Video Marketing Production Services
Integrating video-based content into your marketing mix is easier and more affordable than you may think.
What buyers do before they contact anyone
Many buyers have already made a provisional judgment before they even contact you.
They've looked you up, read enough to get a sense of who you are, and then went searching for content that lets them hear how you think.
That may be a podcast appearance, an interview with a senior manager talking through a client problem, or even a voiceover of a product walkthrough.
Buyers probably wouldn't describe what they're doing as "research." They're trying to get a feel for whether the people behind the website - and therefore the brand - are people they can trust, and are the same people they'd be dealing with during and after the sale.
The problem for a lot of businesses is that this is happening constantly, invisibly, and the absence of quality and relevant video content is itself an answer to the question the buyer was quietly asking.
Closing the Credibility Gap for Small Businesses
Many small businesses still treat video content as aspirational and out of reach.
Waiting for everything to be perfect, for margins to be healthy and having budget to spare, means being overtaken by the competition and playing catchup forever.
For a many B2B buyers, video is the primary channel through which they decide whether to trust a brand before agreeing to speak with them.
Around 72% of B2B buyers report a brand's video content directly influences their shortlisting decisions. The shortlist, mind you, not the final decision. Which means a business without credible video content is being filtered out before the conversation starts.
Video persuades when other formats explain
There's an effect in Cognitive Psychology known as processing fluency, about how the ease with which information is processed directly shapes how credible that information feels to the person receiving it.
Video, when well-produced and clearly structured, reduces cognitive friction in ways that written copy simply can't replicate. A founder explaining their business goals and methodology on camera communicates totally differently than text described in a paragraph. Credibility jumps off the scale with video (real video - not AI slop) compared to text.
For B2B businesses competing against larger brands, that signal value is disproportionately advantageous. Organizational size and production quality are difficult to separate in a buyer's mind when watching a video. Even a modest-sized business can hold its own with much larger competitors with well-produced, relevant video content.
The 'buying committee' problem
Most small business sales efforts are designed around a single decision-maker. The reality of B2B purchasing increasingly isn't. Research from Wyzowl discovered that over 80% of people have been convinced to buy a product or service after watching a brand's video.
Part of why that number is so high is that video travels internally through organizations in ways that written collateral rarely does. The internal "champion" who first found us can share a two-minute video with the four colleagues that need to be part of the buying process. As a result, our case makes it into the Boardroom intact, at the right pace, delivered by us - in our words - rather than paraphrased by someone who half-remembers a PDF they skimmed through last Tuesday.
The translation layer between initial interest and internal consensus is where a lot of B2B deals quietly die. Adding video content to your sales arsenal removes it.
Businesses that treat video as 'the icing on the cake' tend to find other priorities never quite go away. The brands that build video into how they market, sell, and support their customers from early on tend to look, and operate, like businesses that have been doing this longer than they have.
Video's Too Important To Cosplay It
"But anything's better than nothing, right? Something that's raw, that's "warts-and-all", shows authenticity, doesn't it?"
Nope.
Generic scripting, poor production, or visibly reading from notes on a screen communicate something to the buyer, but not what we're thinking.
Yes, good video is more expensive to produce than bad video, since it takes time and experience to create. But thinking of production costs as the main variable ignores what the lack of any video (or poorly produced video) has already been costing them.
That's a harder number to put on a spreadsheet, which is probably why it rarely makes it into a senior management conversation.
The businesses getting this right aren't necessarily the ones with the biggest budgets, more the ones who knew what they wanted to say before a camera got involved.
Gemar Lezeau
“KEXINO was amazing from the very start of us working together. They created my logo, designed an AMAZING website for me & worked tirelessly with me to design a marketing/advertising campaign to grow my business.
Gee and his team are intelligent and extremely detailed in their approach and I am so proud to be a client.”
Video Production Made Easy
Where do you start? That’s easy – you leave it to us!
Based upon your corporate, sales and marketing objectives, we handle the entire project.
From planning & logistics, scripting, filming, sound and subtitling, to editing, visual-effects and post-production. We even SEO the final video for optimal search visibility.
The result is a unique, powerful, cost-effective tool that adds to your marketing collateral.