Video Marketing Strategy – Do You Have One?

Video Marketing Strategy is something savvy business leaders utilize more now than ever before.

Video Marketing Strategy by Patty Mooney San Diego video producer

Patty Mooney on Long Lens camera at Rifftrax Christmas show 2009

This is high among a spectrum of options to make their services and/or products known to others and increase business.

Why Do You Need to Make a Video?

Video is an excellent way to reach potential clients, inform them about the products you offer, and persuade them to buy. There are several reasons why video is the preferred marketing tool of professionals worldwide:

If a picture is worth a thousand words, then video speaks volumes.

You can find a way to present any imaginable product and service on video, and reach selected viewers.

Companies of all sizes and types can afford to produce a video with budgets ranging from modest to extravagant.

If you are wondering how a video marketing strategy could benefit your business, you must ask yourself these questions:

video marketing strategy - pink tv

Who, What, When, Where, Why and How?

· WHY do you want to produce a video? To build your business? Or to inform people about you? Maybe to recruit team members? Or sell product?

· WHO will you target to watch your video? Will this be a multi-media event for prospective clients? A training video for employees to increase and/or improve productivity? Will you air a television commercial, public service announcement or infomercial to TV or cable audiences?

· WHAT will your video be about? Will you introduce your products and/or services to the local community? Or the nation? To the world? Will you make an offer to viewers and present them with a call to action?

· WHERE will you air your video? On your website? Or television? Perhaps cable? At your place of business? Or other sites? Will you engage in a direct-mail-marketing campaign? Your options are limitless.

· WHEN do you want to present your video to your audience(s)? In time for an annual convention? An upcoming seminar? To coincide with a global event such as the Superbowl or the Olympics?

· HOW will you make your concept a reality? Consider joining forces (and sharing costs) with a business associate or two. Then undertake a step-by-step plan of action:

video marketing strategy - blue tv

Questions to Ask Yourself

1. First, answer the above questions.

2. Determine how long the video will be.

3. Decide what your budget is.

4. Contact several video producers in your area and ask to see their information and examples of their work. As in an employment interview, ask about their experience: How long have they been in business? What kinds of videos do they specialize in? Have they won any awards for their work? Study their client and equipment lists.  How long have they been shooting and producing video?  Are they fresh out of film school?  Or have they been in the business for at least 15 years? To be really thorough, call a few names on the client list and ask them about the production company in question.

5. Request bids for your video, based on your concept and budget. Select the production company you feel will best provide what you want.

6. Make sure that you have a good line of communication and that the production company understands exactly what you want.

7. The video production company you have chosen can ease you through the next several steps, from writing the script to editing the finished show and duplicating DVDs of the video for distribution.

Keep in mind, for your Video Marketing Strategy, it is wise to over-estimate how long it will take to produce the video, since productions tend to take longer than you think. After your show is “in the can,” ask for the raw footage so you have the option to re-edit your video later if you desire.

Now that you have produced your first video, treat yourself to some popcorn, turn down the lights, put your feet up and enjoy the show. You deserve it.


Patty Mooney is a VP, Video Producer, Sound Technician, Teleprompter Operator and Video Editor at San Diego’s award-winning video production company, Crystal Pyramid Productions.