Has your business considered adding online video to its marketing mix, but you’re not quite sure where to start?

Here are a few tips to get you on your way to pressing play.

Ask yourself these questions:

What is the main message I want to communicate to an audience?

This is a great place to start when looking at your overall video strategy and deciding what content to include and what stories to tell. Come up with three key messages for potential customers to absorb, and then work on simplifying them. Get someone to view your businesses from an outsider’s perspective, which can add additional insight. When you see your brand a new light, it helps clarify your message for you and your audience.

How do I want people to feel while watching my videos?

Emotion sells and it sticks. When deciding what types of videos to create and what content to include, consider the emotions or feelings you want to play into and to evoke in a viewer.

Do you have a sense of humour and would your customers enjoy some quirky, fun content? Does your business solve a major fear or problem for people? Can your business be seen as inspirational or motivational?

Weave that energy or emotion into every piece of video content you create. Consistency in content and branding is key.

How will people view my videos and how will this assist my overall strategy?

Your main communications struggle might be getting people to understand what your business offers once they are on your website. Maybe you want to increase initial brand awareness on social media platforms, or roll some multimedia content into a video advertising strategy.

Whatever your intention for online video, it’s important you know how your content will be seen when coming up with a plan. Why? Different uses or platforms often demand different approaches — whether it be length or content to include. For example: if your main messaging struggle is explaining how your product works, a longer-form video may be what you need embedded on your website or to e-mail out to potential leads.

On the flip side, if your intention is to drum up some excitement and tease an event or venue or sale, it may be best to release a short creative concept video on social media.

Using online video continues to increase in importance and reveal new potential for businesses with every year that passes. As I’ve said time and time again, press play and put the power of video to work for your business, and experience the benefits for yourself.

Lisa Ostrikoff, BizBOXTV

Article originally appeared in Huffington Post & Globe and Mail