Defining Your Brand's Video Strategy
Perhaps the biggest hurdle to overcome when creating your brand’s first video marketing strategy is to define exactly what that strategy will look like.
Will you attempt to do it yourself? Will you work with an agency, or potentially hire experts? The choice you make will define the kinds of videos you are able to pull off and what types of marketing strategies you employ.
Doing it yourself
The obvious advantage to attempting to do your own video marketing is that you won’t have to pay nearly as much money, and it will help you get members of your team involved in new ways. There’s the potential to create something much more authentic than you’d get when working with some agencies, as all video would be coming directly from your organization.
Of course, not everyone is qualified to create their own marketing videos, and you might not have the equipment you need to make it happen. For most companies, there are only certain types of videos they’re comfortable making themselves, such as videos that will only be used for internal purposes, or videos that will provide answers to some frequently asked customer support questions.
Starting off with these kinds of lower-stake videos can also help business owners to work their way up to more customer-facing videos for traditional marketing purposes, if they have the interest and know-how.
Working with an agency
The primary disadvantages of working with an agency are that you’ll pay more for the content than you would just by doing it yourself, and there’s less spontaneity involved just due to the nature of the arrangement. But otherwise, there are many ways you can benefit from working with an agency.
For example, there are many low-commitment types of relationships you can form with video marketing agencies, allowing you to end the relationship at any time if needed. The agency will have all of the video gear and training with editing, and will be able to work with you to develop marketing videos that align with your brand and deliver exactly what you’re looking for.
Hiring an in-house video production person or team
The biggest reason you’d hire a video producer directly to your staff is if you suddenly find yourself with a greater amount of demand, making an agency no longer a financially responsible choice. Communication during the video production process will be naturally easier because the producer works directly for you, meaning you’ll be better able to streamline certain processes.
Of course, you’ll need to factor in the costs associated with a salaried employee with benefits, plus any creative limitations that might arise just from hiring a one-person team. You’ll also be in charge of all gear and studio expenses, and the hiring process itself could quickly become overwhelming.
These are the primary options you have when developing a video marketing strategy for your business. All elements of your marketing initiatives will be affected by this choice, so make sure you spend some time thinking about what’s best for your business in its current circumstances.
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About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
