Marketing Video Production: You Need to Be Involved Yesterday!

The first question that you should be asking is why should I even consider messing with video production in the first place? Consider these stats from Hubspot’s “31 Must Know Video Marketing Statistics”.

  • Video in an email leads to 200% to 300% click thru rates.
  • Including video on a landing page can increase conversion by 80%.
  • You Tube reports that mobile video rises by 100% every year.
  • After watching a video, 64% of users are more likely to buy a product online.
  • 50% of executives look for more information after viewing a product or service on video.
  • 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video.

Pretty convincing metrics. Lauren Kaye, Marketing Editor for Brafton, Inc. wrote that “Videos will be responsible for nearly three-quarters of all internet traffic by 2017, potentially outpacing brands’ investment in them.” Video is here to stay and it appears to be the number one delivery vehicle for everything from content to explainer videos.

The first question most people will be asking themselves is whether to purchase the equipment and create an in-house video production department, or to hire an outside service vendor. In their blog, “Video Production: In-House vs. Outsource”, covered off on the pros and cons of each option.

Given the rapid adoption of video, you may decide that it is cheaper and allows your marketing team more agility to produce your videos in house. The HiP Content Insiders library has several offerings on how to get started in video, what equipment you will need, and how to create great video content.

If you decide to go the other route and check out what a video vendor can do for you, there are five pieces of basic advice to go by.

  • Thinning the heard. – Most video service firms post their latest projects to their social media site. This is a great way of viewing their capabilities and customer comments.
  • Don’t Get Blown Away by Their Highlight Reel – Most companies feature a highlight reel on their website home page. Keep in mind these are just clips and not the finished product.
  • Put Them to the Test with Testimonials – There’s nothing like hearing from paid customers how effective the video was for them. Testimonials are also a good source for finding how easy they were to work with and their success with meeting deadlines.
  • Costs Wildly Fluctuate – Be sure to get lots of quotes as prices will vary greatly. Once you have these in hand, compare them with the quality of work they have done. In most cases you’ll get what you pay for.
  • Advice For The Budget Challenged – If you are strapped for budget, try exploring the newest companies who are looking to build up their profile. They are less expensive and quite often do acceptable work.

Regardless of whether you opt to create your own videos or contract them out to a vendor, video marketing is definitely the direction you want to focus on. In the article “The Future of Video Marketing: My Top 10 Predictions” by Michael Litt, all press releases will be in video format, sales teams will crave video resources, and your nurturing campaigns will center around video content.

Video is here already and you don’t want to be left behind. If you only do one thing this week, get started on the path to leveraging this powerful tool.


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    Gerry Nason Written by:

    Gerry Nason is a Senior Content Copywriter for HiP B2B. He also has extensive experience with generating high quality executive leads. Gerry worked for six years as the Producer & Director of a weekly music show, appearing on cable access TV in New England. During those six years, In Tune won 18 awards for video excellence.

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