They say a picture is worth a thousand words. Then what about a motion picture? No, I’m not talking about the movies but about video content that can spice up your business’s online presence. The entire genre of video marketing is predicated on the fact that it’s a forward-thinking arm of marketing that integrates moving pictures into your advertising campaign.

Whether you want to promote your products and services or just build a better relationship with your customers, this is the perfect tool. It is very versatile and has the potential to reach a huge audience base.

You can introduce products and services, use them to create quirky or classy how-to guides (depending on your brand style) that will help your customers navigate what you are offering, and from time to time, a little live streaming will keep things fresh and interesting.

And if you do it right, you can also make them go viral which will bring in more eyeballs and give you the chance to convert them into loyal, paying customers.

Video marketing is quite literally what it sounds like. You create a set of videos regularly to keep promoting your brand. This raises audience interest and drives up their interest in your products and services. How do you know whether it is working?

Like everything else on the internet, you can measure audience interest through a set of metrics. Depending on this data, you can identify what is working for your brand and innovate in those areas to keep audience engagement if not increase it.

Let’s start by looking at how to go about it briefly. I will elaborate on each step in the following chapters.

You need to start by identifying what resources you already have and see how much room you have in the budget to get some professional assistance if you need any. You need to think of resources and budget for things like equipment to shoot videos, editing software, the time it takes to create videos and, of course, personnel who can execute it. This can range from one video editor to a whole team to take care of everything from concept to final product.


The second step is to understand the tone and tenor of your brand so that you can present it right to the audience. The most important part of that is to pick the kind of stories that will reflect your brand value.

Storytelling is a critical part of every such marketing campaign and the way you tell each story decides whether or not you have invested your resources wisely.

Once you have your stories ready, you need to think of different ways to keep your audience engaged. One of the most important aspects of that is to focus on minute details like the hook of the story and the length of each video.

Remember that nowadays, a majority consume their content on mobile phones. And no one wants to see a feature-length film about any product. While there is no set length that is proven to work for product placement videos, the accepted rule is that the shorter you can keep it, the better the end result. That is what makes them palatable. There is a popular saying in writing, “murder your little darlings”.

That is an excellent rule to follow with video editing too. Just because you like something doesn’t mean your customers will. And just because you found something clever doesn’t mean your audience will be impressed.

If you need to edit your “little darling” out for length reasons, do it. Be brutal because your customers’ attention spans are short. If you’re not brutal, you will find out the hard way that your audience is.

Then there is the element of where to publish. Do not be shy or too proud to publish on any platform. The more places you are able to publish your video, the more people it is likely to reach.

As a rule of thumb make sure your audience is able to find the videos embedded on your website, then there is YouTube and of course the many social media websites. Don’t hesitate to promote them ruthlessly.

Once the video is up and running, make sure you set aside some time to take stock of the response to your campaign. Watch the metrics like a hawk and glean as much as you can from the data. Metrics will tell you a lot from which videos were watched extensively, to what extent and the engagement will tell you what your audience liked about it.

The bottom line is, videos make for more than 80 percent of consumer traffic on the internet. And these numbers are only going to increase over time. More on that in a minute. If you are an entrepreneur, you should definitely make video marketing a top priority. You could always go for text advertising but remember that more people prefer to watch stuff than to read it. Everyone has a smartphone and all they do is watch stuff on it.

But before you jump into it, also remember that costs are a major factor to consider. Even though today we have the technology to shoot on a smartphone, there is a lot more that goes into making a quality video.

You also need to get a team working on what your viewers or customers like before you push your first set of pitches out to the audience. And if you’re not good with metrics, you might also need a team to analyze the results for you. So, in a way, there are a lot of hidden costs that must be taken into account. And perhaps an expert should help you with the basics at least in the beginning.