Getting the foundations right will pay real dividends in the long term. Fortunately, this doesn’t have to be complicated. It all starts with answering a few key questions:
Establishing your priorities
- What do you want to achieve?
- Who will be your core audiences?
- What approvals will you need in place to get your videos produced?
- Is there an overarching initiative that video can help move forward?
- What will you measure? How will you check if you’re on track?
Establishing your expertise
- What have you done so far? What are the key learnings from your experiences to date?
- How much do you already do in-house and how much with third-parties?
- What’s the cost of third-party production to your business (money, time, and (in)flexibility)?
- Are you already producing the six core types of video in-house (demos, sales training, all-hands meetings, skills development, conferences, and thought leadership)?
- If not, what are the opportunities to expand what you’re doing?
Establishing the costs
- What budget will you need? Where will it come from?
- Are there opportunities to approach other departments such as sales or HR for additional funds?
- How will you establish ROI for your efforts? (It’s always best to focus first in the areas where you can see the best returns and then expand from here.)
Once you’ve answered these questions you should have a clearer, more defined strategy, focused on what you plan to do and how you plan to achieve it.