Building a Video Business That Lasts | Creatives Grab Coffee 85
In a recent episode of the podcast Creatives Grab Coffee, I had the opportunity to sit down with hosts Daria Nuri and Kierol Lazarov from Lapse Productions to discuss my journey in the video production industry. As the founder of Dream Engine, a Melbourne-based video production company, I’ve spent over 20 years refining my craft and building a successful business. During our conversation, I shared insights into the strategies and principles that have helped me grow, covering everything from generating leads and client retention to strategic networking and crafting compelling offers. This blog post captures the key takeaways from our discussion—ideas that I believe can help other video production professionals thrive.
1. Build a Strong Foundation for a Video Production Business
One of the biggest mistakes many video producers make is skipping crucial foundational steps. Many people fall into video production organically—starting as freelancers, picking up work through word of mouth, and eventually running a production company. However, this lack of structured planning often leads to inefficiencies.
To avoid this pitfall, I recommend establishing a solid foundation:
Defining a brand clearly
Identifying the target market
Optimising the website for conversions
Developing a repeatable workflow
2. Develop a Marketing System That Works
I emphasise the importance of creating a well-defined marketing system. Many video producers rely too heavily on referrals and word of mouth, which can result in inconsistent work. Instead, I suggest implementing a structured approach to lead generation:
Identifying a core service offering that converts well
Creating compelling messaging that speaks directly to potential clients
Using a mix of inbound (content marketing, SEO, social media) and outbound (email outreach, networking) strategies
Developing a process for converting inquiries into paying clients
3. Refine Core Video Offerings
While video production is often highly customized, I have found that successful video companies tend to offer a set of structured services. For example, at Dream Engine, many of our projects fall into common formats—such as half-day shoots with a full-day edit or two-day shoots with a four-day edit.
By defining these offerings, video producers can:
Streamline pricing and proposals
Make it easier for clients to understand what they’re buying
Create scalable services that can be sold repeatedly
4. Understand Different Client Segments
Not all clients are the same. I categorize my clients into three key segments:
Small Business Owners – These clients need guidance and strategy in addition to video production.
Agencies – Often looking for white-label services or partnerships for larger projects.
Corporates & Government – Typically marketing or internal communications teams that have clear objectives and budgets.
Understanding these client segments allows for better targeting, tailored messaging, and improved client relationships.
5. Master the Art of Client Retention
One of the easiest ways to grow a video production business is by keeping existing clients happy and encouraging repeat business. Many video producers focus too much on acquiring new clients and not enough on nurturing current relationships.
To improve client retention:
Staying in touch with clients through email updates and LinkedIn
Offering strategic recommendations for future projects
Providing an outstanding experience that makes clients want to return
Asking satisfied clients for referrals
6. Be Proactive, Not Just Reactive
A common struggle in the video production industry is the tendency to wait for leads rather than actively seeking new business. While word-of-mouth leads are valuable, successful producers also engage in proactive outreach.
Effective proactive strategies include:
Attending networking events and industry meetups
Building relationships with marketing and advertising professionals
Regularly posting on LinkedIn to stay visible
Educating potential clients through content marketing
7. Find the Right Networking Opportunities
Networking can be an incredibly effective way to grow a video business—if done correctly. I have experimented with different networking approaches, including the highly structured Business Network International (BNI), which I found to be too transactional for my style.
Instead, I recommend:
Joining industry-specific associations or marketing groups
Attending conferences where ideal clients are present
Building genuine relationships rather than pushing sales
Leveraging existing social and professional circles
8. Focus on Clients Who Already Want Video
While some video producers spend time trying to convince businesses to invest in video, I take a different approach. I believe in focusing on clients who already recognise the value of video production and are actively looking for a provider.
This means:
Targeting industries that heavily use video (corporate, education, tech, etc.)
Positioning services where decision-makers are already looking
Creating content that speaks directly to clients who are already interested
9. Leverage Client Recommendations and Referrals
Satisfied clients are one of the best sources of new business. However, many video producers don’t actively ask for referrals. I have found that when a client has a great experience, they’re often happy to recommend services—but they need a little nudge.
Ways to encourage referrals:
Simply asking: “I love working with you—do you know anyone else who could benefit from our services?”
Offering a small incentive or thank-you gift for referrals
Staying top-of-mind by regularly sharing work
10. Play the Long Game
Finally, I emphasise the importance of patience and long-term thinking. Success in video production doesn’t happen overnight. Building relationships, refining services, and establishing a brand all take time.
Key long-term strategies include:
Consistently creating and sharing valuable content
Investing in ongoing education and skill development
Taking care of reputation and always delivering quality work
Focusing on incremental growth rather than quick wins
Final Thoughts
My thoughts on Creatives Grab Coffee offer a roadmap for anyone looking to build a successful video production business. By developing strong marketing systems, refining service offerings, understanding client needs, and focusing on relationship-building, video producers can create a sustainable and profitable business.
Whether just starting out or looking to scale, these strategies will put video production professionals on the path to long-term success. Creatives Grab Coffee features interviews with video production business owners and is well worth checking out!