Your B2B Marketing Video Doesn’t Need to Cost $30,000
Sam owns a mid-sized manufacturing business and has an idea for a short video that will convey the value of his business to prospects and, hopefully, serve as a sales tool. He reaches out to a couple of production studios with examples of glossy, highly produced videos on their websites to see what it will cost to bring his vision to life.
When the quotes and proposals arrive, Sam is floored. According to the studios, even a “simple” video will require actors, a camera crew, professional lighting, and stage design – and come with an eye-popping, mid-five-figure price tag.
Seeing no alternative, Sam decides to engage with one of the studios. Thousands of dollars, a few storyboards, and several months of work later, he receives the final product. The video looks polished but fails to accurately convey what his business does and how it solves his prospects’ problems.
Sam learned a lesson about marketing videos the hard way: shelling out upwards of $30,000 for a video does not guarantee success. In fact, relying on a studio that produces videos in a vacuum (i.e. without brand storytelling or a broader strategy) will almost certainly result in a video that’s high on style and short on substance.
To create an effective video, you don’t need a film crew or custom animator. Instead, you need a partner who understands your business – and has the design and editing skills needed to tell your story visually.
Why Your Website Needs Video
As attention spans shrink and demand for visual content continues to surge, video has become a nonnegotiable asset for B2B businesses. Properly executed, a video can:
- Quickly communicate your business’s value
- Make complex topics easy to understand
- Capture attention and boost brand awareness
- Establish legitimacy and build trust
- Act as a 24/7 sales tool
- Help close deals
A good video can distill and communicate your brand’s story in minutes and, ultimately, increase sales and revenue. But it can only accomplish those things if the content takes center stage.
Why High Cost Doesn’t Always Equal High Impact
Many marketing videos end up costing tens of thousands of dollars because studios approach their work like it’s a design project. They rely on flashy accouterments, like pricey custom animators and motion designers, actors, studio sets, and complicated lighting rigs, to serve as the building blocks of their videos. When things serve as the foundation – and not storytelling – the result will inevitably be shallow.
Some companies that balk at the sticker price of professionally produced videos attempt to make low (or no) budget videos on their own using AI tools – only to be met with the same superficial result. Like videos made by design-first production studios, most AI-generated videos are light on content and fail to resonate with prospects. Unlike studio-quality videos, AI videos can lack polish and often contain distracting errors like people with extraneous limbs, garbled on-screen text, and mispronunciations.
How to Make an Effective (& Cost-Effective) Marketing Video
Any professional video will take time, effort and resources to create. That said, a high-quality video doesn’t need to be mired in production for months – nor does it need to blow your marketing budget.
All good videos share one thing in common: top-notch content. Videos without a compellingly told story are destined to fall flat, no matter how slickly designed, meticulously edited or brilliantly acted they are.
Innovaxis creates high-impact, cost-effective videos that deliver both style and substance. Created as part of a holistic marketing strategy, our brand story and content marketing videos are rooted in a deep understanding of the clients we serve.
When you partner with Innovaxis to create a video for you, we’ll conduct a brand story workshop before starting a script or firing up Premiere Pro. During the workshop, we’ll identify the problems you help your prospects solve – then use that information to craft a narrative that will serve as the throughline for every piece of content we write.
Our strategy- and content-first process allows us to hit the ground running when the time comes to create your video. We leverage our deep understanding of your businesses to draft a script without prolonged storyboarding processes. We then use automated tools and workflows in the Adobe Creative Suite and Canva to create an engaging, substantive and visually appealing video in a fraction of the time (and cost) it takes other producers.
