LOOKING FOR A VIDEO PRODUCTION COMPANY
Finding a good video production company in Cambridge should be easy. But finding a producer that specialises in Marketing as well as Video could double your business. That's an opportunity you can't overlook, and you may have to search further than just the Cambridge area. But, hey, that's what the Internet is for. To broaden your options and give you better access to professionals that can really help you.
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FINDING YOUR VIDEO PRODUCTION COMPANY
One of the first thing you notice when you search Google for “video production company near me” is that you’ll probably have a good choice. There’s plenty of high-quality video producers out there. But if you want a simple marketing video*, hiring the videographer for a live shoot could be overkill for many Cambridge businesses.
Whether you're in Cambridge, or Canterbury, today's internet means that you'll be collaborating online. So why not broaden your options?
(* View your free YouTube Marketing Video Course)
What’s more difficult is knowing what kind of video you should be creating for your business. Whether the video production companies near you can create the sort of video is directly connected to their marketing know-how. Marketing is another skill set that’s required on top of the tip-top technical video production skills.
While graceful cinematic glides and sublime fades look great on a wedding video, you’re marketing goal is to hit the viewer with the right message. It has to be the right time in your marketing cycle, and get them to take decisive actions.
Is The Art in The Cinematography, or in The Editing?
With the advances in motion graphics, kinetic text, and modern video titling, the lines between live action video production and post-production have become blurred. Video stock and commercial licensing has also given access to fantastic footage. Footage that you would never be able film on-site in your office, cafe, or workshop. That lies heavily in the project management and production editing department as opposed to the “lights, camera, action” department.
Add the need to grab attention, and there’s barely enough time to make an impact. Even great cinematic video content can dwindle before the dredded finger swipe scrolls you out of the timeline forever.
Meaning that while great content is essential, whether it’s filmed with you or accessed under license is less relevant. As long as your Video Editor does a solid job you're on solid ground.
It also means the Marketing department comes before the Production department.
How Long Should a Successful Marketing Video Be?
Over the years we’ve arrived at a simplified formula for video length and content timing. But it does come with a caveat. You have to understand where you are in your marketing cycle, be specific in the audience you’re connecting with, and be clear in the action you’d like them to take.
Broad-brushing in any of theses areas only has one result…
Targeting everybody, means targeting nobody.
[ Here's 7 Tips to get the best out of your video ]
That’s the result you’re looking for, whether you’re in Cambridge or Kathmandu.
Here’s what you need to do:
Sole trader, SME, or big Corp, you need to nail your strategy first.
If your business doesn’t officially have a marketing department, or video marketing isn’t your strong point, don’t panic, we can walk you through everything.
Here’s the headlines of what you need to lay out.
- Goals: Define the Goal of your video
- Audience: Identify your ideal customer in Cambridge (or another location)
- Content: Use a content style based on a specific step of your marketing cycle
- Distribution: Decide where the video is going to be used
- Metrics: Know how to measure your success
- Optimisation: Understand how to improve your ROI
- Production: Produce the video that suits your purpose
- Conclusion: Making the leap from Project Hopeful to Project Leader
- Steps 1 to 3 are a must before entering into Production
- Steps 4 to 6 can cycle in progress, before and after Step 7
Bottom Line: Don't make a video just for the sake of making a video.
Looking For Some Ideas?
VIDEO PRODUCTION SERVICES
VIDEO TYPES & EDITING STYLES
When it comes to choosing a type of video it'll depend on your style of doing business, the platforms you're distributing on, and the action you want the viewer to take.
We'll build your strategy together, formulate your message, and get the video style that will hit home the best with your target audience.
LIVE ACTION STOCK VIDEO
WHITEBOARD EXPLAINER VIDEOS
COLOUR MAX EXPLAINER VIDEOS
1. Defining The Goal Of Your Video
A single action that you would like the viewer to take during or after the video. What that action is depends where the viewer is in your marketing cycle.
Typically, your marketing cycle resembles the image shown in Figure 1. Every business has it's own quirk depending on how customers are acquired and what your marketing funel looks like, but the stages of the customer's thought processes are similar.
(click to enlarge)
Let's think about about where you can best target your audience to make the biggest impact in your business.
- Starting out and need to build awareness
- People are intent on buying, but aren't quite closing the sales, or
- Need to build up customer loyalty for repeat purchases and want to to give something special as post-purchase support.
Attracting Viewers and Motivating Actions
From the moment viewers meet your Brand, to the moment they recommend you to others, you have the opportunity to create "Touch" points that build Authority and Confidence.
Here's a list of opportunitites that are waiting for you to grasp them.
The consumer is looking for a solution to their problem. They consider an initial set of brands, based on brand perceptions and exposure. It's time to step on the scene.
Video types to consider:
- Company Overview
- Company Culture
- Customer Profile
Interest and evaluation
Your potential customer evaluates what they want or requirements for purchase. Adding or subtracting brands as they go, it's time to deliver your proof statements.
Video types to consider:
- Customer Testimonials
- Product Demonstrations
Purchase & Post-
During and after purchasing your customer builds expectations based on the information your provide. Show them you didn't forget them once the cheque cleared.
Video types to consider:
- Product Training
Loyalty & Advocacy
Your customer begin deciding whether the brand is worthy of their loyalty. Deliver support with clarity and simplicity, and your customer will actively promote your brand.
Video types to consider:
- Training & Support
- Case Studies
- Event & Tradeshow
- Customer Testimonials
2. Identify Your Ideal Audience
And yet businesses throw away thousands of pounds on Facebook Ads with poorly targeted audiences. It's not intentional, but it is avoidable. The main problem is "Specitivity"; not an easy word to pronounce, but a reasonably easy problem to overcome.
As a business you have a number of different type of clients. They have different reasons for doing business with you, and they have individual needs. So treat them as individuals, and pander to their individual requirements.
The language you use in your video has to address a specific problem because you can provide a solution to it.
If you can identify one specific client, with one specific problem, and offer one specific solution, then your chances of success are much higher. You can identify where to find them on specific websites, at specific types of events, or in specific facebook audiences.
We call this a Customer Avatar.
You could well have several of these, but taking just one ideal client and creating a video that talks directly to them alone should be a priority. Talking to everyone will water down you message.
3. Using Content Specific to each Marketing Cycle Stage
At different parts of the Marketing Cycle your ideal audience has different mindsets.
From Awareness, through Evaluation, Decision...yada, yada, yada...your customer makes assessments using different parts of their brain.
It's semi-intentional because it's just human nature. As a result it can make your job more difficult if you don't know about which part their using. Luckily there's a science to it, therefore a solution exists.
In plain English, you need different styles of video to:
- Wooing a customer who has never heard of you by creating need
- Tipping the purchase-making decision by exploiting benefits
- Supporting post-purchase by increasing loyalty bonuses
You couldn't, and definitely shouldn't, try to do the whole caboodle in one shot.
Creating Scripts Specific to the Cycle
The language you use and the style of video you produce needs to take into account the targeted step in the cycle.
you can pen them a text that appeals to their present needs.
4. Deciding Where Your Video is Going to be Used
The format(s) your video will be produced in often depends on where the video will be showed. This used to be simple. Most platforms used a 16:9 ratio, commonly known as Wide-screen. But with mobile viewing beginning to take the lead the formats were forced to adapt.
How Mobile Viewing Can Affect Video Formats
In the early days of YouTube turning your phone to view a video in fullscreen was te obvious option. Then the social media giants began to jump onboard and all hell broke loose. Socialites began filming on their phone, consequently holding it vertical. Turning your phone was pointless.
Somewhere along the way Facebook decided a happy medium was to introduce Square video. The format meant it didn't matter which way around your phone was so the viewer experience remained the same. Problem solved!
Well, their problem at least...kinda.
Let's pretend you want to get the most bang for your buck by showing your video in as many places as possible.
Creating a 16:9 ratio is the obvious place to start. But when you want to use the same video in a social media Ad Campaign, you can't simple clip the sides and make it vertical or square. You'll loose content, text, and accordingly the impact you want your video to make. That means it may make sense to invest in multiple edits of a video to cover your intended uses.
Bottom Line: Target specific video formats before production
Here's a list of potential places you can use your video.
Clearly your reach can be greater online. But if you intend to run Ads you still have to be clear and concise about your objectives. Be focused on one platform and learn it inside-out to reap the most benefits.
Places to consider:
- Your Website
- Product Support Pages
- Marketing Emails
Don't under-estimate the power of increasing awareness in the real-world. Passing traffic, loyal customer bases, and people in queues are all opportunities increase you bottom line.
Places to consider:
- Waiting Areas
- Meeting Rooms
- Meeting Points
- Toilets & Restrooms
- Live Demonstrations
- Classrooms & Lectures
- Tablet Brochures
- Trade Shows
- Showroom Windows
- Behind Welcome Desks
- Public Transport
- Bus Stops
- Use the soundtrack for Radio
Once you've decided on your target formats you may want to consider using automated distribution tools. Above all, automated distribution tools will enable you to collect and measure the metrics required to control therefore helping optimise your video content.
5. Know How To Measure The Success of Your Video
The obvious answer would be more sales. Unfortuately, simplifying your measurement to a single element like money in the bank is short-sighted. Depending on who, why, and where you're targeting an audience you'll need to be tracking several factors.
In summary, an Awareness campaign could be measured by more people coming through the door or increased website traffic. That would be a success even if you didn't close more sales. It's only part of your sales funnel, and to complete the circle you would have to track from the beginning to end.
Subsequently, here are some of the metrics you should be monitoring. We call these Key Performance Indicators, or KPI's.
- Unique Users
- View-through Rate
- Watch Time
One thing you have to consider when looking at each metric is that each platform has it's own KPI terms. Particularly, each platform also has it's own way of measuring.
Facebook, for example, may consider a view to be someone who watched at least 3 seconds of the video. YouTube, however, may only count views over 30 seconds or if an action is carried out before 30 seconds.
As a rule this is a good reason for either mastering one platform or paying an expert to monitor campaigns for you.
Here's some other metrics that fall into the mix:
- Play Rate
- Average View Duration
- Average Completion
- Audience Retention
- Feedback (positive/negative)
- Subscriber Growth
- Traffic Sources
- Viewer Demographics, Loaction
- Peak Viewing Times
So all of these can thereby be considered to measure the Success of your video.
You can also use them to refine your content, thus Optimising your rates of success.
6. Understand How to Improve Your R.O.I.
It's time to refine the content, language, or Calls to Action that will swing the balance in your favour.
Depending on where you decided to focus in your Marketing Cycle you can take several steps. For instance, in the same place, or working up and down your sales funnel.
- Refine the stage you're working on
- Attract more of the same type of clients into the top of your funnel
- Play the Loyalty Card with existing buyers at the bottom of your funnel
This involves re-analysing your first five steps and hence reviewing the best course of action.
This could be defining another Customer Avatar and attacting Look-a-Like customers.
It could mean changing the Call to Action thereby getting the audience into a new product range.
Maybe re-purposing existing content regularly saving yourself a wedge of money.
The good news is that video is already returns the best ROI for any type of campaign.
The initial cost may be higher, but it:
- Demands more attention
- Explains more directly
- Draws on emotions
- Connects person-to-person
Try pulling people away from any screen and you get a feeling of the power of video.
7. How to Produce a Video That Suits Your Purpose
You have enough to go into Production, so what happens next?
Video Production Steps
We have 6-Stage Online Project Management System to give you excellent visibility.
As a client you and your team have password protected access to review the project status, 24/7. You can review your script, content, soundtrack, and new edit releases as and when it suits your agenda.
You've witnessed first hand parts of the first 3 stages. We call them:
- Definition, and
The next three are Soundtrack, Storyboard, and Production.
- Soundtrack: Laying out music, voiceovers, sound effects and anything else we come with together.
- Storyboard: A representation of the different scenes, texts, transitions, live action, animations, etc, that will go into your video.
- Production: When all the hard work comes to fruition. Editing and Review cycle.
Throughout the process we hold online reviews together. Every time new content is posted you will receive a notification and we can arrange a review. You can also access the content to hold your own internal review with your team.
During Stage 6 we cycle new revisions of your Production video and review/re-edit until you are 100% happy with the outcome.
When presented as a complete project the video, whilst central to the project, is only one element.
It's important that you, as the Leader, have full visibility and can actively take part in the process.
After all, nobody understands your customers better than you
The majority of business don't have the means to employ a full-time Marketing Department. Furthermore, they don't need one. They just need support from dedicated services for occasional projects.
While it's great to work with a someone just around the corner, we don't always have the skills on our doorstep. Even when we do, we won't necessarily have full visibility on the project and have complete clarity on what's being produced for us.
In a global economy, and by embracing the internet, you can now build solid working relationships that best suit your business; whatever town you're in, and whatever town your services are in.
To work with a UK business that understands your Video Production needs, your Marketing Strategy needs, and your Business Goals, get in touch with us today.
Ready to Discuss Your Video Project?
The Online Video Production Company is based in the UK, and we do exactly what it says on the tin...We create and manage your marketing video productions completely online, so we work globally. For you, that means you get your video fully project managed online and produced without leaving the comfort of your favourite chair. As long as you can connect with us, through hang-outs, skype, or whatever your preference, you'll have 100% face-to-face meetings and project visibility.