As Entrepreneur Magazine put it, video is one of the fastest growing segments of digital marketing. When done right, online video is an effective way to convey your message.

That being said, video content is all about quality not quantity. It is important to do a little background research before delving into your directorial debut.

Know about the different kinds of video. Animation, interview, explainer, slideshow, story, Vlog... the list goes on. A little savvy searching can produce some clear explanations of what each is and how it is best utilised. Best to start here and decide which angle you are going for.

Two words: professional and promotional. Make them your mantra. Successful video marketing cannot exist if the content is not always professional and promotional.

Struggling for ideas? Not sure where to start? Some ideas to kick start your brainstorming:

1. Educate your audience.
   
   
2. Answer those burning questions.
   
   
3. Product/service reviews.
   
   
4. Case studies or testimonials.
   
   
5. Debunking myths or misconceptions.
   
   
6. Behind the scenes.

Now that you have some ideas, formulate a campaign. While one stand-alone video can definitely go viral, the point for the business is to continuously generate leads and promote growth, which means a more long-term strategy.

Be creative but not too complicated. Simplicity of your message is key. Also, keep in mind that shorter might be better; you are trying to engage with potential customers before they decide to click away, which gives you a small window.

As always, ensure that you have the appropriate hardware, software and lighting before you begin the process. Find out what equipment is needed and be prepared. Feeling helpless? A contractor or freelancer could be a valuable asset at this stage.

Once you have shot the video, you have only just begun. Remember to generate views, share the video across all platforms, and incorporate search engine optimisation and key words to help boost views. Create a QR code to convert offline users to online or include a promo word or phrase that might help track the success of the campaign over time.