Figure Out Your Audience

Whether you want better insights from Google Ads or a more targeted video, figuring out and defining your audience is the first step in any content-creation process. But don’t fall into the trap of assuming that all your customers want to see the same content.
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Defining an audience is a complex process that includes building buyer personas, which are simply detailed descriptions of your ideal customers, written as though they were real people.

Make Your Message Crystal Clear

Although the importance of knowing your audience and narrowing down a target market is critical, clearly defining your message is just as important. In other words, don’t try to cram everything into a single animated explainer video.
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Your business likely offers different services or products, not just one, so you’ll need different videos for each of these.

Set a Realistic Budget

Once you’ve defined your audience and your message, you need to set your budget. Failing to work out the financial costs during pre-production is a good way to inadvertently go over budget. Plus, vagueness means that it’s impossible to manage expectations.
Some elements of video creation are more costly than others, which could lead to you over-promising but under-delivering — especially if you’re planning to go above and beyond with your video content by including voice-overs or third-party interviews.

Create a Production Schedule

Now that you’ve got the basics covered, it’s time to think about when and where you’ll be recording the video. This is your production (or shooting) schedule.
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You’ll need this document to make any kind of judgment call on whether your video project is going according to plan and to manage the time expectations of stakeholders.

Go Create Your Successful Video

As you can see, there are many things to consider before hitting the “record” button on your newest video marketing campaign. Always make sure you’ve got the basics covered, know the purpose of your video, and have the equipment you’ll need to make a solid start when it comes to filming.
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If you haven’t added video marketing to your mix, the time is now. Offering your potential consumers a more personal way to interact with your brand will help them to see you as more than a company — and that will translate to higher awareness and engagement and, more importantly, more sales!