You’ve decided – this year you are definitely adding video to your marketing so you can move people from “I’m thinking about it” to “I want it NOW”.
You’ve read my articles on how to create a business video, either by introducing yourself or by highlighting what you offer.
BUT – you just can’t do it yourself. You don’t have the confidence or expertise to get the quality you want. And you don’t have the time to learn how to do it well.
Bring in the cavalry
You can get help and it doesn’t have to cripple your marketing budget to call in the experts. So…. who are you going to call? Well, it depends if you want them to make it for you or with you.
Make it for me
This is where you are going to need a production company. Your budget, coupled with your needs, will determine whether you chose high-end or something more modest. The cost is determined by how long they spend on your video and how unique it will be. Think of it like a family photo – more expensive, specialist photographers take an artistic approach, working with clients to choose the right setting and poses, advising on clothing and props. It’s personalised to bring out the best in each family member.
By contrast, a cheaper company is likely to have a fixed setting and limited backgrounds. It’s likely you will go to their studio and they will only give you generic advice about what to wear and how to pose. This approach is to make the whole process as quick and effective as possible, for you and them. There will often be a template for the script and the company may provide a professional voice over as part of the package.
Whichever end of the cost spectrum you chose, the result can be a handy little video that finally gives your customers and clients a window into your business.
Make it with me
Did you know that one of the best films at the 2015 Sundance Film Festival was shot on an iPhone?
Festival goers were blown away by the short film Tangerine, in part because of the high cinematic quality achieved using such an everyday item.
But really, it’s not surprising – the young are digital natives who have grown up using this technology and many are experts at getting the best out of it.
Which is why I’m suggesting that if you want a creative ally to help make your videos, you should consider partnering with a local media or film student.
Video making skills are not limited to production companies. Students often have the creativity and flexibility to come up with what you want, for less money and with more input from you.
Approach the head of media or film-making at a reputable university or high school and ask if they have any students (or even staff) who might be interested in working on your business video. Make it clear you want someone who can do everything – from concept creation to scripting, shooting to editing and publishing. Start with a very simple, short video that will give you an idea of their skill level and whether or not you are creatively compatible – an essential element to any partnership.
Know your brand and what you want
Be clear – there is nothing wrong with either approach as long as the final product enhances your business and doesn’t clash with its brand voice, or other elements of your brand personality.
Whether you chose to outsource or take on a partner, treat them in the same way that you would any prospective employee or service provider. Ask to see samples of their work and testimonials or referees. Some people can feel intimidated by video makers, as it seems slightly glamorous and somewhat mysterious. But really they are just storytellers with a camera and it’s your story being told – make sure they tell it in the best possible way for you and your business.
