5 video marketing ideas for small businesses
#1. Know your audience
Like with any other form of marketing, before you actually get started creating video content, you really need to know who you’re talking to and where you’re talking to them. This will dictate how you present yourself.
For example, if you’re creating an Instagram Story targeted toward stay-at-home moms, you would talk to them completely differently than if you were creating a YouTube video targeted toward local auto repair shops.
For one, Instagram Stories are typically shot vertically and made to be short and sweet. YouTube videos can be a lot longer and are typically short horizontally.
These are two completely different messages and two completely different markets. Defining those is key to determining what kind of content you’re creating.
Talking to the camera can often feel awkward, which can, in turn, make your videos feel awkward. Instead, pretend like you’re talking to a customer. Your video will be more conversational and natural, and you’ll feel more comfortable.
#2. Create video content regularly
To make the most of video marketing, it’s important to make sure that you’re publishing new video content on a regular basis — once or even twice a week is a good goal to shoot for.
The more content you put out, the more likely people are to see it, resonate with it and find the specific information that matches their needs.
There are lots of different kinds of videos you can make. Some of the easiest ones are tips and tricks, or videos explaining how your business functions and what you do.
People who are looking for businesses online are going to have questions. That’s why they’re online researching you in the first place. They want to know what to expect when they pick up the phone to call you or schedule an appointment.
If you can lay out those expectations (i.e. “we will sit down and talk, and I will provide you with a free quote”), you help to eliminate the fear of the unknown that can prevent someone from calling you or scheduling an appointment.
The more you can create videos that lift the veil and give people a preview of what to expect, the better.
It’s also smart to make videos that answer common questions your customers may have. For example, if you’re a roofer, what are the different types of shingles that your customers should look into? Do shingle colors affect anything besides the way the roof looks?
Think about the questions you hear from your customers most often, and answer those to start. You’ll likely get more questions in the comments that you can use to make new videos in the future!
If you wait until the time comes to shoot your video to figure out what the topic will be, you won’t have much success. Keep a notebook with you where you can jot down ideas for future videos as you get them.
#3. Keep it simple
You don’t necessarily need to hire a professional videographer or purchase any fancy equipment to start making videos for your business.
You can shoot your video with basic equipment, like a webcam or a smartphone. It doesn’t have to be anything crazy or complex.
There are a lot of things you can do to shoot better video with your smartphone. It’s all about getting the lighting and background right.
As your business grows and your videos get more views, think about making them a bit more polished by having them shot or edited by a video pro.
#4. Make your video go further
Once you have video content, you can use it for so many different things and in so many different places.
Including your video on your website is a great way to help your site rank organically in the SERP (search engine results pages). Plus, pages with video tend to convert better and have better bounce rates.
Video is also a powerful tool for your sales team. When your sales team gets questions or wants to set expectations, they can send your video to your customers.
YouTube is also a great place to publish your videos. It’s the second-largest search engine behind Google, and with a little bit of YouTube SEO, you can help your videos rank organically quickly. Plus, YouTube is underutilized by a lot of small businesses.
#5. Create evergreen video content
Evergreen content is content that you can use over and over and over again. It could be a video that you use repeatedly, but it can also include intros and outros that you throw in all of your videos to keep them consistent with your brand.
Having a professional help you design intros and outros that you can use on all of your videos is a great way to make them appear more professional without having to spend a lot of money.
If you do decide to have a professional shoot your video, using it again and again will help you make the most of your investment. You can use the whole video repeatedly, or you can crop out different clips to post on social media or use in other marketing efforts.
In Border Digital Media El Paso, we are experts in Video Marketing Production, give us a call right now, we are the best in the Border.