Essential Guide to Video Production & Video Marketing

Jonathan L. Bowen & Ivy Johnson

Table of Contents

Introduction ................................................... 3

Why Video? .................................................. 4

History of Video Advertising and Growth

of Online Video Marketing ............................. 4

Marketing Power of Video Content .............. 6

Concept ......................................................... 8

Types of Videos: Choosing the Right

Format for Your Audience ............................. 8

Types of Messaging ....................................... 9

Goals of Video Marketing: Brand

Awareness, Information, and Sales ............. 9

Choosing a Service Provider ................... 12

Types of Video Production Companies:

Choosing the Right Fit ................................. 12

What to Expect When Budgeting a Video 14

Agreeing to Terms ........................................ 15

Creating the Video .................................... 18

Pre-Production: Planning a Successful

Video Shoot .................................................. 18

Production: Keys to Understanding the

Process .......................................................... 20

Post-Production: Polishing the Final

Video .............................................................. 23

Distribution.................................................. 25

Overview ........................................................ 25

Owned Media: Maximizing Your

Company’s Website and Social Media

Platforms ....................................................... 25

Paid Media: Where to Spend Marketing

Dollars Promoting Your Video .................... 27

Earned Media: Using Goodwill and

Customer Loyalty to Promote Your

Company ....................................................... 28

Analytics...................................................... 30

Measuring Success: Understanding Video

Performance Metrics ................................... 30

Conclusion .................................................. 32

Introduction

3

JLBMedia.com

Introduction

With 195.7 million Americans

watching online content videos on

desktop computers in December

2014 , online video marketing is

one of the most effective sales

tools for companies to compete in

today’s marketplace.1 When asked

about consuming branded content,

a whopping 76% of respondents to

a Brightcove survey chose video

as their preferred method of

engagement.2 Video allows

companies to establish an emotional connection with viewers, cement

trustworthiness and brand loyalty, and explain how their product or service works

in a much more thorough, effective fashion than text and pictures or other

traditional marketing means.

In decades past, the only form of video marketing available was through the

creation of expensive television ads, which not only cost more money to produce

because of the high cost of film production but also had virtually no other uses.

Because of digital technology, a growing number of people are able to produce

professional quality videos at affordable rates. With the rise of the Internet and

proliferation of online videos viewable on mobile devices and desktop computers,

the possible viewership for a video is not only enormous but also cost-effective to

reach. A company can commission a video for its Website, post it to YouTube,

Vimeo, and other video sharing services, then link to the video from Facebook,

LinkedIn, Twitter, and other social media platforms. Larger companies can spend

marketing dollars on pushing the video to as many viewers as possible, but

smaller companies can still receive many benefits on reduced budgets.