How to Produce a Professional Marketing Video that Generates Revenue Without Breaking the Bank  | RedPandas Digital
How to Produce a Professional Marketing Video that Generates Revenue Without Breaking the Bank

How to Produce a Professional Marketing Video that Generates Revenue Without Breaking the Bank 

Consumers watch on average 17 hours of video content every week. Your buyers are already watching video content, so video production should be sitting on your high priority list. You may have found that outsourcing video production to an external team can quite be quite costly, and you might miss out on the benefits of keeping your marketing inhouse. So, how can you keep your marketing in-house, not spend a fortune on camera equipment, and still output a professional video that helps you engage your audience and generate revenue? 

Consumers watch on average 17 hours of video content every week. Your buyers are already watching video content, so video production should be sitting on your high priority list. You may have found that outsourcing video production to an external team can quite be quite costly, and you might miss out on the benefits of keeping your marketing inhouse. So, how can you keep your marketing in-house, not spend a fortune on camera equipment, and still output a professional video that helps you engage your audience and generate revenue? 

At RedPandas we shoot a podcast every fortnight and release a video a day across social media. You can check out our podcasts here. 

As you can imagine, the people featured in these videos don’t have a lot of time under their belt. But somehow, they manage to perform in front of the camera, and somehow, we manage to publish professional videos every single day. 

The point is if we’ve managed to do it, you can too, and in this article, you’re going to learn from a team that’s in the thick of video production regularly.  

By the end of this article, you’ll know exactly how to make your videos look and feel professional without spending a fortune.  

Tip #1: Get Past the ‘Professional Video’ Misconception 

The common belief that effective website videos require a high budget is a misconception. In reality, it’s the educational value and the relevance of the content that truly matters, not the lavishness of the production.   

Viewers are primarily seeking videos that educate them, address their questions, and offer solutions, which can be achieved without significant financial outlay.  

On top of that, today’s audience often prefers authenticity over high-end production. For example, websites with user generated content results in 29% higher conversions than websites without it.  

User Generated Video Content is simply video that looks like it has been recorded by a buyer, as opposed to a member of your company. These videos, by nature, tend to look more raw and less professional.  

But they work better.   

We’re not telling you to start building UGC. We’re just proving the point that your videos don’t need to be high production quality to win deals.  

The point is that your primary focus should be on educating your buyer, not on producing a high-quality video.  

This focus on content quality over production quality is not just cost-effective but can also foster a stronger connection with the audience.  

Authentic, relatable videos have the power to engage viewers more effectively than polished but distant productions. 

By prioritising these elements over costly production, you can create effective videos that resonate with viewers and drive conversions, all without breaking the bank.  

In saying that, if you did want to make your videos look professional without breaking the bank, what equipment would you need for that? 

Tip #2: The Seven Video Production Equipment Essentials 

You don’t need tens of thousands of dollars in equipment to produce a high production quality video. Of course, the better equipment you get, the more professional your video will look, but it is possible to get a great looking video without breaking the bank.  

Seven equipment production essentials you should invest in include:  

  1. Camera 
  2. Tripod 
  3. Lighting kit 
  4. Backdrop 
  5. An external recorder 
  6. Lapel microphone 
  7. Shotgun microphone 

How Much Will This Cost Me? 

All in all, we recommend setting aside about $5,000 for this.  

For more info on our specific recommendations for these seven pieces of equipment, check out tour article on the 7 Video Production Equipment Essentials Your Business Would Need to produce a high quality video. 

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Tip #3: It’s About the Performance 

If you spend thousands of dollars on video production equipment but the person in front of the camera seems unconfident, doesn’t use their tone effectively, and gives a not-so-great performance overall, do you think your video will look professional?  

Probably not.  

And that’s why, it’s all about the performance.  

Just how your equipment and content needs to be solid, the delivery also matters.  

Here’s five tips to help you (or whoever will be in front of the camera) master their delivery:  

  • Tip #1: Tidy Up Yourself (& Your Surroundings): You should ask yourself three questions – have you dressed appropriately for the occasion, do you feel comfortable in what you’re wearing and how you look, and is there anything you should clean up or arrange before you turn on the camera  
  • Tip #2: Push Through Your Mistakes: When you have a conversation in every day life and you make a mistake, do you stop and start over? No, you keep going and brush over it. In video, you should do the same. You can either restate the word and continue, or use humour to acknolwedge the hiccup and continue  
  • Tip #3: Start with a Smile & Don’t Be Afraid to Use Your Hands: Before starting the video, put a smile on your face, and once the recording starts, hold it for a second or two. This will naturally enhance the approachability and friendliness of your tone and will set the tone for your video right from the start. On top of that, don’t be afraid to use your hands as you’re describing things – you don’t want to stand stiff and motionless, after all 
  • Tip #4: Create Video as Much as Possible: The more you stand (or sit) in front of a camera, the easier it gets. So do it again, and again and again. Over time, your videos will improve  
  • Tip #5: Know Your Audience & “Read the Room”: Think about the energy your audience requires and then emulate that energy in your video. For example, your audience might require a more serious tone, or they might need a friendlier approach 

If you want to learn more about these six tips, check out our article on how to be comfortable and likeable on camera. 

Tip #4: Focus on The Video 6  

There’s actually a video formula that can massively enhance the quality of your videos and slash your production time in half.  

This formula is known as ‘The Video 6.’ 

Remember, production equipment will only get you so far, and as you’ve discovered in the first tip, producing professional videos isn’t the only goal. You need to engage with your audience, and The Video 6 is exactly how you can do this.  

This isn’t just another set of vague guidelines but a proven, step-by-step strategy that brings structure to the chaos of video content creation.   

The Video 6 is made up of six high converting elements of marketing and sales videos, which includes:  

  • Teaser: The first 10 to 30 seconds of your video are crucial. This is your window to grab the viewer’s attention and give them a compelling reason to keep watching. A well-crafted teaser hints at the value they’ll gain by sticking around, making sure you hook them right from the start  
  • Logo Bumper: Following the teaser, the logo bumper serves as a brief branding moment. It’s not just about showing off your logo; it’s about setting a professional tone for your video. This short, motion graphic gives your video a polished look and feel, signaling to viewers that what they’re about to watch is high-quality and credible  
  • Intro: Different from the teaser, the intro is where you introduce yourself and the video’s topic more thoroughly. This is your chance to build a connection with your audience by sharing what the video will cover and why it matters to them. It’s about setting the stage and preparing viewers for the value they’re about to receive  
  • Segments: Breaking your video into segments helps maintain viewer interest and makes your content more digestible. By structuring your video into clear, concise parts, you not only keep viewers engaged but also improve their ability to recall the information later. Segments can be seen as chapters in a book, each one contributing to the overall story while standing strong on its own  
  • Call-to-Action (CTA): Every marketing and sales video should guide viewers towards a specific action. Whether it’s downloading a resource, visiting a webpage, or simply applying the information learned, your CTA is critical. It should be clear, compelling, and direct, telling viewers exactly what you want them to do next and why it’s in their best interest to do so  
  • Outro: The final element of The Video 6 is your outro, where you wrap up the video and leave viewers with a lasting impression. This is your chance to reinforce your message, encourage further engagement (like subscribing or commenting), and end on a high note. A memorable outro can turn a passive viewer into an active fan or follower  

If you want to learn exactly how you can use The Video 6 in your marketing and sales videos, check out our article below.  

Read: What is The Video 6 & How Can It Help You Create High Converting Marketing and Sales Videos?  

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Don’t Lose Sight of Your Main Objective 

meme about losing sight of main objective
Sometimes perfection can be found in the imperfect. If you get this meme, high-five.  

In the pursuit of creating the perfect video for your website, it’s easy to lose sight of what truly matters: educating your audience and answering their questions.   

Striving for flawless production quality often leads to videos that, while visually stunning, may not effectively address the needs and concerns of your buyers.  

The reality is viewers are more interested in the educational content of the video rather than its impeccable execution.  

A video that is slightly less polished but packed with valuable information and answers to common buyer questions is far more likely to resonate with and convert viewers. This approach shifts the focus from creating a visually perfect video to developing content that is genuinely helpful and informative.   

It’s about understanding and addressing the real issues that your buyers face, providing them with solutions, insights, and knowledge that they can’t easily find elsewhere.  

Moreover, this focus on education and problem-solving can often make up for any imperfections in the video. Minor flaws in production are easily overlooked when the viewer is engaged with and benefiting from the content. In fact, these small imperfections can add a layer of authenticity, making your brand more relatable and trustworthy.  

Obsessing over creating a perfect video can delay the production and release, causing you to miss timely opportunities to connect with your audience. Videos that address current trends, answer recent queries, or tap into ongoing conversations in your industry are more likely to engage viewers, even if they aren’t flawlessly produced.  

Aiming for perfection in your video content will slow you down. On the contrary, aiming to accurately answer customer questions quickly will get you producing more video content more quickly, which will ultimately help you get in front of your customers questions quicker than your competitors.   

But you can’t do that if you’re aiming for perfection. 

So, how can you produce videos that accurately answer your buyer’s questions? It all starts with following a marketing and sales framework known as ‘They Ask, You Answer.’ Want to learn more? Check out the article below.  

Read: Everything You Need to Know About ‘They Ask, You Answer.’ 

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