How to Develop a Video Marketing Strategy for Small Business
Your products and services are solid. Unfortunately, that isn’t enough to bring in the big business these days.
Between success and failure – it’s marketing that makes all the difference.
Marketing gives you a way to get out in front of your prospects and make a great first impression. The marketing tools available to today’s businesses are far and away the most innovative and impressive in history.
For example, video marketing has snowballed to avalanche proportions since being introduced onto the scene. The great thing about video is its ability to capture the attention of viewers long enough to stop them scrolling past it or clicking off to a page filled with wall-to-wall text.
It is common knowledge that the modern consumer’s attention span has drifted to somewhere near the level of a goldfish. Video is a brilliant way for marketers to use that to their advantage. It’s hard to turn away from an engaging video – much harder than clicking away from text or scrolling past another stock photo.
Here are a few tips that you can use to help develop a video marketing strategy for your small business:
Think outside your brand
The best approach to grabbing people’s attention with your video marketing is to provide them with something they will find valuable. While the average business will stop at simply showing their product or service and calling it a day, you can leap ahead of the competition with ease.
If you can show off your company’s sense of humor by creating videos that aren’t strictly marketing, but part entertainment, as well, you’ll draw a lot more eyeballs.
If you can take topics and ideas that are currently popular and tie them back into your product or service in an interesting way, you’ll find a wider audience for your videos.
Think credibility
Today’s market is driven by entertainment. Be exciting, and unique, yes – but also be useful. Showing off your expertise via video can give you and your business instant credibility and set you up to be viewed as an expert in your industry.
Big name brands have a head start in the credibility department, but with online video, you can close the gap.
Establish your credibility by showing off how effective your product or service is. If you can manage to pull this off in a way that doesn’t appear overly promotional, you have won. The key is to be interesting. Curiosity is one of the strongest human emotions there is. Use it to your advantage.
A physical demonstration of your product will make you a trustworthy source in the eyes of the consumer who has grown weary of too many over-hyped claims and products that fall short of expectations. With video, they can see what they are getting.
Think buyers and leads
Bringing in new buyers has always been a challenge for marketers, but it’s only gotten more difficult as the global marketplace grows to include hundreds of new businesses every day. It is in every marketer’s interest to create as much shareable content – in this case video content – as possible.
Social media presents a novel and effective way to capture massive amounts of new leads, if you can create the kind of content that people will want to share with their friends.
Popular users on social media reach these heights because they share the kind of content that others appreciate. Consider making videos that are meant to be shared. Viral videos often have one or more of the following benefits:
- Entertaining (they are funny or tell an interesting story)
- Unusual (they provoke curiosity)
- Incredibly useful (they show people how to do something, clever hacks)
Adding video marketing to your marketing mix is one of the best things that you can do for your business. With the barrier to entry so low, everyone should feel encouraged to give it a try.
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