When you’re a business owner, one of the most crucial factors in determining your success is finding the right clients. You likely have an idea of who you’d like to service, including details like what industries they work in, what problems they’re facing, or what types of titles they hold. But honing your understanding of those clients—and then finding them and landing a deal—is a different story.

At the same time, the production world is growing to accommodate increased demand for video marketing content. Carving out your niche and getting crystal clear on your client goals is one way to remain competitive.

Ready to land your business’s dream clients? Here’s everything you need to know about growing your client roster. 

Define Your Ideal Client

The first step towards finding the right clients for your production business is actually defining your ideal client. After all, you can’t seek out the right audience if you don’t know what you’re looking for!

Start by considering the types of businesses or individuals that would benefit the most from your services. Are you targeting small businesses, large corporations, nonprofits, or individuals? What industries do you have experience working with? What industries would you like to work with?

Defining the type of client you’d like to work with will help you narrow down your search and focus your marketing efforts accordingly. Down the line, you can use this narrow focus to create targeted marketing messages, tailored content, and unique promotions that are designed specifically to resonate with your dream audience. 

What Video Types Fall Within Your Expertise?

Once you have a feel for the type of client, business, or team you might want to work with, it’s time to think about what types of videos you want to create. As you might imagine, your project focus will continue to narrow down the types of clients that make sense to work with. 

For example, if your team has decades of experience making product videos, you’re probably not going to want to work with government or real estate clients. Since those sectors don’t have products to show off, they’re unlikely to be in the market for product videos. Or, if you’d prefer to make large-scale TV commercials, you may not want to work with schools or small-business clients. 

There may be a bit of generalization involved here, so you should remain open to client requests on a case-by-case basis, but understanding your video expertise will help you target the most relevant clients. 

Identify Your Unique Selling Proposition

Remember that competition we mentioned in the video production space? A crowded industry doesn’t mean that there’s no room for you to succeed—but it does mean you’ll have to get extra clear on your unique selling proposition. 

Your unique selling proposition (USP) is what sets you apart from other video production businesses, and it can help you appeal to the right clients for your goals. As you determine your USP, consider everything that makes your business unique, like your production style, equipment, experience, location, or even your customer service practices.

Highlighting your USP is one of the easiest ways to stand out from the crowd, helping your dream clients recognize that you have exactly what they’re looking for. The clearer the alignment between their needs and your USP, the more likely they’ll be interested in moving forward. 

Use Social Media and Paid Advertising

It’s no surprise that social media is a great place to connect with potential clients. Once you know who you’re looking for and what you have to offer, you can use social platforms like LinkedIn, Twitter, Instagram, and YouTube to showcase your work and engage with prospects.

Especially on visual platforms, there’s a major opportunity to capture client attention from your video portfolio alone. You can also provide tips and advice related to video production, engage with followers by answering questions and responding to comments, or share the latest news and updates in the production industry.

If you want to go one step further, you can also use the advertising features on each platform to target specific industries or audiences that are a good match for your work. For example, if your video production business specializes in creating promotional videos for small businesses, you can use paid advertising on Facebook to target small business owners in your area. 

As your messaging becomes more and more targeted, you can be more confident that your advertising dollars are going towards the right prospects.

Start a Referral Program

Finally, don’t underestimate the power of a simple request for referrals! Your most satisfied clients are often willing to refer their friends, family, coworkers, and even acquaintances to your business. Starting a referral program can help you tap into this valuable source of new clients. 

As a general rule of thumb, you’ll typically want to offer a discount or other incentive for clients who refer new business to you (although some clients may be happy to help just because!). And by keeping your referral requests limited to happy clients and well-performing campaigns, you’ll expand your client list and keep your momentum with projects that are destined for success.

Final Thoughts

Finding the right clients for any business is easier said than done, but these best practices will make the process less of a chore. And as you grow your business using these tips, you may even find that your dream clients start to come out of the woodwork. That’s the power of being clear on your intentions! 

And if you’re a company looking to partner with a professional video production company, Lemonlight is your best bet. We’ve produced over 16,000 videos for clients across various industries and are fully equipped to handle any video project. Reach out to one of our producers today, and let’s see how we can take your video production needs to the next level.