How to utilize video content for your business

When Priority Marketing saw an emerging demand for more video content six years ago, the firm didn’t shy away from the prospect. 

Instead, the Fort Myers-based company made a commitment to video content by adding in-house videographers and a video team to its list of services. 

“We knew it would continue to grow,” founder Teri Hansen says. “Which it has.

“We’ve never looked back. We’ve never said that was a bad decision. We’ve only continued to grow.” 

Photo by Reagan Rule

Because of that, the firm has been able to allocate more resources internally to building its video content side of business. 

That's something Hansen recommends every business should be doing.

"I absolutely believe that all businesses should be looking for ways to incorporate video in their marketing program," she says. "It is the only medium to combine sight, sound, motion and emotion. It’s so powerful." 

Hansen says its essential it is for a business to have goals in place before diving into video content creation.

Goals like building awareness around their brand or building customer loyalty. But she also stresses the importance of having a plan that develops from those goals. 

That starts with a few questions, The list includes: What is a business going to create? What will be the end-product? How is the content going to be disseminated? 

Once those questions are answered, Hansen says a business can then determine which channel to promote it on as well as how to promote it. 

"The worst thing would be a company spending time or resources creating something but there’s no plan," she says. 

There is no right answer on how to get started, but there is a simple way: money or time. More often, both. "Every business has to invest," she says.  

That can be light in the beginning, utilizing  outlets that are simple to create video content, such as Instagram Reels. 

"A lot of companies can start there just to begin to do something," she says, before adding a note of caution. "It does need to represent their brand." 

If getting started on their own doesn't work out, Hansen suggests seeking training for the company's team members so everyone feels more comfortable on the topic.