If a video is created and nobody sees it, what was the point of producing it? If you have insight into your marketing funnel, you’ll be able to refine your messaging, be more efficient with your online advertising, attract more prospects, and increase overall interaction with your video.
The image you see above is a fairly basic flowchart that I built on Creately. The goal of using charts like this is to understand how the marketing funnel works in relation to your video marketing strategy. For today we are going to keep it simple. If you haven’t checked out the last blog on the 3 most important videos to have, check that out HERE. These videos will help give you some context to the flow chart.
Like any other marketing strategy, you need to understand where your audience is online. Sometimes you might think you know, but the data tells you something different.
For this example, we start with the red boxes for the promo video coming from Facebook ads, Instagram Ads, and Youtube Ads. The job of these types of videos is to catch the viewer’s attention and get them interested in learning more about your organization. Engagement will determine if they move onto the next step. Engagement can be video views, likes, comments, shares, saves, etc., on that post. If the viewer does not engage, more often than not, they will not be interested or targeted again. If they engage, they have a few options; They can click on the Call to Action or CTA, which would take them to their website or landing page or not take action. If they do not take action, they will primarily be targeted with the same ad at either the same platform or a different platform, and that’s okay. It’s possible they just weren’t ready to learn more, or they were preoccupied with something else (let’s face it we all spend too much time on social media when we shouldn’t right?). This is where retargeting comes in and is super powerful. It often takes anywhere from 6-12 touches to get a customer so having these retargeting methods is crucial.
If they do engage with the video and they do click on the CTA to the website or landing page, this is where your main branding video and testimonial video(s) kick in. The viewer will now be able to dive deeper into your brand, learn the core offerings, and make you unique and different with the branding video. The testimonial videos will be able to provide authentic experiences and results from a variety of different customers/clients/families.
At this point, if they do not convert (lead form, purchase, whatever the next CTA is online), they can still get ads from your organization. Again it might just mean it’s not the right time, and they are looking at other options, etc. It is not necessarily a loss. With them still being targeted from ads, you can use the promo video again (as we have here) or use a new video (perhaps another testimonial) to help showcase that value.
If they convert on the website, then great! Assuming you have a social pixel/google analytics, you can use the data to help hone in on your initial audiences and create duplicates of that audience for targeting. This will help with several things, such as the messaging on your copy, lowering your cost per click and cost per lead, and getting a better sense of who online is responding to your message.
Okay, so the video’s concept, the budget, and the timeline have all been approved by the boss- Woo hoo! That’s always a great first step, but now it’s time to roll up the sleeves and get to work. However, many organizations don’t take the pre-production process seriously enough, or they spend way too much time trying to perfect the script. In this post, we’re going over some things you should expect to go into while in the pre-production process.
- Concept Deep-Dive
This is the foundation that was pitched earlier in the discovery phase but now is the time to dive deeper. The big question to ask is, how are we delivering the story? Are we using a formal script and a voiceover? Are we using interviews and/or testimonials to help create a narrative? Is there B-roll? How much B-roll? Are we using animation or motion graphics? These will help you with the discussion with your video production partner for the next few steps. Also, make sure that there are clear expectations regarding who’s job is it to do what; otherwise, mass confusion will happen!
This is one that often gets overlooked, but it’s important to understand- where is this video(s) going? How will it be utilized? What channels does it go on, and at what point in the funnel are the audience when they are watching the video(s)? This could affect how the story is developed, especially since some platforms do much better with shorter videos(or even a limit to 60 seconds) than others.
- The Story
This is perhaps the most important step of the Pre-production process. Understanding the story and connecting with your audience on a deeper level is crucial to map out. What does the organization do? What problems are their audiences having? How do they solve it? What is their Unique Value Proposition? What features help them achieve success? How do they overcome objections? What actions should viewers do after watching this video? These are some questions to consider for framing your story structure for interview questions and writing your scripts. You should think about what kind of music will be used, the tone of the video, and finally, how it fits with the organization’s overall brand.
Depending on the type of video you are creating, this step can be more time-consuming than others. If you were creating an animation video, understanding the aesthetics and style will be important to nail down based on the brand of the organization. If you are shooting a video, then having some key scenes to the film will be important to write down and find ways to schedule them into the shoot day(s) and know how they help support the story being told. It is super important to make sure that every party is in the same boat by setting the proper expectations on the video’s look and feel. After this is done, this is the time to review any storyboards and scripts as needed. Your video production partner will guide you through what is needed to get stuff written down.
This part is sometimes tricky. The goal should be to keep the shoot as condensed in calendar days as possible. Of course, life never really works out that way, but it’s important to understand how many days it will take to film the video. Some of this should be discussed during the discovery phase just before pre-production. Still, it’s also about coordinating various schedules for the video production partner and the talent, location availability, and any other factors to consider based on your shoot.
This process can be daunting, but it can also be fascinating — lots of ideas and concepts come out, and this is the time to really hone in on the best of the best. However, it’s important to know that just because you have a solid plan doesn’t mean you can’t deviate a bit. In fact, more often than not, you may find opportunities for improvising on the day of filming. If you have a project that’s a bit more formal (like a more scripted project), then be prepared to be aware of any potential challenges that arise and figure out how to address them.
I hope this gives you some insights on the importance of having a pre-production meeting (or meetings) to ensure your video’s success(s). DO NOT SKIP this step!