Unfortunately, many companies jump into video production without thinking it through. But a rash decision without a clear plan or set goal will lead to disappointment and waste of time and money.

How can you avoid this result and be happy with your next video project? These 9 strategies can help you produce an effective video without a lot of headaches.

1. Start with the end in mind.

Don’t make a video just because it’s the trend right now. Instead, think about what you want your video to accomplish for your business. Is your goal to increase business? Educate your viewer? Train your employees? Determine your goal first, then work with a company that understands the scope of your needs and can consult with you to achieve your goals.

2. Cheap video comes at a premium price.

Beware when a production company offers their services at a price that seems too good to be true, the production crew may just shoot from the back of the room on a tripod and call it a day. But it is more expensive to do it wrong the first time and have to do it again. So find out what’s included in the total package: Are editions included? What about music licenses? Or travel expenses? Beware of additional costs that can be thrown at the end and blow your budget.

3. Value responsibility and reliability.

Some companies over-promise to get a customer and then under-promise when it comes to the final product. Can the company guarantee delivery on time? Do you have the resources to do it? If you don’t receive the final version for a month or more after filming, will the content still be valuable? Get the assurance that you’ll have a team dedicated to your project that won’t give up until your video is the embodiment of your vision.

4. Consider your audience.

Potential customers and customers who view your video will immediately form an opinion about your business; this affects their perception of your brand. And what could be more important than how potential customers perceive you before they meet you? Think about your target audience and what elements are important to them, then make sure you create a video that reflects that. If you include customer testimonials, make sure they reflect your target audience. Otherwise, you risk alienating your current customer base.

5. Work with experts in your industry.

When choosing a production company, work with someone who already knows what works and what doesn’t, looking for those who specialize in video content for your industry. Experienced providers are attentive to details that you may miss. Don’t forget to get references and sample videos before signing a contract.

6. Consider the value of your time.

How much is your time worth? For example, a retail store owner should be concerned with in-store sales, not managing a video project. Work with a company that doesn’t require micromanagement on your part.

7. Choose someone who knows the video industry standards.

This includes optimizing videos for HD and mobile. Make sure your partner creates videos that are easily accessible on social media, on your website, and anywhere your video can be viewed.

8. Be careful when hiring friends or family.

It may seem like a good idea to hire Uncle Bob or a long-time client, but it could be more costly for your relationship if the quality of his work doesn’t add up and you end up having to do the job all over again.

9. Expect stewardship.

Your relationship with the production company shouldn’t end after filming. Choose a production team that can advise you on future projects and provide ongoing new content for your business year after year.

Video is increasingly present in strong marketing strategies. Time to add it to yours.