By Mikal E. Belicove|For Forbes Magazine website|January 4, 2013

I was recently talking with the owner of a popular Southern California-based chain of restaurants about his online marketing efforts. While his four restaurants have garnered more than a combined 100,000 followers on Facebook, Twitter, Pinterest and Instagram, he has yet to venture onto YouTube. Ironically, that’s where many of his customers have posted videos about the unique creations his kitchens are known for creating.

Whenever I broach the topic of including in-house video in his marketing efforts, this award-winning entrepreneur freezes up like a deer in the headlights. “Video is so complicated,” he complains. “I wouldn’t know where to begin.”

Many business owners and marketing managers feel the same way. “It’s expensive and too time consuming,” they say. But nothing could be further from the truth.

On the surface, creating and publishing your own videos as a part of an integrated marketing communications program can be a particularly daunting task. But video is essential to a well-rounded marketing plan, and ignoring the opportunities — or worse yet, fearing the process — only limits your ability to…

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