by Shannon Flynn
Video is one of the hottest marketing trends online, grabbing the attention of users and keeping them engaged. Brands can say a lot with a video that they might not be able to communicate with words alone. However, many small businesses struggle to figure out how to afford quality video content and where to best utilize their efforts, and learning the ins and outs can seem a little overwhelming.
In Wyzowl’s Video Marketing Statistics 2022 report, researchers found approximately 16 percent of businesses that do not utilize video marketing say it is because they are short on time. Most independent retailers wear multiple hats and the thought of figuring out video seems like another hassle that will take time to learn. Luckily, there are some easy ways to utilize video content marketing to an advantage:
Understand the Purpose
What does your business hope to accomplish by using video content marketing? If the goal is to increase brand awareness, the video will be quite different than if you wish to give details on how to use a product. First, start by choosing a video type. Different options include:
- Brand films
- 360-degree experience
- Company culture or news
- Instructional videos
Do not be afraid to embed a video into marketing emails. Surprisingly, more teenagers use email than social media platforms such as Snapchat. While a business’ target audience might be in a different demographic, all ages relate to email messages. Integrating video content marketing with emails can help to grow your business, but be sure the platform that you use to upload videos works seamlessly.
Add Videos to Your Landing Page
Most brands spend a lot of time and effort driving traffic to their pages. Popular keywords get snatched up by big corporations and smaller businesses on a budget may not have the time or resources to rank high on search engine results pages. Fortunately, once consumers do land on a website, there are a few things that can keep them there. At the top of the list is engaging content, and video tells a story. Get right to the point in any video embedded on the landing page and users will hang around to see what you have to say.
It is crucial to have a social media presence, and adding videos to any platform can result in more engagement with your brand. Encourage users to share videos with others, go live on Facebook, and ask for user-generated content from loyal customers. This will allow your followers to share why they love your brand. Although most entrepreneurs hear a lot about utilizing influencers to spread the word about a new product, micro influencers may have just as much impact with the right, niche audience. The more others share what a company does whether in a video or via other means, the more brand name recognition the business enjoys.
Create Educational Content
Buyers interested in what a brand offers are often willing to learn more about the ways to use the item and how it functions. Small businesses do not need a big budget to create videos — simply using a smartphone and a few inexpensive lights is all you really need.
In a report by Accenture, researchers surveyed around 30,000 consumers and found about 62 percent want something bigger out of brands than just promotions. Teaching your clients about your brand and product is a great place to start. Fancy scripts, actors, and heavy editing are not needed. Brands can use free tools to do minor edits or download a video editing app and add titles and other fun additives. It is best to invest in a better microphone, as sound quality is often an issue with low-budget films, but a company can get started for well under $100. Expensive equipment is something to invest in later if the video content marketing is successful.
Is Video Content Marketing Right for You?
Each business must determine how well video content marketing works for the goals it sets. You can measure results by using special codes and landing pages in videos, and always pay attention to how many shares, likes, and comments any piece of content receives. Over time, it becomes clear what your audience enjoys.