By Steve Groller, Published October 18, 2014
Smaller ad agencies have a big problem on their hands, namely something I like to call “customers-not-knowing-you-exist.” These agencies have teams of bright-eyed, bushy-tailed innovators, real innovators who’ll shred the proverbial “box” to pieces and put it back together before they’d ever just “think outside” it.
These agencies are marketing to audiences who crave value, and the key to that value can be found in the far-off realm of digital content development. Most recently, online video has led the charge for content that is both easily consumed and easily incorporated into nearly any marketing initiative, from brand awareness to lead generation.
Below are the steps any small agency can take to jumpstart their foray into video, actually make an impact, and (most important of all), prove that their efforts are valuable.
The First Step is (Always) Strategy
If you take a look around the social feeds and industry blogs, this point is stressed in hundreds of different ways: Without a strategy, any marketing campaign will lack direction, context, and a measurable way of determining success. It doesn’t get more simple than that. Any campaign, including video, that lacks a sense of direction, proper research, the right context, and ways of tying success to a goal or objective is destined to fail. With that said, a proper video marketing strategy should:
- Lend a business purpose to the tactics within it
Ex: “A video series with customer testimonials will show that our work is meaningful and our agency has cutting-edge design capabilities.”
- Be a part of a more comprehensive content strategy
Ex: “Video is a channel in which we will work to both reinforce our brand image and provide educational material to our target audience.”
The great thing about developing a strategy for video is that it can take any form you choose. Your agency’s brand, and the story you choose to tell with video is unique. That said, the way the story is told, how often, and through what medium is as well. What’s critically important is that it is somehow tied to a high-level goal you hope to achieve.
Next Comes Production Planning
There’s more planning to be done? Absolutely! While your channel strategy for video may provide some direction as to your overall approach and your measures of success, each individual content piece must be planned for proper execution. What’s the point of laying out a strategy if you don’t actually follow it, right? The first step is to take an inventory of the resources at your disposal. Understanding your firm’s limitations and laying out a timeline to produce quality productions may seem like a daunting task, but think about it in these terms:
Your experience
Does your staff have hands-on experience to conceptualize and execute a production from beginning to end? Some creative meetings (outside the office, maybe) can get the ideas flowing!
Your equipment
Do you have the essentials for a shoot: Lighting, camera, audio, and editing software? In a pinch, we’ve found that a higher-end smartphone can do well to capture the video, so investing in audio first is often a wise choice.
Your expectations
Are you aiming too high when it comes to video productions that are valuable, timely, and quality? Remember, quality over quantity wins this fight every time.
While this basic framework can help narrow down your team’s strengths and weaknesses on the video front, that’s not to say that there can’t be some level of experimentation here. For example, if your team has partners in the local community, it might be worthwhile teaming up with them to take care of the first “e” above. Conceptually, there are opportunities abound to create videos that go off the beaten path. A more laid-back piece may place your agency in a better position strategically than something that, while informative, lacks that “universal appeal” factor.
Then It’s Time to Brainstorm
A strategic approach and a clear per-production plan already have your agency on the fast-track to video marketing prowess. But what about the stuff that will actually be in the final product? Choosing and prioritizing your video focus areas will ensure that your productions remain consistent from both visual and overall storytelling perspectives. Here’s a few tips to keep in mind as you brainstorm different sequences:
Follow your brand guidelines
The way you position your agency’s brand and the perception you hope to instill in everyone who comes across the content you create is a great way to hone in on the concepts that work and toss the ones that don’t. Is your agency positioned as an authority on the latest marketing technology? Then perhaps a greater emphasis on animation is better than interview-style or live-action shots.
Stick to what you know best
Throughout the ongoing battle of differentiation, you may find that your team has strayed too far from your agency’s defining characteristics. Taking a step back or even letting a concept stew overnight can help determine if you’re really highlighting those differentiating factors or overshadowing them.
Put yourself in your audience’s shoes
You are not your audience. During collaborative sessions, it’s really easy to put blinders on to the types of video that your audience actually cares to pay attention to. With that said, it can be really useful in gauging a concept or idea with outside sources (existing clients, partners, freelancers, etc.) for feedback. Trust me when I say that a second set of eyes on something you’ve been poring over for a week can bring big issues to light.
You may have noticed that there’s nothing in this post about what to shoot, the best equipment to use, tips for lighting, or anything like that. Personally, the other blogs from the folks at Candidio more than fit that bill there. Our goal here is to help smaller agencies approach this marketing channel in a strategic way. An ounce of planning is worth its weight in gold when it comes to a fast-paced environment where you’re either different or dead in the water.
If you’d like to chat about anything in this blog (including points you think I got totally wrong), let it flow in the comments!
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