Live and traditional video are exploding on social media. I see more and more small businesses and entrepreneurs using it to promote their businesses. Yesterday, one popped up on my Facebook feed from a thrift store I frequent. These wonderful women were live sharing their new site in a nearby state. They were laughing and chatting about this milestone for them. It all got me thinking about video and its strong presence in our media world. Small business video is the most engaging marketing tool. It captures the attention of your audience better than any other format.
Share your video with a link in the comments. I’d love to help share it with others!
Marketing Goals & Budgets
What is the purpose of the video? Is it a customer-service how-to video, brand awareness, or sales? The goal will help develop the content, style, format, and platform.
The budget is an important part of the video production process. It will help decide if a video production agency can be used, content writer, place, props, animation, or etc. Of course, the goal of the video has influence over the budget. If you are doing a storytelling or how-to video, you may need less expensive services.
Deciding on the style of the video is much easier if you have determined the goal. If you want to create something that will broaden your brand and share on social media; you may focus on something humorous, engaging, action-packed, or visually stunning. A brand-focused video will typically focus on the company and not selling the product.
If you are producing a product and sales focused video, it may be about the story of the product, demonstration, customer reviews.
The company creating a video that discusses the key features and benefits of the product or explaining how to use a product will have a more factual and demonstrative style.
Of course, I would not hesitate to add a little humor or story telling into any of these videos. Changing the “rules” or expectations of a video may make it more memorable and draw a new audience.
Educate & Entertain All At Once
It’s All About the Story
One of my favorite videos to watch is the storytelling. We all know, it is vital to create a close relationship with our audience. This includes current and potential clients. Nothing does that better than opening up and sharing your story.
- Engaging narrative.
- Interesting, never-heard-before antidotes
- Incorporate the marketing story
Tell Your Story – Be Intimate with your customer
Creativity Wins Again
Don’t get scared. Creativity isn’t as difficult as it sounds. Try thinking outside the box. How can you present your message differently? Brainstorm concepts and presentation ideas based on the goal of the video. If you have the budget, consider the help of a video production agency. They can help you with concept, details, story, and the other aspects of creating a memorable and effective video.
- Story line
- Memorable and unique
- Video Production Agency services
Let’s take a look at this Dollar Shave Club video. It perfectly demonstrates making a unique, memorable, and out-of-the box type video. It is fun and captivating. You don’t have to go to the same budgetary extremes as Dollar Shave Club. Rather use it for inspiration for your project.
Sell It with a Side of Humor
Part of the Strategy
Most videos are not stand-alone assets. Create a marketing funnel with video. Guide your audience through the story of your business with:
- Introduction or launch video
- Explain the product or service video
- Customer Testimonial video
Mobile Is The Way
Similar to websites and online content, everything needs to be mobile-compatible. Smartphones and tablets rule the online experience in today’s world. Make sure your video works perfectly with mobile devices.
Finding the perfect length for your video is important. Too short and viewers feel like they’ve missed something. Too long and they tune out. Sales driven videos are best shorter while story telling videos fare better as longer.
Make your video easy to find. It must be optimized for SEO with keywords and phrases. The rules of SEO:
- keywords in the title
- keywords in the description
- keyword tags
- keyword tag images
Where do you want this video posted? Is it live? For a specific audience? A demonstration video, branding, or sales? Research upload requirements first.
- Landing page
- YouTube channel
- Facebook Page
- Instagram (compelling image with link)
- Email Marketing
Looking forward to your small business videos!