3 Ways to ImplementMarketing In The Production Process
When hiring a Los Angeles video production company to produce your marketing video, it can be very, very tempting to kick back, relax, and let them handle the ins and outs. A common mistake most people make is keeping video production and marketing strategy separate when in fact, the two are actually meant to complement each other. For instance, knowing your strategy can help you refine your video so that it’s tailored for your specific demographic. Likewise, you can use the numbers and stats gained through your video to modify and adjust your marketing strategy accordingly.
You can’t expect to have a successful video marketing run if both parts of that concept—marketing and video—are completely disconnected. This doesn’t mean being completely hands-on with the production process either (most production houses like their space), but providing input based on your marketing game plan can definitely help the company capture your intended output for the video. That said,here are 3 ways your marketing and video production processes should integrate.
Specify, Don’t Be Shy
You need absolute clarity on how you want your video to run and what you want to achieve through it. You have to narrow your focus, which means eliminating as much generalization as possible. From defining your target audience to outlining your short-term and long-term goals, you should aim for specificity.
Digital producer and Forbes Communication Council member Lizzy Fay points out that “setting a goal will help inform the focus and format” of your video. Who are you marketing your video to, what do you want them to know about your company, what do you want them to do after watching your video, and how do you think your video can help them are just some sample questions to think about when producing your video.
Award-winning producer, director, and marketing guru Chris Carter says it’s important to start out with a solid foundation. Knowing your marketing strategy and original purpose can help you plan the scope, limitations, and budget of your video production accordingly. His advice is quite similar to Lizzy Fay’s when he cautions marketers not to start “dreaming up grand ideas” until the basic 5 W’s and 1 H of your marketing approach are established.
Once that’s done, set realistic expectations for the final product and adjust accordingly. Bear in mind the budget you have both for the production process and marketing itself.
… But Optimistic
Believingthat your video will turn out incredible regardless of budget constraints can do wonders for the final product. Make the most of your scope and limitations by beefing up the strengths and downplaying the areas that aren’t quite as stellar.
For instance, if you managed to snag well-known talent for your video, make sure youmarket their names and faces. If your chosen Los Angeles video production house has great cameramen, turn a budget production into a cinematic masterpiece by playing around with artistic angles and lighting. If you’ve got some grade-A content writers on-board, aim for a high-quality script for maximum engagement and education. It’s all about flaunting what you’ve got.