A short YouTube video (Jeff For Local Marketing) explaining the difference between a video production company and a video marketing company. The speaker defines a video production company as focused on creating a finished video and stopping there—often leaving clients without the infrastructure to publish, promote, or convert viewers. A golf-industry case study is used: a national brand paid a production company for a high-quality video that lacked marketing strategy and conversion paths; later the speaker’s team ranked the video on search results but it still performed poorly because it was not built with marketing outcomes in mind.
Chapters
What is a video production company? A video production company is generally focused on one creating a video that captures the idea for the client. And once this has been achieved, their work and responsibility is complete. This leaves the business with a beautiful video, but no infrastructure to make it perform. No uploading to a platform so it will play online. No marketing support, no follow up system for those who did or did not take action after watching the video. No plan for driving or attracting traffic, but they have delivered a video. So now the company that had the video created still has to now figure out how to get it to play online, how to upload it to their website, and most importantly, get traffic to the message the video portrays. It is rare if a video production company creates a video with a marketing outcome in mind. So it's like building a tabletop with no intent of building the legs that support it and make it function. A real live example we were involved with was with a national brand in the golf industry. They asked us to make a video, and because we approached it as a video marketing company, our price, because of all the things that automatically come with us, was too high. So they had a production company make them a video. It was very high quality, but honestly lacked any threads of marketing. Meaning if someone watched the video, it did not lead them to make any decisions. So after the video was made, they contacted us and asked for help. Their video was not being seen in the search engines. One of the things we do as a service is to get the client's videos ranked on page one of the search engines so it attracts organic traffic which is free. So within a few hours, we had their video ranked nationally on the first page. But because the video had not been made with a strategy in mind and no infrastructure, even though it was on page one of search results, it had very poor results. This is because as a video production company, their mindset and goals are not from a marketing standpoint. So in the end, a very expensive lesson for this golf company.
