So regardless of the reason you want to create that video or those photos, there should always be a plan behind the creation and distribution of the imagery and marketing material for your business.
Being strategic with your content is the first thing we can do to make sure you’re getting a solid ROI when we’re talking about photos and videos created by a professional.
We recently did a shoot for an arborist company, and the entire intention of the project was to create a recruitment video. But – the project shouldn’t just stop there.
After chatting with the president of the company, as well as the operations manager, it became clear that we needed a bit more of a plan of action.
The shoot took place over the course of 2 days, and we also have some footage from a separate project shoot a year ago.
Basically, we’ll be taking all of the footage that we’ve gathered, and we’ll have it sit overtop of the interview I did with the operations manager. This will make a nice minute and a half long video.
From there, we’ll chop it down to a 45 second version as well as a 15 second version.
We’ll also have 1 minute versions of the b roll, as well as the footage from last year made into 3 separate videos. We’ve taken photos as well.
Lastly, we’ll be helping the client work towards revamping their website a little bit. They’ve expressed that most of their work is from contracts with commercial enterprises, and although only 15% of their profits come from residential work, the website would be good for potential employees to see.
And I have to agree with them.
So – here’s the idea. We’ll have their social media management company populate their socials with all of the content that we’ve created.
All in all we’ll have maybe 10 photo posts and 4 or 5 video posts. We’ll also get the website revamped. Once all of this is done, we’ll go live with the recruitment video.
The idea is that the right candidates will see the recruitment video, and then they’ll check the client’s business out online and see what we want them to see.
Using this strategy will help to get the right employees in the door. The client has expressed that a lot of their employees have been with them for 5 to 10 years – and they like that sort of relationship in the folks that work with them.
It’s a top priority of them to hire career arborists, and not a rolling stone who’s just looking for a short-term gig.
By incorporating a strategy into their content creation and distribution, we’re able to give the client the best chance possible at getting a return on their investment as quickly as possible.
Try this strategy out for yourself – and if you need a hand coming up with your own, please don’t hesitate to ask.
To Your Success,
Jay Ashcroft
four32 MEDIA
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