You’ve got your inbound video marketing strategy figured out. Now is the time to put together your video marketing campaign and plan out the details for your video production. Where do you start? What’s the best way to proceed? Here are some tips on how to prepare for inbound video marketing.
You know the who, what, where, when, why and how of your inbound video marketing strategy. Now the time is here to put your plans into action to drive visitors to your website with video.
Set a campaign goal
A campaign is more than a video deliverable or set of deliverables with a theme. Two of the primary attributes that define a campaign are the goal of the campaign and the timeframe that it takes place in. Working with a SMART Goal.
encompasses both of these items and is a good way to set up a campaign:
In a nutshell, your goal should be Specific, Measurable, Attainable, Relevant, and Time-bound.
This rest of this blog delves into the pre-production and planning for a marketing video or video series. Once you have your marketing video campaign set, there are some areas you will want to focus on early in the pre-production phase. Develop a copy style guide for voice & tone of the writing. Collect any brand associated assets, identify color palette & fonts and retrieve or develop a visual style guide. This will help you get a sense for the mood, look and feel of the video, or video series.
The cost of video production is a huge part of the process. Don’t plan on a Titanic production with a tiny budget and conversely don’t underwhelm when you have a big bankroll to work with. Depending upon your budget, you may want to hire a creative director, director or producer to oversee the high-level responsibilities of your project. If you want to be the one with the megaphone, beret and riding crop, go for it! Just be prepared for a lot of work. There are many details to oversee and it may be best to let a pro handle this aspect if you are not up for this time-intensive challenge. On larger projects, you could have a number of pre-production people on your team. A producer who hires and assembles the various team members often works with a production manager. It is the production manager’s job to oversee video costs and to be responsible for scheduling and hiring of the crew and talent. On big productions, a production coordinator is brought on to assist the production, manager.
The creative director and director focus on the creative aspects of the video production. Of course, the smaller the budget, the more hats individuals need to wear.
Writing is typically done in several rounds of review. The minimum you’d want is a first draft, 2nd draft, and polish. Three drafts could be a dream come true if you have multiple levels of management to review. Enterprise level videos frequently have numerous revisions to satisfy each rung of the ladder. It’s best to get senior level decision makers into review earlier rather than later. It’s not unusual to have a mid-level manager go through multiple drafts with a writer and then have a senior decision maker say “Let’s go in a different direction.” Preparing a treatment or synopsis is a good way to get buy-in on your concept before you get too far down the line. The same goes for a storyboard.
The director will want to meet with the director of photography (DP) prior to the video shoot to convey the look and feel of the video. A storyboard helps convey decisions that the director, writer and director of photography have come up with. Camera equipment selection and lighting requirements are determined at this time. The director and DP will want to do a location scout to get a sense of what they are up against when they set out to fulfill their vision. Depending upon the location, permits and location fees may be needed. They usually assign the production manager this task. The production manager can work with the DP with scheduling crew, talent, and time needed for the various shots that will need to be acquired.
Talent selection can be done through bonded talent agencies that have a roster of union or non-union talent. Union is usually better, but more expensive as everybody and his brother will want to tack on fees and restrictions. Casting agencies are a bit different in that they will audition more thoroughly and can pull from multiple talent agencies.
If you have a budget for special effects, motion graphics or animation, this needs to be researched well before video production begins.
There are other crew positions and details to consider, which the producer and director must decide on beforehand.
Finally, the producer must also prepare a set of milestones through pre-production, production and post-production to ensure that the project stays on time and on budget.
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