I like to check in with blogger James Wedmore every once in a while to read what he has to say about current video trends, especially those that apply to our business-to-business clients.

Founder of Video Traffic Academy and Reel Marketing Insider, James shares his insights and strategies on video, YouTube, and other effective online marketing strategies that help marketers grow their business.

I’d like to share his insight to some basic video marketing principles that every marketer should know.

Principle #1: There is No Such Thing as Video Marketing
Stop thinking of “video marketing” as this separate entity that is optional for your business. Video is an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.

Principle #2: Stop Focusing on the WHAT
If you want to actually see results from your videos, don’t let the details of which camera equipment, software, and export features to use. Those are the last thing you need to be concerned with. Focus on your video strategy and proceed to principle #3.

Principle #3: Let Go and Outsource
You most likely can’t, and shouldn’t, do this yourself. It’s the cold, harsh truth: don’t be fooled to think that you or someone in your marketing department can produce the same quality video that the professionals can. Even when producing the simplest talking head, framing, lighting, and quality audio seem basic but often get neglected in the homegrown videos. Hire a pro.

Principle #4: Your Content is ALWAYS #1
Focus on the most important aspect of your videos: the CONTENT! What is your message? It is clear and concise? What value does it provide? Your message will ALWAYS trump everything else!

Principle #5: Video is the Window to Your Brand
Video is the most transparent medium for communication of you, your message and, your brand. Since 80% of communication is non-verbal, video becomes an effective way for getting your audience to effortlessly get to know, like, and trust you.

Principle #6: Consistency Breeds Momentum
Stop with the “one-and-done” mentality. Just like anything else in life, results with video marketing can take time. Make sure there is consistency in your efforts. Focus on the long-term, big picture strategy and you will see momentum.

Principle #7: Every Video Must Have an Intention
No one hands out Girl Scout badges for “video-making.” There is no bank that will let you cash in your views for money. Each and every one of your videos needs to have a specific intention. Are you selling something? Are you getting people to opt-in? Do you have a call-to-action?! If you don’t have a strategy first, there’s no reason to make a single video!

As a quick recap, if you’re a marketer who uses video as a communication platform, you should:

• Use video as an easy way to share your brand and build a brand relationship with customers
• Have a strategic plan for key messaging so that the video content always has an intention
• Consult and use a professional— you won’t regret it!