It’s important to understand the difference between video production and video strategy – especially when deciding where to spend your marketing budget.
Most of us are familiar with the term video production, but video strategy is a term used much less frequently.
This is a pretty astounding observation, as you’ll learn through this blog, because as marketers, video strategy is probably the only thing we should be focusing on.
To put it simply, video strategy is like having a nutrition plan, personal trainer and rigourously planned workouts… and video production is like using the gym and spa facility at your hotel.
What is video production?
Video production is the name given to the creation of a film or motion picture.
Video production typically refers to the technical part of creating or producing a film, i.e. the filming, editing and sound.
What is video strategy?
Video strategy is the name given to the orchestration of a number of different videos, which work together to produce a desired outcome.
Video strategy is usually undertaken by businesses from a marketing perspective, although video strategy can also be included in internal communications and customer relations.
What’s the difference for my business?
Video production is great, and typically businesses will spend a few thousand pounds on video production and produce a great asset. But the journey stops there.
So as a marketer, it’s your job to make the video work. You have to distribute it, host it, share it and make it fit into your wider strategy.
In our experience, marketers and business owners tend to produce one or two videos, push them on social for a bit and then largely forget about them. The results are short lived.
This is NOT a video strategy.
A video strategy is a system of generating leads, nurturing them and increasing conversion rates. A video strategy should include a range of videos that fit into various parts of the sales cycle.
It should be based on a mapped-out buyer’s journey, and it should help to nurture leads by answering questions, removing doubt and filling them with excitement to come and work with you.
A video strategy should have a mechanism for capturing leads within the video, and finally, you should be able to track the performance of videos, see who was watching the video and have a mechanism of following up with those that have watched a number of your videos.
All of this results in a huge increase in leads and sales generated through video.
How do I implement a video strategy?
Implementing a video strategy into your business starts with understanding your audience and then mapping out a buyer’s journey. This will help you uncover the right kinds of video you’ll need to have produced. In each video be sure to speak directly to your target client.
Once you have your various videos in place, start thinking about distribution. Where are you going to host the video? How will you push it out to prospects? Once you have a rough idea of distribution, you’ll need to think about lead capture and measuring success.
In order to capture leads and measure success you’ll need the help of software. Wistia and Vidyard are good places to start.
Who can help me put together a video strategy?
We can, of course!
Our process is pretty simple. We’ll walk you through one of our creative sessions to find out what your goals and challenges are.
Then, using our expertise and experience in video strategy and marketing, we’ll suggest some video strategies that will help you. We’ll even show you examples and showcase some results.
Then you choose which package will suit your business growth goals, and we start planning the first shoot!
For more information on what a video strategy could do for your business, book a meeting in here.
