April 15


An Agency Guide on How to Market a Video Production Company

By Jason Khoo

April 15, 2023

Video production companies provide a valuable service to organizations looking to create high-quality video content. But much like other service-based businesses, it can be challenging to get the word out and promote your company when competing with a wide range of competitors.

Thankfully, there are a variety of proven methods you can deploy to promote your video production company.

Effective Ways to Promote Your Video Production Company

When it comes to promoting your video production company, there are several strategies you can use to maximize your reach.

Build Your Video Production Company Website

As a video production company, having a website that showcases your work and services is crucial for gaining new clients and promoting your brand. Here are some practical tips for building a unique and engaging video production company website:

1. Publish Content

One way to attract visitors to your website is to publish valuable and relevant marketing video production content regularly. You can establish your company as a thought leader in the video production industry by writing blog posts, industry news, and video tutorials. This shows your expertise and gives potential clients a better idea of what it would be like to work with you.

When creating content, be sure to write about topics that are relevant to your target audience. For example, if you specialize in wedding videography, consider writing a blog post about the latest wedding video trends. Be informative, engaging and genuine. Your content should add value to your target audience and make them want to return to your website.

2. Create a Culminating Video

A culminating video is a showcase reel that includes your best work and highlights your company's strengths. Consider this video as a platform to showcase what you have to offer. This is an effective way to show potential clients your video production skills.

The most important thing is the impact the video will leave. Choose the best quality work, showcase different styles, and highlight the production process. Add your company's logo, contact information and tagline at the end of the video. 

By presenting your best work through this video, clients will be impressed and confident that they've picked the right video production company.

3. Make Use of Hosting Platforms

There are a variety of hosting platforms available that you can use to promote your video production services. Below are three of the most popular platforms you can use to host your videos and get in front of a larger audience:

  • Vimeo - Vimeo is considered one of the most popular video hosting platforms that allow you to set up customizable portfolios and showcase your work. Vimeo's interface is very user-friendly, making it easy to organize videos into different categories.
  • Wistia - Wistia is a flexible platform that offers custom branding and analytics tracking for your videos. It's ideal for those video production companies who want to track their analytics performance closely. You can also customize your player, embed your videos anywhere and collect engagement data to help you optimize your videos. 
  • YouTube - Being the largest video hosting platform in the world, YouTube is an excellent option for companies looking to reach a broad audience. One benefit of YouTube is that it is free to use and open to anyone, which makes it ideal for small businesses.

4. Show Off Your Specialities

When trying to let your marketing video production stand out among your competitors, it's essential to show off your brand's strengths. Highlight the unique qualities that make your company shine. This will help your potential clients feel confident that they've come to the right place.

For example, suppose you specialize in corporate video production. In that case, you can showcase this expertise by featuring the corporate clients you've worked with, adding testimonials from previous clients, or making a showreel specifically for your corporate video production. 

This will demonstrate your unique style and help you stand out among other video service providers.

5. Enhance Your Work

Adding visual and audio effects to your work is another great way to enhance your videos and make them stand out from other, more generic productions. While this may take longer to produce, this added effort will make your videos polished, professional and memorable.

Keep your effects subtle and tasteful to ensure the focus remains on your content. Consider adding transitions, visual overlays or animated titles to add interest and professionalism to your videos. Adding audio soundscapes or music can also help set a mood and further engage viewers with your work. 

6. Strengthen Your Branding

Your website should be consistent with your company's branding. This means your website should represent your brand's personality, style, and message. When building your website for marketing video production services, make sure your branding is cohesive. This will help establish trust and credibility with potential clients.

To strengthen your branding, you can add a logo, create a unique tagline, and use unique typography throughout the website. It is also important to ensure that your font, color scheme, and imagery are consistent with your company's brand.

Create Engaging Content

Creating informative and engaging content will help attract potential clients and keep them coming back for more. Video production blogs are a great way to provide useful information, share behind-the-scenes footage of your production process, or showcase any special promotions you may offer.

You can also create video tutorials showcasing using specific software or make instructional 'how-to' videos. Videos like these can be useful for potential clients who want to learn more about your services and offerings.

Invest in SEO and Develop Your Own Website

Developing your own website is essential for any video production company. Having a website allows you to showcase your work to a large audience and allows potential clients to learn more about your services. 

You can feature your portfolio, client testimonials, and contact information on your website. A well-designed and easy-to-navigate website can further promote your video production company by making it more appealing to potential clients.

SEO is another important factor in marketing your video production business. Optimizing your website for search engines can help to ensure that your website can be found by potential customers looking for video production services in your area. In addition, SEO strategies such as keyword research, content optimization, link building, and local SEO will help you get more visibility and draw more organic traffic to your website.

Maximize Lead Generation Channels

Generating leads is essential to the success of any video production company, as it helps generate revenue, build a strong reputation, and expand your customer base.

There are a few different methods for acquiring leads, and it's essential to maximize all available channels. Consider running online ads, creating a website with lead capture forms, participating in industry trade shows and events, leveraging influencers to help spread the word about your services, or even cold calling potential clients. 

Social media can also be an effective way of reaching clients and growing your video production business. Posting engaging content on platforms like Twitter, Instagram, Facebook, and LinkedIn can help you gain visibility and build relationships with potential customers.

Form Local Partnerships

One way to boost your visibility and expand your reach is by forming local partnerships. This not only helps you connect with other businesses in your area, but it also provides opportunities for collaboration and cross-promotion.

When you form local partnerships, you can collaborate and build relationships with other businesses in your community. This opens doors for possible referrals and sponsorships. 

Partnering with local businesses in the same industry or those that support yours can help you expand your network and attract new clients. For instance, partnering with a local marketing agency can help distribute your video production services to a wider audience through digital marketing efforts.

Ask for Referrals

Referrals are incredibly powerful marketing tools because they come from people who already know and trust your business. When someone refers a potential client to you, they are essentially vouching for your quality of work and reliability. This kind of endorsement can be more effective than any advertisement or marketing campaign.

Asking for referrals can be uncomfortable for many business owners, but it doesn't have to be. Here are a few tips for successfully asking for referrals:

  • Be direct and clear about what you're looking for. Let your clients know that you're interested in growing your business and that you would appreciate any referrals they can provide.
  • Provide an incentive. Consider offering a discount or additional service for every referral they send.
  • Make it easy for them. Provide them with all the information they need to make a referral, including your website, social media channels, and contact information.

Building Your Social Presence

Whether creating corporate marketing video production assets, social media snippets, educational videos or any other type of video, having a solid social presence can help you showcase your work, build your brand, and ultimately attract new clients.

To create an effective social presence for your video production company, you should define your target audience. Who do you want to see your videos? What kind of people are interested in your services?

Once you know your ideal customer profile, creating content that speaks specifically to them will be easier. You can also tailor your social media ads and posts accordingly.

Your social media profiles play an essential role in building your online presence. Ensure that your profiles are complete, professional, and adequately optimized. Include keywords related to your business in your bio and use high-quality graphics and images. 

Paid Advertising

Paid advertising provides you with the ability to target a specific audience that is relevant to your video production company. You can ensure that your video ads reach the right audience by using demographics like age, location, and interests.

You can also track the performance of your ads to see how effective they are at driving conversions. Paid advertising can be a great way to quickly get the word out about your video production business and generate leads. However, it is important to remember that this type of advertising comes with a cost, so be sure to track your return on investment (ROI) effectively.

By leveraging paid advertising, you can quickly drive traffic to your website and start to build brand awareness for your video production business.

Build Your Thought Leadership

Thought leadership is the ability to provide innovative ideas and solutions to the problems of the industry you specialize in. As a video production company, you can use this type of leadership to show potential clients that your team is experienced and knowledgeable in the video production industry.

To become a thought leader in video production, staying up-to-date on the latest trends, technology, strategies, and best practices is crucial. You should attend industry conferences, read publications related to the industry, build relationships with key people in the industry, and join relevant online communities.

Sharing your knowledge in public forums like online webinars or podcasts is also important. You can offer free advice on specific topics related to video production or take questions from viewers and answer them on air.

You can also use written content such as blog posts, white papers, eBooks, case studies, and more to show potential clients how knowledgeable your team is about the video production industry.

Directories and Aggregator Sites

A viable means of promotion that video production companies can leverage is using directories and aggregator sites.

Directories are websites that list businesses or services within a certain industry, enabling customers to find the right company for their needs. Aggregator sites are similar, but they allow users to compare different companies and their offerings, making it easier to make an informed decision.

Aggregator and directory sites allow your video production company to be easily visible online. Interested clients can readily access your company's location, content, and contact information.

A profile page on an aggregator site will expose you to clients who may not have heard about you otherwise. This will consequently help promote your business more cost-effectively, leading to increased sales, which is the primary purpose of advertising.

Online Communities 

Online communities allow you to connect with potential clients and industry professionals who would otherwise be difficult to reach. By participating in online forums, you can find potential customers interested in the services or products you offer.

One of the main benefits of online communities is that they allow you to connect with potential clients and industry professionals who share similar interests. For example, if you specialize in real estate videos, online communities are dedicated solely to property and real estate. Being a part of these communities will provide you with targeted exposure to potential clients interested in real estate videos.

Online communities are also a great place to build your professional network. Participating in online communities and forums will develop your relationships with fellow video producers and industry professionals. 

You also get the opportunity to connect with thought leaders in your industry and learn from their experiences. In fact, you might even meet your next business partner or collaborate with other video production companies on upcoming projects.

Cold Outreach

Although you may have a great online presence, utilizing cold outreach is still a successful way to bring in new clients. While some may feel like cold outreach is too aggressive, when done correctly and with a personal touch, it can be an effective way to grow your business.

When reaching out to potential clients, make sure to do your research. Make sure you have an understanding of who you're contacting and how the video production services you offer can benefit them. Once you know what their needs are, tailor a message that is personal and relevant to their situation.

Cold outreach is also a great way to keep in touch with current clients. By regularly reaching out and looking for ways to provide value, you can maximize the potential of each customer relationship.

Hosting or Attending Events

Hosting or attending events is an excellent way to get your name out and build relationships with potential clients. Hosting a networking event, workshop, or seminar allows you to connect with people who may be interested in the services you offer and gives you the opportunity to demonstrate your capabilities.

Attending events is also beneficial as it gives you the chance to meet other professionals in your industry and build relationships with them. These relationships can be extremely valuable and can open up new business opportunities in the future.

By hosting or attending events, you are giving your video production business the opportunity to be seen by a broader audience, which will help increase your visibility and credibility in your industry. 

It's important, however, that you make sure you are attending the right events and targeting the right audience in order to maximize the value of your investments at each show.

Get More Exposure for Your Video Production Company

As a video production company, there are many ways to get more exposure and generate new business leads. From leveraging online communities and participating in cold outreach campaigns to hosting or attending events, each of these tactics provides you with an opportunity to reach your target audience and increase sales for your business. 

By taking the time to research potential clients and tailor messages that speak directly to their needs, you can ensure that every effort you make translates into longer-lasting client relationships.

Jason Khoo

About the author

Jason is founder and CEO of Zupo, which is an Orange County based SEO consulting agency helping construct powerful long term SEO strategies for our clients. Jason also enjoys multiple cups of tea a day, hiding away on weekends catching up on reading and rewatching The Simpsons for the 20th time.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Never miss a good story!

 Subscribe to our newsletter to keep up with the latest trends!