Video has become one of the most effective marketing tools today. People are more prone to learn information visually. To retain a brand message from video format is simply easier. Plus, consumers learn about new brands and products from commercials integrated into the content they watch.
Small business video marketing is getting super popular as well. Why? Two reasons. First, thanks to COVID-19, everyone's moved online, including your customers. Second, there are tons of new tools that make it easy for companies to film videos, understand their audience, and target the right people with ads. If you work with a traditional animation studio, you can increase your small business's position.
This article will give you some key video marketing tips for small businesses. We'll help you stretch your budget and get the most out of it!
Why Is Small Business Video Marketing So Crucial Now?
In the past, video marketing was affordable only for bigger businesses and out of reach for the smaller ones. Videos were short, stuck on TV, and there was no way to target the right audience.
Luckily, things are different now. Today, companies can stretch their budget by showing videos only to those who matter—their ideal customers. You can reach them anywhere—social media, websites, apps, and even offline stores! That's why small businesses build marketing strategies where the core role plays video at every stage of the funnel. These days, there are various benefits for small businesses from video marketing:
- Videos help people discover your business;
- Turn people into loyal customers;
- Well-made videos can gently nudge viewers towards buying your product or service.
- Video marketing can help you get more out of your marketing budget in a shorter amount of time.
Besides paid promotion, social media like YouTube and Instagram can help you reach people for free. These platforms want users to stick around, so they show content people want to see. This means your videos might be shown to people who are already interested in what you offer.
Video Marketing Strategy for Small Businesses: What Types of Videos Do You Need?
Marketers know perfectly well that adding video to their campaigns can skyrocket conversion rate. There are many types of videos that help to convert prospects into loyal customers. What are those?
Explainer Videos
The most versatile form of animated commercial video that can fit almost any stage of a funnel. An explainer video is like a quick and engaging story about your business or product. It grabs attention and leaves viewers wanting more—maybe to check out your website, browse your catalog, or learn about a specific service you offer. It all depends on your call to action.
Testimonials
Social proof is one of the best guarantees that your product is worth trying. Testimonials, as you understand, are all about making the effect of social proof tangible. This type of video is really easy to create. Just film a quick interview with a happy customer who shares their experience with your product and gives you a shoutout. People trust other people, so seeing real customers raving about your stuff builds trust and makes your product more attractive. Want to go viral? Find a client with an amazing story—that kind of testimonial video can really take off.
Promo Video
Want to increase brand awareness? The most obvious way is to run a commercial. But if you combine promo videos with advertising goals, it can be a great way to introduce your product or a company. One minute is the perfect length for it.
Sometimes, promo videos can also be used as a friendly reminder for existing customers. But creating these can be pricey. It's like a challenge for the video makers—they need to hook viewers fast, get them interested, and convince them to do something.
Corporate Video
As a rule, people don't buy from brands—they buy from people. If you want to add a human touch to your company, there is no better way than launching a video with an engaging brand story. It is a great way to establish an emotional connection with your audience.
Corporate videos often feature fancy suits—founders, CEOs, the whole crew. But for small businesses, especially those serving a local area, it's smarter to showcase people your customers can relate to.
People feel emotions faster than they think things through. So, a sentimental or dramatic video can be really effective later in the sales process when people are already considering your product or service.
E-Learning Videos
If you need to educate your viewers and establish an expert reputation, you need how-to or other learning videos. E-learning videos are like step-by-step guides. They start with a problem someone might face, then show them exactly how to solve it themselves. These videos can be longer, but that's okay—they are useful enough to get people hooked longer. You can even create a whole video course based on your customers' most common questions.
How to Create a Video Marketing Strategy for Small Businesses
If you've already got a marketing plan in place, adding video marketing is easy. The key is figuring out how videos fit into your overall strategy and how they can help you reach your goals. Make sure you know how to drive your main marketing metrics.
Let's take a look at a few steps that will help you to outline your video marketing strategy:
– Establish your goals: make your objectives specific and measurable. Maybe you want to find 100 new customers in two months, or maybe you want to position yourself as an expert in your field. If you set more vague goals, understanding if you actually achieved them may be as oblique. Setting clear goals will help you budget wisely.
– Describe your target audience: Your product is for someone, and you have to know very specifics about these people. The best videos target the right people. Think about:
- Age, gender, location: Who are you trying to reach?
- Lifestyle: What do they do for work and fun?
- Challenges: What problems can you solve for them?
- Values: What matters most to them?
– Create a specific content plan for the video: Not only do you need to decide what and when to post, but also pick specific platforms.
– Start video production: This is where things can get time-consuming, but it's also the core part. You can either hire a pro video studio or DIY it yourself. Either way, planning is key. Here's what you can do:
- Idea: Brainstorm video concepts and pick a format (explainer, promo, etc.).
- Script: Write a clear script that tells your story.
- Storyboard: (Optional) Sketch out your video to plan the shots.
- Filming: Time to record your video or create animations.
- Voiceover️: Find a good voice for narration (or record yourself).
- Sound Effects & Music: Add audio elements to bring your video to life.
- Titles & Text: Include titles and text for clarity.
– Post and track: Once you've created a video, it is time to act according to the approved content plan. Post videos on different platforms and track your main metrics.
Conclusion
Video marketing is a must for any marketing campaign today. There is no more universal medium to reach people than an engaging, short video that clearly presents your business's benefits. Local businesses have a secret edge: they're closer to their customers. This can make their video content hit home harder than big-brand efforts and translate into better ROI.
