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B2B Myth of the Week: Video Content Is Too Expensive

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video content for b2b brands

“We can’t afford to do video.”

“A video guy is going to be too expensive.”

“Who’s going to write it? Who’s going to edit it?”

Lots of questions start to swirl around when you talk about B2B video content. But video is actually not as complicated as it used to be. And if you partner with the right vendors or agency, you can get a high-quality piece of content that suits your budget.

So What’s the Best Way to Get Started on Video Content for B2B Brands?

If you have no idea where to begin or don’t have the resources to commit to exploring your options, a B2B marketing agency can help evaluate and negotiate with illustrators, video producers, editors, and online video resources that do it all. Whether or not you use an agency, here’s what you’ll need to do first.

  1. Know Your Purpose. What is the goal of your video? Lots of B2B brands know that they “must have a video” and create one just to put an X in a box. But you need to take a step back and think about why you need a video. Perhaps you need an educational video series to build credibility in your industry. Or a simple explainer video to educate about the use or installation of a specific product. Maybe you want a polished brand video to put on your homepage. Knowing your purpose and the story you want to tell will help you with the very important next step…
  2. Set a Definitive Budget. The simple way to avoid being overwhelmed by the cost of video is to include it in your marketing budget from the beginning. It seems like common sense. But a lot of companies skip this part. Can you only spend $2,000? Or can you spare $10,000? Different price points get you very different types of videos and levels of quality. Knowing your budget will allow you or your agency to select the right video partners.
  3. Evaluate Quality vs. Cost. When determining who to partner with, obviously cost is a consideration. If your budget is only a few thousand dollars, you’ll likely need to go with an online vendor instead of having a professional shoot. But quality can be questionable. Make sure you look at value instead of going with the cheapest option. Ask yourself: “What level of quality, speed, and service am I getting for the price?” It takes a lot of research to find the right fit. So if you choose not to hire a marketing agency, make sure you have someone in-house who can devote a significant amount of time to weighing quality vs. cost.
  4. Don’t Skip the Script. Know exactly what you want to say and show in your video. Don’t “wing it.” A script and/or storyboard will help guide you along right from the drawing board. While it’s not something that directly affects your budget, it will keep everyone involved on track to produce more quickly and efficiently. This will help you spend less time (and money) in the editing room.

Creating video content for B2B brands is almost a necessity in 2018. And there are certainly many affordable options out there. The most important thing is to do it right, building trust in your brand and ultimately boosting ROI. Follow the steps above, and you’ll be a few steps ahead of your competitors.

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