One of the most common questions we get from entrepreneurs and small business owners about video marketing is, “where do I start?” It’s not an easy question to answer on the spot, because the correct answer depends on a number of factors and will be different for every business.
We’re happy to talk you through any questions that you have in those early decision-making stages and help you decide what’s right for you. In the meantime, here are four things that every business owner or marketing director needs to decide on before getting started with choosing a video company or producing videos in-house.
1) Your Budget
Pricing in the video production/motion graphic industry can range from affordable (roughly $500, using templates and minimum customization), to upwards of $20,000 for a single video. It is entirely up to you and your team to determine what you’re willing to spend on this integral part of your marketing strategy, and use that as a reference in your quest for the perfect video marketing campaign. Having a range in mind is a huge help when it comes to narrowing down your options.
At the same time, it’s important to be aware of how much time and skill is involved in producing a high-quality video. If it’s starting to seem like the budget that you have isn’t going to get you the video you had hoped for, it might be a good idea to start with producing your own simple videos in-house until your budget for the project can grow and become more realistic for what you have in mind.
Budget or no budget, video marketing is something you should be exploring!
2) Your Video Production Resources
As a business owner or entrepreneur, do you have an employee or close friend with video production experience? Do you have access to professional video equipment, or consumer-level video equipment with high-quality audio and video output? Do you have a visually appealing office or setting that is available to you? Are you comfortable on camera, being yourself?
All of these questions are important to consider if you’re exploring the idea of producing your video on your own. If you’re finding yourself answering ‘No’ to most of the questions above, it’s probably in your best interests to hire a professional video production or motion graphic company in order to maximize the professionalism and effectiveness of your campaign.
3) Live Action Videography vs. Motion Graphic Design
We’re obviously a tad biased in this area, but it truthfully just comes down to your preferences when faced with this decision. Motion graphics tend to be especially perfect for organizations with products or services that are technical/complex, new to an industry, or just difficult to explain, but they can really be used effectively in any industry for any kind of business. On the other hand, many business owners feel that they can make a better connection with their audience through live action video of themselves, their products, or their environment.
It all comes down to determining which style best fits with your organization’s visual identity and overall communication strategy. Of course, combining live action video and motion graphics is always a pretty awesome solution!
In case you’re not sure, check out this video explaining what Motion Graphic Video actually is.
4) Your Goals
What is it that you’re trying to accomplish with your video? Here are some examples of primary goals:
• Announce and promote a new product or service offering
• Explain and promote a product or service offering that is innovative, complex/technical, or simply difficult to understand at first
• Capture and communicate your organization’s core culture and brand personality
• Attract and recruit new employees
• Train and educate your audience, stakeholders and employees
Whatever your goals are, it’s important to make sure that they don’t get lost in the process of creating your video or videos. Your core message and brand identity MUST be priorities in producing this piece of your marketing and communications, so don’t forget about them!