How to Approach Video Content for Small Business
As a small business, you don’t always have a large budget to work with when it comes to launching a video marketing campaign. If you’re just now considering how to approach video content for your small business, we’re here to help. We’ll show you how your small business can benefit from video and what steps you should take to plan and execute a budget-friendly video content marketing strategy.
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Define Target Audience and Important Video Marketing Goals
To start using video for your marketing efforts, you need to know who you will create and deliver the videos to. As you define your target audience, it is important to consider which stage of the purchase cycle they are in and what their needs are.
Research consumer preferences and determine the most appropriate type of content that will connect with this particular audience to achieve your business objectives.
You also need to determine your video marketing goals. Your videos should each have a clearly defined goal or set of goals that are set using SMART goal setting.
Consider the following goals for your video content:
- Increase brand awareness and recognition.
- Grow the brand audience and reach.
- Teach about products and services.
- Develop a personality for your brand to connect with your audience.
Once you have goals in place for your video you can work to further define what strategy you intend to use to achieve your goals.
Determine Video Format & Strategic Distribution Approach
Once you know your target audience and the objectives and goals you intend to accomplish with your videos you can work on determining the best format and distribution approach for your business.
Small businesses often benefit from the following types of videos:
- Educational videos that teach a customer how to use a product or service of theirs to solve a problem.
- Narrative videos that tell a story to deliver the message about a brand’s history or how it was developed. Narratives can also be used to deliver employee information, a look at the way your company operates behind-the-scenes, or what it’s like to work with your company. These create a strong human connection to your brand.
- Testimonial videos that deliver a customer message showing appreciation and a general authenticity towards your product or service.
As you continue to define the appropriate format of your video content, consider also where you will distribute the content. One of the best small business video marketing tips we can provide is to plan your strategy carefully and determine the best distribution channels before producing your content.
Videos that you distribute on social media are often shorter and more catchy than those that are delivered on your website or elsewhere. Defining the distribution of your video content can help you to further nail down an appropriate strategy for your brand to get started with video.
Define Resources for Production
What resources does your brand have available for production? Quality video production will require a budget that allows for the help of a video production company to produce and edit the content you wish to create. If you’re not sure what a video costs, we have several posts about the average cost of a video per minute to help you out.
If you intend to create a video in-house, consider the equipment, studio space and time that you will need to allocate for production. This would be in addition to the human resources that you would need to produce the content and edit footage for the final cut.
Small businesses can benefit greatly from their video marketing efforts. If you’re interested in starting a video library for your small business, contact Beverly Boy Productions at 888-462-7808 today for assistance.