Friday, 04 November 2016 06:42

Video marketing on a small business budget


In a few of my recent columns, I have suggested small businesses should consider using video in their marketing strategies because more and more data in the marketing world are showing this enhances sales and customer response.


But I received a good question from a reader who said, "Get real, Dean, how can a small business afford to do this?"


I sought the help of Tyler Lessard, chief marketing officer at Vidyard, a leading global provider of video marketing and video analytics solutions. I picked his brain on this topic through his article for "Target Marketing."


Just as in Hollywood, your video marketing efforts should start on the page, rather than on camera. Do you want to attract new customers or encourage existing customers to come back more often? There are plenty of different types of videos you can make, but without a specific business goal as a benchmark, you run the risk of wasting time and effort, and of viewers asking: "What's happening here?"


Tell the right story: To get the most out of your limited budget, you'll want to choose the right video to start. How can you know what's right? That's why everything starts on the page — revisit your goal and decide if you want to walk your customers through the way your products work (explainer videos), tell them how your small business got started (origin stories) or introduce them to other customers who love your product (customer advocacy).

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Each of those approaches will accomplish a different goal. If you want to encourage customers to buy your product, an explainer video is a great place to start. If you want to make your customers feel like part of a community, an origin story can help them feel like insiders.


If you're still having trouble figuring out which video best accomplishes your goal, consider asking your customers what they'd like to know about your business, or what it was that convinced them to seek you out in the first place. Knowing what customers think about when they think about you can help you figure out what parts of your business to highlight in your video content.


There's more to filming than point-and-shoot: Once you've settled on your goal and the type of video you're going to use to reach it, write a script or cue cards. Video marketing works so well because it uses both audio and visual cues to appeal to viewers' emotions. Don't just stand in front of a camera and shout your company tagline — take the time to tell a story that both speaks and shows the message you're trying to get across.

Now, it's time to put on your director's hat. First, find the best camera angles and lighting for the equipment you're working with. An iPhone and a DSLR video camera are very different, but both can shoot an effective and good-looking piece of video content, as long as you take time to figure out what looks good and what doesn't.


Finding the real value of video marketing: Once filming has wrapped, what do you do with your video content? YouTube, right? Well, not necessarily, or at least not just YouTube. See, the real value of video marketing content is multifaceted. Uploading video to your website can increase your odds of being on the first page of Google search results by a factor of 50.


You'll want to create a YouTube channel in part because it is the second-largest search engine in the world (behind Google) and also because you want to offer a complete and compelling description for your video — add your whole script while you're at it. Google and YouTube robots look for keywords in the video description, meaning a good description only can help your video perform better.


Setting up sequels: However you decide to use (and re-use) your video marketing content, remember that everything starts — and ends — with your business goals. Once you've created and begun to use your video marketing content, tracking its effectiveness can show you the return on your investment and inform your efforts for next time.

Source : postbulletin

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