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If your company uses marketing to create customer interest in your products or services, then the more effectively you are able to create interest, the higher the likelihood your sales will increase. By combining video delivery of your marketing messages, you should be able to use a proven, successful medium with over 60 years of track record behind it.

In the earliest days of television broadcasts, there was actually very little editing happening. In fact, there was actually no video at all, simply a live broadcast of whatever entertainment show was happening on that channel.

Sponsors brought the entire show to the viewers, and while there may have been commercial breaks, they too were performed live in the studio. Early on the very first editing, if you even want to call it that, would come in the form of the title and credit overlays.

Today’s computer technology gives you more video editing power in one finger than those first television studios had in an entire facility. Literally! Of course, we’ve also heard the saying that absolute power corrupts absolutely, so we’ll opt to go with another saying, knowledge is power.

If you have the knowledge required to use your video editing suite in the best ways possible, you’ll have the power to produce the quality marketing results your business needs to succeed and capture market share.


One of the first things you’re going to have to do is get the right tools for the job. This won’ be free. It should be looked at as a part of the cost of doing business. The software and computers necessary to run those programs are simply what you need to be effective in your video production. Without the best tools you might as well move on to some other field of pursuit.


Once you’re set and ready, knowing how to use your tools is about the best knowledge you can have under your belt. Take the time to get under the hood of the various programs you’ll be using. The more intimate knowledge you possess on how to make things happen, the more powerful you can get in your creative processes. Simply knowing what an application can do, will tend to open your mind and allow the free flow exchange of genius you’ll need to generate killer marketing campaigns.

Target Audience

An important aspect of any marketing you’ll create is, understanding the target audience you’re hoping to attract to your company. One of the chief mistakes many make is attempting to make one size fits all messages. This is one of the biggest complaints watchers of television express with relation to the advertising they are subjected to on that medium. The next complaint of course is the volume of advertising they are forced to endure.

Understanding who you are crafting your messages for as you edit video can help develop focused and relevant ads which will increase your chances of success. Additionally, you’ll want to have a firm grasp on the medium you’re developing your video messages to be seen on.


Once you’ve got the target market and medium figured out, you’ll be left with the actual production values. Don’t scrimp here. Just because you can use a flip phone to shoot your masterpiece doesn’t mean you should. At the same time, you probably don’t have to invest tens of thousands of dollars on a Red camera either. Simply get good quality equipment, lighting and sound recording microphones, etc.

The more talented the individuals who are creating and capturing your video the higher quality of raw footage you’ll have to edit from. At this point, you really only have to put in the time and effort yourself to generate spot on marketing messages from video you’ve edited in top professional form. The boss is sure to like that!

Your Thoughts on Video Marketing

What other needs does one need in order to get moving with video marketing?

This is a guest post by Kevin Harris, a freelance writer for Adobe. Adobe software and services, such as web design, revolutionize how the world engages with ideas and information; anytime, anywhere, and through any medium.

3 comments on “Boost Your Marketing Efforts With Video

  • Great idea… There are many companies who could add a ton of exposure if they were just willing to give videos a shot. There is some cost, of course, but they can be produces at a fairly worthwhile rate.

  • I have been trying to get some results with my list building. I have been in it for a month. I am trying to learn and read more. I know that this takes time to get things going. Plus I am trying it as an experiment and hobby to see if I can get it to work for me. I am determined though to keep going and will not give up.

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