Many in defense tech use video for the purpose of marketing. The reasoning is twofold. Groups in the public sector are looking to a) promote brand awareness and b) attract new employees in an authentic way.
The “it” factor in your marketing plan
The storytelling element of video appeals to a broad audience, thus making it a game-changing tool in Marcom. Entrepreneur, author, speaker, and internet personality, Gary Vaynerchuk proclaims, “The single most important strategy in content marketing today is video. Whether it’s a video on Facebook, Twitter, Snapchat or YouTube, the content you need to be thinking about creating and marketing on social for your business is video. Period.”
For local agencies and contractors, video is the smart and cost-effective path to boost SEO, tell your story and create real conversations about your brand.
The video numbers are a tell-all
You may notice on social media that videos elicit a lot more interest than still images. This should come as no surprise. The stats confirm it.
According to video marketing research, social video yields 1200% more shares than text and image content combined. Telling your story through video is the pathway forward. Studies show that viewers retain 95% of a message through video. This is in contrast to the 10% in text format.
How to move from ideation to launch in the video world
When marketers are looking up the “how to” in video making, what they are asking is how can an amateur like me create a video that spurs viewers to stop, click, and watch. We all know of videos conjured by non-professionals that make it big. You can do it, too. Simply gather your resources, physical and human, and follow this how-to guide.
A step-by-step guide to video making
It can be easy to make a video that interests your target market. You just have to make sure to cover all of your bases. Start by plotting out the following:
WHO: Use your employees as the directors or actors in your video. It’s a win-win. This strategy boosts morale in the workplace, shows real-life employee engagement and gets the job done.
WHAT: Connect with colleagues to give testimonials and talk about what they do at work every day. A show-and-tell sequence works great. It’s all about employees advocating for your company and giving the lowdown of a “day in the life.”
WHEN: Start using video ASAP.
WHERE: Build video into your advertising, emails, website, PR, and more. Video usage should be deeply rooted in your marketing.
WHY: Make use of a marketing medium that is not only cutting edge, but transforming for your business. For players in defense and high tech, this is vital.
HOW: There are many inexpensive routes to shoot. In this Digital Age, you can use video that is effective and stress-free. The cameras you use don’t have to break the bank to produce good outputs. With today’s lenses and software technology in today’s smartphones and the ability to shoot HD and 4K quality video, many organizations are leveraging the technology that is already in their hands. However, if you do want to step it up, here are some of the most popular and cost around $200: Canon PowerShot SX410, Nikon Coolpix L840, and Sony Cyber-shot W800.
Tips and tricks for videos
The advantage of the above digital single-lens reflex (DSLR) cameras is that they showcase a clear picture. However, if you are in a rush, grab your smartphone, laptop, or tablet. To help with the editing, you can tap into downloadable apps like iMovie.
A handheld device may save the day if this is a one-person operation. A video gimbal is a great tool. It helps to stabilize the camera, even automate the following of the subject while they are moving and offer smooth pans side-to-side. A cheap and effective one can be found on Amazon, like the DJI OM6.
When shopping for tools, focus on two elements, i.e., audio sound and light.
Pay close attention to how to make the audio sound good. Whether you opt for the smartphone or go the camera route, follow these guidelines:
- Select a room that has no echoes or background noise.
- Keep the windows closed.
- Conduct some sound testing before you record live.
- Invest in a microphone, and be sure it’s centered close to the person speaking.
The final piece of advice is to make sure that there is good lighting. Natural sunlight is the first choice. If shooting outside, doing it on overcast days will take the headache of glare and harsh shadows out of the editing and make the final product that much better. If you are shooting during the night, you may need to use multiple lamps. You may also choose to buy a lighting kit.
Weaving video into your marketing strategy is the surefire plan to get your brand in front of engaged viewers. It’s also the most meaningful way to connect with potential employees. Whether you opt for what you have on hand or choose to spend a bit to boost your makeshift studio, video is the #1 channel to get the biggest bang for your buck. Partner with AMG Defense Tech, and link videos into the most essential parts of your messaging.