Digital Marketing and the Role of Video

When digital marketing agencies first opened their doors for business it was all about banner ads, clickable creative, social media, SEO, blogs and newsletters. In the past year or so the digital marketing requests started coming in for content marketing or sponsored content. Fast forward to today, and it seems like everyone still wants the digital marketing efforts already mentioned but almost all conversations now begin with a discussion on video. Many marketers have a difficult time integrating video due to lack of knowledge in creation of video, a lack of understanding in the cost of video by agency and client, developing in-house talent and cost of equipment. Here are some tips for determining if you or your agency is ready to tackle video as part of your agency’s offerings.

Determine business case for pursuing video.

Why do you want to get into video? Are your clients requesting video and if so what percentage? Do you have the resources to pursue i.e. equipment, capital? Do you have any employees who have expertise with video production – videographers, editors? Finally do you have creative staff that can envision creative using video? There are certainly many other questions you need to answer but these are the main ones.

Identify team to lead the charge.

With anything new, it requires focus. It is a mistake to assume your creative, production and sales team can just add video as another service to sell. Many of the strategies are similar but having knowledge about the nuances of video is critical. There’s also the tendency for salespeople to hang on to what they have always sold until the bitter end.

Video production requires storyboards and ideas around the creative vision. Decisions have to be made on the use of animations within the video. What about music? Actors? Length? Music rights. How will it be used?

On the operations side of things it is critical to understand where the video is to be placed. If it’s social media, then the video should be 10-15 seconds or less. If the video is for blog posts or newsletters, I would still recommend no more than 2 minutes in length. If using primarily on a homepage of a website it can be longer but still less than 3 minutes and likely no audio. You also need to understand if different file versions will be needed based on platform you plan to run the video on or the players used to host the video.

Sales should also understand that typical pricing for other digital marketing efforts doesn’t work for video. The cost to produce a video is much more than other products in the digital marketing suite. I would also suggest that sales focus on getting someone with expertise involved in discussing video with the client or prospect. Having a creative team member who understands the complexity of shooting video should also be involved.

What does success look like.

The end product has to be a video that can be utilized in all aspects of digital marketing while also achieving a client’s goal. It should not be a one trick pony. The video needs to morph into each digital effort. It needs to work within a banner ad, on the advertiser’s website, on social media, in a blog, in an email campaign and blends in with photography, text and other aspects of any campaign. Success for the video starts with placement in the campaign, but the ultimate success is more user engagement, more product sales and a client that is proud of the video.

End Result.

Since video has become almost a “must offer” for digital marketing efforts it is critical your company spend the time and effort to develop an expertise. The backup if you don’t have the resources would be to hire freelance help until such time you build up your client base to afford in-house expertise.

While the tips above are general in scope they represent the basics to a successful effort with video. This video for Naked Mobile is an example of the video work we are proud of. Naked Mobile.

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