As the old saying goes – Keep It Simple, Stupid. Well, we’re no strangers to that in the video world. The more complex people make their videos, the higher the cost, and longer the completion time. The main thing to keep in mind when making video is that the content is the king. Think about this – if you can keep video simple, you could easily make over 100 videos a year. Let’s show you how.
There’s a few reasons video can become complex:
Too many cooks in the kitchen – This has to be the biggest reason that video gets too complex. When a company comes in to make videos, there’s too many stakeholders who all have their own opinion. “Move the text over to the left.” “Wait, no…to the right.” “Wait, back again.” All of a sudden, after people-pleasing, the product is delivered weeks past the deadline and it is a complex, jumbled mess.
Combat this: Create a “funnel” where all of the ideas for video production go into. Set one person at the bottom of the funnel who will listen to all ideas and make the final call. This person must be empowered to make the final call and not be afraid to say “No” to some people. This person will listen and work with your vendor to make everything look good.
Too many messages – All too often, companies want to create a video for their website. The problem is that they have a few different verticals, and they feel that they must address all of these verticals in the one video. Guaranteed, this is how you end up with a 5-8 minute video that nobody will watch all the way through.
Combat this: Don’t make one video. Make a video for each vertical, message, client, etc. Make those videos quick – no more than 90 seconds, and direct people to them, or segment out your audience individually. Fortunately, we know a vendor that makes 8 videos for $2,950.
Too much value associated with video – Video is new to a lot of companies. When doing a video, it can cost upwards of $1,500 per finished minute (Note: not at GoNetYourself). The problem is there are millions of videos out there, so assuming that your one video is highly valuable in the marketplace is a recipe for disaster. Everything must be poured into this one video, and if it is not perfect, then failure ensues.
Combat this: Say this with us right now “Video is an essential Tool.” Say it again. Believe it. Video is a piece of your marketing strategy, not the whole thing. Video does not immediately solve all problems, but it is essential for engaging people. Know that your video will be dead in 6 months, at which time you will have to produce another one. It’s okay!
A lot of times, making video simple is a chicken-and-egg scenario. You’re not going to be able to trust one person at the bottom of the funnel until it’s actually effective. You can’t force yourself to segment messages until you do it. Value is associated with video until you see that releasing the pressure makes better video content.
Simple is better. Less is more. Video needs to follow these principles – and if you can, then we don’t see why your company can’t produce 100 high-quality videos or more in a year. And you could be at the helm.
Want more info? Talk to us.
Over the past few years, we have produced more than 1,000 videos. In that time, we’ve talked to marketing directors at many different companies, and we’ve figured out a few things about how to develop an effective video marketing strategy. Over the next few weeks, we’ll be posting the details on each one of these points below so that it’s easy for you to get started.
The main thing that we have learned about Video Marketing is that it is still new. People are still getting used to the fact that you can post videos constantly, keeping your visitors engaged. Few people have a defined strategy beyond “just post and pray.” In fact, we hear the word “viral” thrown around like Skittles at a Seahawks game – but the problem is that there is way too much video content out there for you to just “make” viral videos. Here are 5 things you can do that are simple and easy to help you get started to developing a video marketing plan:
- Keep it simple – way too many people want to make their videos extremely complex. The problem is that it takes too much time to be complex, and all of the complexity can end up being distracting. Do you remember the “Will it Blend” videos? Easy. Take a blender, put it on a table, blend some random stuff, smile, done.
- Start Safe – Many people are paralyzed by video. The question that a lot of people deal with is “where do I start?” Well, start somewhere safe. You might fail – it’s okay. But just don’t fail when you’re filming your CEO. Start with someone safe, making a quick how to video or a short client testimonial. Figure out what you like, what you don’t like, what works and what doesn’t, and then move on to your CEO eventually.
- Give away free information – if your site is selling something, people aren’t going to watch a 5 minute video of you beating yourself on the chest talking about how awesome you are. Instead, let people know something you’ve learned that you can share. Keep it short. Maybe it’s as simple as the 5 lessons you learned in 2013 from your business. But who doesn’t want to learn something free – and then they’re engaged on your site.
- Keep it Going – The days of “post and pray” are gone. If you have the same video you had 2 years ago on your front page, it’s time to do some video. If you’re doing a blog, you should be posting monthly videos. Keeping people engaged with video means you’re always producing new content. Again – simple stuff, but new content is key.
- Post. Post Again. Repeat – Remember that posting on Youtube and on your website will not do anything for your business. You need to leverage all of the channels that you have. Write a blog around the video. Attach it to a white paper. Post it on websites. Have your employees post all over LinkedIn. Tweet it. Facebook it. Google Plus. The options are endless. Then, 5 days later, post it in all of those places again.
We’ll go into more detail in the coming weeks about how to execute on each of these 5 suggestions. Stay tuned.