CH 1 - Introduction to Video Marketing

0:00 Introduction to video marketing Whether you want to promote your products and services or just build a better relationship with your customers, video is the perfect tool.

0:11 It is very versatile and has the potential to reach a huge audience base. Video marketing is quite literally what it sounds like.

0:19 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.

0:28 How do you know whether it's working? Like everything else on the Internet, you can measure audience interest through a set of metrics.

0:36 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.

0:46 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.

0:55 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.

1:06 The second step is to understand the tone and tenor of your brand, so that you can present it right to the audience.

1:13 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.

1:29 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.

1:43 Remember that nowadays a majority consume their content on mobile phones and no one wants to see a feature-length film about any product.

1:51 The accepted rule is that the shorter you can keep it, the better the end result. That is an excellent rule to follow with video editing too.

2:00 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.

2:09 Then there is the element of where to publish. Do not be shy or too proud to publish on any platform.

2:15 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.

2:26 Then there is YouTube and of course the many social media websites. Don't hesitate to promote them ruthlessly. The bottom line is, videos make for more than 80% of consumer traffic on the internet.

2:40 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.

2:50 You could always go for text advertising, but remember, more people prefer to watch stuff than to read it. Everyone has a smartphone, and all they do is watch stuff on it.