On today’s episode, host Katya Allison welcomes Jon Mowat, MD, Marketing Consultant and Author at Hurricane. For Jon, leveraging video effectively means keeping a few things in mind: Tailor different types of video to target different parts of the marketing funnel. Use video to create an emotional response that can then drive customer action. Use other marketing channels to provide product information and features. Video is meant to provoke emotional decision-making. Embedded YouTube links drive traffic away from your site, so host native videos using another platform. Fill marketing videos with genuinely useful and compelling information to keep the audience engaged. Research and planning have to precede video production to effectively target a specific market segment. As Jon sees it, video is one of the most valuable assets marketers have. Using it well can be transformational for a brand’s approach to storytelling. Use the code VIDEOMK20 for 20% off Jon’s book, “Video Marketing....