Video can help build buzz and growth in a way no other medium can. According to Aberdeen Group, companies who use video in their marketing grow revenue 49% faster than companies that don’t. However, companies still struggle to find the right strategy: it can require extensive training, special software, technology know-how and editorial direction that some businesses might find intimidating. Getting video right is a matter of clarifying your goals, defining your message and finding the right resources to create content that will motivate your audience to action.

Start with goals

Create your strategy around the goals and message you’ve outlined for the video. That way you know why you’re going into the project and will avoid costly delays or results you’re not happy with. Think about the business objective you’re hoping to accomplish. Maybe you need help with recruiting. In that case, you might create a video showing company perks, teams working together or interesting office design. If you want to boost conversions, consider a motion graphics-driven video that shows the powerful results you’ve achieved for your clients.

Tailor to your audience

If the audience for your video includes technology business leaders, the tone should probably be direct and knowledgeable while imparting facts and results. If you’re targeting an audience of potential college interns for recruitment, a lighter tone with music or animation might be more appropriate. The story you’re hoping to tell and the audience you’re hoping to reach should match the style of the video content you create.

Invest in knowledge

Knowing your goals and audience is just step one in developing a successful video strategy. Understanding the video process also requires an investment in resources and time. If it’s an internal video celebrating company wins, you can consider making the video yourself. Digital cameras and iPhones take high-quality video these days, and there are hundreds of tutorials on how to edit video. There are also free and paid classes through services like Skillshare and LinkedIn Learning.

For a more polished feel, you’ll likely want to work with a professional with experience with the audience and type of video you’re hoping to produce. An experienced video production team can help guide you through the entire video process, including scripting, filming, editing, design, production and distribution.

Whether your goal is to bring in new customers, add new hires or generate more social media followers, video can be a powerful way to grow your brand’s reach.