What is video marketing ?

In this article below we give you 5 lessons in video marketing and you will discover that it is not rocket science. Videos can be a powerful marketing tool. Your clients will appreciate and share them.

Video marketing for beginners in 5 lessons

  1. = People prefer to watch TV rather than reading, especially on their smartphones screens. Maximum time is about 2-3 minutes.
  2. =Turn your staff into moviestars and bring credible news to your customers.
  3. = Many companies have started social media strategies, however, many do not make use of videos yet.
  4. = In niche segments and B2B markets, people share their message very easily and effectively.
  5. =Videocontent costs a fraction of TV advertising, is transparent and a very powerful way to to get your message across.

ipasta has developed a smart and cost effective approach to B2B videomarketing, where all this comes together.


storytelling by ipasta


Everytime you have to ask yourself. What do we like to show to the viewer and what what really makes this movie worth watching? In order to discuss the storyboard with all stakeholders, we force ourselves to think and act according to the four P’s of Storytelling.

But what really makes the difference is market knowledge and the passion/enthusiasm we can catch on video and that’s what we need from our clients and why every movie we make gets better and better.



Purpose, Why should people bother to watch your video? If we are not able to summarize the purpose of the movie we like to make in one sentence, we reconsider the project!
Plot, what is the conflict in the journey of our characters? Even in B2B movies there is always a type of conflict or tension within the story. Otherwise there is no challenge for the viewer to watch till the end. Usually the movie starts describing a problem or a need. The viewer should think “what are we gonna do?” now it is time to position the product or service as the solution in a credible way.
People, Who is in our story? The primary role of the characters is to care about the story, they bring your audience into the movie. In B2B movies it is not always the CEO or Sales Director. Why not portrait the passion of the people who are in the workforce and make or design the products, or deliver the actual service to the clients?
Place, where does the story take place? Does the shooting location really contribute to the story we want to tell? Is it a comfortable place for the characters to shoot an interview, so they feel at ease? What about lightning or noise disruption?

How we work

This is how we work with our clients. We are a small team that can deliver fast and we love to meet your deadlines.

Discuss options

Discuss options

The first stage of a successful production is planning. What style, key messages and target audience? This planning stage is a two way process between what you tell us about your market and aims and what we can suggest to you in order to formulate effective and affordable video’s. We love to hear your ideas about video, based upon good and bad examples at YouTube.



Once we have discussed the project, based on the 4 P’s of Storytelling (purpose, plot, people and place) and done the research the final step is to make a storyboard and present it to you.

Let shoot some great video!


If we did not rush pre-production, we know exactly what to expect and can focus completely at the people at the set. It is important that they feel comfortable. If we shoot at a tradeshow and a client stops by, no problem, we wait or maybe he likes to say something about your company as well in front of our camera.

Feedback and Post-production


Planning is important, because we don’t want to lose the momentum. We like to deliver a rough concept of the movie within 7 days after shooting. Based on your feedback, we make the final cut. Finally we edit sound and subtitles to complete the movie.



This is the most underestimated step in videomarketing. Never expect that after posting the video at your website, the video goes viral and orders are dropping in. We have to use all your media channels to distribute the video and the support of your sales force as well. After a successful pilot we shoot more video’s and everybody will love it.

Ratings & Views

Report & Analysis

We love webstatistics and viewer ratings and want to be successful in every market we work in. We keep monitoring the statistics for a year and if something strange occurs, for example a peek from Russia, we inform you right away.

Videomarketing is fun to do and should be a no-brainer for all commercial staff

This site is not a learning platform for videomarketing. We rather show some videos of our work and let them speak for themselves. Please contact us so we can discuss how videomarketing can work for you.