So you’ve decided that you want to get a brand new video, or videos, made for your business or upcoming event – brilliant! Believe me, if this is you engaging with video for business for the very first time, then you have just made an incredibly wise decision. The statistics supporting the value of professionally produced marketing videos for use online simply cannot be ignored. Video for business works, and, as a result, is now in constant demand. But now that you have made the leap and decided to look into getting your own original video content created, what happens next?

No. 1 – Video Purpose

First and foremost, you need to think about what it is that you actually want to achieve with your video. Now, this might seem like a fairly obvious statement to make, but it is surprising the amount of businesses that have simply heard that online video works and have decided they want to get something made without properly considering what they actually want their video to do for them. Video is a powerful marketing tool, so determining exactly what your marketing goal is right from the outset is vital. Whether you want to promote a new product, raise awareness of your brand online, or demonstrate the value of your service with some client testimonials, it is important to identify your video purpose right from the very beginning.

 No. 2 – Target Audience

Having thought about what you want your video to do, the next thing is to think about who it is that you want to reach. Who is that ideal customer for your business? What are their likes and interests? How might you go about engaging with them (i.e. email marketing, social media, your website, YouTube, and so on)? What would they expect from video content featuring your business or event?

Identifying your target audience should have a massive impact on the type of video content that you have produced for you, speaking to them in a way that they will fully appreciate and understand, and ultimately encouraging them to engage with your business directly. Knowing your audience will vastly increase your chances of video success.

No. 3 – Selecting the right video production company

Finally, how do you go about choosing the right video production company for you? Well, it is largely down to personal preference and the priorities of your own business. I would suggest that actually meeting with any video production company in person is important, though not always possible. It is important to chat about your business with them and to give them a feel for what it is that you do, what motivates you, and both your immediate and long-term business goals. The value of this opening dialogue should not be underestimated, as working with a production company can be a lengthy process depending on the needs of the project. So make sure that the company you choose is a good fit for you and your business, that they value your business and your ideas, and ultimately that they are creating a video that reflects the needs of your business and inspires you.