Every marketer knows doing things “the old fashioned way” is unsustainable yet most people still don’t think this same way about video. Agencies and brands alike keep getting stuck viewing video through the lens of the “deliverable,” meaning a snappy 15 or 30 second spot that you make once, then syndicate across platforms.
That’s no longer good enough. We’ve seen email and social marketing thrive on the notion of personalized content that resonates with a hyper-specific audience, and we have to approach video in the exact way.
This is my workshop from Wistiafest 2017. In this talk, I run through the my philosophy on modern video marketing from coming up with awesome ideas to selling them to clients, to actually bringing them to life. We cover a lot of ground.
Ian Servin, creative director and strategist at Animus Studios, says there are three crucial phases to video marketing: before you have a client and you want to land them, actively working and showing value, and distributing all the value you’re creating. Here he talks pitching, pricing, and performing to create better partnerships as well as specific tactics for each topic.
Typically, agencies have no problem thinking strategically, but when it comes to video, they approach it like a videographer. Agencies will only think about deliverables. Only working project to project doesn’t establish a strong relationship. Instead, it’s best to think about entire campaigns and focus on building long-term relationships with your clients. By spending time understanding your client’s business challenges and focusing on impact, you can foster better relationships and add trust to obtain more creative freedom.
For partnerships, the pitch isn’t actually the beginning of a client relationship. The real beginning starts with discovery. Learn all about your client’s business problems, who they are, and their goals so you can help outline a path to success. Hold a meeting with client and creative stakeholders to identify story opportunities for content. Establish a collaborative relationship during this creative jam.
When pricing, offer value-based pricing, which is the price a client is willing to pay given the amount of value your solution provides. Value-based pricing is a combination of positioning and calculating your value. It requires an understanding of your client’s business as well as the cost to budget out a project based on time and materials. To build a budget, segment your budget by individual projects, define your activities, and track your time.
Performing is the final phase, and it’s all about executing. Understanding distribution is the most important thing you can do besides making content. Every channel has different benefits and use cases. Client goals determine which channels are important, and audience determines what channels are relevant. Think about distribution at the beginning of a project, but remember not to fake your knowledge of distribution. Take time to learn how to distribute effectively.
Partnership is all about asking the right questions and making collaborative decisions based on learnings.
Looking for an experienced speaker to talk about video? Let’s talk!
I like giving workshops and presentations focused on connecting business objectives to video and how to show video ROI. I love helping creatives understand how to work best with businesses and vice versa.
Over the years, I’ve worked on projects big and small from national Super Bowl campaigns to launching local businesses. I currently oversee the video marketing efforts at Brightcove, a global technology company building the best video delivery platform.
Check out previous speaking appearances here.
Ian is the video manager at Brightcove, the most powerful digital video platform. Before that, he was an agency producer, a video strategy consultant, a documentary filmmaker, a photojournalist, and a professional ballet dancer.
Ian helps national brands, startups, and mission driven organizations tell better stories with video. He also founded the video marketing education website, videostrategy.org.