Automation - The Iron Man Model: Pillar 4
How to Build a Smarter, More Scalable Video Production Business
When I talk to video production business owners, one of the most common things I hear is how stretched they feel. They’re often drowning in client requests, chasing approvals, sending quotes manually, juggling feedback, and staying up late to keep everything moving.
They’re not lazy. They’re not disorganised. In fact, they’re often very skilled at what they do. But they’re stuck in manual mode.
That’s why automation is one of the five core components of what I call The Iron Man Model. It’s my framework for building a leaner, stronger, and more future-proof video production business.
And no, this isn’t about turning your business into a cold, robotic machine. It’s about building smart systems that help you scale, stay sane, and focus on what really matters.
Let’s explore how automation can do that.
What Is the Iron Man Model?
If you’re new to this series, here’s a quick recap. The Iron Man Model is a set of five principles designed to help you build a video business that runs more smoothly, grows more sustainably, and doesn't burn you out.
So far, we’ve looked at:
Now we’re diving into Pillar 4: Automation.
What Is Automation?
Automation means replacing repeatable decisions and actions with systems that handle them for you. Instead of doing everything by hand, you build something once that works over and over again.
It’s about efficiency. It’s about leverage. And ultimately, it’s about freeing you up to focus on the high-value stuff.
That might mean:
Building relationships
Developing strategy
Working on creative direction
Or just having a proper break
Think of automation as an invisible assistant working in the background, making your business run smoother without needing your constant input.
The Trap of Manual Mode
Most video production business owners are stuck in a reactive cycle. They spend their time:
Replying to emails
Sending follow-ups
Uploading files
Managing projects
Chasing client feedback
And they do all of this manually. Every time. From scratch.
This eats into their time, drains their energy, and leaves no room to think strategically. Many people I talk to say it takes them half a day to prepare a quote. That’s a symptom of a system that hasn’t been automated.
But it doesn’t have to be this way.
Let’s break down four areas where automation can transform your video business.
1. Marketing Automation
Marketing is usually the first thing to get dropped when things get busy. You know you should be posting regularly, sharing your work, and sending out email updates. But client work always comes first, and marketing ends up forgotten.
Automation can change that.
Here’s a simple example. When someone contacts you through your website, you can set up a HubSpot form or use a tool like Typeform that feeds into your CRM.
Once that data is collected, automation allows you to:
Categorise leads by industry, interest, or project type
Track what pages they visit on your website
See when they return to your site
Assign a lead score based on their behaviour
Trigger tasks or follow-ups based on their activity
This gives you clarity on who’s warm, who’s ready to buy, and what kind of outreach makes the most sense.
You can also create nurture sequences. For example, someone downloads your video briefing guide. You’ve already set up a four-part email sequence that introduces your work, shares case studies, and invites them to book a call. It runs without you needing to lift a finger.
You’re now “cloning” your best follow-up process and delivering it to everyone, automatically.
Other tools that can help with marketing automation:
Buffer or Later for scheduling content in batches
LinkedIn’s built-in post scheduler
ConvertKit or MailerLite for drip email sequences
Automation keeps your marketing consistent, even when you’re flat out with production.
2. Sales Automation
Sales should feel personal. But that doesn’t mean you need to start from scratch every time.
Here are some ways to automate your sales process without losing the human touch:
Booking Tools
Use Calendly or SavvyCal so prospects can book calls without endless back-and-forth. You can set availability, include intake questions, and send reminders automatically.
Proposal Software
Create templates in tools like Better Proposals or PandaDoc. You can include pricing tables, testimonials, and video walkthroughs. Add e-signatures to speed up approvals.
Follow-Up Sequences
Set reminders in your CRM. If someone hasn’t signed a proposal, send a gentle nudge automatically after three days. Or get notified the moment they open your quote so you can follow up while you’re top of mind.
Semi-Automation
This is my preferred approach. Use templates to save time, but customise them with personal notes or relevant examples. That way, you get the efficiency of automation without sounding robotic.
The key is to automate the structure, but personalise the message.
3. Production and Workflow Automation
This is where many video teams lose time without even realising it.
You don’t need to reinvent the wheel for every project. Systemise your workflow.
Project Setup
Use ClickUp, Asana, or Notion to build templates for each project type. Assign tasks, set due dates, and map out milestones. One click and your project is ready to go.
Version Control and Feedback
Frame.io is a game-changer. Upload video drafts, and your clients can leave time-coded feedback. You get notified instantly. No more long email threads or missed notes.
Frame.io integrates directly with Premiere Pro and Final Cut Pro, so your editor can upload straight from the timeline. When you load a new version, it can automatically notify the client. When they reply, it notifies you. That’s automation in action.
You’re freeing your team from admin and creating more space for creativity.
4. Client Experience Automation
Most clients don’t know what to expect when working with a video team. That confusion leads to delays, hand-holding, and rework.
Automation can create a smoother, more professional experience:
Onboarding Sequences
As soon as a client signs, send a welcome email with a short video explaining next steps, a calendar link to book the kickoff call, and a checklist of what they need to provide.
Shoot Reminders
Schedule automated emails the day before a shoot with location details, call times, and what to bring. You avoid last-minute confusion and show up as the pro.
Feedback and Testimonials
After the project wraps, automatically send a thank-you email with a link to leave a review or complete a quick survey. This builds social proof and helps improve your process over time.
It feels personal to the client. But it’s systemised on your end.
Common Automation Pitfalls to Avoid
It’s easy to get carried away with automation tools, especially when they promise a lot.
Here’s what to watch out for:
1. Don’t over-automate
If your clients feel like they’re talking to a robot, you’ve gone too far. Automation should support relationships, not replace them.
2. Don’t start with tools
Start with the problem. What do you do again and again that takes time or creates errors? Build systems to solve real issues, not just because the tech looks shiny.
3. Don’t stack too many tools
Stick with a few core apps that play well together. Tools like Zapier can connect your apps, but don’t build a fragile system that breaks every time something updates.
Simplicity scales. Keep it clean and purposeful.
From Operator to Architect
This is the mindset shift that matters most.
You don’t need to be the technician anymore. You don’t need to do everything yourself.
You can evolve from being the operator to becoming the architect. You’re the one who designs the system. The one who builds the machine that runs smoothly, with or without you.
That’s what Tony Stark did in Iron Man. At the start, he’s in the cave, welding the suit by hand. But as the stakes rose, he built AI, created systems, and multiplied his power through smart design.
That’s how he became Iron Man. And that’s how you grow your business without burning out.
Your Action Step
This week, choose one area in your business:
Marketing. Sales. Production. Delivery.
Ask yourself:
What do I do again and again that a system could take care of?
Then automate just one of those tasks.
Build one system. Test it. Let it save you time. Then build the next.
This is how you create time.
This is how you create scale.
This is how you build a business that is more resilient, more competitive, and more enjoyable to run.
If you want support applying this to your business, this is exactly what I help my coaching clients with. Visit ryanspanger.com/coaching to learn more. There’s no sales call or gatekeeping. Just transparent information to answer any questions you may have about how it all works.