Video Marketing for Marketers by Adrian Sandmeier

Author:Adrian Sandmeier
Language: eng
Format: epub
Publisher: BookBaby
Published: 2019-11-01T19:29:59+00:00

You Can’t Know Everything

This client wasn’t lacking all the typical knowledge a marketing professional brings to the table. In fact, she knew as much about video marketing as most of the people who hire me. Marketing has become so complex in the past decade that experts tend to specialize—there are content managers, conversion rate specialists, digital communication specialists, and many more roles that didn’t even exist in the recent past—and you can’t specialize in every single facet. On top of that, digital marketing is changing so fast that no one can be expected to keep up with it unless it’s their full-time job. So if you’re managing all the marketing for a business, there’s no way you’re going to be able to keep up with how fast video marketing—production, distribution, social media channels, SEO, and all the rest of it—changes.

Big companies can afford to make a bunch of videos. They have an advantage, with more resources (including AI, artificial intelligence), so they can invest more time and money into measuring customer behavior such as engagement on different channels and different videos. They can also create more reliable reports that guide their future decisions. Instead of making just one video, they can afford to make four videos and use split testing to track, measure, and compare the results. This ability to measure more details of their marketing results faster and respond more quickly to the changes taking place gives them a big advantage over companies that don’t have the same resources. As a small- to mid-sized company, it’s tough to compete without some outside, expert help.

Did you have coursework in video marketing in college? Or even content management? These are very new additions to marketing curricula, and many colleges still haven’t added them. Fortunately, you don’t have to do it on your own. You just have to find the right video production company.

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