Video is a media format that is growing in importance, adopted by business as a regular communication channel. In the social media age, a wide angle shot or timelapse can be as important as the written word. This means that video marketing is now just as, if not more, essential as traditional written advertisements. Perhaps then, it is somewhat ironic that I’m writing a blog to document my progress.
In the coming months, I will be sharing my experience of getting started using video to tell stories and promote KG Moore. The reason for sharing my progress is simple – to hopefully help you get started on your own video marketing journey.
Video marketing has been an area that KG Moore has delved into before yet, progress stalled. It seemed too expensive and with no resource able to take ownership of the activity, with limited marketing budget, video seemed too much of a risk. Now, it’s clear by not taking action, we are creating an even bigger business risk.
Therefore, my goal is to get started with regular video marketing, building it from the ground up. I’m the dedicated resource and I’ll be highlighting along the way that video marketing is far simpler and more rewarding than people perceive it to be. During the process, this blog will be updated monthly with my experiences.
So, how do you create a successful video marketing campaign? Getting started can be daunting, especially with the plethora of relatively sub-par videos that flood the market, as you want to create something that stands out, something different. Here’s how I am getting started with video marketing, in 5 simple steps:
Step 1. CREATE A PLAN
We’ve taken time to come up with a video marketing plan, which is incorporated into our overall content plan. Creating a plan allows you to develop an understanding of what to focus on and convey your key messages clearly. I aim to create a portfolio of video content. 5 different types of video will ensure what we release is fresh and interesting.
- Strategies Revisited – this is a series of videos tailored for customers in a “Grand Designs Revisited” type mould.
- In their own words – these are the essential customer testimonials that help to build confidence in the KG Moore brand.
- Insight leads to inspiration – This is a new series where Kim Moore will share quick wins, promoting learning and marketing skills development.
- Insights to success – These will be interviews with business owners who have run successful marketing campaigns. We hope to reveal the secrets to their success for you.
- Our Journey – This series will be monthly video telling the story of the work involved in the repositioning of the agency.
Step 2. RESEARCH
The need to setting a video marketing budget forces you to research the current market. I found myself heading straight to what I consider the epitome of the Vlog (video blog) field, Casey Neistat. Neistat’s seamless editing ability coupled with his imaginative cinematography results in a beautiful 8-minute long “movie” each day. He achieves this with his phone, a bendy tripod and a battered Canon 70D (complemented by some stunning drone shots to be fair) and the quality of the video, concerning definition, is staggering. Researching Neistat’s approach led me to his video “Casey Neistat’s Guide to Filmmaking” and within 1 minute he makes a very bold claim, “gear doesn’t matter”.
This approach makes constructing a budget for your video marketing much, much more straightforward. Gone are the thoughts of £1,000 lens and the £2,000 camera and in come cheaper alternatives such as purchasing a second-hand camera or simply using your mobile phone.
Yes, in an attempt to keep costs low, we will be filming our own video. However at times, we’ll turn to the professionals for some support.
Step 3. GET INSPIRED
My budget no longer became a restraint, a worry, a lingering thought at the forefront of my mind. Instead, it became a challenge. A challenge to think differently, the videos I produced weren’t going to stand out because they are shot in 4K over 1080p; they would be more appealing to watch, the editing would be sharper and the types of shots more varied. Working within a smaller budget does not limit the quality of your video, take it from Casey Neistat, his HBO show was shot on a camera that was not even high-definition.
Step 4. FINALISE YOUR BUDGET
Ultimately, what I draw from Casey Neistat’s video is that it is only sensible to work within your financial means. Do not overspend although, if you have the capability, do not be afraid to spend a little more; it won’t improve the content of your video however it can improve the ‘feel’ of video in addition to the cinematography and editing. This means that your budget must be tailored to your business, if you can afford a brand new DSLR and top of the range microphone then, by all means, spend the money and enjoy your new equipment. If this is not something, you can afford to do then know that if your content is strong, you can make up for the ‘lesser’ equipment through your message and in the edit.
|Equipment and Price||Essential||Desirable||Optimal|
Your mobile phone
Free to use!
Can be bought used from £500, or new at £673
Sony Alpha a7S
Hefty price of £1,700 but, is incredible in low light and gives a more cinematic feel
Use the one with the camera, so ensure you don’t buy ‘body only’
|Canon EF-S 10-18mm f/4.5-5.6 IS STM Wide Angle Lens It’s lightweight and very compact, which when you are lugging all your equipment about all day makes a difference although it does cost £239||Canon EF-S 10-22mm f/3.5-4.5 USM Lens This is an incredible wide angle lens that allows you to fit more in every shot, it is the go to lens for Casey Neistat after all|
Make your own
Use a stack of books or whatever you can find to lift your camera higher
PRIMAPHOTO PHKP001 Tripod
Can be bought for as little as £20 with reliable locking system and good tilting and panning capabilities
Manfrotto MT055XPRO3 Tripod
Manfrotto is go to Tripod brand for most professional photographers, with a specially designed locking system to ensure is stabilised under all conditions but you pay the price at £120
Whether it be the one in your phone or DSLR, there will be an inbuilt microphone that you can use, the audio should be okay in enclosed spaces but won’t sound as crisp as you want it to.
Rode VideoMicro Compact On Camera Microphone
A great microphone as it requires no batteries or charging. It also comes with a windshield included. The microphone may struggle in highly congested areas and large amounts of background noise could be taken in. It also at a very competitive price of £50
Rode VIDEOMICPRO On Camera Microphone
This is one of the most popular microphones on the market, and for a good reason. The microphone is very directional, meaning a lot of annoying background noise is not picked up, great for filming in congested, busy areas. It is also not too expensive at around £170
Cristal DSLR Case
A standard sized bag suitable for someone starting out with minimal equipment, also very affordable at £20
Lowepro Tahoe 150 Backpack
A slightly larger and more practical bag due to it being a backpack, there is more space for more equipment and it only costs £60
Lowepro ProTactic 450 AW Camera Backpack
A bag with colossal amounts of space for your equipment, it is especially designed for a professional photographer on the move. However, the price is large at around £130
Default programs that come with your computer
For window users, Movie Maker and Mac users, iMovie and the great news is that both softwares are free!
Adobe Premiere Elements 2018
Great for those how have outgrown Movie Maker or iMovie but can’t afford the next step up can be bought for around £85
Adobe Premiere Pro or Final Cut Pro X
These are the best editing softwares around at the moment, both of which are being constantly updated. Final Cut Pro X is a flat fee of £299.99 whereas Adobe Premiere Pro is paid for on a subscription basis of £25.28 a month.
Step 5. GIVE IT A GO
The most critical step on this list has to be this. An imperfect piece of video marketing is far better than nothing at all. Get out and record, without footage there is no video for the video marketing to take place, as evident as it sounds. It is unlikely that your first video will reach your expectations, unlikely the first 10 even but, with continued effort and consistent attempts the quality of your work will drastically improve, hopefully resulting in the video you envisaged initially.
However, do not rush your content. Initially try not to constrict yourself to a rigorous schedule such as a daily video or a weekly video – allowing there to be an individual element of craftsmanship in your videos to ensure quality. Video marketing should not become a hindrance, but an art form in which you treat with the same respect as a website or magazine double spread.
In my next blog, I’ll be sharing my experience of filming and editing my first video.
Here is the start of our video marketing journey. Enjoy watching my first vlog.
- What One Industry Does Better Than Anyone Else (And Why You Should Do It Too) - 19th December 2018
- How To Turn Customer Insight Into Growth - 5th December 2018
- How any business can get started with video marketing in 5 easy steps - 17th August 2018