A Small Business Guide to Video Marketing.
As marketers, we’ve been hearing lots of stats like these:
- More than 500 million hours of videos are watched on YouTube each day.
- Facebook video receives, on average, 135% more organic reach than a Facebook photo
- 82% of Twitter users watch video content on Twitter
In fact, it is believed that online videos will account for more than 80% of all consumer internet traffic by 2020.
This gives small business owners some compelling reasons to get to grips with exactly what video marketing is and whether it could benefit their business. Video marketing is a very broad term and not just about creating the next viral You Tube sensation. Most small businesses could benefit from some form of video marketing, however, as with any marketing tool it is about creating the right fit for your business and marketing strategy. This article, is a quick glimpse to give you an overview of this evolving and growing trend so that you can consider it’s potential for your business. If you have questions about how it could help you, please get in touch.
What is Video Marketing?
It is simply marketing that incorporates videos. That sounds really simplistic (and it is) but bringing it back to the basics is important. If you take 5 minutes this week to point your smartphone video camera at an employee and ask them to introduce themselves to your customers, then email that to your customers. You have just done video marketing. At it’s more illustrious end it is about big marketing budgets poured into campaigns to create the next viral video sensation to coincide with the footy finals.
For a small business you can choose for your video marketing to be adhoc or part of a planned, strategic marketing campaign. You can use it to promote your company, product or service by creating (for example) customer testimonials, reviews and explanatory or ‘how to’ videos.
Video marketing isn’t new but understanding the growing and evolving way that it is engaged with through the Internet, especially social media and mobile use is can be beneficial to your business.
How do you get your small business started with Video Marketing?
As with any marketing activity, there are two paths: you can do it in-house yourself or outsource it to a professional.
THE DIY OPTION:
You can make a video on your smartphone and upload it to YouTube pretty quickly, embed it in a website page, share it to your Facebook, Twitter and other social media accounts and then email it to your customers. If you are comfortable with moving among your social media platforms this will be pretty straight forward. With a little more effort you can edit it into a more professional production including a logo intro and a link at the end to a specific website page with a promotional offer or an opportunity for your customer to learn more.
There are also specialty websites that help you create animated videos for explanatory or ‘how-to’ videos. As with any DIY option, you will have to be willing to put in the time to both learn and then replicate these efforts consistently for maximum impact. You could start at a website like Fiverr.com where there are many freelancers offering cheap video products, however you will need to create the storyboard and content for them to put the video together.
THE OUTSOURCE OPTION:
If you want to go beyond the simple and use video marketing as a strategic and targeted part of your overall marketing then often outsourcing is the best way to go. This can still be affordable, you can still use videos you create yourself for instance and just outsource the strategy, analytics and research. Alternatively you can outsource completely and have the videos professionally created and edited by a dedicated team.
What are the trends in Video Marketing?
Storytelling is the number one trend in video marketing. Think of Dove’s the “Real Beauty” campaign. Storytelling isn’t restricted to the big brands.
- What is your business story?
- What is the the customer experience like in your business?
- How does your business give back?
There are plenty of stories that every business can tell.
Facebook is also a video marketing trend… video can be uploaded directly to Facebook and viewed as part of a users normal news feed and Facebook has also rolled out sponsored video ads for brands (not in the price range of small business just yet).
So what are the key takeaways? If you are unsure of how to successfully use video marketing in your business, then give us a call today and we can talk through the options during a free consultation. If you want to get started yourself, then spend 10 minutes brainstorming some ideas and strategies to implement them. Or you could use Mark Zuckerberg’s maxim “move fast and break things” and simply pick up your phone and start recording!
Happy Video Marketing!!