Getting Started with Video Marketing

With the explosion of YouTube over the last couple of years, videos have been the go-to marketing channel to help you get your information out into the public eye. If you have been thinking about video, now is the time to stop thinking about it and do something about it. It is easier now than ever to create a space online that helps to spread your message and create a following of people who want to become engaged with your organization. 

We have designed this post to provide some ideas around what you need to know to get your video marketing channel up and running. Just enough to answer some of those quick questions about video production and define some of the unknowns to help you get started.


Your first task is to decide which platform you want to host your video. For starters, the two major players in this space are YouTube and Vimeo. There are pros and cons to both, as with anything. The thing to keep in mind is that if you are trying to reach as many people as possible, YouTube is going to have the best distribution. YouTube is ranked as the 2nd largest search engine, so if you have a question that needs answering, or want to learn how to do something you could probably learn it by watching a video. Plus there is no cost with YouTube, at least with uploading a video. With Vimeo you are essentially hosting high quality video for your readers. With Vimeo there is a cost associated with the amount of storage you would need for your videos, so you would need to consider that as an option.

Basic Equipment

To shoot any video, you need a video camera. There are a lot of different types of cameras out there, so here is a list of what is out there that you could consider using.

  • Handycam/Camcorder
  • DSLR Camera
  • Flipcamera – almost obsolete
  • Point and Shoot Camera
  • Phone /tablet

Essentially these will all shoot good video. However, if you want to take it to the next level, then you can upgrade your camera and adding the necessary accessories that will help to improve you video.

Audio  / Sound

Another critical piece of video is to make sure that you have great sound. There is nothing worse than posting a video that nobody can hear. You will instantly turn away any viewer that has found your video. Most of the cameras you buy have good microphones built into them. To elevate your videos, you want to make sure that your camera has the capabilities to take in good sound. Two terms that should familiar with in your video toolbox are:

  • Mini port
  • XLR

Each is a type of connection that microphone technology has used to connect to a camera, to provide great sound. Usually, your wireless, or lapel microphones use a mini-port connection, while your bulb microphone, use a XLR connection. XLR is usually what is used in more commercial types of audio production because of the quality it delivers.


Editing brings your visuals and audio together into one location. This is also a huge topic to cover, and books have been written on this topic alone. We could have built an entire document based on editing alone, but you have to be able to get hands on with it.

There are some great tools out there that can help you edit your videos on the cheap, or if you are willing to spend a bit more money than you purchase some better software. If you are willing to go about middle of the road, you would be doing well by looking at the following two programs.

  • Final Cut Pro X – Apple products only
  • Adobe Premiere Pro – Apple & PC

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