Video is on fire and it should be. Decision makers across the board are saying, “we need to do video!” Obviously, we agree. It’s hard to find a legit reason not to do it and money should be at the bottom of the list. There are plenty of ways to get creative without a pile of money. Aligning yourself with a solid partner is key in that process.
If you’re an organization that cares anything about getting your message out with clarity and having it digested by a target audience that triggers a response, than video is must.
Before you jump into the production phase of the process, there are a few things that need to be in order.
1) Define a Decision-Making Team or Individual
Too many hands on deck will make for a painful process for everyone involved. Identify a team (2-3 individuals) that will have most of the say when it comes to developing and moving the process forward. I am all for feedback, but there must be some structure and a filter in place.
2) Set Goals
What is the purpose of the video(s)? Can we spin off the main video into smaller pieces of content? Those are critical questions. By evaluating the use, distribution and call to action, you are on the right track to maximizing your investment. You can create a beautiful looking video, but if you don’t define a clear purpose than you might be wasting valuable time and resources.
3) Pinpoint Your Audience
Everyone has an audience. Reaching them exactly where they are is the challenge. Once you’re able to do that, actionable results will follow. Take the time to figure out what your audience is interested in or what they enjoy. How and when can they be reached? Do you want to leave them informed, encouraged to donate or place an order? Those are all things to consider.
4) Establish a Timeline
Let’s face it. Things get done much more efficiently when there is a timeline in place.
Establish one and stick to it! There should be allotted time for meetings, capturing video, editing, review and delivery. Once the expectations are set, you should be off and running in the right direction.
Video is a necessary asset for every company, organization, etc. However, it can be misused quite easily and not taken advantage of to the fullest. Everything you do should be about maximizing your investment. That starts with having a plan and a purpose. Video is no different.