The success of every business—big or small, old or new, in every industry all around the world—relies on promoting and selling its products or services, making marketing one of the most important concepts to grasp as a businessperson. As the owner of a production company, chances are your expertise lies elsewhere and you’d always rather be holding a camera and working with clients than thinking about marketing strategies for your video production business.
The good news is, you don’t have to become an expert on how to market your video production business—you just need to find a few specific ideas that apply to your industry and use them. We’ll cover the idea part here. You bring the git ‘er done attitude and, well… get it done.
(We make a great team, don’t you think?)
6 Marketing Strategies For Your Video Production Business
1. Focus on your potential customers’ needs—not on you.
It’s your natural inclination to talk about your business, but your marketing efforts will go further if you stop talking about you and talk to potential customers about what they need instead.
Find out more about the people who may be interested in a service like yours and send them newsletters, or add information to your website that directly addresses their common questions, interests, and concerns. (This is where a blog helps.) Much of the content you’re producing won’t be specifically about your business, but this long-term strategy helps you become a trusted source of information and makes people more likely to buy from you when they need video services.
2. Ease your marketing burden with the help of a partner.
Like dinner and a movie, some things just go together. (Coincidentally, one of the neatest marketing ideas I’ve seen lately was a joint promotion between a local restaurant and an independent movie theater.) Who might be a good partner for you in your community?
For instance, think of other local businesspeople who would benefit from having an instructional video and team up with them. They write a script and do the acting while you produce the video. Or, get your foot in the door with local wedding photographers and wedding venues to produce a video about their services. Then, if they don’t already have a video production partner, take it a step further and pitch your own services as a value-add to their business. Offer them a discount if they’re willing to include your services as part of their regular package. Partnerships like these spread out the marketing responsibilities and give you a chance to build your portfolio as well. Speaking of which…
3. Do whatever it takes to build an awesome portfolio.
No matter what other marketing tactics you try, having a great portfolio is an absolute necessity to get clients for your video production business. If you don’t have previous content you can use, volunteer your services at local events or for people you know. If you have to, stage an event yourself just to get the job done. A portfolio is your best sales tool, so give it the time and attention it deserves.
4. Add live streaming to your offerings.
There’s increasing demand for professionally made live streaming content, particularly among businesses looking to promote their products and services. In fact, 88% of advertisers have said they “might” or “definitely will” invest in live stream video advertising in the near future. Make yourself more marketable by honing your skills in this area and adding it to your menu of offerings. The ability to pull off a high-quality, successful live stream production will set you apart from the competition.
Want to pull off live streaming production like a pro? This free checklist has you covered—including essential steps to take before, during, and after every event.
5. Focus on one client at a time.
Rome wasn’t built in a day—your business won’t be either. Get your first client and focus on doing an excellent job. In return, you’ll get a great review (be sure to ask for one!), and the word-of-mouth will be enough to get you a second client. Then focus on that one. Over time, you’ll build up a good reputation and a small stable of clients—the foundation of any good business. But beware of undervaluing your services! Do your market research and charge a fair price. Trying to undercut the competition usually results in a destructive race to the bottom.
6. Get plugged into a niche.
Stop trying to be everything to everyone. Another effective marketing strategy for video production businesses is to fill a niche. Consider what your interests are, and study the marketplace to find gaps. If there are already several established wedding videographers in your area, your chances at succeeding there are slim. But are there corporate video services? Entertainment video production companies? Real estate marketing? One of our clients found a niche in pageants and has made a name for his business in that industry. By smartly combining your interests and the needs of the marketplace, you’ll find it easier to sell your services and build your expertise in that particular field.