An interview with Niall Ó Cléirigh, a videographer and commercial photographer with a passion for quality image and video production.
Niall, you say you work with clients to craft a solution that speaks directly to their audience. How do you combine your knowledge and services with your client’s need to communicate through videos?
Getting to a core message is the main thing. Business owners have so much to say about themselves, but in reality, a promotional video should be between 90 and 120 seconds. A part of the initial process is to work with them to figure out a story, and focus on their unique selling point. This allows us to then create a story board, and work from there.
How did you become involved with using the internet and digital marketing as a form of exposure, both for you and your clients?
1 word, YouTube. The sheer rise in popularity, combined with the advance in mobile technology has made YouTube the place to be for video marketing. I have my own YouTube channel, where I also put my client videos. From there, the videos can be used in a variety of promotional ways.
Are your clients shy at first getting in front of the camera?
I have been pleasantly surprised again and again by the ease at which my subjects sit in front of the camera, though I know for some people it would be a nightmare. Most small business owners are used to multitasking and have done a fair deal of self-promotion and public speaking and so if talking to a camera is what it takes then that is what they will do.
Is the biggest challenge to convince business owners to leave their comfort zone?
Not just business owners, most people take a little convincing to get in front of the camera. Usually, their first remark is about needing a make-up department, to which I respond, ‘not to worry, I am also good with special effects’.
A video does not make itself and I can’t do it on my own, it requires considerable input from the client. I feel this sometimes holds people back as they have not yet fully realised the potential power of a short movie and it is a leap into the unknown. It is the same as if you were taking a brochure to print …you wouldn’t just jot down a few notes and send them to the designer. It’s the same with a video, you must prepare your script, both the copy and the delivery so as you get your message across as succinctly as possible. Your audience could be looking at it in two years’ time … so it has to be right.
So how important do you think social engagement is for your brand?
Very, creating a Video with the possibility of it not being seen is my idea of a nightmare.
If you had a brochure designed and printed and incurred all the expense involved you would not then leave it on the coffee table in reception. You have to get out and give it to people be it through mail shots, trade shows or promotions. Having invested in a video it is not enough to simply load it on YouTube and sit back. Just like the brochure you have to get people to look at it. Facebook,Twitter, Linkedin all play their part. I know businesses who don’t have time for facebook or even to maintain their own website but equally I know businesses that would not exist were it not for Facebook and Twitter. But it takes many years to get so busy you don’t have time to engage in social media until then it is an essential tool in the weapons we deploy to promote our brands
But I would also say don’t get hung up on Social Media …set limits it can become a costly time sink I certainly wouldn’t rely on it alone …word of mouth and referrals should become a great source of business, although this generation has become obsessed with Social Media you will never beat a recommendation form a real live friend.
How often do you update your social media?
As much as I can. I developed a wide online marketing strategy this year, created a weekly plan, and try my best to stick with it.
How has this benefited your workflow?
Good, having a structured timeframe for self-promotion is important. I have monthly targets that I set myself, and allocate a certain amount of time each week to do just that.
Finally, what advice would you give to start-up or new companies?
Believe and invest in yourself, get online and get social. Seek professional advice on online marketing and branding. Also, networking with similar size of companies can be very beneficial. You never know where your next opportunity is going to come from.
With Thanks to Niall ÓCléirigh from www.essentia.ie for taking the time to sit with us and speak frankly about his company, and his online marketing. You can also find Niall on Facebook, Youtube and Flickr.