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Video Marketing 101: Tactics to go from vendor to marketing partner

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Tactics for building better creative relationships with your clients and providing value beyond the deliverable. Video marketing is about so much more than just making videos, it's about making an impact to your client's business.

Presented at WistiaFest 2017.

Published in: Marketing
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Video Marketing 101: Tactics to go from vendor to marketing partner

  1. 1. Pitching, pricing, and performing Going from video vendor to marketing partner Ian Servin - Strategist at Animus Studios
  2. 2. I’m a storyteller WHAT DO I DO?
  3. 3. Title Text Body Level One Body Level Two Body Level Three Body Level Four Conversations
  4. 4. Title Text Body Level One Body Level Two Body Level Three Body Level Four Sharing
  5. 5. Introductions WHAT DO YOU DO?
  6. 6. Vendor vs Partner LET’S GET STARTED
  7. 7. Videographer vs Marketer LET’S GET STARTED
  8. 8. vid-ee-og-ruh-fer
  9. 9. What does a videographer do? • Works project to project • Executes a client’s vision • Limited creative input • Focused on the deliverable
  10. 10. 1. from the start you don’t own the relationship 2. you’re not positioned as an expert, you’re a commodity 3. you can’t even be all that creative in production 4. you stop providing value the moment you send the video file
  11. 11. and that’s ok
  12. 12. Agencies are usually good at thinking strategically, but…
  13. 13. Agencies approach video like a videographer
  14. 14. That’s not good for clients or your business
  15. 15. Let’s talk about partnership
  16. 16. what does a video marketing partner do? • Builds long term client relationships • Spends time upfront understanding business challenges and goals • Determines the best content strategy to meet those challenges with creative solutions • Creates and distributes content over time and optimizes future work based on past results • Focused on the impact, not the deliverable
  17. 17. this approach will make your agency and your clients really happy
  18. 18. • lower cost per deliverable, higher ROI • tighter integration with external marketing teams • decrease ‘spin up time’ required between new projects • better relationships = more trust = creative freedom
  19. 19. Tactics for a relationship-driven workflow OK, GREAT NOW WHAT?
  20. 20. Let’s talk about pitching
  21. 21. The pitch isn’t actually the beginning of the client relationship.
  22. 22. Title Text Body Level One Body Level Two Body Level Three Body Level Four It all starts with discovery
  23. 23. • understanding who your client is and what they’re trying to accomplish • looking at their existing marketing plans and identifying opportunities and challenges • analyzing competitors content strategy • outlining a path to success
  24. 24. The creative jam and the voice doc TWO TACTICS FOR A BETTER PITCH PROCESS
  25. 25. The creative jam
  26. 26. A creative jam is all about establishing a collaborative relationship with the client
  27. 27. • ask about previous production experiences, what went well? what was not so fun about the experience? • what marketing campaigns or activities are currently underway? how are they performing? • What stories aren’t being shared that should be? what audiences aren’t being communicated to?
  28. 28. Building a solid voice doc
  29. 29. • learning the brand’s origin story, how did it get started and what was the original mission? • how has that mission changed/grown? what does the brand value today? • what industry-specific terms are important to know? how technical or formal are our audiences? • what does the company sound like? does that change when it speaks to different audiences?
  30. 30. document, condense, and draw conclusions
  31. 31. let’s try it out
  32. 32. • learning the brand’s origin story, how did it get started and what was the original mission? • how has that mission changed/grown? what does the brand value today? • what industry-specific terms are important to know? how technical or formal are our audiences? • what does the company sound like? does that change when it speaks to different audiences?
  33. 33. Let’s talk about pricing
  34. 34. videographers are commodities, marketing partners are experts
  35. 35. value-based pricing
  36. 36. A value based price is the price a client is willing to pay given the amount of value your solution provides.
  37. 37. • value based pricing is a combination of positioning and calculating your value • this calculation is complex and it requires an understanding of your client’s business • you have to be a solutions provider to charge based on value • VBP is focused on the total relationship, so you still need to understand time and materials cost to budget out a project
  38. 38. Building a better budget
  39. 39. 1. Segment your budget • You need more than one budget • Start by building a doc that covers the entire relationship • Break individual projects down into their own budgets
  40. 40. 2. Define your activities •Setup •Production •Distribution •Measurement/optimization
  41. 41. Distribution • Scheduling • Publishing • Copywriting • Ads management Setup • Initial meetings • Content audit • Voice guide • Competitive analysis • Content calendar • Distribution plan Measurement/Optimization • Gathering metrics • Analysis and reporting • Internal retrospectives • Client check-ins • Adjusting
  42. 42. 3. Track your time • Use a tool like Harvest or Toggl to make tracking easy • Start high level to start; if you overcomplicate things you won’t stick with it • Check in during and after the project and compare your initial estimates with actual time sheets
  43. 43. Example: Sample budget
  44. 44. Let’s talk about performing
  45. 45. Let’s talk about executing
  46. 46. Understanding distribution
  47. 47. • Distribution is all about making sure your video makes and impact and ultimately helps your client achieve their goals • you need to think about distribution at the beginning of the project • every channel has different benefits and use cases • audience + content determines what channels are relevant • client goals determine which channels are important
  48. 48. Distribution starts with discovery, is executed during publishing, and ends with measurement and optimization.
  49. 49. Warning: Distribution is hard.
  50. 50. Don’t fake it.
  51. 51. Measurement and optimization
  52. 52. • KPIs are important and should be set ahead of time • don’t let KPIs distract you from new or surprising insights from metrics you’re not focused on • set up a reporting cadence from the start, and stick to it • regroup regularly internally and with the client to analyze performance and talk next steps
  53. 53. https://wistia.com/library/guide-to-video-metrics
  54. 54. Time for a retrospective THE ULTIMATE OPTIMIZATION TOOL
  55. 55. What went well? What didn’t go well? What did we learn? What new questions do we have?
  56. 56. partnership is about asking the right questions and making strategic decisions collaboratively
  57. 57. Want to talk more? Visit http://srvn.co and click ‘schedule a chat’

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