In this episode we go behind the scenes of a making a marketing video for a new start up company in San Diego.
Video is the future, but the problem for many businesses is that the future is already here…
Trying to create a marketing video for your business without a plan can make the whole process overwhelming, stressful, and in the end will produce bad marketing video that nobody watches.
I’m here to tell you that it doesn’t have to be this way.
Because making a marketing video is a fun, creative, and eye-opening experience for everyone involved in the project. Don’t get me wrong, it’s hard work and challenging, but nothing great happens too easily, except for pop-tarts, they are easy to prepare and almost better every time you eat the next one.
When done right, your marketing videos will result in helping you increase your brand’s awareness online and drive more sales.
And there’s this (this is my fav reason why I love video)
Today, every business regardless of their size has access to all of the same tools, technology, and distribution platforms that used to only be available for the “big guys”, you know, companies like, Toy ‘r Us, Sears, Blockbuster Video, Borders Book Stores, and most newspaper companies.
With their unlimited marketing and advertising budgets they are nearly impossible to compete with, OH WAIT, technology and the internet completely decimated the leverage companies like this once had.
Technology and the Internet have democratized the world of marketing and advertising and leveled the playing field for everyone.
Today, every business with a product or service to sell has an equal shot of getting their brand’s message directly in front of the consumer.
And video marketing can play a big role for helping you get your message across.
The 5 Steps to Create a Great Marketing Video
I have produced over 2,500 marketing videos in the real estate industry, and that taught me a lot about videography. As I made more videos I quickly found out how important it was to create a simple system to help me consistently produce better marketing videos.
And that’s how I created: The 5 Steps to Create a Great Marketing Video.
It’s a simple system that anyone can use regardless of your technical capabilities.
And if you follow these steps in the system, then you will also be able to produce better quality marketing videos for your own business.
Step 1: Pre-Planning your Video Shoot.
Here are the 5 Steps to Create a Great Marketing Video….
Step 1: Pre-Planning your Video
Step 2: Shoot the Video.
Step 3: Edit your Video.
Step 4: Distribute your Video.
Step 5: Repeat the Process.
This is a simple system for a really good reason.
Things can get complicated really fast when you are creating videos and executing digital marketing campaigns.
Making things more complex than they have to be is not going to help you produce a better marketing video.
So keep it simple and have fun.
And remember that creating a marketing video is a Creative Process, which means, it’s a constant learning experience.
The more you do it the better you will become at it. And the better you become at it, the better your marketing videos will be.
Step 1: Pre-Planning your Video Shoot
Before you power on your camera and press the record button you need to Pre-Plan your video.
Not doing any sort of pre-planning before your video shoot is like just filming some content and hoping for the best, which is a really poor strategy.
Pre-planning is simple and will help you produce a better marketing video when you do it, and here is what we pre-plan for.
Pre-Planning 0: Figure Out What Type of Video to Create
So what kind of a video do you need?
This is going to be a little different for everyone and you don’t need a perfect answer in the beginning.
Your first step is to determine WHO are the PEOPLE that you are trying to attract to your business to buy your products and services.
These people are called your Audience.
And all of your marketing should be targeted at “attracting” them towards your brand and company.
Once you know who your audience is, then you’re at a starting point to figuring out what type of video content you should be producing because you’re making it for THEM and not for YOU.
Let me explain.
Your videos have to deliver some type of value for the people who are going to watching them. This value can come in the form of information or entertainment. However, if you can mix good information with entertainment, then you have what is called: INFOTAINMENT, and infotainment is the most powerful, impactful, and effective video content that you can make as a business.
Don’t worry at first about getting it right, just create. Because it’s only by creating that you get your starting point.
Pre-Planning 1: Script/Message Creation
You have to put together what you are going to say in your video, this is called creating your message. The most important thing I can tell you here is to find your own way to deliver value to whomever will be watching the video. If you make the video only about you, then you have a TV commercial and that is exactly what you don’t want.
Pre-Planning 2: Location Preparation
Where are you going to be shooting the video. You want to think about things like your backdrop, will it be an office environment, outside, or at a public location? Make sure that your backdrop matches up with your message. For example if you make a video about feeding the homeless you should be out at a home shelter and not in your office.
Pre-Planning 3: Gear Preparation
Make sure your gear ready. If all you have is a smartphone to film with, no problem, but make sure you are fully charged and have enough memory space to record your video. If you are going to be shooting outside you may need microphones and a wind screen for them if it’s windy. If you are going to shoot inside, you may need additional lighting or figure out the best location to optimize the lighting you have.
Pre-Planning 4: General Preparation
Finally, there is everything else. If you need actors, props, permissions, etc… Try and make sure you have all of the other things already taken care of so that when you get to your shooting day, you are 100% prepared and ready to shoot your video.
Step 2: Shooting your Video
Now it’s time to finally start shooting.
All of the preparations you made in Step 1 was to benefit you here in Step 2.
When you start shooting you do not want to worry about gear, location scouting, and making up a script in the last minute. These are all distractions which will get in the way of you getting the quality video footage that you will need in editing.
When you are shooting, you want to focus just on shooting so that you can let the creative process take charge.
When shooting, you may find that the script you prepared is not as good as a new idea that develops during the shoot. This is totally OK and in many cases will give you a better video.
So start shooting, take a lot of takes, and if you feel you need to change something in your original planning, change it and shoot, but let the creative process flow freely.
Step 3: Editing your Video
All of the work you did in pre-planning your video and then shooting it was for us to get to here to Step 3: Video Editing.
This is where we are going to put all of your clips together and create a video that actually communicates a marketing and/or sales message.
Video editing can be complex if you make it, so remember, Keep It Simple.
And there is good news here: It’s never been so easy for just about anyone to edit professional videos, even from your smartphone!
If you want to dive deeper into video editing and get a list of video editing software that I would recommend then CLICK HERE to see my article on video editing.
Step 4: Distributing your Marketing Videos
If no one actually watches your marketing videos, then all of the time, money, and other resources that you spent creating your video is going to be lost.
Here are the platforms that I recommend you distribute your videos on:
- Google & YouTube
Depending on the type of business that you own and what your overall marketing strategy is, you may, focus more on certain platforms than others listed here.
To determine this we have to identify where your Audience is online.
For example, if your business sells products/services to mostly women who are between the ages of 20 to 30 years old, then there is a higher probability that they will be mostly on Instagram than on Facebook.
In another example, let’s say that all of the video content that you are going to make is educational and how-to type of videos, then YouTube is most likely going to be your platform of choice.
Knowing who your audience is, which is what we talked about all the way in the beginning of the article, will help you determine where to focus your distribution efforts.
To find out more about distributing your video with Facebook & Instagram Ads, LinkedIn, or YouTube CLICK HERE to see additional resources I have written on the subject.
Step 5: Repeat the Process and Build your Video Marketing Strategy
Finally, the last step of the process is to repeat it all over again so that creating video just becomes a part of your overall marketing going forward.
Until virtual realty goes “mainstream”, video is here to stay for the foreseeable future and just making one video may not be enough.
Your customers and prospects want to connect with the brands and companies that they are purchasing from and video is one of the most powerful ways for you to accomplish this.
By repeating the process over and over again you will be discovering what people like or dislike about your video content and this is the foundation that will help you come up with more creative ideas to communicate your brand and sales message.
We call this: Giving your brand a Voice.
But you will never figure out what your brand voice will be if you don’t start creating video.
Don’t worry about your first videos being perfect.
Don’t worry about your first videos selling anything.
Don’t worry about what people will say about your videos.
Just create a video that truly delivers value to the people you are trying to connect with and be truthful with your video content.
Do that and people will begin watching your marketing videos and become interested in your brand and sales messages enough to take the next step and actually buy something from you.
Good luck, have fun, and I look forward to watching what you create.
JOSH’s SHORT INTRO: In just a few more weeks I’ll be heading to Chicago to shoot a few video projects and give a live video marketing training class with Joshua Inglis.
In the video below, I interview Josh about his thoughts, strategies, and tactics in using video in his business as an Agent.
It really has been incredible to watch what he’s done in a short period of time, he just got his real estate license 3 years ago!
And in that time he’s become a top producing agent and leveraged Facebook, Video, and good old fashioned Hard Work and Hustle to get there.
NEXT: Watch the interview, it’s about 33 minutes and full of good content, then there are more details about the event below.
More Videos from Josh
Josh as created several “characters” in his real estate universe. Enjoy
If you’re thinking about creating marketing videos for your business we can help. Whether is helping you with gear and training or you can hire us to film your marketing videos.
Either way we are here to help.
George “el guapo” Cuevas
I got out of the Army in 2006 and found myself kind of lost.
Lost in not knowing what exactly I was going to do about a getting a job and starting a new career path.
Then the real estate market crashed and I had the bright idea of getting my real estate license.
While many other real estate agents were getting out of the real estate or getting second jobs, I was going into at full throttle.
I was lucky enough to be part of a team and we grew to be one of the most profitable real estate teams in Chicago by working hard and moving forward with a sense of purpose.
I picked up my first video camera in 2008 and started shooting videos for my own business as a REALTOR®…
Back in 2008, the world was being introduced to social media and businesses where just starting to learn that it could be a very powerful marketing tool.
And what’s crazy is that there are still businesses today, that “aren’t sure” if this social media marketing thing is a good bet, LOL.
I went to a real estate marketing class and the instructor was talking all about how video marketing was going to be the future.
Maybe it was just my training in the Army, but when I heard the instructor say this after the class I went immediately to Best Buy and bought my first video camera, a Kodak Zi8.
We started making videos and had no idea what we were doing.
But we kept shooting and eventually I started to get good at them and ended up liking to shoot and edit video more than selling real estate.
The last 5 years as a full time videographer (2012 to 2018)
I eventually stopped selling real estate and in 2012 I went on to become a “videographer”. I spent about the 2 years how to actually shoot video professionally.
This meant I needed a lot of practice and I watched thousands of YouTube tutorial videos about video shooting and editing.
See if you can see the difference, this first video is from May 1st, 2013.
This next video is from March of 2019.
During my time as a full time real estate videographer I shot, cut, and edited just over 2,500 virtual tour videos and real estate marketing/branding videos.
My next step: From real estate videographer to the beyond… (2019 to present)
I had built up a successful real estate media company where we photographed and shot videos of newly listed homes in the Chicago market.
Nobody in our market came close to producing the photos and videos that we created for our clients and that allowed me to build a business that was 100% referral based.
I did no ever directly SELL my services as a videographer or photographer to any agent during this time.
I just provided the best product and service available in the marketplace, invested heavily into my gear, and kept advancing my skills without raising my prices outrageously.
My clients did all of the selling and they were absolutely great and wonderful to work with, which makes this whole thing not feel like work.
But then in October of 2019, me and girlfriend decided to make a move to a place where the weather is warmer, the beer is colder, and that has no shortage of taco shops.
That place ended up being Oceanside, California.
Now based out of SOCAL
Part of our move was not only to escape the harsh Chicago winters, but to actually try and enjoy the outdoors more than we have been.
From a professional standpoint it also meant that we had to make a big decision on what to do with our businesses because they were locally based. (my girlfriend Jeanne is a Realtor) (shocking surprise there)…
And that’s how we get to El Guapo Video Marketing.
At the time of me writing this article I’m rebranding, rebuilding, and actually selling my services as a videographer for companies and entrepreneurs that want to incorporate video marketing into the mix.
Our first step is to begin producing content, like, tutorial videos, PDF guides, video portfolios, live events, and online courses that can help both businesses and entrepreneurs alike in how to incorporate video marketing into their overall strategy.
A taco and a conversation
So there is my story, but what is more important is how are we going to create your story for your brand and business online?
Every relationship starts with a conversation and there is no better way to begin a conversation about video marketing than with a taco and a cold beverage.
So let’s start a conversation about video marketing and find out what you want vs what you need.
There is no hard sell.
There is no expectations other than an exchange of ideas.