Over the last several years, companies have added video is a key part of their marketing approach. Done right, there’s no more effective tool out there. According to Hubspot, 62% of marketing professionals worldwide name video as the type of content with the best ROI today.

But as with anything done well, you have to follow a good production methodology. Sure, there’ll be opportunities for ad hoc types of videos showing staff, etc. But for most of the videos you make visible to your target audience, here are some things to consider as you’re producing videos

1. Plan – without a plan, creating videos can get expensive and waste valuable time (true for any marketing tactic, but particularly so for video). It’s important that you define the objectives of the videos. Whether a general presentation, product or service introduction, case study, testimonial, or live event…all need objectives. Perhaps it’s the online traffic generated. Or perhaps it’s the revenue of new customers acquired. Maybe a combination. We recommend that these things be considered at the outset.

2. Target – we need to determine who the audience will be and how they view content. This should be consistent with your existing marketing roadmap. That is, you may be targeting 45-55 year old operations executives who need to bolster their telecom network. Or perhaps you’re targeting 25-35 year old moms who are looking for additional educational opportunities for their kids. Having a scattershot or unorganized video message wastes time and money. Video content trumps supercedes video effects every time.

3. Difference – we need to know what makes your company different, the strengths, the personal side, and the WOW factor. Video can really capture this aspect. And this will be the ultimate reason that prospects and clients want to do business with you.

4. Integration – after producing, you’ll want to distribute it right. In addition to your own marketing content schedule, social media have their own processes for inclusion. Get to know and use them for maximum visibility.

5. Timeline and Budget – if you’re an enterprise, then your group already has some kind of marketing plan or roadmap. We’ll need to develop a timeline that includes the production and distribution of the video(s). Of course, unless you already have a video production team inhouse, you’ll need to have a budget set aside for this.

We look forward to helping you with your next video campaign. Reach out to discuss!