As a video production company owner, it would be in my best interest to convince you to hire me – no matter what.

However, I’m not going to do that.

I truly believe there are specific situations when you should hire a video production company for video content, and there are times when you should just do it yourself.

So how then, do you know whether to hire a video team or not?

First, let’s ask, do you even want to spend time making videos yourself?

If this process is something you hate, then you should hire a video production company for everything.

With me so far?

But what if you have an interest in creating video content on your own?

Do you have ANY need for a video production company at all?

It honestly depends on where your audience is in your sales funnel.

Simply put, how ready are they to buy from you?

Your video content serves a different purpose at each individual stage of the funnel, and some stages require better quality video than others.

In some stages, you can definitely get away with a “Do it yourself” approach to video.

However, when higher video production quality is required, it should be done by a professional.

So, let’s look at this in detail.

Video Sales Funnel: Stage One

At the top of your sales funnel, you’re dealing with people who don’t know you and/or aren’t ready to make a purchase.

However, they have a growing interest in your product/service.

At this point, all you need to do is educate them.

Simple 1-2 minute videos work best. Teach simple tips and concepts.

Facebook Live, Linkedin Live, and Youtube Vlogs are all good examples of this.

You don’t need super high production value here (although it helps) and if you have an interest in making your own videos, this is the place to do it.

At this stage, you don’t need to hire a video production company.

Your focus is to publish content consistently, and add value.

I would still consult an expert on how to produce a high standard of video, with proper lighting and audio.

Video Sales Funnel: Stage Two

Now people have taken an interest in your brand. They like what they’ve heard from you, and are actually more interested in buying your product.

This stage also includes people who are fully ready to buy a product or service offered by you or your competitors but just haven’t decided on who yet.

They haven’t chosen you, because they don’t know you well enough yet. They want to assess multiple options and pick the best one.

But they will scope out your website – and this is the time to hit them with a great quality promotional video!

This video needs to look good, and come across as professional as possible!

So don’t go amateur with this one.

You may lose your client if your video has bad audio, bad lighting, or an unclear message.

For your main website promotional video, hire a video production company.

And more than that, make sure you hire a video team that knows storytelling!

The video needs to tell a compelling story, and one that your client can actually relate to.

Most people at this stage, make a video where they brag about themselves and how fantastic they are.

This doesn’t often convert.

You need to make your ideal client the main focus of your video.

If you do that, you might be the only one in your industry putting the client first in your marketing.

Regardless, it’s a much better approach.

One small startup venture went higher budget with their video, and ended generating half a million dollars in sales with just one video! (Link here to case study)

Put time, effort, and budget into your video at this stage, and it will convert!

Video Sales Funnel: Stage Three

This is the last stage of the funnel, and it’s reserved for warm prospects, and people on the fence about buying from you. Perhaps they’ve narrowed it down to you and one other company. Or perhaps it’s only you, they want to buy from, but they have a reservation of some kind.

Typically that reservation is a feeling of not enough time or not enough money.

It’s often motivated by a scarcity mentality.

Great news, you can use video at this stage to help them overcome this fear.

Testimonial videos are the best for this.

A great testimonial video consists of a past client (who used to be in their position), talking about the transformation they’ve had with your brand.

Your new potential clients really need to hear this!

They need to hear that they are making the right decision, from someone who’s been there.

Great storytelling here will work wonders for you.

The problem is, the average person (giving the testimonial) is not an expert storyteller, to begin with, and not knowledgeable in story architecture.

So, what do they do?

They usually end up blabbing.

But a good video production company will be an expert at storytelling, and they can help your testimonial subject narrate the story properly.

That way you’ll get a story that compels and motivates your fence-sitter to courageously take the next step and BUY.

So, for this stage, you’ll definitely want to hire a video production company, that can make great testimonial videos.

They’ll be able to make a huge difference in the quality and storytelling of your video.

Most importantly, they’ll make it relatable to your new ideal client.

Here’s an example of a great testimonial video, specific to Executive Assistants that book business travel for their company: