Video Marketing Formula
Video Marketing is a process consisting of several phases: analysis, development of the concept, evaluation of the concept, production, post-production, distribution and revision of the video’s obtained effect. Video Marketing is a circular process. The various phases correlate with each other, meaning a change in one section results in additional adjustments in subsequent stages. Hence, continuous analyses during the whole process and the constant adaption to changes are vital for success.
1. Analysis and Briefing
Who is your exact target group? Business prospects? (Potential) customers/employees? Which needs do they have? What can you offer as benefit? What is your CI? What would you like to achieve with the help of the video? What are measurable goals?
2. Concept for Video Content for Corporate Videos
The style of the video: Corporate Video, Promotional Video, Event Video or an Explainer Video.
Communicate a specific message and corporate identity through emotional and surprising stories. Employ experts only, since the concept is the foundation of success for your video marketing measure.
3. Evaluation of the Concept – Beginning Production
Are the targeted marketing goals made accessible through the concept? Does it promise an emotional film? Are the calculated costs for production and distribution within budget?
4. Video Production + Post-production
Do you work with professionals in directing, cinematography, lighting, audio, etc.? Do they tell your visual story? Test the effect of a rough cut in multiple loops in process and improve your video continuously.
5. Corporate Video Distribution/Video Distribution
Distribute the video in targeted channels and take advantage of it as an SEO tool to improve your Google Ranking. Monitor clicks and bounce rates and modify your campaign continuously.
6. Supervising the Video Marketing Measure
Were the goals for your internal and external corporate communications met? Improvement in reputation, recruitment, increase in sales or publicity, commitment of employees or partners, etc.? What were the factors of success? Review the requirements of your briefing for your future video’s concept.
1. What is Video Marketing?
Video marketing is a subsection of online marketing and is the future of corporate communications. Video Marketing plays a key part in achieving several corporate goals: of publicity, recruitment, search engine optimization, image improvement to increase in sales. People like content, animated content. Text does not suffice anymore. Why promise something verbally only, instead of showing reality with the help of a corporate film? Communicate credibility and avoid exaggerating the positive presentation of your business. Video marketing is entertaining, fresh and dynamic. Videos can convey an impression of your business in an instant. Communicate with your (potential) clients and business partners. Strengthen your branding through video marketing. Be individual and utilize creative opportunities video marketing offers. Strategic Analyses play a vital role in video marketing: What does your business stand for? Who is your target group? And what would you like to convey to that very group?
Content Marketing Definition
Content marketing includes video marketing. Content marketing focuses on content: Informing and yet entertaining content is supposed to convince the audience. This very approach differs from advertising technologies, like ads or commercials. Content Marketing does not center the individual products, but expertise, know-how and values.
Corporate Video Definition
Corporate videos are part of video content marketing. The category Corporate Films also includes company video, corporate video, company portrait and the company profile.
Marketing means market-oriented management: the goal is, to discover clients’ wants and to offer them a benefit. The mix consists of strategic product, price, distribution, and communication policies. Video marketing is an element of communication policies. The task of communication policies is the planning, design, coordination, and supervision of all communication measures according to the target group, in order to reach superordinate corporate goals. Position your brand within a system of emotions, in order to differentiate yourself from competitors.
Definition of Video
A video is a sequence of consecutive individual images. Videos and films were separated in the past, since film was recorded on celluloid. Due to the digitization of film the separation between film production and video production became unnecessary. The development of digital cameras enables the making of simple films. There are multiple definitions for videos and films. We view both terms as synonyms, because of said development. In common parlance videos are often described as shorter and less complex.
Are you interested in the production of a corporate video? Would you like to fascinate your business partners or clients with a touching video? Would you like to increase your publicity? We offer important information on our website regarding Corporate Video Concept and Corporate Video Production, as well as details concerning Corporate Video Costs.
Send us an inquiry or call us, in case of questions concerning video marketing and if you wish an individual consultation regarding your possibilities. We are looking forward to develop a video marketing strategy together with you and to seize the creative potential of videos for your business. Together we develop your business’ story as well as support you distribute the video.
2. Storytelling in Video Marketing
Video Content Marketing unifies the advantages of video marketing and content marketing. Utilize the visual possibilities of videos and combine them with convincing content. The bridge between those two is the storytelling technique. Use the power of emotional stories for your business. Improve your internal and external corporate communications: Stories convey a message clearer and more exciting. Tell your story and use it for your marketing!
3. Video Marketing: The internet as Distribution Channel of Videos
The targeted distribution of a video is a fundamental step in video marketing. The internet represents the distribution channel of video marketing. The goal is, to share the video on several platforms and link the own website with the video. Thus, the amount of visitors on your site and their stay increases. The largest video platforms are YouTube, Vimeo and Dailymotion. The meaning of Video Marketing is shown by the success of YouTube. The portal is the second largest search engine by now. If you’d like to reach business clients with your video business search engines are the best fit, as these focus on specific information and grant a high hit quality. Further possibilities for the distribution of your video offer blogs, social networks (Facebook, Twitter, Instagram), Newsletter, industry portals, as well as websites of partners. Be in touch with the latest trends and develop your own Video Marketing strategy. Use the chances of Video Marketing for your in-house and external communication.
3.1. Goals of Distribution
Distribution of a web video might have different goals, of informing existing partners to winning new clients. Influence how people perceive your business. Influence the way people perceive your business with the help of Video Marketing.
3.2. Video Marketing as SEO tool (Google Ranking)
Integrate your company video into your website and improve the ranking of your site on Google. Multiple factors are responsible for the Ranking, e.g. Facebook likes, Facebook shares, visibility on Instagram, the amount of links on Google+, as well as the amount of “unpaid” backlinks.
Link your video to social media platforms, use your film as SEO tool and thereby increase your Google Ranking.
3.3. Which channels are there for Video Marketing?
There are several channels for Video Marketing. One’s own website offers the easiest option for a publication. Social media platforms are a cost-effective opportunity to market your video. The most used platforms are YouTube, Instagram and Twitter. You also can show your video on specific industry portals or on television.
Youtube is the second largest search portal. When publishing on YouTube, a few aspects have to be minded. The first impression of your channel counts, here are your name and your profile picture important. Describe your channel and offer additional links to your users. Even with YouTube you should not neglect SEO. Work with short, but specific titles, subheadings, and keywords to improve your Google Ranking.
Facebook’s subsidiary Instagram is a platform for pictures and videos. Instagram focuses on lifestyle mainly. The target group consists of younger individuals predominantly. When doing Video Marketing on social platforms, it is important to take into account at which time the target group is going to be online. However, Instagram can only record videos with a length of up to one minute.
Twitter is the medium to spread current news. Videos can be up to two minutes twenty seconds long.
On TV you will reach an especially big range with your video, however, the costs of distribution are very high. Although, if the content you convey is not of promotional purpose, but relevant to the audience, costs can be saved. Then, broadcasters are interested in you and in making a film with you. Working together with an external team shows transparency and that you have nothing to hide.
The easiest and most economical opportunity is to publish your video on your own website. You can either make it accessible for everyone on your official company site, or upload it to your employees’ site.
Specific Company Portals
There are several different company portals. Upload the video to a portal that fits your business and your target group. In this way you increase the video’s hit probability. Pay attention to the portal’s quality when doing so.
3.4. Video Marketing: Channels of Distribution – Is cross-media always the best choice?
Use different channels and ways to distribute your video – think cross-media! However, not every channel is suitable for your target group. Focus yourself on channels, which are relevant for your business. Use distribution ways which have proved to be successful in the past for you already. At the same time you want to be up to date with social media, concerning new trends and ask yourself if these are relevant for your business. Don’t miss out on getting started with a new channel. Attention and speed pay off and give your business dynamics, strength and modernity. Concentrate on relevant channels only, and don’t overload the internet’s different platforms with your video. Consumers who are using several platforms might be annoyed with repeated encounters of the same content. Avoid the boomerang effect by choosing a middle way between traditional channels and selected new channels.
4. Types of Video Marketing
There are many different characteristics and goals of Video Marketing.
On the one hand, you give your target group an overview covering the most important processes, personnel, products and values of your company.
On the other hand it is possible to focus on a specific issue : which section lacks transparency? Where is further information needed?
Sometimes a reportage is suitable to ensure more transparency. Create a documentary about your producer countries. Alternatively present your business partners, employees and work process.
If one singular department is supposed to be the center of the video, an interview with a leadership personality goes a long way.
Are you looking for new employees? Create a Recruiting Video. Present a department or a free position and convey prospective personnel an impression of your business.
Specific manuals and tutorials make up another part of Video Marketing.
Video Marketing can deliberately increase sales, or accompany the launch of a new product. Many corporations rely on viral videos. The goal is to attract as much attention as possible by a high number of shares. Therefore the video needs to be particularly entertaining or surprising.
We focus on the following aspect of Video Marketing: Corporate Videos
There are various types of Corporate Videos, which distinguish themselves in style and targets. On this site you’ll find characteristics of commercials and Explainer Videos and their differentiation from Image Films. Additionally we offer an overview of different types of Corporate Films: Get an impression of the possibilities of Corporate Videos und Company Profiles.
4.1. Formats in Video Marketing: Differences in Length and Quality of Videos
Length and quality depend on the respective goal of the video.
A commercial is supposed to attract attention, to thrill, surprise. At best, go viral. Such an entertaining commercial should not exceed a length of one minute.
A Corporate Video relates to a whole corporation, in comparison to a commercial, and thus needs to be longer. Depending on the type of the Corporate Film there are differences in quality and length.
A Explainer Video offers vital informations concerning the handling of products to the consumers. The audience of an Explainer Video deliberately search for it. Therefore no specific length has to be met. Crucial is to convey all necessary information in the explanation. In the course of this “good” audio and high visual quality are essential, as low quality impacts the whole perception of the business or the products.
In comparison to Explainer Videos Company Profiles demand an excellent quality both in audio and visuals, as these reflect as Corporate Design and Corporate Communication a section of the Corporate Identity and are pivotal for the perception of the corporation’s quality.
The Flash format is the internet’s standard for videos. Adobe Flash is a platform for the presentation of multimedia content. Video formats differ in resolution, frames per second, depth of color, and audio tracks.
5. Are you planning on shooting your video yourself?
5.1. What to expect from an in-house production?
The in-house production of a video does have several advantages:
reduced costs, shorter decision-making procedures and no travel expenses. The in-house production comes along with strengthening the self-confidence of your team – you did it!
Let’s assume an in-house production is advisable for your corporation. Following aspects are necessary for an in-house production:
Concept: Strategic Analysis: Who is your target group? How do you reach your target group? And what is your central message?
Production: camera team, camera equipment, lighting and film technology, “talents” (employees, management, customers), props and production design, make-up and costumes.
Post-production: editing, an editor, sounddesign, sound mixing, effects.
5.2. Is your company suitable for an independent production of a video?
Presumed you can rely on personnel in your team with experience in video production. When is it practical to use these advantages and when is it advisable to hire a professional crew?
To answer that question your corporation is the center of focus. In which phase is it and what are its central characteristics?
Start-Up: In-House Production ✓
Young founder teams with video experience can represent their start-up in a Corporate Video. It is important to convey their message. Even when, or exactly because the Corporate Film is not perfect and has flaws in editing, visuals and audio, it might draw from these weaknesses and is given dynamic and transmits sympathy.
Small Enterprises: In-House Production?
Also for small enterprises in-house productions are possible. Especially the target group needs to be considered. What does the target group expect?
Medium-sized and major companies
Medium-sized and large-scaled companies are advised to hire a professional crew. Since the production of a Corporate Video is a complex process and demands experience in various sections. Small mistakes might have huge consequences impacting the result. Additionally an external crew provides a different viewpoint on the corporation. An external crew recognizes possible chances for your company that you did not identify, or knows how to change weaknesses to strengths. Benefit from a neutral position and be inspired.
In-House Production ✓
In few cases medium-sized and large companies are suitable for in-house productions. An in-house production conveys, because of its lack of professionalism, individuality and intimacy. The company appears down-to-earth and familiar and gives the consumer a personal impression of the company. In doing so, you can mention the fact that the video was an in-house production, and which obstacles you had to take on. You managed to produce the video yourself – which other challenges are you taking on?
6. Why Video Marketing is for everyone
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