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Bring Your Marketing Message to Life

Online video is easy and inexpensive. Use it to get the word out.

This story appears in the December 2009 issue of Entrepreneur. Subscribe »

In the pre-YouTube era, high cost typically kept video out of the reach of small businesses. The surge in viewership of online video, along with falling production costs, made it far more accessible as a marketing and business development tool. But to make it effective, businesses need to know what makes it attractive to viewers.

Jama Software, a developer based in Portland, Ore., uses video for everything from product demos to getting customer feedback on work in progress to showcasing its philanthropic work, says John Simpson, partner and director of customer outreach and marketing. The firm's videos page is the third-most visited on its . More than 40 percent of the site's visitors view a video while they're there, and 35 percent of video viewers go on to request a trial or demo of the product.

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