Video production studio with 3 softbox lights prepared for a business video production shoot.
“68% of marketers say video has a better return on investment than Google Ads.”

The above statistic demonstrates the importance of video production for marketing purposes. Video production is a key element in business marketing because it is cost-effective and can generate more profit than Google Ads. Furthermore, it can help to achieve alternative company goals and objectives.

However, it’s no secret video production has a wide range of uses for any company. Video can help market and sell a product, it can drive traffic to the company website, improve employee recruitment campaigns or even just make people laugh. There are a variety of ways videos can be used in marketing a product or business.

To be successful in your video production efforts, you will need to consider the many critical aspects of the video production process and how they relate to your company’s needs.

This article will provide an overview of how business video production can be helpful and how to navigate the process.



Interview style business video production shoot. Great for customer testimonial gathering and creating background story videos.

What Is Video Production?

Video production is the process of creating video content. Video content can be anything from a single scene to a full-length movie, and it covers several different types of productions such as:

  • Commercials
  • Films
  • Web-shows
  • Promos
  • Animation

How Video Benefits Your Business

Video is one of the most powerful marketing tools you can use for your business. Video production lets you tell the story behind your company in a way that nothing else can.

You have to tell people how great your business is in order to become successful and profitable, but video production allows for communicating different aspects of your company far better than talk or written word.

Some of the many benefits video marketing offers for businesses include:

Helping Generate Traffic

Without traffic to your website, you don’t have any business. Video production can help you bring in more visitors and get them excited about doing business with you. A well-made video will easily catch a viewer’s eye and keep them watching, which gives you time to explain your company’s product or service in detail. Even if you still need a website designed for your business, it never hurts to start thinking of how video could be a great addition to your online presence.

Video Production Can Make Your Business Go Viral

“Going viral” is all anyone wants nowadays. If you can get your video to go viral, it will be seen by millions of people, and you’ll see tons of new clients coming your way.

Anytime the words “going viral” is thrown around, good things are bound to happen. Viral videos are essentially adverts that can be placed on websites or even other videos. Video production gives businesses the potential to create these viral ads.

Video Builds Trust and Credibility

The human brain reacts strongly when it sees something live. Your video’s presence proves your company’s reputation and demonstrates that you are serious about your business.

Video is the most effective tool for bringing people in and keeping them interested, so use it to your advantage and don’t let it go to waste! Use video production in a way that highlights how great your company really is.

Promote Your Business

Video marketing is a great way to promote your big or small business. Your potential customers will be more likely to choose your company name over others that lack video. If they see one or two of your videos, they’ll have an easier time choosing you over other companies with no video at all.

For example

A customer is trying to decide between two companies that make the same product. The customer goes to a website, and on one of the sites, they see a video about their company’s process for manufacturing, but the other side doesn’t have any videos. Seeing how visually appealing your video is might push them toward choosing you over the competition.


Video production can help your company’s personality shine through. People like to see a company with a fun personality, and they prefer companies that have something unique about their business or products.

Lead Generation

Lead generation is simply the process of getting people’s contact information. If you are trying to sell a product or service, chances are you will need to collect some information from your customer.

Video production allows you to do this by giving your viewers useful information in an attractive medium, which in return makes them more likely to provide you with their email so they can continue receiving updates on your company or what you have to offer.

A video is a great way to generate leads on your website. With a quality web video, you will find that people are willing to pass the link along and post it on social media, which can produce quite a few leads.


Finally, video production has the power to help you convert more leads into sales. A video can be an excellent tool for converting customers. If used correctly, it will push many potential leads away from your competition.

How Does Video Production for Business Works?


Most of the work is done before shooting begins. During pre-production, you should have a plan in mind for what kind of video you want to make and how it will be conveyed through editing and visual effects. Take the time to plan a script and storyboard your video. Before you start production, you should have a good idea of how the final product will look. The script and storyboard will help your production team be efficient with their time. Spending adequate time in pre-production can save you hundreds or even thousands of dollars in production costs.


During production, you will begin shooting the video segments you will need for your final product. This isn’t always completed in sequential order. The workflow should be structured to gather the necessary footage in the least amount of time. Remember, production time is often the most expensive portion of the whole process (unless your project requires extensive post-production, animation, or special effects). Be sure to adequately prepare ahead of time to reduce the cost during the production phase.

Video editing software being used to produce a business marketing video.


The most important step, and ultimately the part of the production process that will make or break your videos. Post-production encompasses editing, animation, visual effects, and overall presentation.

This is when you can use your pre-production information & production footage to develop a stunning professional video. Your goal should be to present your company in a way that best highlights its strengths.

How to Start a Video Production?

Start With the Goal in Mind

First, you’ll need to consider why your company wants to make a video. Is the goal just to promote the organization and its products or services? Or is there something more specific that you’re trying to achieve here? Figuring out your company’s goals before diving into production will help you make a better video.

Know Your Target Audience

No matter what your goal is with video production, figuring out who you’re trying to reach will help you decide where to put your efforts.

With a little bit of digging into the demographics and psychology of your target audience, you should be able to narrow down groups that are most likely to see or care about your video.

Align Video to the Sales Funnel

The sales funnel is a common way of thinking about how leads turn into customers. Typically, It starts with acquiring a lead (such as someone’s email or phone number through a form), then they become “aware” of your product because you have some advertisements, and finally, they are converted to customers through your sales process. Video production can help in all three steps, but it is especially effective in the conversion phase.

Create Interesting, Quality Content

Video production will be useless if your video is boring, has poor lighting, or fails to deliver on the promise of what it was supposed to be. You’ll need a solid script and a clear vision for your video going into the production process. You’ll also want to have an eye for editing and sound design, so that you’re able to produce a finished product that people want to watch.

Don’t Forget Your CTA (Call-to-Action)

No matter how great your video is, you’re not going to get many people to convert without a clear call-to-action at the end of it.

Many businesses make the mistake of thinking that their video production will be successful if they produce good content – but that’s only half true. You’ll need both quality content and a clear call to action. Make it clear what you would like viewers to do with the information your video provides.

Test and Measure All Your Videos

Optimizing the success of your marketing campaign is a process that requires trial and error. You will never know how well your video performs unless you test it with an audience to see how it resonates. You should also measure how successful your campaigns are.

Metrics should include:

  • Production costs.
  • The time it takes for a viewer to complete the video from start to finish.
  • The number of people who share the video.
  • The quality of interaction on social media.
  • Return on ad spending

Search Engine Optimization Matters

Search engine optimization, or SEO, can make the difference between hundreds of views and thousands of views for your business videos.

Optimize your video content to generate more traffic, boost organic rankings, and increase people’s time watching your video.

Avoid common mistakes with these tips:

●       Include keywords in your video’s title and description.

●       Use keywords when naming different file formats (e.g. “Oscar PSA 2012” rather than just “Oscar”).

●       Include a call to action at the end of the video.

●       Use a short introductory sentence or phrase before each clip.

●       Provide written transcription of any audio or video.

Ready to film a video?

Video camera with monitor prepared for a live production.

7 Proven Tips for Business Video Production

1. Introduce Yourself and Explain What You Do

People want to know who they are watching on the screen, and this is especially important if you are using video as a means of advertising. The opening of your video should clearly explain what you do and why people should care about it.

2. Highlight Social Proof

People like to see that others are already using your product or that others have done what you encourage them to do. Remember that you want your prospects to do something, and social proof helps make them feel like they should.

3. Empower Your Experts to Educate Your Audience

The people you have on camera can be very powerful in guiding your audience to the conclusion you want them to reach. If you promote a product or service, let experts tell your audience what makes it special and why they should buy it.

If you educate your audience about an important topic, have experts in that area do all or most of the talking and teach them everything they need to know.

This will make it very easy for your viewers to soak up the information and come away from the video convinced of what you want them to believe about that topic.

4. Share Your Origin History

People love stories, and people who have a great story to tell are always more interesting than someone without a great story. If you can share your company’s origin story in a compelling way, with minimal fluff and maximum substance, then you will be able to create an interesting video that will hold the attention of your audience.

Your business video production team should take the necessary time to be sure that your company’s origin story is fully developed. Be sure to tell a complete story with a beginning, middle, and end.

Don’t just stick a few quick clips together and call it an origin story; there is much more to these videos than simply stringing together a few clips of the company’s history.

The goal is to tell your audience a complete story and then give them some reason that they should care about it. You must connect with them emotionally so that they will want to believe what you are telling them in the video.

5. Be Mindful of Background Noise

If your video production will be shot in an office environment or some other setting where there is likely to be a lot of background noise, you need to pay careful attention to that aspect of the recording. Background noise really distracts from whatever message you are trying to convey in your video.

The best way to minimize the impact of background noise is to avoid shooting video in an environment with a lot of noise. It also helps to ask everyone who might be talking in the video to keep their voices down as much as possible, especially if they will be speaking near a microphone.

Your business video production team should be able to find a quiet place for all or part of your video recording, but if they can’t, then you should consider using some audio processing software that will eliminate the background noise.

6. Hold the Shot and Keep It Uniform

Your audience is not going to like watching a video where the camera is bobbing and shaking all over the place, or that makes them feel queasy because it moves around too much.

The fact is that most people don’t want to watch videos where they have to work to keep their balance, and this is particularly true when you are trying to say something important to them.

The best way to deal with shaky video is to pay careful attention to how your camera work is done and ensure that the shots are stable and smooth. Your business video production team should be aware of this, but it never hurts to have a second set of eyes on the project.

If your video is going to be shot handheld, you may need to consider using some stabilizer to keep it as smooth and steady as possible.

7. Avoid Shadows and Overly Bright Light

Lighting is an important aspect of video production, but it is especially crucial to get the lighting right if you are doing a business video production.

When your company’s business video production team shoots an interview-style shot, they need to ensure that there is no overly bright light directly in the camera’s line of sight. This results in the person being filmed looking washed out and underwhelming.

Purpose of Video Production Business


Video can produce more awareness & focus on your product and/or service. One great thing about videos is that people will want to watch it again and again.


  • Video Blogs
  • Short Features & Profiles
  • Explainer Videos
  • Casual Social Media Videos
  • Produced Social Media Videos


Video can help to increase consideration for your products and/or services. A great way to do this is by answering questions in videos that viewers would have.

Video production is a potent tool for making sales, especially if you know how to use it.


  • Virtual Tours
  • Comparison or Contrasting Videos
  • Product Videos
  • Demo Videos
  • Targeted Portion of an About Us Video


Video can help you make decisions about your product and/or service. Sometimes people want to see the product in action if they were going to purchase it. Most often, this is captured by video production companies filming a demo of the product for sale.


  • Testimonials
  • Welcome Message
  • How-To Videos
  • Culture Videos
  • Video Case Studies
  • Full-Length Product Demo

An image of the 608 Media Productions logo, a media production company in Madison, WI.

Hire the Best Video Production Company in Madison, WI

Video production for business marketing is not a one-size-fits-all solution. Your video needs to be tailored to the specific needs of your business, and our team can help you do that.

At 608 Media Productions, we specialize in helping businesses create videos from scratch or editing existing footage into something more compelling. Contact us today if you want professional advice on how to leverage this powerful content marketing tool!