Video Marketing

Did you know that in the next two years, 80% of all internet traffic will come from videos?

Yep, video marketing is kind of a big deal.

It’s essential to helping your business reach your target audience. Plain and simple.

But in order to produce the best possible end result—we’re talking a video that seriously captivates and compels your customer—there are some key considerations before getting started with your preferred video marketing agency.

At Twelve Legs Marketing, we like to call it the Video Production Best Practices Funnel. Going from very general to super specific.

Let’s break it down…

Overarching Goal

At the very top of the funnel you have an overarching goal.

There are many different types of video that can benefit your company, depending on your needs. So start by identifying what kind of video you want to make. Is it a business overview? Product spotlight? Customer testimonials?

If nothing else, your video production company needs to at least have a general goal to get the creative process started.

Objectives

The next level of the funnel is where you’ll identify your key objectives.

Do you want to increase brand awareness?

Are you looking to educate and inform, drive web traffic, reel in some hot leads, maybe?

Perhaps it’s all about sales revenue?

The more specific your objectives, the more we can collectively begin to narrow down your plan and determine the ideal video to drive your desired outcomes.

Specific Questions

When you’ve outlined your objectives, it’s time to funnel down to specific questions.

Any good video provides answers to its audience. So before your video shoot begins, identify the key questions your customers are asking. If you haven’t already, dig into your audience research, develop personas, scour the internet, message boards, customer reviews, etc., to discover all their pain points and frequently asked questions.

The more your video production agency knows about your audience, the more the footage, b-roll, and audio can be pre-planned and tailored to capture those powerful and enlightening “Aha!” moments.

Detailed Outline

As we inch closer to the bottom of the funnel, we’re now looking into a detailed outline.

You may not always know where you’ll end up, but the more you can communicate your concept for a beginning, middle, and end—and the kind of shots you’re looking for at each stage—the more likely you are to see your vision come to life.

The Full Script

Finally we come to the bottom of the funnel…the full script.

Not everyone has the capacity to provide a complete and fleshed out script, but if you can, you’re all but guaranteed a satisfying finished product. Shot suggestions, storyboards, graphics/on screen messaging, and even dialogue and voice over scripting can all be included if you have an experienced scriptwriter on staff.

Now It’s Time For Your Close Up

Twelve Legs Marketing is here to help you through each stage of the funnel, providing any and all of these services.

Maybe you know you need a video to stay competitive, but only a vague idea of what it needs to be. We’ll take it from there.

Perhaps your vision is crystal clear, and you’re ready to provide everything but the HD cameras and sophisticated post-production studio? We’ve got you covered there, too.

Wherever we join forces in the Video Production Best Practices Funnel, the more you can communicate up front, the more efficient, timely, and cost-effective the process will be.

In the end you’ll get a video that exceeds your expectations, delivers on your objectives, and wows your customers.

Flowers flaunting their pigments as they stretch out to full blossom. 

Fungi springing from the earth and tripling in size. 

The auroras gloriously dancing across the northern hemisphere. 

Buildings transforming from a simple foundation to 10 stories reaching for the sky…

All seemingly out of nowhere and in the blink of an eye.

We’ve all seen the footage…where events that take days, weeks, months, even years to play out in the natural world complete their cycle in mere seconds.

It’s only possible through time-lapse video—and what a mesmerizing storytelling technique it is. 

What is Time-Lapse Video

Essentially, time-lapse is a video recording mode that captures film frames at a much lower rate. With the frequency of the frame rate more spread out (a photo captured once every 5 minutes, for example), time appears to be moving faster (i.e. lapsing) when played at normal speed. 

Benefits of Time-Lapse Video

There’s beauty in much of what we can’t see. It can be a profound experience to witness all the fascinating nuances of a slow-moving process come to life. Nuances we would otherwise miss or overlook—by seeing them crystalize we gain a new understanding and appreciation for the flower, the fungus, the polar lights, and the construction of a skyscraper.

Aside from the more ethereal “wow” factor aspects, time-lapse can be an incredibly practical way to tell your story with minimal production costs. People today are not only increasingly impatient, but overwhelmed with content. And with only a few seconds to prove your video is worthy of the viewer’s attention, time-lapse will keep things moving and help you stand out. It’s easy to follow, requires very little concentration, and crafts a narrative that gets to the point quickly. 

Using the Right Equipment For Time-Lapse Video

Can you capture time-lapse video with an iPhone? Sure. Is it quick and easy? Yeah. Is it the ideal way to come away with professional-grade footage? Not by a longshot. 

Legit pro-level cameras like the Brinno TLC200 are tailor-made to get high-resolution time-lapse footage that’s processed through software and ultimately much more impressive than what your iPhone can produce.

So when looking to incorporate time-lapse into your business marketing videos, it’s a good idea to enlist the services of a video production company who is equipped with the latest high-quality gear.

Examples Using Time-Lapse Video

Construction companies, home and auto repair, event set up, general b-roll footage, and anything you plan to use on social media can benefit tremendously with time-lapse video techniques.

Colorado Springs Utilities was developing a new solar array farm south of town. They enlisted the help of Twelve Legs Marketing to document the process. We collected video of an 8 month period using time-lapse cameras, as well as video of milestones and interviews with city officials.

Our friends at Holladay Grace Roofing get a lot of questions from customers and prospects about what the roof installation process entails, from start to finish. What better way to provide a thorough answer than with a video that condensed weeks worth of work into 60 informative seconds? Here, a video is truly worth a thousand words.

Twelve Leg Marketing has an award-winning crew, superior video equipment, and advanced pre- and post-production capabilities. When you’re ready to boost your business with video (timelapse or otherwise), we’d welcome the opportunity to meet!

Video has become a new form of communication

More and more people adopt videos to share moments of pride, or merely everyday occurrences. In fact, Facebook video posts increased by 94% in a year, as reported by AdAge! So, if your business wants to remain relevant to your audience and speak the language you audience speaks, we recommend you adopt video as a mean to communicate too.

Video has the capacity to transmit large amounts of information. Research has concluded that a 1 minute of video equals 1.8 million words! A simple 2-3 second video clip can transmit tons of educational, inspirational, emotional or quantitative information, through the imagery in the shot.

Once you create your own video, you can share it through various media to communicate in a way other marketing tools cannot.

Fun Marketing

A big advantages to video is that it’s an engaging and fun way to visually showcase your business. It allows for flexible styles and approaches and it doesn’t have to be high-dollar production to deliver business value. In fact, videos are more successful when they focus on product benefits and industry trends than sales pitches. Videos remind your audience that your company is run by people who speak their language and understand their needs.

Tell Your Story

Video allows you to be a true story teller and engage your audience though entertainment or interesting facts. Company culture is hard to share through written texts or even photography sometimes, however, video allows you to capture the moments that matter the most. Video production can be very effective for big or small businesses, because it it gives you the opportunity to explain the benefits of your product or show the results of your product, without commercial constraints. Television and radio commercials are limited to 15-, 30- and 60-second spots, and can be draining to your budget. With the availability of all the digital options around us, even the smallest budget can be utilized to produce quality and impactful content. Depending on the goals of your video and the type of communication you are striving to achieve, your video production can vary in length. Are you curious what would work best for your video idea? Call us now at 719-649-5738.

Search Engines Are Fans of Your Videos

Let’s not pretend that search engine optimization does not matter. Being able to develop quality video assets can help your move the needle for your website’s findability too. With a robust video strategy, well-researched and correctly implemented description and tags, a video designed to resonate with your audience can be a serious traffic generator. If it provides solutions to what online surfers are searching for, then it can become high rankings in search engines. For any sized small or big business, a well researched and defined niche can drive a loyal online following. There multiple other techniques you can deploy to help your videos be found in user searches.

The list of video benefits goes on and on, however, in a nutshell, video brings a human touch to your marketing! We are here for you, just let us know what you need.