Video Vision — colbyvision

by Craig Colby

Now that you’ve decided to make a business video, you have to make an even more difficult decision—how much to spend on it. So, how much should you spend? How long is a piece of string? Yes, it depends on a lot of factors. But don't worry, I’ve got some guidelines to help you navigate this big decision.

assumptions

I was always taught to start budgeting with assumptions. So, let’s assume you’re making a business video that’s less than two minutes long, with two people talking, and shot in one location. You should be able to accomplish this with a small crew: one camera operator (with two cameras), an audio person, and your producer/director. You’ll need about a week of editing and should get two rounds of feedback. Will there be one fixed cost for this? Nope! It really depends on who you hire.

What Can You Expect at Different Price Ranges?

$1,500-$5,000

At this price point, you’ll be working with a freelancer or a solopreneur who will likely shoot, direct, and edit themselves. You’ll save money, but these are three different jobs, and not many people excel at all of them. The lower the price, the less experienced they’ll likely be. At the higher end of this range, you might get someone with specialized talent in either camera work or editing. It will look nice but will be a basic production. This could be perfect if that’s what you need.

$5,000-$12,000

Here, you're dealing with a mid-size agency with specialists in each area. You’ll get more experience, more hand-holding, and probably more rounds of feedback until you’re happy with the final product. At the top end of this range, you can expect music and limited motion graphics as well.

$12,000-$15,000+

High-end, full-service production companies will charge you in this range. You will have more involved pre-production meetings, and the shoot will be meticulously planned. You’ll have a designated audio person, hair and makeup, full lighting, and a specialized director. For this price, you can get an actor to present as well. There will probably be a craft table, which is nice. The experience will make you feel big time and your final product will be polished. Music and motion graphics are a given.

My services typically fall into the last two categories; however, I’m happy to recommend someone for the first option if you need that.
So, How Much Should You Spend?

As much as you can. The video you make will be your calling card. It will sit on the front page of your website and likely be pinned to the top of your social media. People will decide if they want to meet you based on this video. It establishes your value. In fact, 87% of consumers in a recent survey said that the quality of a video influences their opinion of a brand. Make a good impression.

If you’re deciding what to spend on your business video, let’s have a conversation. I can get you there.

craig@colbyvision.net

Craig Colby is a television executive producer, producer, director, writer and story editor. He runs a storytelling consulting and production service.

Craig is also the author of the multiple award winning ALL CAPS: Stories That Justify an Outrageous Hat Collection.

by Craig Colby

So, you’ve finally decided to make videos for your business, like ninety per cent of your competitors do, and you’re wondering, “So, now what?” There are a lot of options out there, but I’ve got three examples of the first videos you should make.

Explain Your Business

This is the most basic, but also the most useful, video you can make for your business. Tell people what you do! Even better, if you’ve got some great visuals, show them. This is especially effective for businesses with a production process. If you don’t have that kind of business, some nice pictures of you at work will do, especially if you’ve been around for a while. Start with the early days and use pictures from the span of your career. This will show your experience without you having to say it.

Start with the problem you solve, then get into how you do it and why you’re great at it. If it seems simple, it is. That’s the point. Make it easy for people to understand why they should not just buy, but buy from you.

This video will live on the home page of your website. You can mail it out, pin it to the top of your social media page, and send it to potential clients. This is your workhorse, introducing you to people you haven’t met yet.

Explain Your “Why”

People need to buy goods and services, but they want to buy them from people. So, explain why you got into this business in the first place. Why do you stay in it? What do you love about it? What does success look like to you? This is a chance to connect with potential customers on a personal level. If they feel your passion, they’ll have an emotional reaction. That’s when you’ve got a ripe buyer.

This video goes on the “About” page of your website.

The Success Story

No child ever went to bed at night and said, “Can you read me some data?” We are programmed to respond to and remember stories. So, tell one of your success stories. When did you help a customer out of a jam? What job are you most proud of? Which customer’s feedback really touched your heart? These will give your future customers a concrete example of why they should work with you.

You can put this video on your “Testimonials” page.

Of course, you don’t have to stop here, but this is the best place to start. Since these videos will live on your website and introduce you and your business to people, they should look good. That means hiring a professional crew.

If these ideas interest you, let’s talk. I can get you there.