Video marketing is more viable an option for small businesses than it was a decade ago. With so many social media platforms and streaming services out there, business owners have more ways in which to effectively market their company than ever before.
Producing videos for your business is a great way to convey your message to the widest audience possible, even more so than the written word. Video content is becoming increasingly more popular for businesses that are looking for a leg up on the competition.
But before you head out with a camera and a script here are four important tips to consider when it comes to video marketing and your small business.
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1. Low-Budget Operation
As you’re first starting out take it slow when producing video content. You don’t need to come right out of the gate with big-budget production value and flashy style. Your customers might actually prefer a more spontaneous approach to your message.
Facebook Live and Instagram Live are good options for getting your message out as they provide a “live look-in” of sorts to your company, product, or service. Just as long as your message is clear and concise, the audience will appreciate getting an opportunity to see behind the scenes or on location where exciting things are happening. You don’t need a huge budget to do that.
2. Appeal to Your Audience
Your video doesn’t need to have top-flight production value but you do want to portray yourself and your company as professional. This is particularly true for businesses that rely on a certain type of image in the marketplace.
If you’re a party supply store you can afford to be more whimsical and off the cuff, but if you are marketing your services as an accountant, medical professional, or any other service or product that you want to be taken seriously, you may want to hire a professional videographer to shoot a video that conveys the level of respect you are seeking. Eschew the slow motion video and wacky dialogue and just be earnest and forthcoming to your audience.
3. Keep it Short
It’s just like any strong message. It has more impact when it’s brief and to the point. So consider what you are trying to say and sell before you plan the length of your video. Making it short will likely hold the attention of the audience more effectively than a 10 or 15 minute long video that doesn’t have a lot to say.
Some video marketing incorporates stories or scripted content as part of their campaigns which is perfectly fine as well, just so long as it fits the brand and remains compelling to watch. Otherwise, you don’t want your company to better known for its lame video content than the product or service you’re trying to sell.
4. Understand How Video Marketing Works
Finally, if you just make a video and throw it out there, it doesn’t get the job done. You need to understand how the process of video marketing works before you can utilize it. It’s important to know where to upload your videos for the best visibility in getting your point across.
That’s why you need to place your video in places where the audience will know what you’re trying to tell them, so putting your video content on your website, social media pages, even email newsletters is a smarter strategy than just throwing it on YouTube and hoping someone sees it.