Did you know that video is a better conversion tool than other forms of content? Of course you did, because you read, “Measuring the Success of Your Video Marketing,” in June. (Hint, hint.)
And although you’re committed to including video in your integrated marketing blueprint, you still may be grappling with the cost. After all, you’re a B2B company with slim margins, not a Hollywood venture with unlimited investors.
So how can you reduce the cost of video production without sacrificing quality? In the Perceptions blog, writer Carol Casey interviewed Cal Miller of Blue Marble Media to learn some cost-saving tips he shares with clients.
- Plan Ahead. If a job usually takes four-to-six weeks to complete, but you want it delivered within three weeks, you’re looking at overtime costs, which could be prevented with a little foresight. Another way to tighten the schedule is to develop a solid creative brief so your goals, objectives and desired outcomes are articulated clearly.
- Tap Talent among Your Four Walls. Wrangling your internal thought leaders for certain types of videos can be a great resource. Miller likes featuring employees for non-speaking roles, but he cautions that scrimping on talent could backfire.
- Find Free or Low-Cost Music Options. Let the Big Guys spend money on acquiring the rights to a well-known song or producing original music. You can save money by using some of the thousands of stock music options available.
- Follow the Production Schedule to Avoid Delays. A production schedule is not a suggestion. It’s a commitment. Miller reminds companies that “don’t meet deadlines or make a lot of changes risk additional charges.” Plus, you won’t complete your video by the deadline.
- Follow the Branding Bible. Large or small, every company should establish a set of branding requirements and adhere to them exactly. While developing your video, cross check images, copy and other content to ensure these elements are within your company’s branding manual.
- Get Legal in Early. Do you work in a highly regulated industry? Are you the type of professional who prefers to dot all the I’s and cross the T’s? Then involve legal counsel before video production wraps.
While you’re planning ahead to produce the video, think a little farther down the line and brainstorm how to distribute it. You might find, “YouTube: The Most Powerful Sales Tool for Small Businesses,” helpful.
Last modified: July 17, 2017