Video can be intimidating to a small business, but the numbers don’t lie. According to HubSpot, 54% of consumers want to see more video! When part of a larger inbound marketing strategy, video is one of the easiest ways to put your target market at ease and connect with them on a human level. The current global forecast estimates the average person will watch 100 minutes of online video each day in 2021. Why not have 5 of those minutes be spent learning about your company? With 75 million Americans watching online videos every day, video marketing offers exciting opportunities.

“Video allows a company to show their product or service in a way that allows a customer to quickly understand what they do and get a picture of who they are. People have short attention spans and a video gives them all the info they need within 5 minutes.”

–Matthew McPartland, MPWRSource, Graphic and Digital Designer

Video marketing is a quick and effective way of marketing your company, no matter the size of your business. Not only does it stimulate interest and increase lead generation and sales, but video marketing content also engage with your target market at a higher level. It allows you to establish and build trust. The sharing of your video across social media platforms can amplify your company’s reach, boost your online presence, and promote brand awareness. When information is shared by someone you know, the information is much more apt to be viewed, liked, or shared. Video marketing also provides a great ROI.

Video is an effective storytelling tool. People like to watch.  Video is continuously dynamic and continues to delight, entertain, and inform. Video can even be funny, educational, inspiring, motivational or heartwarming. Videos can resonate more with audiences than other mediums. Video helps put a face to a name and allows an audience to peek into your organization. Simply put—people like to work with and buy from people and video gives them an opportunity to “meet” you.

• Company Story Video:

  How did your business get started? What is unique about your corporate culture? What sets your business apart from its competitors? This is your opportunity to really showcase your why, your unique selling proposition. Remember that when people choose to partner with you, they are buying more than just goods and services. A video that tells the story of your company and your people will connect with your audience in a way that no other content can. It is the ultimate human medium that can really showcase your brand.

• Demo Video:

  A demo video is literally a walk-through of your services or products wherein you can explain just how you can help your customer. You can incorporate images, infographics, as well as animation to help your audience get a feel of what you are offering.

Now that you have an idea of what types of videos you should be making for your business, it is time to discuss the real question…HOW?  LIKE REALLY, HOW DO I DO THIS?

How Do You Make Your Video?

• Determine the Video Purpose:

  Make sure you know why you are making your video. We are marketers, so asking why should be expected by now. What story are you trying to tell? What problems does your video hope to solve? How will this video support your company’s larger marketing goals? What will be the outcomes and results that measure success? (Think KPIs.)

• Write a Script:

  A great script will help insure you deliver the answers to why you are creating the video in the first place. Writing a good script not only involves knowing what you are offering, but also involves researching your audience’s interests. The script should be memorable, compelling, simple, and clear. Make sure it lets your audience know what you hope they do with the information presented. Do you want them to visit your place of business? Do you want them to buy a product? Do you want them to visit your website or attend a virtual event? After writing your script, you can use a simple storyboard to block out your shots. It does NOT have to be professionally drawn out, but should be informative of what you want your audience to see. You can include your infographics and other visuals as well.

• Identify the Tools You Need:

  You can use a camera, a webcam, or a decent cell phone that can take video. If you decide to go all-in, you will need a good DSLR camera, tripods, lenses, audio recorders and other accessories to create a professional looking production. You will also need good video editing software.

• Set Up Your Camera:

  Make sure the subject of your video is placed either at a third or the center of your frame. They should also not be too far or too close from the camera. A good rule of thumb is to have your subject place three fingers atop their head and use that marker as the top of your frame. Make sure also your environment is quiet and there is adequate lighting. We also recommend using a tripod for a steady camera angle.

• Record the Video:

  Make sure your subject looks at the camera. Also remember that angles matter. Most people are most flattered being shot at a downward angle. Hold your camera in a landscape format unless you are shooting specifically for a medium that has another format, like Facebook Stories.

• Edit the Video:

  Editing can seem daunting at first, but there are some free editing platforms like iMovie or Windows Movie Maker to get you started. For more professional features, look to Adobe Premiere Pro or Apple Final Cut Pro.

• Upload Your Video:

  This is where you decide where you want to interact with your audience. How you decide to release your video will largely depend upon which platforms best reach your target audience. Look at the data you compiled while doing your Social Media Marketing and go from there. When uploading your video, make sure to include the right video hosting platform as well as making sure you have an attractive thumbnail. Inserting a video transcript can also help boost your SEO as it allows Search Engines to gather more information from your video that helps send viewers your way. Don’t forget also to use the lessons you learned from social media and email marketing to alert your current contacts about your new video content.

• Measure Your Results:

  You spent all this time researching, planning, filming, and editing your video. Now is the time to make sure all those efforts weren’t in vain. Most websites and social media platforms come with analytics you can track to measure the effects of your video marketing. Key ones to look for are:

  • View Count: The number of times your video has been viewed.
  • Play Rate: The comparison of the number of people who have watched your video compared to the number of people who had the opportunity to watch it.
  • Watch Rate: A measurement of how much of your video people actually watch. Are people hitting play only to hit pause before they reach the end?
  • Click-Through Rate: This is the percentage of viewers who click on your video’s call to action and visit another page.
  • Conversion Rate: This metric measures what percentage of video viewers become your customers.

According to surveys of 70% of marketers, videos produces more conversions than any other type of content. It can also boost your rankings of your website by search engines, driving more traffic to your site. They also help those that land on your website stay longer. Video marketing should be an integral part of your small business marketing strategy. Videos allow you to communicate your message in a way that is both engaging and personal.