More and more businesses are realising the opportunity that video presents – and we’re all for it. It’s a powerful tool that can expand your company’s reach and presence and most importantly, generate new business leads. It also makes it easier to communicate with your customers, but if you think this means that videos are easy to produce, think again.A lot of effort goes into making a video look and sound great and help you reach your target audience. We understand the pressure that comes with embracing new marketing strategies, but video should form part of your marketing approach to retain and attract customers. Research from HubSpot shows that over 50% of consumers want to see more video content from a brand or business they support. All the more reason to bring a video production agency on board. So, what makes a video agency great? Let’s take a look.Good planningBe wary of anyone who wants to get your video recorded right away. Before you can power up a camera and shoot, you need to have a plan. a good plan requires good research. That’s why we make it our business to fully understand the following in our planning process: your business objectives, target audience, stakeholders, competitors and wider marketing goals. Our research is thorough and will involve many questions. Trust us, we’ve been around the block a few times and have come to learn that it pays to ask a lot of questions upfront. This means that we’re on the same page from the start and allow us to plan a successful video strategy for your company. So, what’s next? Creating a brilliant videoThis is where the magic happens – where the video production team should create brilliant video assets for your company from start to finish. In fact, a great agency should also set out a project schedule for you so that you know when and where things are happening through the lifecycle of your project. A seamless production service from end-to-end wouldn’t hurt either. We have a unique advantage in that our video team is part of a larger communications agency, meaning we have plenty of in-house skills like scriptwriters, PR specialists, animators and designers to draw on. So, all aspects of your video production would be manged in house. Bring in the loud-hailersA good agency will produce a good video but a truly great one will consider the amplification phase as well. At TopLine, we discuss this with clients right at the beginning, during the planning stage. We use PR, search, social, your website, physical video cards, events, partnerships and even email to reach your target audience.‘There’s no good idea that can’t be improved on’A great video agency will do everything in its power to ensure that you get the best return on your investment, which is why setting KPIs in the planning phase is so important. Our video production team creates a feedback loop to consistently measure results and improve upon them.It should be evident by our recommended methods above that we practise what we preach. We truly believe that video should be central to your marketing strategy and that video content should be fully aligned with your overall marketing objectives.We know that every video we produce needs to meet a purpose – whether that’s to generate leads, increase website conversions, attract the best talent, wow your viewers, or simplify a complex product or concept.As a leading video production agency that’s made over 1,000 videos, we’ve designed a process that works to ensure we always leave our clients delighted. We’ve worked with television broadcasters (such as ITV and CNBC), global organisations (such as Cisco and the Financial Times) and SMEs that have never commissioned a video company.If you’re looking for a video company that will help you inspire your viewers and achieve your business’s ambitions, get in touch with our head of production, Jamie.