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Can you imagine inviting friends over for a nice dinner at your house and not offering dessert? The dinner might taste great, but it would be more satisfying if you went the extra step to enhance your meal with a sweet treat.

That may seem obvious to some people, yet I see so many companies doing the same thing with video. They finish their video and consider it done rather than going the extra mile to promote it properly and get more bang for their buck. If you produce a video without thinking through the distribution and promotion, you miss too many opportunities to increase its audience and effectiveness.

Can you imagine inviting friends over for a nice dinner at your house and not offering dessert? The dinner might taste great, but it would be more satisfying if you went the extra step to enhance your meal with a sweet treat.

That may seem obvious to some people, yet I see so many companies doing the same thing with video. They finish their video and consider it done rather than going the extra mile to promote it properly and get more bang for their buck. If you produce a video without thinking through the distribution and promotion, you miss too many opportunities to increase its audience and effectiveness. 

Did you know brand stories shouldn't be about YOU but about your customers? It's true! It might sound crazy or made up, but sharing your customers' stories, in turn, helps to tell your story, too. But customers' stories are more compelling and resonate better with your audience. You could spend all day telling people how great your company is, but when a customer says that, it's more trustworthy and believable.

Finding stories to highlight your brand can be challenging, especially when you factor in your subject matter expert's availability, writer's block, the amount of ongoing content, and your deadlines.

When it comes to business, the only thing that ultimately matters is whether or not you can close deals and customers. You can have the best marketing program, but if your sales team can't sell your products, none of it matters.

And while the marketing world is constantly touting the benefits of video for your online presence, many companies have yet to embrace the power of video for sales. Well, if you believe that video is such an important investment for marketing, why wouldn't that carry over to your sales team as well?

It may sound strange, but the key to producing a successful video is to start at the end — figuring out the end goal for your video before you even start capturing anything. And the key to making sure your video gets the most views is often tied to what you do with it once the video is completed.

Too often, people create a shiny, highly entertaining video and then bury it on their website. Then they're shocked that nobody finds it. Don't just let your video sit there. Instead, think like a producer. Think backward and identify the right things to do with your video when you finish it.

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