Start With Your Goals—Not the Camera

So you want to do more video this year. That's great! But let me ask you something: what does that actually mean?

I know it's been a minute since we've talked about video strategy, so let's get back into the swing of things together.

Before You Think About Gear or Platforms

Here's what I see all the time: businesses decide "we need video" and immediately start looking at cameras, budgets, and whether they should be on TikTok or YouTube. But we're skipping the most important step.

What do you actually want video to do for your business this year?

I'm serious. Have you sat down and really thought about this? Because your answer changes everything.

Let's Talk About What You're Really After

Your goal might be to:

- Generate leads for your sales team

- Build brand awareness so more people know who you are

- Educate your customers about your products or services

- Increase trust and credibility with your audience

- Support your sales conversations with content that helps close deals

Any of those are great options to start the year with. But each one needs a completely different approach.

A brand awareness video looks nothing like a customer testimonial. An event video for your big conference coming up has a totally different purpose than a website video introducing your brand. A social media campaign to get more eyeballs on your business? That's a whole different strategy than a recruitment video or a detailed product demo.

Here's What You Need to Figure Out

Before you dive in and spend money on production, let's really sit down and answer these questions:

Who's your audience? Not just "everyone" or "potential customers." Get specific. Who exactly are you trying to reach with this video?

Where are they spending their time? Are they on LinkedIn? Instagram? YouTube? Your website? Because that determines what kind of video you need to make.

What platform makes sense for your goals? Do you want to promote your business on social media because you want more eyeballs? Do you want a website video to introduce or re-introduce your brand? Do you have a big event coming up that needs coverage?

What action do you want them to take? Visit your website? Fill out a form? Call you? Share with their network? Your video needs to be built around that specific goal.

Your Goal Determines Everything

Once you know what you're trying to accomplish, everything else falls into place. You'll know:

- What type of video to create

- How long it should be

- What it should say

- Where it needs to live

- How to measure if it's working

The camera, the editing, the fancy production stuff—those are just tools. Your goal is what makes those tools effective.

Let's Figure This Out Together

Look, I could talk about frame rates and lighting setups all day. But what really matters is making sure your video investment actually works for your business.

So before you jump into production, let's really set your goals and figure out exactly what video is going to work best for you.

Give me a call and let's talk soon. Let's start growing your business through video in 2026.