The Ultimate Video Production and Marketing ProcessThe 5-Step Process to Building an Engaging Video Campaign That Gets Results.
Welcome to the Ultimate Video Production and Marketing Process Post.
This is a 5-Part Guide to help companies better understand the process of Video Production and Marketing in 2016.
You may be a CEO/Director, Marketing Manager or someone in the Company that wants real outcomes and ROI and believe Storytelling and Video Marketing can do just that.
Make sure you bookmark this page now because you will want to come back later as we update it.
Part 1 – Video Marketing Strategy & Concept (Published 17th of June 2016)
Part 2 – Pre-Production (Published 24th of June 2016)
Part 3 – Production (Published 30th of June 2016)
Part 4 – Post-Production (Published 18th of July 2016)
Part 5 – Video Marketing Execution (Published 1st of August 2016)
Bonus: Want to know the ins and outs of a Video Production & Marketing Process? Click the button to Download our Free Guide.
Video Marketing Strategy & ConceptStep 1
The Video Production & Marketing Process begins by establishing outcomes which then turn into marketing and concept strategies to deliver said outcomes.
It starts with a workshop, a brainstorming session if you wish, and might very well be the most important part of your video campaign.
It usually takes place at the Bizvideo studio. This lets you step away from your routine business for while and focus on the big picture of your video marketing strategy.
We start things off with a brainstorming session to come up with a few key ideas for your campaign. Crucially, we also establish and clarify the outcomes that you want to achieve with your video campaign. Starting with the outcomes is working backwards in a way, but this is a tried and proven method for success.
The outcomes are the most important part of this meeting.
Your desired outcomes will determine the best strategy at all stages of the process, including the video marketing strategy, the production, and the creative aspect.
Our clients usually come to us to achieve outcomes like an increased public awareness of their company, higher sales, and more conversions from website traffic.
But the outcomes are really tailored to each individual client’s needs. Customising your set of outcomes is part of what we do.
Video Marketing Plan
Once we have established your ideal outcomes, we move on to drafting a video marketing plan that will help you achieve them.
At this part of the process, we suggest some specific video marketing methods that you can use as concrete steps to achieving your preferred outcomes.
Depending on your needs, we might suggest, for example, Facebook re-targeting, Video Ads on Instagram, displaying certain videos on your website depending on your clients wants and needs at the time, or even offline video marketing techniques such as video brochures or videos downloaded onto USB drives that you can hand over directly to your ideal client.
Our main goal at this stage is to look at your audience and how they consume content, line that up with your desired outcomes, and target our video marketing to achieve the results you want.
Most of the creative side of your marketing campaign will happen in the video pre-production creative phase.
In this first session, we brainstorm with you to come up with a very broad video concept.
The outcomes of this session will ensure that we create the type of video that suits your business perfectly.
Some of our clients prefer a branding video, while a customer experience video works best for others.
Again, we are all about customisation and finding the perfect video to represent your business to your target market.
Then we move on to penciling in key dates for the entire production so that we have a good idea of what to do and when to do it.
These include the pre-production phase, which is when we come up with the concept script, visuals, timeline, and schedule.
This is also when we plan ahead and start scheduling some of the key production dates, as well as post-production and marketing execution dates.
As mentioned earlier, this first session is very important. A solid plan and a good strategy are the backbone of any successful video marketing campaign. But, remember, the most important thing for you to do at this stage is to focus on the outcomes.
The pre-production stage normally lasts one to three weeks.
This is the foundational phase of the video production and the time when all the planning takes place.
Given its importance, we make sure to stay in contact with you throughout this process.
The concept treatment is a short paragraph that summarizes the overall concept and storyline that target the outcomes you help us establish during the video marketing and strategy phase.
The concept treatment paints a picture of what the final product will look like. It serves as our guide when we draft the script, create the visuals, and work out all of the other aspects of video production.
Once we have the concept treatment in hand, we can start drafting the script.
The script is very important in telling the right story to engage your target audience, and it also helps us determine what sort of visuals we will need to enhance that story.
In all of our productions, we employ a different kind of script. Some projects work best with a script that isn’t very detailed or one that is very broad.
For business branding videos or personal profile videos, we normally use a detailed, word-for-word script. Those videos tell a unique and personal story about you or your company, so we like to stick to your exact words and capture that uniqueness.
However, when it comes to a customer experience film or a testimonial video, we build the script through a set of questions and use our story formula to build the answers we get into an engaging narrative.
Our formula is designed to take your audience on a journey, captivate them, and get them to watch the entire video.
Our formula has four parts:
3. Journey /Solution
This basic formula has proven successful for various types of videos, including branding videos, profile films, and customer experience films.
Visual Shot List
Just as the script plans out the narrative of your video, the shot list is the map of its visual element.
Like the script, they vary in detail. Some videos require a very detailed shot list, while others work best with only a list of locations.
Most of the time, we use either a location list or a story list, which is a list built up of small stories.
On the actual filming day, we fill the gaps in the shot list by filming all of the shots we need. This kind of approach works best because shooting days are unpredictable, and the kinds of shot lists we use give us the freedom to seize the creative opportunities that those unpredictable moments afford.
That way, the story we craft for you can evolve and build organically, which always makes for a more engaging video than the stilted products that result from an overly restrictive shot list.
Timeline and Schedule
The importance of timeline and scheduling cannot be under-estimated.
This is what allows us to bring everything and everyone together in the right places and at the right times.
We start with key dates and locations, then work out specific times during those dates. This ensures that everyone–the business, the talent, and ourselves–comes together when they need to.
The production stage is the one where we bring together everything we did in the pre-production stage and put it into action.
Like the earlier stages, the production is customised and differs for every video and every type of client.
To give you an idea of the kind of work we do, I will explain the production process of a few different kinds of videos.
Business Branding Video
Our most common video is the business branding video.
It is usually used to raise awareness of a company, bring new clients to that company, and convert them from the website.
We usually already have a detailed script when we get to the production stage of the business branding video.
The detailed script lets us break down all the shots we need to get by location, which makes our filming days more efficient and productive.
Having the script in hand also allows us to record the voice-over, either before we start production or a soon after it.
We use approximately three locations in most of our business branding films. Typically, we will want to shoot at the business location, the end user’s location, and a third location that will differ based on the type of business your company does.
If you are a local business, we will want to get footage from your local community. If you are a service-based business, we will usually want something broader or more general.
Again, customisation is part of what we do, and that applies to our business branding videos as well.
Below are a few recent Business Branding Videos we have produced for our clients:
Massage Schools of Queensland
Maple Tree Wealth – Ron
A profile film is similar to a business branding video in many ways, except that it is focused on telling the story of a person instead of a company.
As with the business branding video, we normally use three locations to tell a personal story.
When we film your profile video, we want to show different facets of you as a person, so we will shoot footage that showcases your personal lifestyle, your professional side, and then shoot in one or two more locations depending on the kind of story that will best represent you.
The profile film is about your unique personality or brand. For that reason, as when we film a business branding video, we usually have a detailed script ready before we start shooting.
Below are a few recent Profile Films we have produced for our clients:
On Your Side Investments – Mike Harvey
Peak Lifestyle – Brad Cassidy
Animal Emergency Service – Dana
Customer Experience Film or Testimonial Videos
Customer experience films and testimonial videos have a completely different style than the business branding and profile films, although they have some visual similarities.
We normally begin these kinds of videos with a customer interview. Then, we take the viewers through the story we established through a set of questions in the pre-production phase.
The length of the interview will depend on the style of the video, but they normally range from thirty to sixty minutes.
As you know, the customer is the one giving his or her time to help shoot the video for your business. For that reason, we are always mindful and respect your customer’s valuable time.
To date, we have carried out at least one- to two-hundred customer experience film interviews.
The Bizvideo team has developed a method of direction that tends to calm the customer and encourages them to open up to the questions we prepared. That is one advantage of working with us: we have the experience to get your customers to relax and tell their story.
Once the interviews are complete, we shoot the visuals that pertain to the customer.
Whether these involve lifestyle or business visuals depends on what your company does and in what ways it helps your customers.
In most cases, we use the questions and the answers that we have compiled and tell the story visually.
As I mentioned in the outline of the pre-production stage, we use our story formula to get the best customer experience story: desire, conflict, solution, journey, and the end result. For each of these elements, we ask a question and tie the answers to some visuals.
Below are a few recent Customer Experience Films we have produced for our clients:
Xerox Business Centre – Larry Malan from Ray White Broadbeach
To see full case study click here.
Xerox Business Centre – Grants Law Firm
The showcase video is perfect for builders, shop fitters, or anyone who offers their customers a product.
Just as the name suggests, it is a video that showcases your product.
Most of these videos don’t feature a voiceover or interview. Instead, we use beautiful imagery to show off your product.
Our shooting day for these videos is guided by a prepared shot list that will tell us the most important aspects of your product and the ones that you want to show to your new clients and prospective customers.
Below are a few recent Showcase Videos we have produced for our clients:
Content Talking Head Video
For a content talking head video, we like to set the shot in a spot that has consistent lighting and doesn’t have loud or distracting external noise.
Most of the time, we set up two or three cameras so that we can switch between cameras so the video can look smooth even if we have to edit out any portion of the film, as happens when, for instance, the person delivering the content makes a mistake.
We shoot about three to ten content videos in a single session. Doing that reduces the set-up time for each video and is more convenient for our clients.
Below are a few recent Content Talking Head Videos we have produced for our clients:
Case Study Video
The case study video is very similar to a customer experience film, except that it is more detailed and aimed at business-to-business entities or companies that want to showcase and explain a particular project.
The case study video tells the story of how the showcased project helped the company’s client and relates the details of how the goal or project was accomplished.
The post-production stage is where the story really comes together.
Post-production is split up into six phases.
Build Foundation Edit
In the first phase, the editor combines the the footage we shot and the audio we recorded and puts them together like the pieces of a puzzle, using the script as a guide.
In the draft phase is a quality control phase. Once the editor has put all the raw materials together, voice and visuals are combined so the Bizvideo team can look everything over and ensure that the story makes sense, that it is line with the client’s outcomes, and that it will be an effective means of achieving those outcomes.
Once our team gives its approval to the draft, we move right on to the detailed edit.
The detailed edit is the polishing phase. This is where we add music, sound, and colour grading to enhance the story, visuals, and audio.
This is the point at which we get the video client-ready. Once we have completed this, we show you the clip that we produced for you and your business.
Once the detailed edit is complete and the video is client-ready, we invite you to our office and show you the video for the first time.
Then, we get your feedback on the video and decide whether any changes need to be made.
We normally only have to do a few changes to the draft video. In this phase, your video is usually about 95% finished and all we need to do is add a few finishing touches to finalise the film.
When we reach the final cut phase, our video is not only client-ready but customer-ready. This is the final part of the post-production stage and it involves exporting and uploading the video, making it ready for the client to download.
This is the final phase of video production, but we’re not done yet. There is one final part to our process: the video marketing execution stage.
Video Marketing ExecutionStep 5
The final stage of our process is video marketing execution.
This is an extremely important part of any video marketing campaign, bust most businesses putting together their first video overlook it.
Skipping this stage means that your campaign is a lot less likely to be successful and you risk wasting all of the effort and resources that you invested in the planning and production stages.
Video marketing execution means taking your new video and getting it out to your target market or audience.
It is about making sure that the product you invested in actually gets seen.
Again, Bizvideo is all about customisation and we tailor each video marketing execution to our individual clients’ needs, but in this article I will give you some generic steps that you can apply to any campaign.
Uploading to Social Media Channels
The first thing you want to do with your video is upload it to as many social media channels as you can, or at least those that you want your business to be a part of.
We also suggest uploading the video to any directories in which your business is listed.
There are a number of platforms you can use to feature your video. Here are a few of the major ones.
Wistia: This is a clean video player that you can use to upload the video and host it on your website. Click here to check out Wistia.
YouTube: If you have a YouTube channel, be sure to upload your video to it. If it’s a branding video, you could make it the video that greets the users who check out your channel. You want your video to be seen, so make sure you write a clear and relevant description and headline. When you write these, keep in mind the keywords that are relevant to your product, service, or company.
Facebook: We suggest uploading your video directly to your business’ Facebook page. Don’t just post a link to your video–your customers are more likely to actually watch it if it’s embedded on your Facebook page. You could even do a simple “boost” post to bring attention to your video.
LinkedIn: As with Facebook, we suggest uploading your video directly onto your company’s LinkedIn page, as well as your team members’ personal pages.
Instagram: If your video is under a minute long, upload it to Instagram. If it’s longer than that, direct people to your profile link in the description of the video on Instagram. That way, when we people click on the profile link, they will be led to your website where they can watch the full-length video.
Facebook and YouTube are great re-marketing tools.
Use a re-marketing pixel on your website so that anyone who visits it will get pixeled, or will be presented with your video. This is a great way to show your video to people who already know your company. It’s also a good first step in your campaign.
After you have implemented the Facebook and YouTube re-marketing ad, you should always set up a Facebook ad to reach a cold audience, that is, an audience that hasn’t been introduced to your company yet.
It’s important to know the target audience for your ad. Most of our clients zero in on three different target markets, so we study them and create a different avatar for each of them.
Avatars are fake personalities that represent the profile of your ideal customer. Once we have designed these avatars, we know who to advertise to, and more importantly, their values, their preferences, what websites they frequent, and so on.
Other Ways to Market your Video
These are just general ideas.
We always meet with our clients to come up with other video marketing techniques that will work for them.
We normally begin by listing three types of video marketing our client could use and then move on to the paid type of video marketing.
Video marketing is crucial to getting your video out there and getting it seen by your target market. That is why we take this last stage of our process, the video marketing execution, so seriously.
It’s what will make the difference between a nice effort and a successful video marketing campaign that brings in the outcomes you striving to achieve for your business.
About the Author
Corné Lategan is the Co-Founder and a Executive Producer at Bizvideo. In his down time he enjoys hanging out with his wife & doggie, family, playing squash & golf and traveling the world. He's been in the industry since 2007 & obtained a Bachelor of Film & Television at Bond University.