By now almost everyone has heard of viral videos and the marketing power inherent in them when done with a business purpose in mind. However, viral videos almost always happen by accident, and they rarely happen when created by design with marketing in mind. This post is not about creating viral videos. Most of us will never be luckly enough to do that. What it's about is using video to market your online business (or any business for that matter).
through media to deliver
information are now themselves
media.Andrew Nachison, We Media
Although the quote above is obviously true in the age of YouTube, video for marketing purposes is not used as widely as one might expect, given the relatively inexpensive enabling technologies that underpin it. Why is that? Because creating business videos for the web is more time consuming and technilcally complex than professional blogging.
Most of us simply can't "ad lib" video well enough just to let it rip. That means that we have to prepare scripts and practice them. Furthermore, we need to get the lighting, background, microphone and a myriad of other production variables at least good enough to be decent, if not professional quality. Usually it means that we have to recruit a colleagure to shoot the video and this bring up some copyright issues that you need to be aware of.
That is the down side. The upside is that if you can master this new medium and grammar and get good enough to produce high quality video in short order, you can use it as a competitive advantage. Most of the competition will not be able to keep up, especially with respect to your niche in the long tail.
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