Here’s our top 10 tips on how to determine quality video marketing, so you can get started with knowledge and expertise — without all the research hours.
As a business owner, you have to be a 10-minute expert in just about everything — from bookkeeping to operations to establishing a digital footprint. You don’t need to add another research project to your plate.
That’s why we’ve put together the 10 signs of quality video marketing, which we believe doesn’t just involve the technical stuff but also the way in which the service is delivered.
10 Tips To Determine Quality Video Marketing
We hope this helps you set expectations with any video production service you use now and in the future. Knowledge is power, and it’s our hope that this article will help you have more productive, positive and informed conversations with the professionals you’re currently working with.
A Clear, Collaborative Creative Process
The most important conversation with your video production team happens in the very beginning. While the creative process is different for everyone, you want to make sure you’re on the same page with your video professional before you get started. Ideally, the process should be clearly laid out for you, and it should be fairly collaborative. You want to rely on the expertise of your hired professional, of course, but you also want to see your vision executed.
At SchlickArt, it’s extremely important to us that we get on the same page before we begin your project, and a lot goes into our process to ensure that happens. We begin with an in-depth consultation to understand your vision and walk you through our process. Then we go back to the studio and thoroughly research your business, brand, website, social media and the needs of your project, so we know exactly what your shoot requires. That way, we don’t come to you with changes halfway through the process. Lastly, we write a Creative Brief and Custom Quote that include all of the above information for you to review on your own time. Once we’re all in agreement, we sign a contract and get started on your dream video!
Once everyone is on the same page, the next thing you need is constant communication between you and your video production team. There will be shoots to coordinate, wardrobe questions to answer, and ideas to be shared. At SchlickArt, we send you updates during each phase of the project, so you know exactly what’s going on behind the scenes.
When it’s time for the actual shoot, ask your video professional to share their expertise about what looks good on camera. They’re used to seeing common mistakes that can detract from your message, such as slouching or fidgeting in a swivel chair. They can even guide your wardrobe choices, as certain patterns can look busy or even “noisy” on camera.
At SchlickArt, we include custom posing instruction from head to toe because we believe it helps produce better quality video marketing. We’ll show you where to stand and how to position your body into its most flattering pose, so you can feel confident on camera and deliver your message in the most compelling way.
Brand Message Coaching
In addition to presentation coaching, at SchlickArt, we help you figure out the best way to tell your story. As professional storytellers, we can ask you interview-style questions to draw the message out of you. Or if you prefer, we can help you script out your message, so you can deliver it with confidence as you look direct to camera. Whatever your vision entails, we can help you communicate it in a clear and compelling manner.
When it comes to the technical aspects of quality video marketing, audio is the most important piece. If you don’t have quality audio, your viewers will lose interest immediately. While you may not be able to point out the exact things that are wrong with audio, you know when something is wrong. The people in the video may sound far away or distant, or you may be able to hear echos or background noise.
At SchlickArt, we use two mics with every shoot. First, we use a lavalier (lav) mic that clips to your shirt collar because the closer the mic is to the source, the better quality audio you’ll get. Next, we use a boom mic to provide a rounder sound and act as a backup in case something goes wrong. We avoid using mics that aren’t close to the source or mics that pick up background noise in addition to your own voice.
When it comes to lighting, the first rule of thumb is this: Having the biggest, baddest lights on set doesn’t necessarily equate to the best quality lighting. In fact, you have to know how to use those lights properly, especially as they interact with the other light(s) in the room. That being said, you do want to have a nice bright shot when it comes to marketing videos because a light and bright look creates feelings of excitement, trust and enthusiasm. On the other hand, a darker setting communicates more of a negative feeling. Think of classic storytelling themes; light and bright is usually positive, while dark and dreary is more negative.
At SchlickArt, we always strive for light and bright, and we use natural light whenever possible. We believe natural light gives the video more of an inviting and organic feeling, instead of an overly produced tone. However, when we need to supplement the natural light in the room, we use discrete yet powerful lights that won’t make you feel intimidated or hot on set.
On-time, Reliable Delivery
Possibly the most important factor that determines quality video marketing services is the on-time, reliable delivery of your final product. While it may seem like an obvious criteria, video production can be time-consuming and complicated, especially on longer projects that involve multiple shoots or locations. Make sure the professional you choose to work with has a history of delivering the final product when and how it was expected. Doing your research ahead of time will help you feel comfortable in the waiting period between shooting and delivery.
At SchlickArt, we deliver the final product when you expect, every time. We send you a link to easily review and download the video, and we’ve never missed a deadline!
Option for Revisions
Once you receive the video, however, the process isn’t quite finished yet. There should be an option for you to make revisions or changes to the video, if needed. While this isn’t an opportunity to re-do the whole project — there should be no need for drastic changes if you were on the same page to begin with — you should have the opportunity to make tweaks.
At SchlickArt, we offer two complimentary rounds of revisions, where one round of revisions is an emailed list of all your desired changes at that time. This gives you the chance to take a first look, as well as reflect and come back to it. We find that process helps produce a video you absolutely love.
Ongoing Technical Support
For true quality video marketing, the support from your team shouldn’t end once the video is finished. Most people aren’t well-versed in the details of posting their videos on platforms such as websites, YouTube channels or social media pages. While your video marketing team isn’t required to be your source of website expertise, they should have a general idea of the do’s and don’ts of posting videos.
At SchlickArt, we provide educational outreach, as well as ongoing support when it comes to posting your videos. We can give you tips about YouTube video descriptions, how to add captions, and even some search engine optimization (SEO) basics. This is a completely complimentary aspect of our service because client education is so important to us. We don’t just want to give you a great video; we also want to make sure you get the best, most effective use out of it.
Marketing Support & Guidance
And a huge part of quality video marketing is the strategy you use to promote it. At SchlickArt, we’re super passionate about marketing, and we spend lots of time researching the latest platform updates, strategies and best practices. We’re more than happy to help you talk through a strategy that will get you the most eyes on your video. In fact, we’ll even send you links, resources and cheat sheets!
About Brian Schlick
Starting as an onboard Princess Cruises videographer, Brian quickly climbed the ladder at the company’s headquarters in Santa Clarita. Over the course of 13 years, he moved from video editor for onboard content to supervise Princess’ onboard video teams, managing 17 total ships. The vast exposure to crafting all different kinds of video content allowed Brian to hone his ability to tell stories through compelling, engaging visuals. Today Brian shoots Santa Clarita video for small businesses, as well as the Signature SchlickArt Experience.
About Our Quality Video Marketing in Santa Clarita
With years of professional experience, Brian not only has an eye for crisp visuals and engaging shots — but also an ear for powerful storytelling. In his vision, marketing video should communicate the why behind your business and present it to the world in the most compelling visual format possible. With a camera in his hand, Brian can turn a vision into reality and business-as-usual marketing videos into an opportunity to connect.