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(MCT)–If you’ve been in business for a while, you probably have a logo on your business cards, a website, and maybe a brochure or some branded tchotchkes. But what about a video?

In a crowded competitive landscape, video can be a key way to make your product or service stand out. Service providers can use video to build familiarity and trust with their prospects even before the first meeting.

The importance of video content has increased as attention spans have gotten shorter and the demand for instant gratification stronger. You can’t count on anyone reading your carefully crafted marketing copy word-for-word; they’re more likely to be scanning titles and headers. You can, however, count on a lift from a good video, especially if it’s brief and engaging.

It’s true that professionally produced videos can run into thousands of dollars, but there are affordable options for every budget, including ways to do it yourself. Here’s how to develop a video strategy that makes sense for you.

Know what you want to achieve. Creating an effective business video of any length typically requires an investment of time, money and effort, so make sure that you’re targeting a high-value business goal. Examples include increasing online sales, acquiring emails for your marketing list, or getting prospective customers to call.

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