To boost your odds of success when using video marketing for infrastructure, software, or fintech, consider these four simple, but extremely important best practices:

  1. Teach more and sell less. Position your video more as thought leadership assets than TV commercials/infomercials.
  2. Create video content for a specific buyer persona, buyer's journey stage, and call to action.
  3. Build a multi-channel promotion plan for evergreen content.
  4. Monitor your engagement metrics (and ultimate downstream conversions), so you can repeat more of what's working and do less of what's not.

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