1. Decide you’re ready to do a video
This is not an obvious or foregone conclusion, as readers of our “3 Reasons to NOT do a Video” post know. Even if you’re brand-ready to move forward with marketing, you might want to look at a few other things first.
For example: your publishing channels, your network, your mailing list. A video can help bolster them, but you need to have the initial groundwork there to begin with. The most beautiful production in the world is useless if nobody sees it.
But let’s say you’ve done all that. You have influential contacts within your target audience. You have social media accounts with a decent number of quality followers. Your website is clean, interesting, and optimized with the kind of dynamic content users (and search engines) love.
Good for you! You’re ready to take things to the next level. Leverage those networks by pushing out something really remarkable. A marketing centerpiece. An attention-grabbing opus that’ll get your regular followers talking, and get new followers in the process. Of course, it helps if you…
2. Decide to hire a professional
We’re not going to say amateur video is useless. In fact, there can be a lot of value in it. Much of YouTube is comprised of self-shot content. And of all the viral videos we can think of, only a few have the obvious production value that suggests money and experience at work.
But there are different reasons for creating a video, and different methods of production depending on your final intent. Poorly lit rooms and shaky phone cams might be fine for a funny cat compilation. They’re less acceptable in a B2B ad, where you’re trying to come off as professional.
Also, there are some things the amateur approach can’t capture. We’ve known clients who tried to “go it alone” before giving us a call. The experience they report is similar to the one we have when trying to paint like Michelangelo. It’s the difference between being able to visualize, and being able to execute.
A professional videographer can help make your vision a reality. They have the tools and the talent, and as long as you keep communication open, they can get pretty close to whatever’s in your head.
They might even exceed your expectations, as long as you…
3. Hire someone who understands what you’re about
Newly-founded production companies are generalist by definition – we take what we can get. But there are some things we’re better at than others. Like sports videos. Or brand videos with a sense of humor, excitement, or adventure.
It’s the same everywhere. Every company has their forte. And it’s up to you to identify that, to pore through portfolios, short-listing those whose past work matches your imagination.
That’s half the battle. The other half is sending your favored videographer links to more work that resembles what you have in mind. If we know where you want to go, we’re a lot better at getting you there.
So… hire the right person and then help us. This is still your baby. Your production. You’re going to feel better about it if you’re a little more hands on. And we’re going to create better, as well.