Video Production Terms & Business Definitions
Terms & Definitions
When you are starting out in video production, the business terminology can feel as foreign as the technical jargon. This glossary puts everything in one place so you can stop Googling individual terms and get on with building your business. I will keep adding to this list over time.
- Clients / Prospects / Customers
Clients are people or organisations that hire you for work. Prospects are potential clients you have identified but not yet converted. Customers is a broader term often used interchangeably with clients in the service industry.
- Marketing
The set of activities that make your ideal clients aware of your business and create demand for your services. Marketing is everything from your website and social media to word of mouth and networking. It is different from sales, which is the process of converting that interest into a signed contract.
- Sales
The process of converting a prospect into a paying client. This typically involves initial contact, discovery conversations, proposal, negotiation, and closing.
- Closing
The moment in a sales process when a prospect agrees to hire you — often confirmed with a signed contract and deposit. “Closing a deal” means successfully converting a lead into a client.
- Contract
A legally binding agreement between you and a client that defines the scope of work, deliverables, timeline, fees, and intellectual property terms. Always use a contract. It protects both parties.
- Freelancer
A self-employed individual who offers services to multiple clients rather than being employed by a single organisation. Many video production businesses begin as freelance operations.
- Outsourcing
Delegating specific tasks or projects to an external person or company. For video production businesses, this might include colour grading, motion graphics, or editing when capacity is exceeded. Outsourcing can also apply to public services and government functions.
- Consultant
An expert hired to provide advice or strategic guidance rather than deliver a direct service or product. You can position yourself as a video consultant once you have sufficient experience to advise clients on strategy, not just execution.
- Domain Name
The web address that people use to find your site (e.g. yourcompany.com). Registering a domain is typically inexpensive and is one of the first steps in setting up an online presence. We use Namecheap for domain registration.
- Website Hosting
The service that stores your website files and makes them accessible on the internet. Choosing a reliable host avoids downtime and slow loading speeds. We recommend SiteGround.
- SEO (Search Engine Optimisation)
The practice of improving a website so that it ranks higher in search engine results. Good SEO means more people find your services when they search for a video production company in your area or niche.
- Entrepreneurship
The process of starting and managing a business, typically involving risk-taking, innovation, and a drive to solve a problem or meet a need. Running a video production company is a form of entrepreneurship.
- Prospecting
The active process of identifying and reaching out to potential clients. This might involve researching businesses in your target market, attending events, making calls, or sending introduction emails.
- Inbound Marketing
Attracting clients to you through content, SEO, and social media — rather than chasing them. A well-written blog post that ranks on Google is inbound marketing.
- Outbound Marketing
Reaching out directly to potential clients through cold calls, emails, ads, and direct mail. Many successful video businesses use a mix of both inbound and outbound.
- Portfolio
A curated collection of your best work shown to prospective clients. For video businesses, this is usually a showreel or a selection of case-study projects on your website.
- Cold Calling
Contacting a potential client with no prior relationship or introduction — typically by phone or email. It requires a thick skin and a clear value proposition, but can be an effective way to generate leads early in your business.
This list will continue to grow. If there is a term you'd like defined, get in touch.