In order to keep your marketing pipeline full with video project leads, you must create and execute a solid marketing strategy. Now, to some of you, just reading that last sentence raised your blood pressure a couple of notches and your head is starting to hurt. You don’t need to worry because there are small, incremental steps you can take to drastically improve your marketing efforts that won’t cause you to sleep any less than you already are.
Whether you are a one person austin video production company or a small firm with a few employees, it’s often VERY difficult to create and implement a consistent marketing strategy. Most of us think that if we are busy with projects, there is no time for marketing. Then, when there are no more projects, we worry about how to get more work so we desperately promote our services in an inefficient and often expensive manner.
The problem with this approach is unpredictable cash flow which makes it almost impossible to make intelligent growth decisions for your video production business.
What can you do to be consistent with your marketing no matter how busy you are?
The answer is to pick one marketing tactic and DO IT! No excuses! You must treat this marketing activity the same way you would treat a project paid hourly. You have to bill hours to get paid. So is it not fair to say that you have to market your video business in order to get more billable hours? Of course it’s fair to say that!
Okay, so what options do you have regarding marketing tactics for promoting your company?
Here are two that have worked exceptionally well for me:
- Attend Chamber and Other Professional Association Networking Meetings
These usually meet over lunch or breakfast for an hour. Depending on where your office is, plan on this activity which takes about two hours out of your day. Plan to attend at least two of these per week. It will be money and time well spent. It is very important that you expand your network of contacts and this is the least expensive but most effective way to do so. The key to being successful with this tactic is that you MUST ATTEND THE MEETINGS. Work on your 30-second elevator speech and take a lot of business cards to each meeting.
- Videotape and Edit Short Highlight Videos for Grand Openings or Non-Profit Fundraisers and Post Them On Your Website
This will take about 4 hours of your time to shoot/edit the videos and post them on your site. If you haven’t mastered the editing process, it may take you a bit longer. Show up to grand openings with your camera and videotape the festivities. Interview the business owner and put together a nice 60-90 second package. Send the link to the page on your website that contains the video to the business owner, the chamber and any other organization that may be interested in seeing the video. This will get your name out there in a hurry.
The same holds true for the non-profit fundraiser events. Call the event organizers ahead of time and offer to videotape and post the event video on your website as well as giving them a file they can post on their website. Ask if they have any sponsorship opportunities they can give you in exchange for your services. You are now getting headline sponsor exposure at the event and your name is getting out there every time someone watches the video. Also, be sure you put a short commercial for your company at the beginning of every free video you produce.
There are numerous tactics you can implement in your own marketing strategy. If you aren’t used to marketing on a regular basis, I strongly recommend that you choose one tactic and commit to it for a period of six months. At the end of six months, evaluate your success. Make adjustments if necessary and go at it for another six months.
Since you are most likely a small company with limited resources, the key is to be consistent with one tactic over a long period of time. Attempting several tactics will overwhelm you and won’t give you the results you need to grow your video business.
Choose the tactic that you feel works best for your video production business and DO IT! Be consistent, disciplined and remember that slow and steady will eventually win the race. Or in your case, a slow and steady marketing effort will result in a steady and possibly a drastic increase in revenue.