3 Questions Every Video Production Company SHOULD Ask You

There are three questions every serious video production company should ask you on your discovery call before they even think about giving you a quote.

If an agency vendor just takes your brief and sends over a price without challenging your strategy, or clarifying your goals, they aren't a partner; they’re a liability to your budget. And quite frankly, a waste of your time.

Here's how you can walk into your next discovery call prepared for the right questions, and vet your potential partner at the same time.

The first question video agencies should be asking you is: "Who specifically is this for, and why should they care right now?" This moves you away from a generic target audience answer, and forces you to think about what’s actually happening in your viewer's world. This matters because if you can't answer "why now," your video just becomes more noise in the onslaught of content your audience sees every day. You need a reason for them to pay attention, or you’re just wasting your production budget.

Question two: "What needs to happen after someone watches this?" Basically, what do we want our target audience to do next? It forces you to get clear on the specific action you want them to take once the video ends. This is vital because if you can't define the next step, you can't measure the ROI when your stakeholders ask for it. And the video agency can’t produce creative that drives that specific action.

And question three: "How many ways do you want to use this?”. This question is about distribution. It shifts the conversation from a one-off asset to content that scales across your channels. This matters because these days, in B2B, your budget has to work harder than ever. You shouldn't be paying for a one-off asset; you should be paying for an asset (or assets) that can truly be leveraged in more places than one.

Arriving with these answers makes you the most prepared person in the room, and if the agency doesn't ask them? Well, you now know they were never the right partner to begin with.

Being able to answer these three questions is the first step toward a high-performing video engine.

To see how the rest of your video strategy stacks up against peers or competitors in your industry, take our B2B Video Benchmark Assessment. It only takes three minutes to complete and gives you a tailored benchmark score, along immediate guidance on how to strengthen your video approach. The link to that is in the post above or the description below.