A How-To Guide for Your Business’ Next Video Project

If you’re considering video to communicate your organization’s story this year – you’re on the right track.

Video is a powerful tool because you can show and tell. 

This blog is the first of a three-part series that we will guide organizations interested in delving into the world of video production. 

We’re sharing the ins and outs of our three-pronged approach to video production: Imagine, Create, and Appeal.

First, we imagine the problem, define your audience, and determine specific goals. 

Then, we create by identifying keywords, defining your vision, and preparing to shoot your video.

Finally, we appeal to clients, implement your video, and measure your goals.

We’ve included a downloadable PDF at the bottom of this page so you can think through this process with your organization in mind!

1. The Problem

The first step of the imagine process is laying the groundwork for creating your video. Ask yourself: “What is the problem that video will solve for my business?” 

You might have a handful of problems that you’d like to solve. We recommend choosing just one for the purpose of your video. This will keep your messaging clear and direct. When you pull your audience in too many directions, it becomes easy to lose their attention.

2. The Audience

You could make a case that nearly anyone could technically fit into your target audience. However, you appeal to no one when you try to appeal to everyone. 

We want to focus on highlighting your ideal consumer, not just anyone who might be interested in your organization. The more specific your target audience is, the more likely you are to have targeted messaging and visuals, which will help your goals become more attainable.

If your target audience isn’t super defined, aim to draw some parallels between your audience groups, such as shared interests, habits, or goals.

3. The Goal

You’ve likely heard of “SMART” goals. This means they are Specific, Measurable, Attainable, Realistic, and Time-Based. 

We try to focus on one of those in particular: Measurable. 

You need to be able to define success for your business after your video is produced and shared with the world. A common goal companies tell us they have is growing brand awareness. However, that can often be too vague.

If you’re not sure what number or percentage to aim for, we recommend going for something conservative. It’s always nice to under-promise and over-deliver!

We hope these steps help you refine your vision and goals as you lay the foundation for your next video project! 

Take your time filling in each section of the PDF linked below. If you are intentional about the “imagine” part of the process, you are much more likely to end up with a video that has a clear message and results that pay off.