Video production for marketing agencies isn’t easy.
That’s why the parts of it that are easy can feel so beguiling.
Before they switch to outsourced video production, many agencies try building out their own media production department. That’s a big commitment, and it usually starts with major investments: hiring, software, training, equipment, and much more. Then, the long march to productivity begins.
When that’s how the situation looks, it’s easy to get focused on the factors you can directly control. Quality of equipment is a lever you can pull. Software is a lever you can pull. Those are both highly visible things that can produce what look like immediate results in terms of your video quality.
Tempting as that low-hanging fruit is, it’s rarely the real problem.
Sometimes, the visible factor really can move you toward your goals. In most cases, though, you have to look deeper. When it comes to marketing agencies, Tampa has plenty of options, but clients don’t compare them on the basis of their cameras or their editing software. They look for results.
That doesn’t mean every video marketing campaign has to be a smash hit. What it does mean is that when your clients need video to feed their digital properties, they want to be sure they will be on your to-do list, working through the process, and receiving footage in a timely manner.
Lots of marketing agencies, advertising agencies, and social media agencies rack up some early wins after they bolt an internal media production department onto their workflow. But those early wins can dry up when all of your regular clients see what you have to offer and decide they want a try.
At first, you get exactly what you want:
- Clients have a fresh reason to get interested in what you have to offer.
- Your schedule fills up, and video projects start coming together quickly.
- You expand your portfolio with offerings that sell at a healthy margin.
But then, things start to go haywire.
Most Central Florida marketing agencies pick up video marketing in response to client demand. But when they roll out their video production services, the honeymoon period doesn’t last. Equipment is only the beginning: a video marketing department needs the right processes in place to keep work flowing.
In the end, it’s project management, not technical tools, that makes the difference.
It’s not unusual for a marketing agency to enjoy success in the first few months of in-house video, only to find out later that its demands are a drag on the business. That’s especially true if you want to capture your clients in the most authentic ways possible by doing on-site video and photo shoots.
Like many other businesses, agencies can feel like they’re meeting client needs with huge momentum … only to find that reliable production support becomes the real bottleneck to growth. That can leave them stuck, seeing what needs to be done but not able to arrange all the pieces fast and capture demand.
What Matters Most in Video Production for Marketing Agencies?
It’s not about gear. It’s not even about having an in-house team.
It’s about having the right partnerships to confidently scale up and meet demand.
You can spend months or even years deciding exactly how a video marketing offering should work. Once you’ve spread the word, though, the rubber meets the road. Minor oversights that look like growing pains from your side can feel monumental for your clients, who expect your videos to be as good as everything else you do.
Consistency is the key. And that kind of consistency doesn’t have to come from a full-time employee.
You can confidently offer video, podcasts, drone footage, and other media without adding overhead.
Here’s how successful agencies are doing it:
- Determine what media production services you want to offer to your clients.
- Find a local media production partner that can meet your needs seamlessly.
- Ask the right questions and get the right proof before making an agreement.
- Connect their workflow to your own in a way that saves you time and money.
Point #1 is easy. You know that you need social media-ready videos that help your clients meet their customers exactly where they are online. You need crisp visuals, high-quality audio, and the right formatting for optimized visibility. If you want more details, your existing clients are probably clamoring to give them to you.
Point #4 can be easy. When a company specializes in video production for marketing agencies, it has to master the hand-off. When you evaluate potential partners, look for streamlined and simple processes through the full value chain: placing orders, receiving footage, sending feedback, and verifying the final product.
That leaves the steps in the middle. And that’s where the magic happens in third-party partnerships.
When you’re looking for a media production partner, expect just about everyone to come out of the woodwork as if they’re the answer you’ve been waiting for. Some will be established media production firms. Others may be solo freelancers or moonlighters looking for opportunities to break into video production professionally.
So, agencies need a manifesto to clarify exactly what a partner should offer before you sign on the dotted line.
Once that’s taken care of, everything becomes much easier.
In fact, you can be rolling with full-scale video production in a matter of days or weeks without new headcount.
Your Checklist for an Outsourced Video Production Partner
You don’t want just any media production vendor. You want the one that makes sense for you.
Here’s how to know without wasting your time. Look for the features that make your job easier:
1. Local Tampa and DeLand Production Team
A local team means you can get photos and video shot on-site without having to pay mysterious travel costs. Not only should your team have personnel, but also the facilities to back them up – for example, podcast studios Tampa agencies can rely on for flawless audio and a comfortable client experience.
2. Marketing-First Mindset
Your team should understand the assignment by knowing what it’s actually for. It’s all too easy for media to get bogged down in artistry or technical wizardry without asking the core questions: what audience is this for, how does it relate to business objectives, and what approach to it will actually drive trust?
3. Video and Podcast Production
Videos are top of mind for most marketing agencies, but podcasts are winning mindshare among clients who want to be understood as thought leaders in their field. A video-first approach to podcast production means a single day of work can extend a brand’s reach on video platforms like YouTube and popular audio platforms.
4. FAA-Licensed Drone Operators
Tampa Bay is beautiful, and drone footage enables you to harness that for uniquely magnetic branded content. But here’s the problem: Tampa International Airport is right there, and you need FAA-licensed operators who’ll stay within the lines while still getting gorgeous results. Your media production partner should have them.
5. Fully Insured with COIs Available
From weather delays to equipment failures, things can go wrong – and you don’t have to be on the hook when they do. This is especially crucial when you’ve got contractors on site. If they slip and fall, who foots the bill? A fully insured team (with all the documentation) gives you the peace of mind you deserve.
6. Plug-and-Play Production Scopes
When you want a job done, you shouldn’t have to build the scope of work from scratch. Look for these two options that will meet 95% of your needs: Shoot-only services (crew and equipment do their thing and raw footage goes to you) or full-service shoot and edit.
Video Production for Marketing Agencies Doesn’t Mean DIY
There are two ways most marketing agencies, ad agencies, and social media agencies see video go wrong:
- It becomes a mystery: Your vendor goes out of their way to make video seem complicated.
- It becomes a slog: You’re doing it yourself instead, but it feels like reinventing the wheel.
The alternative you really want: reliable, repeatable video and podcast production from a team that knows where you’re coming from, backed by processes that help you make more money and keep clients happier.
It really can be that easy. You stay in the driver’s seat, and a crew that already does it all rides shotgun.
Intrigued? Contact Paper Jacket to find out more or get started.