their company culture and personalities. Set up a call or meeting to get to know them! Finding a video production company whose values and personalities align with your team helps creativity and progress flourish.

Referrals
Recommendations from industry colleagues, online testimonials, and reviews can paint you a picture of what it’s like to work with a video production company. They can give you a sense of the company dynamics and help you determine if a finished video is worth the budget needed.

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3 Tips for Successful Corporate Video Production

When approaching corporate video, here are three tips to make it successful: define your audience, make a plan and develop an emotional connection.

Define your audience
Think about who you are addressing in the video. Will the finished video be shared internally or as part of a promotional campaign? It’s better to create a video with a specific group of people in mind. A broad appeal doesn’t necessarily mean a comprehensive connection with your audience. Get specific about how your company or service will improve your target audience’s life.

Make a plan

Once you have decided on your video’s goal, it’s essential to create a plan for getting it done. Who are the best people within your team to appear in the video? When do you need the finished video? How much time and resources are required to complete the video within your timeline? Take everything into consideration and reach out for help. The better prepared you are before filming, the smoother the video production process will be.

Develop an Emotional Connection

The most impactful videos create an emotional connection with the audience. Defining that relatable element can come from defining your audience. Are you looking to inform or entertain? Identify the pain point/frustration you want to solve for your viewers and incorporate your solution into the video. What do you want your audience to feel at the end of your video? To make the most out of the emotional connection, be sure to include the right call to action within your video.  

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