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.
When you’re making a marketing video, it’s easy to focus completely on production and lose sight of making content that not only looks great but actually has a positive impact on the brand. Whether you’re working on a large campaign, or a single video this is the pre-flight checklist I always go back to in order to ensure our project is 100% aligned with our marketing goals.
The checklist is divided into three sections with a few questions in each. If I run through this list and don’t have the right information, I know I need to course correct or at least get my facts straight.
If I can answer these questions confidently however, I know I’m on the right track to build a successful campaign and I have a solid vocabulary to communicate my plan to others.
Learn how to take awesome conversations and translate them into increased scope of works to grow your business with heightened capabilities around marketing. Think about the impact, not just the deliverable. Paint a complete picture of marketing.
YouTube is an attractive platform for video marketers. It has a massive built-in audience and it’s designed to help viewers discover content. However, the allure of the platform is hampered by the fact that ultimately YouTube is designed to keep viewers watching any video, not just your videos.
So if you want to use organic YouTube videos for marketing, it helps to use whatever tools you can to help keep your audience engaged with the content you want them to see. An important tool for this was Annotations, clickable links that added interactivity to videos. This was an awesome feature, but had some flaws (like not working on mobile) so YouTube killed them last spring.
Google has now fully replaced Annotations with two lesser known tools: Cards and End Screens. These tools go way beyond their predecessor’s functionality and finally work on mobile. You can use these tools to add interactive elements to your video and build clear pathways to action for your viewers.
YouTube Cards and End Screens are pretty easy to use, but it can be tricky to connect the dots between their functionality and where they fit into your content marketing strategy. Let’s go over both features and talk about how they work and what they do.
For the longest time, everyone was obsessed with view count. Clients were focused on making that number as big as possible and every video maker was fielding requests asking them to “make a viral video.” These days, video makers have a better understanding of what metrics really matter to determine if their video content is working. Similarly, brands are spending loads of their marketing budget on video and are more analytics conscious than ever.
So, as a video creator, how do you make sure your content has a positive Return on Investment (ROI)?
It’s easier than you think. Just set goals based on marketing objectives. Answer the question, ‘What is your video trying to do?’ Increase sales? Drive website traffic?
Once you answer this question, connect those goals to specific metrics to keep track of your progress and prove that you’re delivering results.
The metrics you focus on are called Key Performance Indicators and in the world of video marketing there are a handful of numbers that we use to measure success. Many platforms will give you some of the KPI’s you may be looking for and any platform designed for business should give you all of them (and then some).
Let’s run through the basic 5 metrics you should keep handy during your next campaign. After reading, download a cheatsheet with the basics.
Strategy is more than just executing a smart gameplan, it’s also about measurement and optimization. Today I’m going to break down a small internal sales project at Animus and show how we designed a dashboard using Medialytics to keep the team informed.
This simple tool gives us instant insight into whether or not we were acheving our goals and ultimately helps inform how we produce similar projects.
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.
Making engaging video is all about communication, and if you can’t empathize with your audience, it’s really hard to communicate effectively with them. When it comes to producing videos for clients, understanding the audience is key.
Your client’s audience should determine the tone of the videos, what content goes into them, and even what channels you choose to share them on and how you target ad spend.
A little extra thoughtfulness in the audience discovery phase will change how you make videos and strengthen your client relationships.