Here, your main goal will likely be to attract new customers who are in the first stage of product research. You’ll want to show off not only the beauty of your product, but its utility and necessity. You’ll also want to highlight what makes your product better than the rest — since these new visitors are still doing research, you’ll want to make sure your product video sets you apart from  your competition.
Posting your video on social platforms is also basically required, though the social channels you choose may differ depending on where your audience is most active. You’ll also want to think about posting your video natively; most social platforms give native videos preference over video links from other sources. Post your video natively where you can, and keep an eye on your platform-specific data.

2. The content quality is very important, but the production quality is not that important. Production quality and technical aspects have to be OK but not world class. Better production quality is correlated with more trust, but it can’t make up for the lack of substance. So, Facebook Live videos, webinar recordings, and other video material with good enough production quality will work as long as the content itself is engaging.

Publishing your video across all your owned channelsExtended ArticleHow to Distribute Your Video on Owned ChannelsIf you know content is king, you probably know distribution is queen. Creating amazing, engaging video content is difficult, but distributing it can be… Read More is probably the easiest way to distribute your video, and the one method that cannot be ignored. It includes every channel you own, like your website, PDFs, digital documents, email lists, ecommerce pages, apps, and more. These channels are the primary sources of information about your company and brand, so use every single one you can intelligently and with purpose.
The first step in creating your video strategy is outlining your video’s goals. Ideally, you’ll want to create a video forExtended ArticleThe Right Video Content for Your Marketing FunnelBefore you embark on creating a video marketing strategy, it’s important to know what stage of the marketing funnel you’re targeting. This is important… Read More every stage of the marketing funnel. But, initially, you’ll have to decide which stage is the most important to target.
As you’re planning your entire production, from creative ideation to actual video distribution, you should have a timeline to stick to. You should actually have multiple — overall timeline, production timeline, distribution timeline, and more. Your timeline serves as your guiding light, keeping you aware of how much you’ve done and what’s left to do.

Don’t neglect your website when it comes to publishing your video. Use it on any page that’s relevant. If you’ve got a product video, for instance, you’ll want to embed the video on your homepage, as well as your product or ecommerce pages. If you publish a blog post about your product, include the video! If you’ve got an FAQ page with questions about your product, include the video there, too!


Survey your followers. You may have a big email list of fans who may not yet be customers. Use a simple tool like Polldaddy or SurveyMonkey to ask your followers one question: What challenge would you like us to help you solve? Gini Dietrich, CEO of Arment Dietrich and lead blogger at Spin Sucks, has some great advice on surveying your audience in this episode of The Actionable Marketing Podcast.
Create a content plan that outlines how many videos you’ll make, what type of videos, and where you’ll share them. This plan should include a wide variety of video types from case studies to interviews, testimonials, educational videos, etc. According to the Nonprofit Marketing Guide, “the most popular video for nonprofits is storytelling about participants or supporters with 60% of nonprofits creating them.” The second most popular videos are fundraising appeals, which one-third of nonprofits produce.
The program even provides helpful templates that simplify the editing process. The platform supports high-quality clips like 4K video footage and makes it easy to share your work directly to a video hosting platform. Limited access to advanced color correction and editing features mean it isn't commonly used by professionals, but iMovie is still a great option if you're just starting out.

The benefits of a planned marketing strategy are numerous. Business owners often rely solely on their intuition to make business decisions. While this informal knowledge is important in the decision-making process, it may not provide you with all the facts you need to achieve marketing results. A marketing strategy will help you define business goals and develop activities to achieve them.


Instead, invest in an external hard drive like one of the Lacie Rugged models. External hard drives come in a variety of sizes and port options (Thunderbolt, USB 3.0, etc.). Multimedia creators will use the phrase “working off of an external” to describe storing all of their project files on this hard drive. This method also makes it easier to collaborate with teammates because you can easily share the drive.


Hunker down and get to work learning the 101 of running an ad. Starting with Facebook is your best bet, and there you’ll be using the conversion optimization feature. Conversion Optimization guarantees that your videos are seen by a target audience who are likely to be interested in your business and will complete the lead of sales funnel you are hoping for.


Professional cameras, like DSLRs, give you fine control over the manual settings of shooting video and allow you to achieve the shallow depth of field (background out of focus) that people rave about. While they're primarily used for photography, DSLRs are incredibly small, work great in low light situations, and pair with a wide range of lenses — making them perfect for video. However, DSLRs do require some training (and additional purchases) of lenses.
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