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There are several things that make video marketing particularly effective and more so than many other alternate options.
The most obvious advantage of video marketing is that it's so highly engaging. The human brain has evolved in order to pay attention to moving images and sounds and this is why we are naturally inclined to stop and watch the television when it's on in the background. Have you ever been talking to someone when there's a television in the room only to notice that they're actually looking straight past you and at the screen? The sound could be off and it could even be playing adverts but still some people will be almost unable to turn away. This isn't anything personal (usually), it's just a perfect example of how moving images hold our attention.
Another great example is a classroom. Do you remember when the teacher would say they were going to put on a video for a particular lesson? Even the noisiest of classes would fall silent and become very well behaved at this point – even when the topic of the video wasn't anything particularly interesting. Video has an almost hypnotic quality and this is an excellent trait for any internet marketer.
Another advantage of video is that it's passive. What this means is that your visitors don't need to 'actively' read anything or really put any effort in at all. As soon as someone lands on your page/finds the video on YouTube, it will start playing right away and they'll start absorbing that information. As we've already established, video is very hard to look away from so once you've caught their attention, chances are they'll watch to the end of the video.
In fact, because video is multi-sensory, your visitors don't even need to be looking at the page in order for it to be effective.
But more importantly: video is a fantastic opportunity for you to establish authority and create a relationship.
The key thing to realize about videos is that not every business or blogger has them and that means they can be used to set you apart from the crowd. Compared with written content or banner ads, creating videos requires a much bigger investment in time, a larger budget and more skill. All this means that simply having a video on your website will make your business look considerably more professional.
This is also why it's so incredibly important that you maintain high production values in your video marketing though. If your video consists of you sitting in your living room, stuttering and coughing while delivering your message, then you will turn people away from doing business with you. On the other hand though, if you have a video that has crisp HD imagery, amazing editing and professional narration then this will communicate to the viewer that your business is professional and worth taking seriously. Don't worry – this e-book will teach you how to create these types of video even without spending a fortune or spending years to become a professional video editor.
Finally, video lets you put your message across in a highly persuasive and engaging manner.
Once you have caught the attention of your viewers and dazzled them with your incredibly professional production values, you will then have the chance to put your message across in a vastly more persuasive manner than is possible through any other medium. This is because it will let you speak directly to your audience and to demonstrate them your passion for the products or services you provide. With the right video you can lend personality to your organization and build up a relationship of trust and authority. Music can help you to sell emotional points (great for putting across that value proposition) while the chance to actually speak and gesticulate on what it is you do will lend much more power to everything you say.
