You Don't Need A Video

In business, companies work hard to earn your trust. You work hard to earn your customer's loyalty.

The best B2B companies, especially those with years of experience, know who their ideal customers are. If you’re one of them, those B2B companies understand how to help you succeed.

When it comes to video production, you want to ensure you’re making the right investment for your business.

Start with Your Goals

Business philosopher Jim Rohn says, "You don’t want to minor in major things."

If you’re spending money on a video, treat it as a major step for your business and think carefully about what you want to achieve.

Ask yourself: What is the purpose of this video?

Is it to bring more people to your business?

Is it to explain your services or what you offer?

Is to keep your customers engaged or build awareness, or is it something else?

If you’re not sure, talk to the video company about how it can fit into your overall plan.

A good production partner should be able to guide you.

Make Sure Your Video Fits Your Business

A great video won’t help if it doesn’t match the rest of your business.

For example, if someone watches your video and gets excited about your business, but they visit your website and it looks outdated, it creates confusion.

It’s like wearing a designer suit with worn out sneakers—it doesn’t match.

Think about all the ways customers find your business.

Whether it’s your website, social media, or even a Google search, your video should feel like part of the same story.

Video Costs Depend on What You Need

This is probably not what you wanted to hear: "It depends".

When planning for video production, budget plays a significant role in shaping your project.

There are two approaches you can take:

1. Start with Your Needs:

   Begin by identifying exactly what you need the video to achieve.

   In this approach, the importance of the project outweighs the cost required to produce it—within reason.
   
   If you’re clear on the impact the video can have on your business, you might decide that the investment is worth stretching your budget a bit to get exactly what you want.

2. Set a Budget First:

   Alternatively, you can determine your budget upfront, decide on the goals you’d like to accomplish, and then request quotes to see what a production company can deliver within those financial constraints.

Balancing Vision and Budget

Whichever approach you choose, it’s important to stay flexible. If your initial vision exceeds what your budget allows, don’t be discouraged.

As a small or medium-sized business, you won't have the million-dollar budget that larger corporations can allocate for marketing.

Instead, focus on making smart, calculated decisions with the resources you have. For example:

• Social Media Content: Short, engaging videos designed for platforms like Instagram or TikTok can be shot on a smartphone with creative lighting and editing. These are cost-effective and still impactful.

• Repurposing Existing Content: If you have existing footage or images, these can be edited into a compelling video for a fraction of the cost of a full production.

• Simplified Productions: Instead of multiple locations or special effects, focus on a straightforward video shot at your business location or using stock footage with voiceover.

Video production is one of the more expensive marketing tools, but it can deliver significant returns when done right.

It’s crucial to stay clear on your goals and be open to suggestions from your video producer.

They can guide you toward options that align with your budget while still delivering value.

The Expanding World of Video Creation

Thanks to advancements in technology, video production no longer requires a Hollywood-sized budget. Smaller-scale productions can still create meaningful connections with your audience.

The key is to stay focused on your objectives, use your budget wisely, and embrace creative solutions.

By working with a production partner who understands your vision and financial constraints, you can create videos that align with your business goals and contribute to your growth—even on a modest budget.