Producing a video can be one of the most powerful tools for your business, engaging your audience in ways that text and images simply can’t. Video content keeps viewers on your page longer, grabs their attention on social media, and builds trust by telling your brand’s story. However, without the right strategy in place, you risk creating content that doesn’t serve its purpose effectively.
At The Haven Agency, we’ve helped numerous businesses use video to amplify their brands and achieve their marketing goals. Below, we outline five essential questions you should be able to answer before producing any video.
1. Who is Your Audience, and What Do They Want?
Every successful video campaign starts with a clear understanding of who you’re speaking to. Knowing your audience helps define not just the message but also the tone and style of your video. Is your audience made up of business executives, or are you targeting a younger demographic of tech-savvy consumers? Each audience has unique needs and desires:
Demographics: Define characteristics like age, occupation, interests, and lifestyle.
Location: Identify if the audience is local, national, or international, as this impacts language and cultural references.
Needs and Goals: What problem does your audience face? Is there something they want to learn, a challenge they want to overcome, or a specific solution they’re seeking?
Consider the purpose of your video—whether it’s to educate, excite, or even entertain—and tailor it to meet your audience’s expectations.
2. What Feeling Do You Want Your Audience to Experience?
Emotion plays a huge role in how viewers connect with your content and ultimately take action. Decide in advance how you want your audience to feel by the end of your video. This is especially critical because emotions drive decision-making. Here are some common feelings businesses often want to evoke:
Inspired: If your video is about innovation or solving a big problem, leave viewers feeling motivated and ready to act.
Hopeful or Comforted: Especially for businesses offering a solution to a painful problem, aim to reassure and provide a sense of security.
Entertained: For lighter content, you might want the audience to smile, feel entertained, and see your brand as relatable.
Confident and Convinced: For service-based businesses, instill confidence in your viewers so they’re ready to trust you with their business.
When viewers feel the right emotion, they’re more likely to engage with your content, remember your brand, and ultimately take action.
3. What is Your Call to Action?
A clear call to action (CTA) guides your audience on the next step to take after watching your video. This might vary based on your industry or the platform where the video is hosted, but the core goal is the same: guide the viewer to engage with your brand. Consider these examples:
Schedule a Call or Tour: Common for real estate and consulting firms who want to turn viewer interest into appointments.
Subscribe or Follow: Often used for content meant to build a follower base, like blog or YouTube videos.
Contact Our Team: Great for B2B content, guiding viewers to start a conversation.
Register Now or Mark Your Calendar: Ideal for event announcements or future engagements.
A well-defined CTA helps capture the viewer’s interest while it’s still fresh, translating views into meaningful engagement.
4. What is Your Distribution Method?
Even the best-produced video needs a distribution strategy. All too often, businesses invest in video content without a clear plan for how and where to share it. Your distribution method should match your video’s goal and audience preferences. Here are a few options:
Social Media: Perfect for shorter, high-engagement videos targeting a broad audience. Tailor content specifically for each platform’s format.
Website Embedding: Ideal for videos that enhance your website’s storytelling, providing visitors with more context and a deeper understanding of your brand.
Email Marketing: Works well for personalized messages and targeted content, particularly for existing customers or leads.
YouTube or Video Blogs: Best for educational or longer-form content where viewers might be actively searching for solutions to their problems.
By determining your distribution strategy in advance, you ensure that your video reaches the right audience on the right platforms for maximum impact.
5. What is Your Budget?
Finally, let’s talk about budget. Video production can vary significantly depending on your goals, the level of quality, and the scale of the project. Budgeting goes beyond just setting a spending cap; it’s about aligning resources with your expectations. Here’s what to consider:
Professional Production Costs: If you’re looking for a high-quality, polished video, be prepared to invest in professional services, from videography and direction to editing and motion graphics.
DIY Options: For smaller budgets, creating content in-house using smartphones or simple cameras is a viable alternative. You can still produce engaging content, especially for quick, “talking head” videos that showcase your expertise.
Long-Term Strategy: If video will be a regular part of your strategy, consider ongoing partnerships with a production team to create a content library that can be used across campaigns.
A strategic budget will allow you to maximize your investment, ensuring that you get the most out of every video produced.
Closing Thoughts
By answering these five questions before diving into production, you’re setting the stage for a video campaign that connects with your audience, evokes the right emotions, and drives engagement. At The Haven Agency, we specialize in partnering with businesses to create content that not only reaches the right people but also delivers the results you’re looking for. Ready to take your video marketing to the next level? Contact us to start strategizing today.
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