Creating a Successful Video Marketing Strategy for Small Business Owners
Most marketers will tell you that the key to any successful video marketing strategy for small business owners lies in planning, taking a quality over quantity stance to produce, and focusing heavily on audience targeting to get the job done. While there’s no question as to the effectiveness or importance of video in today’s marketing campaigns, especially as more than 85% of businesses currently use video as a marketing tool, many small business owners do question where to begin. In fact, 17% of marketers that don’t currently use video say it’s just because they aren’t sure where to start!
If you’re a small business owner that isn’t using video yet because you’re not sure where to start, or you’ve tried video a little but you’re not satisfied fully with your strategy, we’ve got some tips to help you plan a full-speed-ahead video marketing strategy for your small business.
Start with Planning a Strategy That’s Right for Your Small Business
The first step to creating a successful video marketing strategy for your small business is to plan what’s going to be most appropriate and effective for your business. This means determining your goals and underlying needs. You’re going to need to set campaign goals that are important to your small business. What are you trying to achieve? Increased sales? More Traffic? Higher conversions? More leads?
Spend some time planning the most important goals for your small business video marketing so that you can later plan out the various types of video content that you’ll make to accomplish these goals.
Choose Quality Over Quantity
While statistically brands that produce 51 or more videos per year are seeing exponentially higher growth than those that produce just a few videos here and there, it’s important to note that quality is more important than quantity. Certainly any successful video marketing strategy for small business owners is going to focus on producing videos that represent the level of quality that is expected of your brand.
Low quality video content could send your audience the message that you don’t care or that your business doesn’t provide the level of quality that is otherwise to be expected of your brand. While you might have an initial plan to produce as much video content as you can, and maybe you want to use a few resources as possible to keep budget down, you must make sure to choose quality over quantity. If budget is an issue, go for fewer videos with higher quality rather than opting for more videos with lower quality.
Focus Heavily on Audience Targeting
Your audience is EVERYTHING to your brand! One of the key factors to consider with a successful video marketing strategy for small business owners is that you should be heavily focused on learning everything you can about your audience. You need to know who they are, what they do, where they shop, what they’re looking for, what problems they have, how you can provide a solution…the list goes on and on. The point here is that the more you can learn about your audience and focus your video marketing strategy and targeting on your audience, the more you can deliver content that they will resonate with and appreciate.
It’s one thing to produce amazing videos. It’s another to produce videos that connect with your target audience and help them to feel connected with your brand! 70% of people feel like ads are more intrusive than ever before – small businesses that connect with their audiences do not get accused of delivering intrusive ads! Just think about that.
Entertain with a Story
A video marketing strategy for small business that focuses on entertaining and engaging your audience with a story will win your audience over more than any other type of video can. If you’re sharing a story, rather than focusing on selling your products or services, you’ll be more likely to experience the positive repercussions that you anticipate from your marketing campaign.
Brands that share stories and resonate with customers stand to gain increased audience awareness, increased trust, and increased conversions while brands that push products or services through salesy ads and marketing campaigns that are only focused on what the business gets instead of what the business can provide stand to annoy prospects more than they convert.
Creating a successful video marketing strategy for small business that focuses on connecting with the consumer and offering a reasonable solution to their problems stand to increase profits by as much as 49% this year while brands that choose not to use video marketing, or choose to implement video marketing in a way that is not consistent with their brand stand to lose.
To learn more about creating a successful video marketing strategy for your small business, give Beverly Boy Productions a call! We’ve got more than two decades of professional film production experience with significant backgrounds in small business video production. We’ll help you create a winning video marketing strategy for your small business.