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Don’t Waste Money On A Video Production Company | Video Marketing 101

By December 15, 2018 February 23rd, 2019 No Comments

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This goes against our best interest when I say this but no one needs our video production services, or any production company’s services, to grow their business…

But there is no denying it helps a great deal.

I personally enjoy educating clients and readers on the benefits of adding video to their marketing campaigns and advertising strategies before they go shopping around for video production companies. The reason being is there are people spending top dollar on videos that are going to their YouTube channels or Facebooks that have zero-to-limited engagement, or a website that barely garners any traffic from search engines, and are not paying for any form of advertising with targeted audiences expecting the video in and of itself to be their singular growth strategy solution because “We spent a lot of money on it and it looks good.”

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No one cares.

I encourage you not to spend a large sum of capital on video production services if you’re unprepared or ill-equipped to properly utilize the media for your business’s best interests or don’t have someone that can take care of it for you. So, to be more direct, yes, I’m advising you not to hire us or anyone else if your plan is to just place the produced content online only for it to get a couple likes and disappear, or to be seen on a website two or three times a month. Why? Social media timelines move quick. Websites are in constant competition on SERPs (Search Engine Result Pages) with changing algorithms.

I don’t want you to waste your money. I don’t want to take your money. I want you to invest your money properly. I’d feel too guilty charging you a good chunk of change if I didn’t believe in you or what your business is doing, and we don’t have the time or manpower to reduce our rates to compensate for that guilt. Sometimes it’s just not worth our time or yours.

I’m a marketer and advertiser first. I’m a content creator and video producer second. That feels a little weird to say because I produce video content and don’t offer marketing and advertising services (yet), but I think it’s crucial in the way I develop video content. I’m an editor but also a director. Editors like working with me because I think like an editor and I know how they’ll edit the content. I apply that same concept for marketing and advertising. I need to make sure what I hand off will allow the next person to do their job in the pipeline efficiently and with ease.  

Consider this analogy of a target, bow, and arrow. The target is your goal, the bow is your strategy, and the arrow is your media content. Knowing what your goals are, who you’re speaking and selling to, and developing a strategy to reach those goals and audiences will allow you to produce content that works. I wish it was as easy as it sounds. The target, bow, and arrow analogy sounds simplistic and all, but there are other variables to go along with it:

The person holding the bow and arrow (you), aiming (skill and experience), wind speed and air resistance (obstacles, hurdles, and the unforeseen), the quality of the bow (tools and resources), and the sharpness of the arrow (services or product). 

You can have a phenomenal strategy, multiple, defined target audiences and the content to reach them…but what if your service or a product sucks? If it sucks, it sucks. That may be hard to swallow but it’s a possible reality. Audit yourself. Be real with yourself because peers, friends, and family may not want to hurt your feelings, but I will because I want to steer you towards success, even if that means annoying you or pissing you off by telling you something you initially don’t want to hear.

So, why spend a substantial amount of money on producing video content, or any media content, for your product or service with no plan or strategy? Or worse…why spend it on a product or service that is of poor quality and little demand? Strategize. Plan. Be real. Save your money.

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Our team has become increasingly selective on what projects we take on and who we work with for three big reasons. First, to strengthen our relationships with current clients by being able to allocate more time for them which increases our value. Secondly, making time for our film productions, short films and feature films. Finally, not to take advantage of clients who have little-to-no-strategy, or little-to-no-budget. Yes, we are a business. Yes, businesses are in businesses to make money. But I’m a long-term thinker, not a reaper of short-term benefits. I like building meaningful, long-term relationships. I especially love when those business relationships become personal friendships. I’m personally in this field because I genuinely love what I do. 

I would rather you not hire us or any video production company if you either:

  1. Don’t currently possess a marketing and advertising strategy, or
  2. Are unwilling to develop a marketing campaign and advertising strategy with our team or a separate marketing firm, which we have relationships with several and can’t point you in the right direction.

We would love to work with you if you:

  1. Have a marketing and advertising strategy. (Bonus: having a relationship with a marketing firm or have an in-house marketing department), or
  2. It’s okay if you don’t currently have a strategy but that you are willing and see the value in a marketing campaign and advertising strategy for the video content we, or someone else, produces for you. 

Budgeting Your Strategy and Video Production

It’s difficult to get into detail here as every video production, marketing campaign, and advertising strategy are unique in their own way. What I can say is that whatever your total budget is, make sure you’ve accounted room for other media, marketing, and advertising. 

Let’s look at a hypothetical scenario:

Say your maximum budget for any media, marketing, and advertising related project is $5,000.00 right now. You definitely don’t want to spend your entire budget on producing content and have no way of promoting it to targeted audiences. What I recommend is this: 

  1. Discuss your vision and goals with the video production company you plan on working with. Make sure your idea is even feasible for $5,000.00. If it’s not, then everything else is already out of the question, including producing the video. 
  2. Is your vision is doable for $5,000.00? Awesome. Is it doable for less? If not, that suggests there are details about the project that are too intensive and require either more manpower, hours, and labor that are raising the production price. What can be changed, altered, and modified to take producing your video down to $3,500.00? If you can find a solution to that, you’ve just saved $1,500.00 towards marketing, advertising, and anywhere else necessary, as well as getting the video you want. 

You don’t always need to maximize your budget. You need to maximize the efficiency of your budget whether it be $3000, $5000, or $10,000, depending on your vision and what you are/aren’t willing to compromise on.

Recap & Final Notes

Before hiring and spending money on a video production company, go through this simplified checklist:

  • What am I selling? (Product/Service)
  • Who am I selling to? (Target Audience)
  • How am I going to sell it to them? (Campaign)
  • What’s my budget for this campaign? 
    • Market Research 
    • Campaign Development
    • Advertising Dollars (It’s important to note that a lot of online advertisers charge a fee of 10-20% of total ad spend, some even more than 20%. Example: Total advertising budget is $2,000.00, percentage fee could be $200 – $400+ equaling to a total advertising budget of $2,200 – $2,400+)
    • Content Production (Video, Photo, Print, etc.)
  • Who do I have that can perform these services? (This is important because not every content creator does marketing/advertising and not every marketer/advertiser does content creation. Some specialize in one thing only and some do all of it. Ask around and get the right help)

Make sure you’re asking all the right questions. Don’t spend the money just because you have it, and you don’t want to cut corners and spend too little because you might be getting professional content. You don’t want it to go to waste.

We build relationships with influencers, marketers, advertisers, social media managers, bloggers, graphic designers, illustrators, web developers, SEO specialists, and photographers so we can focus on producing valuable video content for your video marketing campaign If you feel confused and lost, get in touch with us by sending us an e-mail below. 

If you found this article on video marketing helpful, share it with a friend or colleague that could find some insight here. Thank you for stopping by!

-Xhon Dang, Director/Partner at Uknighted Media 

Uknighted Media

Author Uknighted Media

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