9 Steps to successful video marketing



Film making is an art, make no doubt about it. But there is a process to it. From the business end to the artistic director, a lot of people with different specializations make sure that your corporate video delivers exactly what you expect. 

There are several types of corporate videos each with their own nuances. In this guide we will be addressing the process of creating a standard interview style corporate video. Depending on the type of corporate video that you wish to create these steps may vary slightly, but the overall process will be very similar.


The Quote 

The corporate video production process usually begins with an inquiry from the client either by email or phone. During this initial conversation the video production company will seek to learn more about the video project. This includes the purpose of the video, the intended audience, what they want to communicate, and how they would like to communicate that message.

One of the things that a video production company will want to understand early on is the client’s budget. In video production there is always a triangle of quality, time and budget. So a company that can afford to spend more may be able to have their video produced faster. If the company is on tighter budget it can be possible to do something amazing for them but it may take a little longer to produce.

Quoting is something we do bespoke for every single client that we take on. Because of the number of variables involved in a corporate video production shoot it is very difficult to do a one price fits all. It is critical that the video production company understands the client’s aims and its brand positioning. If a company wants to market itself high quality then the video needs to reflect this. An example of this would be a luxury company; this may involve budgeting to use the best quality equipment and a larger crew.


First Film Concept 

Next the concept of the video will be developed in more detail. This will involve a dialogue between the video production company and the client. The audience that the client is trying to target and the best way of reaching them will be identified during these conversations.

Establishing the best way to reach that audience is critical. The audience does not want to have their time wasted. They will watch a video only if it delivers something of value to them, whether that is entertainment or education. The video production company will be able to guide the client towards a concept which will achieve this goal.


The Planning Process 

Deadlines for the video production will need to be organized. These will take into consideration the feedback that a client will give to the initial draft of the video and the time necessary to incorporate them into the final version. We usually make use of scheduling software to ensure that the video is produced according to the timeline established at the beginning of the project.


Site Inspection

To make sure that the best video is captured the video production company will often perform a reconnaissance of the location where filming will take place. Things to look for include glare from the windows or background noise. The video production company will need to consider the best way to hide their wire wires and whether cable trays will be necessary. Another consideration will be foot traffic coming through the office. This will involve selecting the best place to conduct the interview so that it causes the minimum disruption to the office while capturing the best quality film.


Preparing the Shoot

Before the camera crew arrives at the client’s location a guidance list will have been sent out so that they know what to expect. Standard examples of the type of guidance provided include having the question in the answer. An example would be asking the interview subject that their favorite colour is? Rather than just saying “yellow”, the subject will be coached to say “My favorite color is yellow”.

On the day of the shoot the camera crew will setup for filming before the client arrives for interviewing. This is to minimize the amount of time that they need to spend before interview. This will include pre-lighting the scene and identifying any potential sound problems, for example a noisy air conditioner or telephones.

It also important that when the video production company is setting up that they are observing all of the property safety and health parameters and being respectful of the clients work-space.

When the client arrives for the interview they will be equipped with a lavalier mic and a quick sound check will take place. The director will work to put the client at ease, so that they are completely comfortable about appearing on film.

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Shooting the Video

Because of the preparation done prior to shooting the amount of time required for the client interview is usually relatively short. A client interview can typically be conducted in as little as half an hour. The shooting begins with the clapper board to sync a sound. Framing up gives two different angles used before the subject enters the room.

The interviewer (typically the director) will then start to pose questions for the subject to answer. These questions will later be cut out of the video during the editing process. During the interview it may be necessary to make changes in order to ensure that the best possible footage is being captured. This may include briefly stopping filming because a plane is passing overhead. Once the director is satisfied that they have the footage that they require the shoot ends with “CUT”.

The footage is then taken back to the video production company. The junior editor will make sure that the footage from the camera cards is moved to the video drives. The junior editor will move the footage on to a second drive and a cloud server. This ensures the safety of the footage and allows the client to come back to us in the future if they require any changes.


First Draft of the Video

After the first assembly is finished it is sent out to the client. At this point the client should provide as much feedback as possible. This is time for the client to talk about everything they want changed with the video. These suggestions will be incorporated into the second draft of the video.


Second Draft Of the Video

At this stage there should only be very minor changes that need to be made to the video. During the final stage of the video will be rendered in full master quality (Full HD 1920 x 1080 at high bit rate). The client will then be provided with the opportunity to view this final version of the video for their approval.


Video Promotion

Finally, video promotion is something that we  offer all our clients. This means developing a strategy to ensure the video receives the maximum amount of exposure from its intended audience. This could involve targeting specific keywords (search phrases) or implementing an outreach or syndication strategy. This may also mean finding key influencers who will help to spread the video.

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