Small Business Video Marketing Guide: How to Get Started

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Small Business Video Marketing Guide: How to Get Started

by Laura Zamfir of Veedyou

Small business owners are among the most resilient and hardworking individuals globally. Their journey to success is fraught with obstacles, yet they persistently tackle challenges and assume new responsibilities whenever necessary.

For them, video marketing is just one item on a long list of tasks that must be embraced and mastered for their brand’s success.

We’ve witnessed numerous small businesses struggle due to their failure to adopt video marketing. The reasons are plentiful, with lack of time being the primary issue, closely followed by limited budgets (a cost factor) and lack of experience and expertise [1].

Our small business video marketing guide is crafted to address all three of these problems. If you’re looking to expand your small business through video marketing, this is the ideal place to begin.

The Benefits of Using Video Marketing for Small Businesses

It has been just over 100 years since the Suffrage Movement, and women have broken another barrier and are seizing opportunities.

According to the new GEM report, 33% of all established business owners are women. In the coming years, we’re going to see a huge change in the scenario. That’s because, for every 100 men, 147 women want to become solopreneurs. Globally, one in ten women is in the early stages of starting a business, and one in six is planning to start a business in the near future [2].

Furthermore, women entrepreneurs outperform men even with limited budgets. On average, women-owned businesses raise half the funds compared to businesses founded by men. However, they employ more people and generate more revenue than their male counterparts.

Video marketing can be a powerful tool for small businesses, especially for women entrepreneurs, to achieve their business objectives. Moreover, whether you’re a solopreneur, a local small business, or a global small business, video marketing must be part of your killer strategies to market your business. But why?

  • By showcasing your expertise and passion through video content, you can build trust and credibility for your brand.
  • Your story is worth telling to people, and your values are worth sharing with the audience. Videos enable you to develop an emotional connection that resonates with viewers.
  • Compared to static content, videos are significantly more engaging. Hence, videos give your message a wider reach and your business increased visibility.
  • Video content is the only medium that allows you to show your products or services in action.
  •  Creating high-quality videos doesn’t require a huge budget. With minimal effort and resources, you can produce engaging content.

Best Video Types for Small Business

Now that we’ve discussed the benefits of video marketing, it’s time to consider the types of videos to create. You may be overflowing with ideas, marketing messages, and goals, but they require a proper channel to reach the audience and make an impact. While there are dozens of video types, the following three types are essential to start with:

Company Story Videos

Company videos introduce your brand, its vision, mission, and purpose to the wider world. These videos showcase the people and teams behind the business. The content humanizes the brand, showcases the culture, and shares the unique attributes of the business. Company story videos also help inspire other budding entrepreneurs.

When to Use: Awareness Stage

Marketing Goal: Brand Awareness, Building Trust

Explainer Videos

If you’re unsure how to introduce your product/service, start with an explainer video. Explainer videos reveal the features, functions, benefits, and workings of the product/service. In these videos, use clear visuals and language to address the pain points of the customers. The aim is to educate potential customers and encourage them to take the next step.

When to Use: Consideration Stage

Marketing Goal: Education, Lead Generation

Testimonial Videos

Being humble in business won’t take you anywhere. Flaunt your business achievements by collecting and publishing testimonial videos. Testimonial videos feature satisfied customers sharing their positive experiences with your business. These videos showcase the value your offerings deliver to the customers. Furthermore, testimonial videos are highly persuasive, and you need only a handful of these videos to convince prospects to choose your business.

When to Use: Decision Stage

Marketing Goal: Building Trust, Conversion

Creating Videos for Small Businesses on a Budget

Even before embarking on video marketing, if you’re concerned about the budget for creating videos and constantly pondering how much does it cost to edit a video, fret not. Small businesses with limited marketing budgets can still create professional-looking videos by focusing on the following points:

Define Target Audience: It’s difficult to make impactful videos if you’re unclear about who your targeted viewers are. Hence, you need to define your audience for each video or video campaign. This will help you create an audience persona and develop a marketing message that resonates with the viewers.

Set Video Goals: The marketing message, video script, CTA, and a whole lot of other video elements depend on the goal. Once you set a goal, every element of your video must focus on achieving it.

Develop Content Ideas and Video Script: Research and brainstorm ideas to decide what kind of content and video style will resonate with the audience. Should the video focus on lifestyle content or adopt a mini-documentary or narrative style? Should the video be animation or real-time? Additionally, jot down points that you can later develop in the script.

Preparing the script is the penultimate step before storyboarding or video recording. Scripting goes beyond writing the dialogue or narrative. Developing a script for a video means deciding the background, props, graphics, background music, voiceover, and a lot of other things. If you find video scripting overwhelming, then hire a freelancer or a video production and editing service.

Filming and Editing the Video: Small businesses don’t need expensive, fancy equipment to record videos. Try to maintain a balance between authenticity and professional filming by using a smartphone with a high-end camera. The same goes for lighting equipment, props, and other elements of the video.

It’s in the editing stage that the real magic happens. A skilled video editor is your strongest ally. It’s the video editor who can convert a bunch of frames into a marketing masterpiece.

Tips to Promote Small Business Videos

A solid video marketing strategy is essential for the success of your video content. Here are some tips on promoting small business videos:

  • Optimize videos for search engines to enhance discoverability by adding relevant keywords in the title and description. Utilize tags, video transcripts, custom thumbnails, and schema markup to improve video ranking.
  • Share videos on landing pages and across social media platforms. Engage with viewers by responding to comments.
  • Instead of hosting videos on your server, consider publishing them on platforms like YouTube, Vimeo, Wistia, and similar sites. Then, embed the video on your website or landing page.
  • Organic marketing has limited reach. Enhance the effectiveness of video marketing by running paid video advertising to reach a broader audience.
  • Collaborating with influencers is a rapidly growing marketing strategy. This allows small businesses to expand their audience. Those with limited marketing budgets who want to target niche communities can leverage micro-influencers.
  • Utilize emails to promote videos since email marketing remains highly popular and effective. In the past 12 months alone, marketers have witnessed a 77% increase in email engagement [3].
  • Share video teasers and clips on various platforms such as Facebook, TikTok, X (formerly Twitter), YouTube Shorts, and others.
  • Implement hashtag campaigns, contests, discounts, and giveaways to maintain audience engagement with your content.
  • Incorporate brand logos, color themes, and other brand elements in the video. Additionally, keep the content customer-centric by addressing their pain points and offering solutions.
  • Success for small businesses doesn’t happen overnight. Consistency is key; continue posting, promoting, monitoring, and revising strategies regularly.

Measuring Your Video Performance

Once a video is published online, it will generate a lot of data, enough to keep you occupied for days. Small business owners have multiple roles to play and very little time to analyze all the data the campaign generates.

That’s why, even before you begin the video marketing campaign, decide how to track the progress of your videos. Identify the key performance indicators, and determine how and when to analyze the data and prepare actionable reports.

With the analytics tools (free and premium) available nowadays, it’s quite easy for small business owners to monitor, derive actionable insights, and make changes to the strategy whenever and wherever required to improve the effectiveness of their video marketing campaign.

Final Thoughts

For small businesses, video marketing is a potent tool for connecting with the audience, establishing a brand identity, and achieving various marketing goals.

Questions like ‘How do I start?’ and ‘Where should I begin?’ have long troubled small business owners venturing into video marketing.

The insights provided in our guide will make adopting video marketing straightforward, efficient, and budget-friendly.

So, why hesitate? Click the action button now and let videos shape the success story of your small business.





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