Being a video production company, we know that a successful video is more often the result of an effective pre-production strategy. We know that video creation can be intimidating. That’s why we laid out our 5 step process before making any video.
This strategy will give your videos clear direction and measurables to determine the success of your creation.
The best place to start is by laying out your marketing goals.
Define Your Video Marketing Goals
What are you trying to achieve? Whether you want to increase brand awareness or promote new products, you should understand how the video will help you reach your goals.
A video created to educate an audience looks different than a video made to close a sale. So it is a good idea to declare the objective before shooting.
Decide What Type Of Content You Want To Make
Here is a list of the most common types of video content for your business.
- How-to videos
- Company culture videos
- Product demos
- Humorous videos
- Behind the scenes
- Case Studies
When deciding what type of video to choose, keep in mind the resources you will need and what your target audience would be most interested in.
Video production can be as simple or as difficult as you make it. First, you must decide who will be producing the video content. Will it be you or will you assign a team to the task? What equipment will you or your team need? How often will you publish these videos?
Defining a clear, step-by-step process for answering these questions will help you generate consistent content for your business.
Create A Distribution Plan
Now that you have created your video, it’s time to get it in front of your audience.
Do some research about your target audience and find out which media channels they spend the most time on. For example, a B2B might want to use their videos in an email newsletter while an online boutique might want to use theirs on Instagram.
Once you find the media channels best suited for your audience, you can then decide whether you want to use paid advertising or simply organic reach.
Define How You Are Going To Measure Your Success
Just like any other marketing effort, it is important to set measurable goals for you and your team. This will help you track your progress as you continue to produce video content.
The most common metrics to measure are impressions, watch time, and clicks.
Without having a strategy before you shoot a video, you’ll find a lot of time being wasted on reshooting and editing. Take the time upfront and develop a clear plan before taking action.