In the last couple of years, there has been a huge surge in the popularity of video marketing, as marketers respond to our ever-shortening attention spans by making content more visual. From funny cats, to people falling over and make up tutorials, we just can’t get enough of video.
This means if you don’t have a video marketing strategy in place, you’re missing out on the valuable opportunity to reach out to and engage with your audience. Find out some of the reasons why you should consider using video as part of your online activities in this article, as well as how you can make video marketing work for you as a small business.
When you’re a small business owner with limited resources, how do you even begin to compete with big corporate companies and their huge marketing budgets? Believe it or not, you can and below I explain exactly how.
Optimising your videos with the right keywords not only extends your reach, it’s also a very effective way of creating low-cost videos.
This video, ‘How to bathe a cat’ is a great example of how to make your keywords work for you. Google quickly recognises ‘how to’ as a phrase associated with video and will therefore prioritise it. The title is simply ‘how to bathe a cat’ and the key phrase used in the video description is ‘cat bathing.’
Other factors working in favour of this video is it’s of optimal length, it has a lot of views, it offers practical advice while being humorous and it was of course, very low-cost to produce.
Focus on simple, low-cost video production opportunities. Sure, it would be great to create feature-length videos with special effects and guest appearances from industry influencers, but when budget is an issue, you need to get creative with the type of content you can produce.
Again, ‘how to’ videos are great because they’re easy to make and people will watch them because you’re offering something of value.
Introductory videos also work well. This is something you may have on the home page of your website which tells your visitors who you are, what you do and the problem you solve for your customers.
A huge benefit of these types of videos is that you don’t need to pay for a studio or a presenter. You want people to get to know your brand so where better to film than at your office and who better to be the star of the show than the people who work for you?
Brainstorm ideas that are easy to put into production – examples include ‘how to…’, an introduction to your business, meet the team, your services, your product in action and client testimonials.
There’s no need to spend hundreds of pounds on high-end editing software. There are plenty of applications available which are low-cost yet powerful enough to produce slick, professional-looking videos. What’s more, they’re simple and straightforward to use even for those who don’t have any editing experience.
Download a simple video editing app. Many of these can even be used on your phone which is great if you have a very tight budget and will be filming on your mobile device.
Filmora video editor – (free trial available and then $44.99 a year). Create amazing videos using a wide range of powerful and easy-to-use editing tools. Available for Windows, Mac, iOS and Android.
Squareready for video – (free). Specifically designed for Instagram users, this app allows you to crop video footage onto white backgrounds so you can create a cleaner user experience.
If you need to rent a studio, camera equipment or a presenter, plan to film all your videos in one day. This will work out much cheaper than renting everything out on multiple occasions.
Re-editing old video footage is a great way to get more for your money. You can freshen it up with new music or a different voiceover or even mix some old content with new footage.
A great way to rehash old content or spread new footage across several videos, is to add animations to your content. This is a great example from Asana. A lot of the video is made up of digital graphics which means that they won’t have had to spend too much time or money worrying about producing live footage.
One final tip for creating marketing videos on a budget is to enlist the help of your local college or university. Students studying media, journalism, cinematography, film-making or anything else that might require them to shoot videos for their course, will be incredibly grateful for the opportunity to add something to their portfolio and it won’t be anywhere near as expensive as using a professional.
You can read more about marketing videos here