Effective Video Marketing Can Build Your Brand and Grow Your Business
When television first made its debut, men and women of the age were astounded by the technology. Now, pioneering small businesses are pulling off dazzling displays of light and sound that would have made a '50s housewife quake in her pearls. At the same time, it takes serious effort for media developers to elicit more than a polite golf clap after every new smartphone release. As video seems to be the vogue trend, how can small business owners contend with such a jaded population of tech-savvy youngsters?
Strategy. It takes a firmly set jaw and a creative spirit to forge ahead with a video marketing strategy, but if you're hoping to grow your small business, consider the following tips:
1. Develop a plan.
Before any work can be done on a marketing pitch, you'll first need to know what the goal will be. Don't be afraid to set clearly defined number margins or fiscal expectations for your first go around. As long as they're reasonable, the success rate of your first strategy will help you determine how well consumers are responding to your ideas without having to immortalize low responses on the books. This strategy for a first-time video release will also give you an opportunity to see who your audience really is for this sort of project. Not all consumers are created equal, and some might be excited for video whereas others might still be trying to figure out how to navigate to your website.
2. The audience makes a difference.
For your first couple of rounds, try to cater to the audience. Once you've figured out what will make up the content of your videos, make sure it isn't too far off the mark from what your business is known for. A company that sells hair wax probably couldn't get away with a video about the importance of wearing rubber gloves while cleaning, for example. As long as the general theme of the project is directed toward the intended consumer, the first few releases will typically demonstrate how well you know your target audience.
3. Release often and regularly.
Like with all good social media, the point is to build a relationship with your consumers. The visual nature of video typically provides individuals with a lasting impression, as it can incorporate sound, moving images and, in most cases, written content. With so many possible components, your audience will have more of an opportunity to make new connections with the company, but if the videos are too few in number and inconsistent, people who enjoy the regularity of the video updates might lose interest. When that happens, not even the promise of a good sock hop and a hoop skirt will be enough to get them back.
4. Get Bob from sales in front of the camera.
Your employees are the flesh and blood behind the brand that your loyal followers know and love. If your staff isn't camera shy, you should consider rolling out these behind-the-scenes players for interviews, small cut scenes or commercials so that the people can put a real face to the names they're probably used to reading on your website.
5. Don't get miserly with the production costs.
Small business owners tend to shy away from what they expect will be unreasonably high expenses with projects like this. The truth of the matter is the costs of production don't have to be outrageous. You can get away with brilliant video strategies with just a smartphone, some decent lighting and a good, solid idea. For larger video projects, where the goals are much higher and the expectations are greater, it might be worth it to outsource for a videographer's expertise, but even these options shouldn't be much more expensive than a run of glossy flyers.
6. Leverage your social networks.
In keeping with this theme of lower costs and high exposure, you should think about how these video marketing strategies can be married to sites like Facebook or Tumblr to perpetuate your branding attempts well into the future. If your YouTube account begins to see a lot of traffic, for instance, help it keep trending by putting links to your popular videos on your public-facing websites. With a little prompting, your loyal followers might be willing to share your work with their own friends, thus making your brand a new institution.