It’s a given that you probably want to incorporate video into your marketing strategy. Video holds attention better than static ads or text, builds trust and credibility, and helps your SEO efforts by increasing organic traffic. If you aren’t a video professional, it can be hard to get started. Can video be done by the staff you have or do you need to hire a full time employee? Will your needs be better served by outsourcing to a freelancer or an agency? Here are some things to consider:
- How video fits into your overall marketing strategy. This comes down to the audience, where they are in the buyer’s journey, and what action you want them to take. If video is the main way people will learn about your products or services, you’ll want to devote more resources to it than if you’ll be using video occasionally to highlight company news. If the goal of your videos is to build trust by showing your employees and culture, you will want to use real videos of real people who work with you. If you’re going to position yourself as an expert by making explainer videos guiding people through complex ideas, you want the video creator to be someone who has the skillset to make your vision a reality.
- The frequency and volume of videos. If you want to crank out a video with sophisticated motion graphics every week, that’s a very different workload than if you want to post on TikTok once a week. Think about whether the workload is something your existing staff can reasonably take on. If it’s not, think about whether you need the person making videos to be part of your team and available to you at all times. You may find it makes sense to hire someone dedicated to video marketing or to find a freelancer who has the time and skills to help you meet your goals.
- Distribution channels and audience. Many factors about your audience (demographics, stage of the buyer’s journey, what you want them to do, and how they use the internet) will go into figuring out the best way to reach them. There will be variations in specifications for videos posted on your website, on YouTube, on other social media channels, and embedded in emails. You need the person creating the videos to be familiar with the channels you’re using. That may or may not be someone already on your staff.
- Different skillsets for different kinds of videos. Will you be screen casting how-to videos, talking to the camera yourself, showcasing products, or using animation? Do you need a high production value or will talking directly to your phone achieve the desired results? There is no wrong answer; it depends entirely on your marketing goals. Just make sure you’re considering the production skills required for each type of video you want before deciding who will create it.
- What it will cost. There’s a lot to consider with cost. What can be less expensive in one instance can quickly become a money pit in another. That’s why planning is so important. To film yourself, you can easily get started with what you have in terms of equipment. A smart phone and a basic microphone go a long way and you can always upgrade as you go. To make your own videos, you might need a subscription-based software if you’re not a designer and you want to do animations or doodle-type videos. Avoid spending more than necessary on subscriptions by carefully comparing what’s included in different tiers. Think about whether you’ll need stock footage, music, and the ability to export to various formats. Look for hidden fees. Consider the time and effort as well as the concrete costs of equipment and subscriptions. Then think about if existing staff have the bandwidth and if it’s worth it to you to purchase equipment and subscriptions. Each situation is unique. Any of the options (creating in house with existing resources, making a new hire, or outsourcing to a freelancer or agency) could be the least or most costly option for you.
Substance and Style 