Strategic Video Marketing: A Guide for Utah Businesses
Imagine jumping onto I-15, hitting the gas, and having absolutely no idea which exit you need to take. You would cover a lot of ground, burn through your budget, and ultimately end up exactly where you started.
Video marketing works the exact same way.
When businesses along the Wasatch Front decide they need a video, the first instinct is often to point a camera and start talking. But to create an asset that actually drives results, we have to treat video production just like a GPS. Before we hit record, we need you to enter a destination.
Help your video team help you by narrowing down these three critical coordinates before production begins:
1. The Destination (Your Core Goal)
A beautifully shot video is useless if it doesn’t achieve a specific business objective. What is the actual destination for this project?
- Are you trying to build trust? A customer testimonial or brand story video shows potential clients who you are.
- Are you driving immediate sales? A punchy, 30-second promotional ad needs a strong hook and a direct call to action.
- Are you recruiting talent? A company culture video needs to highlight your workplace environment to compete in the local market.
Pick one primary goal. When a video tries to do everything, it usually accomplishes nothing.
2. The Route (How the Video Will Be Used)
Your destination dictates the route we take to get there. Knowing where your video will live changes how it needs to be filmed, edited, and formatted.
- Website Hero Video: Needs to be highly polished, horizontally framed, and visually engaging even without sound.
- Social Media Campaigns: Platforms like Instagram and TikTok favor vertical formatting, fast pacing, and authentic, hyper-local content that connects with Utah demographics.
- B2B Pitches & Trade Shows: Requires a more formal tone, deep dives into product mechanics, and crystal-clear audio.
Tell your videographer exactly where the final product is going so they can engineer the footage for that specific platform.
3. The Itinerary (Narrowing Your Scope)
One of the most common mistakes local businesses make is trying to cram their entire 20-year company history, a breakdown of every service they offer, and introductions to the entire staff into a single two-minute video.
Help us narrow the scope. What are the specific topics you want to discuss? If you are a roofing company, maybe the focus is strictly on fall maintenance before the Utah winter hits. If you are a custom home builder, maybe the focus is solely on your craftsmanship and material selection.
Write down the top three bullet points your audience absolutely needs to know. Everything else is a distraction.
Great video production is a collaborative partnership. By defining your destination, choosing your route, and packing a focused message, you give your video team the exact coordinates they need to deliver a final product that actually moves your business forward.