Video Marketing on a Small Business Budget
Small business owners may not think they have the time, money or manpower to invest in video marketing, but it really is easier than many people think. While there are certainly multi-million-dollar video marketing campaigns out there, small business owners can and do see a big impact from much more modest investments in video marketing. In fact, most people already have everything they need to create and share video content without spending extra dollars.
Just like in Hollywood, your video marketing efforts should start on the page, rather than on camera. Before you start filming, you should have a clear idea of the end-goal for your video. Do you want to attract new customers, or encourage existing customers to come back more often? There are plenty of different types of videos you can make, but without a specific business goal as a benchmark, you run the risk of wasting time and effort, and of viewers asking: “What’s happening here?”
Tell the Right Story
To get the most out of your limited budget, you’ll want to choose the right video to start. How can you know what’s right? That’s why everything starts on the page — revisit your goal and decide if you want to walk your customers through the way your products work (explainer videos), tell them how your small business got started (origin stories) or introduce them to other customers who love your product (customer advocacy).
Each of those approaches will accomplish a different goal. If you want to encourage customers to buy your product, an explainer video is a great place to start. If you want to make your customers feel like part of a community, an origin story can help them feel like insiders.
If you’re still having trouble figuring out which video best accomplishes your goal, consider asking your customers what they’d like to know about your business, or what it was that convinced them to seek you out in the first place. Knowing what customers think about when they think about you can help you figure out what parts of your business to highlight in your video content.