February Coordinators Club Recap: Marketing with Video

Erin Smith and Chris Buhler from the Baering Group presented a great program on using video as a tool to promote AEC companies. The first take-away: don’t be afraid to take your own video! “Content is king.” Erin provided quite convincing data on the use of video to exponentially increase exposure.

One-third of all viewing is video; messages with video are 50 times more likely to be opened; and social video is shared 1200% more times than text and still images. Furthermore, the use of video increases a site’s trustworthiness rating by Google.

The use of video helps build relationships, build trust, ignites emotion, and humanizes your brand. There are several uses for video and the same content can be used for more than one purpose:

  1. Brand recognition
  2. Customer loyalty
  3. Engage employees
  4. Offer testimonials
  5. Provide case studies
  6. Train employees

Video can be particularly compelling in a number of situations relating to the AEC industry. Consider video for building walk-throughs, 3D renderings and sketches, ground-breaking and topping-off ceremonies, time-lapse construction, and more. You can use a number of different  video sources to condense into one video.

Erin and Chris strongly encouraged us to remember that attention spans are short. Limit your videos to one minute and thirty seconds.

Rather than uploading video files on your own web site, consider embedding files hosted by YouTube. This offers two distinct advantages: large file sizes do not slow down your site and you improve your site metrics by using YouTube.

Professionally Shot

While videotaping your own content is encouraged, there are instances in which you will want to hire professionals (like Baering). Use professionals for:

  • Brand videos
  • Large company announcements
  • Training Videos
  • Case studies

Video production is broken down into three phases: pre-production; production (half-day or full); and post-production. In order to get the best outcome and to limit your expenses, plan ahead carefully. Develop script and messaging ahead of time with your consultant. Try to condense your shots into a single day and a single location, and make sure all of your “talent” is available that day. Once you’ve produced your video, you can use smaller clips for social media, you can covert dialog from one clip into text to be shown with a different clip, and you can even use audio to develop a podcast.

Self-Shot

Shoot your own video as well for situations such as:

  • Note from the CEO (helping team members off-site to feel included)
  • Video clips of works in progress
  • Social media assets

Remember, it doesn’t have to be perfect, as long as the content is good. Hyper-lapsed video is particularly appealing (make sure to use a tripod or a steady, secure location).

Throughout your video marketing initiatives, be sure to follow your company’s brand guidelines, which should include guidelines for photography and video. Also, when working with a company, make sure you are clear about the ownership of the footage. Situations can vary in which either the client or the production company retains copyright. It will be more difficult for clients who do not retain ownership to apply a variety of uses to the video assets.

At the end of the program, Erin and Chris shared a number of great tips for shooting your own video with a smart phone, meant only for program attendees.

Many thanks to Erin, Chris, and the Baering Group for a terrific program!

Jean Marie Livaudais, jmlivaudais1@gmail.com



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