Small Business Video Marketing Guide
Companies are increasingly adding videos to their marketing plans as social algorithms prioritize short videos over static content. HubSpot reports that 86% of businesses use video as a marketing tool, with 81% of marketers feeling that video has a direct, positive impact on sales and 94% of marketers agreeing that videos have helped increase user understanding of their product or service. Here are some of the benefits of using video marketing for small business growth and how to create an effective small business video marketing plan.
What Is Video Marketing?
Video marketing is using video in order to promote your business, your services, or your products. If used correctly, it can be a highly effective marketing tool. Accordingly to Wyzowl, people are twice as likely to share video content than any other content type—including social media posts.
How Your Business Can Use Video Marketing
Are you wondering how video creation can benefit your small business? Here are just a few ideas on why and how you should use video marketing to connect with customers.
Connect with your audience in an engaging way
We live in a digital world, most people consume content on their mobile devices, and many prefer to watch content rather than read it. On average, people watch 2.5 hours of video content a day. Plus, studies have shown that people are more likely to retain the information they’ve seen in a video, making video one of the most effective marketing methods your small business can use.
Educate your audience about your brand and products
It’s much easier to show someone how something works than to tell them. Think about how often you’ve searched on YouTube for guidance on doing something rather than reading a user manual. Video is excellent for showcasing your products, demonstrations, and how-to guides.
Tell your brand story
Who are you? What do you stand for? What’s your local business all about? Why not tell your audience via video? The visual element will make creating rapport and trust with customers easier, helping to raise brand awareness.
How to Start Using Video Marketing
Hopefully now you’re sold on the benefits of video marketing for your local business. If you’re new to the world of video production make sure you read the steps below which outline important considerations when getting started:
Choose your target audience and find out where they spend their time
Are most of your customers Baby Boomers? Look to YouTube and Facebook as your first port of call. Are you targeting Millennials or Gen-Z? TikTok and Instagram are great platforms for your videos. Your customers and their habits should inform your decision regarding choosing the best platform for distribution.
Set a budget for your video
Video production has a reputation for being costly. However, you can shoot a professional-looking, high-resolution video on your smartphone. So you don’t necessarily have to break the bank to create content. Of course, involving a production team can help if you have no experience in this field, have limited time, and want to guarantee quality output. Whatever you choose, set a budget in advance.
Connect with stakeholders and align on a plan for the video
Chances are there’ll be multiple stakeholders involved in your video marketing, even if you’re taking your production in-house. Make sure you align with everyone to agree on messaging and video KPIs. If the video will be used on your Instagram or Facebook page in addition to your website, consider creating multiple cuts of the video to meet each platform’s best practices.
Decide which metrics to track to measure success
It’s important to set goals in advance so that you then know whether or not your video has performed well. When choosing a video platform, check out what reports they offer and see if they’ll work for you. As a starting point, here are some useful metrics to measure:
View count: This is how many views your video has. However, this metric may not show the number of individual views, and different platforms use different time increments to determine view count.
Watch time: The average length of time people watch your video.
Engagement: Engagement can be measured by how many likes, comments, and shares your video has.
Conversion rate: Did your video lead someone to sign up for emails, visit a particular webpage or buy something? All of these are conversions and are worth monitoring.
Quick Tips for Video Marketing
There are many ways in which small businesses can use email marketing to connect with their customers. Here are just a few ideas:
Call to action (CTAs)
Including a CTA in your video marketing is always a good idea. A CTA invites your audience to engage actively with your content. It doesn’t have to be ‘buy now’ or ‘sign up here’. Other options could include: ‘share’ ‘subscribe’ or ‘comment.’
Videos are great for SEO. They can help drive traffic to your site and boost backlinking opportunities. Don’t forget that Google owns YouTube, so make sure that you include relevant keywords and tags to your video titles and descriptions.
Don’t forget that many people watch videos without sound. Including quality captions not only helps those with hearing loss, but also optimizes your video for silent playback, making it easy for people to watch your content anywhere.
Incorporate customer or user-generated content
Many potential buyers search for video reviews of products online before purchasing them. This user-generated content (UGC) feels authentic and organic. If a customer tags you in a video, consider getting their permission to reshare it.
Focus on the story, not on sales
Previously, we discussed how video content builds trust and rapport with an audience. Video marketing is a powerful tool which is why so many companies are utilizing it; however, this has resulted in the Internet being flooded with video content. If you want your audience to watch and engage with your video, make sure it’s worth their while. Try to tell a compelling story or have a strong narrative throughout—people will respond to it.
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