This week we’re joined by a good friend and co-worker (or colleague, whatever you guys want to use) Aaron Money. Aaron is a professional videographer, hailing from ‘YouTube University’. Money, who started as an employee at Starbucks, kicked his career into gear when he found out he and his wife were expecting their first child. Unsure of what to do, but knowing he needed to invest his time in something, Aaron actually started learning about graphic designing, and began doing that. As his obsession and interest grew, he began learning more about photography, which then became videography. 100% self-taught, now with years of professional experience and wisdom, Money joins Leach and Crittenden to share why video is a crucial part of any businesses’ marketing.
Agency Podcast Episode 5 - Making Effective Video Content For Your Business
So let’s get to the point - why is video so important to your business?
- “Video is like a megaphone”, explains Money. Think of all the different kinds of marketing and competitors as a room full of people, all shouting to get one person’s attention. With video, you’re cutting through that noise and reaching that one person. Video gets about 4 times the attention of other kinds of media. With video, you’re able to convey your product or message, and when done right, captivate your audience. At one point, over $80 billion was spent on traditional tv advertising. Over the years, and as social media has grown, that $80 billion if not more was still spent. But instead of that money being applied to just traditional advertising, it’s now being dumped into different social media platforms. Making it very hard to be heard, especially if you’re a small business.
- Here are some things to keep in mind when producing a video for your business:
- 1. Have a goal. The biggest mistake Money has faced during his shoots was the uncertainty businesses have about the production. Without a goal, you’re likely to end up with a video that misses the mark. He gives the example of a dentist. If you’re advertising dental implants, you know how much money that brings in. So now you know the target number you’re trying to make back financially. With this in mind, you’re willing to invest in quality production. From this step, you can pinpoint what platform makes the most sense, what your audience is looking for, and even what devices your clientele will be using to view your video. Choosing a production company or marketing company that takes the pre-production process seriously will be a key to executing your vision and bringing in income.
- 2. Quality. A lot of people, regardless of demographic, will abandon your video if it sounds or looks like garbage. Aaron gives a good tip for those in the industry as well as businesses: pay 80% of your attention to your audio, and 20% to your video. Video grabs people’s attention, but holding onto that attention is the challenge. A prime example given is Purple Cow, a book by Seth Godin. If you’re looking at a field of cows, you’re really only looking at one or two, and then taking those observations and applying them to the rest of the heard. But if you saw a purple cow, that’s going to really grab your attention.
- 3. Invest in Professionals. While yes, experience comes with a higher price tag, it’s going to result in a higher quality of work. Find someone who will help you execute your goal, will understand your product/message and will work with you to deliver an effective video you’re proud of. This also applies to equipment. You can buy a $6,000 camera, but if you don’t know how to use it, it doesn’t matter.