When you're new to marketing, and you're planning on having a video - it may seem daunting and it's easy to get it wrong and so lose money for your company.
Hopefully knowing these roadblocks in advance and how to overcome them will help you to become a marketing video professional in no time.
Here's the six most common mistakes beginner marketers make when producing video, and how to avoid them.
1 - Script
A big error is when the client insists on writing their own script. No doubt many marketers have excellent writing skills, as good communication is necessary for this kind of job.
However, it is a totally different skill to write scripts, and the final edit should be down to a professional script writer.
2 - Advice
Collaboration is key with a project of any size, but especially if you're new to corporate video.
By all means input from the client is great and you will have insightful points and ideas to add.
But if you're over prescriptive, it chains the editor / script writer (any creative!) so that they feel restricted, and may produce something that may not be their best work. So you will have to trust them to do their job.
Take advice from the video producers, if they advise that something won't look or sound good - then they're going to be right.
3 - Cost
In the creative world - cheaper almost never equals better.
It just means a lesser production (less money equals less resources and less time) and therefore a lesser outcome.
So what may look like a £2000 - £3000 cost save in the beginning, will in fact only lose you money in the long term because of lost sales.
Go for what is actually the best fit for your company, not the lowest bidder.
4 - Deadlines
Every company needs their video yesterday. It happens all the time, and schedules are always tight.
And if you're not experienced with video production, you may think it's a quick job - it's not, and it shouldn't be.
If you leave it too late and need a full scale production within 1 week, for example, a corporate production studio may not have the capacity and the job will either not be possible at all, or rushed - so not quite what you wanted.
Planning your video production along with the rest of your marketing strategy at the beginning of the year is the best plan - then the budget is sorted and everyone has time to properly discuss the video and what the outcomes should be.
5 - Vision
You may have really great and fantastical ideas about intricate 3D animation scenes or filming on the top of the Burj Khalifa with 40 actors, and sorry to burst your bubble, but you probably can't afford it.
The concept of the video is related to budget. And while you can have a great business video concept, that really appeals to your customers and wins new sales for £5,000 and under, it probably won't be absolutely earth shattering in terms of exotic locations or huge amounts of 3D .
Don't worry, this is not a problem - you don't need a 100% visually earth shattering video to win sales. As long as the script tells the story and the graphics and footage are the best quality that your budget allows, then you're on to a winner.
6 - Audience
This point is related to scripting - but deserves its own discussion.
'Me me me me me' is no way to market a company, and it's the exact same for a video. Talk directly to your audience, about what they want, not just about what your offer or your company history.
This means really knowing your target audience and their persona, what problems does your buyer have, what are they trying to do? It makes much more sense to address these issues, rather than shout out about yourself.
> Don't write the script yourself
> Take advice from the production company
> Don't buy too cheap
> Don't leave production too the last minute
> Keep your ideas to the ground
> Think about what the audience want, not just what you offer
Follow these simple steps and you have a recipe for success. If you'd like to know more head to our Marketing video page