When you hire a video team to create your marketing material, shouldn’t they at least employ a specialist with a background in marketing strategy.
‘Beautiful looking’ is easier to show than ‘optimized for results.’ In fact, it’s very uncommon for small video production agencies to employ a marketing strategist.
How backwards is that?
You hire them to create your marketing vision, but they don’t even employ someone with a background in marketing or strategy.
I’ve sat in many small video agency meetings, frustrated, because 80% of the clients brainstorming budget is “let’s list cool shots can we do with the product.” No attention to “who is the customer for this product,” or “what problem is a customer facing that this product solves it better than a competitor.”
It’s ultimately what caused me to start Houston Video. Young budget video agencies sell what they value (beautiful footage) and dismiss the rest (how can this video reach a specific audience to inspire them to purchase).
At Houston Video I am a marketing strategist. My focus is generating traffic, leads, and sales. It’s widely known that the highest performing content you can publish, across all metrics, is video. So therefore I make video which incorporates advanced marketing techniques designed to generate traffic, leads, and sales.
Corporate video production has one goal: sell your product, service, or idea.
When you hire a video production service team, they should understand the overarching goal of video is not a beautiful video, it is to generate sales. That said, there are different phases video can support in the sales funnel. But none of them are defined by beautiful video.
Depending where your customer is in the buying cycle, the purpose of your video might just be awareness. Houston Video creates small business and corporate videos for online social media delivery. But whether it’s shown on TV or a website, the general idea is the same. An awareness campaign as a friendly introduction to attract people into your more detailed explainer and demo videos.
What about content marketing, how does that fit into the ‘selling first’ paradigm? Content Marketing is entirely about establishing your company as the definitive source of knowledge for a specific topic. Each piece of content is smaller, and more distributed to be quickly consumed, so that you cast a large net. With enough demonstrated knowledge, you you become the brand preference when a purchase decision is to be made. Houston Video designs and manages large content marketing strategies based on your buyers journey and sales funnel breakouts.
How Much Does it Cost to Make a Video
If you’re a small business, a poor quality video could cost your business. It won’t bankrupt you, but poor quality videos mean prospective customers purchase from competitors, and you slowly losing visibility in your market.
If you’d like to know if, how, and what videos are most successful at selling your product, that information is all based in your analyzing your analytics. My specialty with Houston Video is producing and optimizing content based on analytics.
Let’s set up a free consultation to discuss designing a video to best help your business.
