Why hire a professional when I can film my website video and social media content myself?

GUEST BLOG BY DEBBIE GOBBETT

In the past, hiring a professional video production team to create your website and social media video content has been something you’d have to seriously work into your marketing budget and usually at a very high cost. Filming, editing and video production required specialised equipment and expertise.  Now, with iPhones and GoPros providing pretty great image quality, and with the advances in technology we see happening at a rapid rate, this has made professional videography more affordable than ever. Whilst the saying “you get what you pay for” still applies, businesses today can get a higher quality product for their money.  Online video is gaining momentum every year, and it has entered marketing’s mainstream – it is almost imperative to have video included in your marketing mix – so why have a professional come and film your business story rather than do-it-yourself? 

You are an expert in your field of business – are you an expert in story-telling?

Do you have the time?

There are three basic factors that drive productions costs.  These factors eventually get reflected in dozens of small budget decisions that impact the quality of the final video shown on your website or seen on your social media platforms…

  • Time. The more time that is spent in pre-production, working out your story, planning, scripting, location scouting, shooting, special effects and editing the better the final product will be.  More time, from more people, equals more money.
  • Talent. The greater the talent of the people working on the project, the better it will be.  Your staff team may be extremely talented at selling your business service or product, but this does not necessarily mean they are video content creators!  In online video production, as with most things in life, talented and experienced people tend to cost more.
  • Tools. You can produce a video with your mobile phone.  Or you can use a high-end camera with a professional lighting kit, professional sound equipment and sophisticated post-production graphics and animation.  Sophisticated tools and the top-level professionals who know how to use them add to the cost of your video production.

What is the message you actually want to convey?

If you are wanting to tell your audience of your latest special offers and deals or about an event that’s happening next week, perhaps a FaceBook Live video will do, in which case, haul out the iPhone and get your message out there!

If you are wanting to produce a series of training videos for your sales team, perhaps a more professional approach is needed, even if it is only being watched on your intranet – keeping your brand professional.

If you are wanting to showcase your business, tell your brand story and highlight the benefits of what you do, then more time and pre-production thought is needed to produce a result that you will be happy with and that reflects your brand. The WHY is easy – you want your business to grow, you want your brand to be seen, you want to increase sales. When planning your web video also take into consideration WHAT you want the world to see, HOW your brand is received, and WHERE it’s going to be seen. Depending on the answers to those, you can decide on your budget…

What will it cost you?

Find out the costs and the detail here

What is a UTM and how you can use them to strengthen your marketing?

What is a UTM?

Where are you getting the most traffic from? Which one of your social media feeds bring in the most leads? How can you personalise the url’s within your campaigns?

Use a UTM link! UTM stands for “Urchin tracking module.” UTM codes are bits of text you can add to a link that tell Google Analytics (as well as other analytics tools) a little bit more information about each link.  All you need is Google Analytics access and link codes. It really isn’t as tricky as the description may sound. It is simple, yet effective.

So, would you like to be able to personalise your marketing campaigns with unique codes and urls to enable you to track exactly where your clicks and leads are coming from?

The 3 puzzles a UTM Link can answer are:

  1. Where is the traffic coming from?
  2. How is it getting to me?
  3. Why is it coming to me?

This works by using three (or four) elements called “UTM parameters,” which we’ll cover in detail below:

  • Source eg specific name such as Mailchimp or Facebook or website
  • Medium eg social media or newsletter
  • Content (optional) eg the contents/theme
  • Campaign eg article otitle or event/exhibition name

For example, if I had written an article that I uploaded to my website and then submitted to a marketing magazine about the importance of planning, a typical UTM that would be bespoke to all of this may look like:

https://www.pinpointmarketingconsultancy.co.uk/planningarticle?utm_source=marketingmagazine&utm_medium=email&utm_campaign=Pinpointcampaign

Easy to set up and measurable. Ask Pinpoint how to set up UTM’s and how to use them.