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Definition of Video Marketing:<br />
If a photo’s worth a thousand words, then<br />
how much more valuable is video? That’s the<br />
basis of video marketing, a forward-facing<br />
marketing strategy that integrates engaging<br />
video into your marketing campaigns.<br />
Video marketing can be used for everything<br />
from building customer rapport, to promoting<br />
your brand, services or products.<br />
Additionally, video marketing can serve as a<br />
medium to present how-to’s, promote<br />
customer testimonials, live-stream events<br />
and deliver viral (entertaining) content.<br />
How Video Marketing Works:<br />
On the surface, the how of video marketing is pretty simple: Your brand creates videos that,<br />
in some way or another, promote your company, drive sales, raise awareness of your products<br />
or services, or engage your customers. To develop your video marketing strategy, you’ll want<br />
to:<br />
1. Allocate resources. You’re going to need to designate some budget for video – at the<br />
least, decent equipment, good editing software, and a video marketing guru (or, better,<br />
team) – as well as time to create it.<br />
2. Tell your stories. Storytelling has never been as important as it is in the video, so get<br />
brainstorming: What stories do you want to tell? How will you tell them?<br />
3. Engage. It’s not enough to simply tell your stories; you must engage your audience while<br />
you do so. How will you make your stories interesting? What will hook your audience?<br />
4. Keep it short. There’s no set length for marketing videos (although there<br />
are recommendations), but the general rule is that shorter is better. Be ruthless with your<br />
editing. Cut, cut, cut out everything extraneous. Attention spans are short, so make the<br />
best of what you get.<br />
5. Publish. Publish your videos far and wide – embedded in your website, uploaded to<br />
Google-owned YouTube, and on all your social media channels. Then, promote,<br />
promote, promote.<br />
6. Analyze. Track metrics and stats, to determine which videos do the best – and why.<br />
How to Record Video: You do not need to go and buy the latest equipment and book a<br />
studio. Video can be done from your car, in your home, from your office or while you are on<br />
the go from your phone. Just make sure video is clear, professional and has either a plain or<br />
scenic background.<br />
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