How Marketing Agencies Can Dominate Video Marketing in 2018
Key Takeaways
- Start with a video assessment to figure out what is working, what is not, and what can be improved
- Use bullet points instead of full scripts to sound natural and communicate personality
- Start with equipment you already have - affordability matters more than fancy gear
- Create 80% videos that answer common business questions to save time and build relationships
- Incorporate video email signatures and teaser videos to increase engagement
George B. Thomas from The Sales Lion joins the Agency Journey podcast to share how agencies can capitalize on the growing demand for video marketing and build a profitable video practice.
Start with a Video Assessment
Before creating any content, George recommends conducting a video assessment. This involves evaluating what video content already exists, what is performing well, and where the biggest gaps are. Having a clear picture of the starting point makes it much easier to develop a strategy that moves the needle.
For agencies, this assessment process can also be a valuable client service. Offering a paid video audit gives clients a roadmap and positions the agency as the team to execute it.
Equipment and Production
One of the biggest barriers to video is the perception that you need expensive equipment. George pushes back hard on this. Most agencies and their clients already have everything they need to start - a smartphone, decent lighting, and a quiet room. The content and delivery matter far more than production quality.
As the practice matures, agencies can invest in better gear. But waiting for perfect equipment is just an excuse to avoid getting started.
The 80% Video Strategy
George introduces the concept of “80% videos” - short videos that answer the questions your team gets asked over and over. Rather than writing the same email ten times, record a quick video that answers the question once and share the link.
These videos serve multiple purposes: they save the team time, they create a library of helpful content, and they demonstrate expertise to prospects and clients. They do not need to be polished or scripted - authenticity is the goal.
Scripting vs. Bullet Points
When it comes to on-camera delivery, George strongly recommends bullet points over full scripts. Reading from a script makes people sound robotic and disconnected. Bullet points give enough structure to stay on topic while allowing natural personality to come through.
This approach takes practice, but the result is video content that feels genuine and connects with viewers on a human level. That authenticity is what builds trust and drives engagement.
Video Email Signatures and Teasers
A simple but effective tactic George shares is adding video to email signatures. A short introduction video in every email gives recipients a chance to see and hear from you before ever meeting in person. It creates a personal connection that text alone cannot achieve.
Teaser videos - short clips that preview longer content - are another engagement tool that agencies can use for themselves and recommend to clients. They work especially well on social media and in nurturing sequences.