Video Production Best Practices Funnel

Did you know that in the next two years, 80% of all internet traffic will come from videos?

Yep, video marketing is kind of a big deal.

It’s essential to helping your business reach your target audience. Plain and simple.

But in order to produce the best possible end result—we’re talking a video that seriously captivates and compels your customer—there are some key considerations before getting started with your preferred video marketing agency.

At Twelve Legs Marketing, we like to call it the Video Production Best Practices Funnel. Going from very general to super specific.

Let’s break it down…

Overarching Goal

At the very top of the funnel you have an overarching goal.

There are many different types of video that can benefit your company, depending on your needs. So start by identifying what kind of video you want to make. Is it a business overview? Product spotlight? Customer testimonials?

If nothing else, your video production company needs to at least have a general goal to get the creative process started.


The next level of the funnel is where you’ll identify your key objectives.

Do you want to increase brand awareness?

Are you looking to educate and inform, drive web traffic, reel in some hot leads, maybe?

Perhaps it’s all about sales revenue?

The more specific your objectives, the more we can collectively begin to narrow down your plan and determine the ideal video to drive your desired outcomes.

Specific Questions

When you’ve outlined your objectives, it’s time to funnel down to specific questions.

Any good video provides answers to its audience. So before your video shoot begins, identify the key questions your customers are asking. If you haven’t already, dig into your audience research, develop personas, scour the internet, message boards, customer reviews, etc., to discover all their pain points and frequently asked questions.

The more your video production agency knows about your audience, the more the footage, b-roll, and audio can be pre-planned and tailored to capture those powerful and enlightening “Aha!” moments.

Detailed Outline

As we inch closer to the bottom of the funnel, we’re now looking into a detailed outline.

You may not always know where you’ll end up, but the more you can communicate your concept for a beginning, middle, and end—and the kind of shots you’re looking for at each stage—the more likely you are to see your vision come to life.

The Full Script

Finally we come to the bottom of the funnel…the full script.

Not everyone has the capacity to provide a complete and fleshed out script, but if you can, you’re all but guaranteed a satisfying finished product. Shot suggestions, storyboards, graphics/on screen messaging, and even dialogue and voice over scripting can all be included if you have an experienced scriptwriter on staff.

Now It’s Time For Your Close Up

Twelve Legs Marketing is here to help you through each stage of the funnel, providing any and all of these services.

Maybe you know you need a video to stay competitive, but only a vague idea of what it needs to be. We’ll take it from there.

Perhaps your vision is crystal clear, and you’re ready to provide everything but the HD cameras and sophisticated post-production studio? We’ve got you covered there, too.

Wherever we join forces in the Video Production Best Practices Funnel, the more you can communicate up front, the more efficient, timely, and cost-effective the process will be.

In the end you’ll get a video that exceeds your expectations, delivers on your objectives, and wows your customers.

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