Online video is more popular than ever. You can connect with new customers and share your expertise by streaming your own marketing content.
A video marketing campaign can effectively boost the visibility of your small business. Video content has risen in popularity and will reach an all-time high throughout 2018, with many viewers preferring to get their content via video instead of text. Additionally, videos can put a face on your business, helping enhance your brand.
There are a variety of methods to create a video marketing campaign. Businesses can host a video tutorial to showcase their expertise, stream a live session and even incorporate 360-degree videos for increased immersion. Since these videos are easy to share on social media, they have viral potential, which can be the key to success for a small business struggling to separate from their competition.
Creating a successful video marketing campaign for your small business entails some considerations, such as what content the business should provide, where they should publish the video and how to promote the video.
Video Content for Small Business
Your video’s content is key to its success. You can expertly upload the video to a variety of relevant channels and promote it with charm, but if the video’s content is dull or outdated those efforts will not matter.
Fortunately, the type of content can be flexible. One go-to format for video marketers is to provide a tutorial video, helping to answer the questions of those watching.
Online accounting and payroll software creator Patriot Software provides an in-depth tutorial video for their audience. They understand that many potential customers have little to no accounting experience. Otherwise, they probably wouldn’t seek out their software. As a result, their tutorial video sticks to “Accounting Basics” and provides an informative and friendly introduction to accounting.
The video wisely interweaves their software into the tutorial, a good strategy for any tutorial video. Ideally, the tutorial video will answer questions viewers have while tying the product or service into the answer as a call to action of sorts.
Live streams are also a great marketing tool. Facebook Live, in particular, encourages viewers to interact by liking, sharing and commenting during your live broadcast. Often, viewers will ask questions that the video presenter answers in real time, establishing a connection between the consumer and business. Every viable small business has an area of expertise they can showcase via a live stream.
Benefit Cosmetics shows their charm and knowledge with a live stream on Facebook Live, which they host at the same time each week. The weekly scheduling allows viewers to anticipate the show and tune in with their questions and comments.
Throughout the video, the hosts ask questions to the audience and also polls the audience to see which product they would enjoy seeing demonstrated. As a result, viewers feel engaged as they tune in, while Benefit Cosmetics creates a platform for their products.
Beyond helpful content, emerging technology can also play a role in effective video marketing. If your business struggles to find original content, incorporating technology such as 360-degree and shoppable videos can engage audiences.
Fashion brand Barbour utilizes 360-degree technology in a video to showcase their products during men’s fashion week. The immersive technology lets viewers use their mouse to feel as if they are actually at the event, with the ability to turn around or look to the side at any time. The technology is especially useful in the fashion industry, where viewers may want to see particular apparel from various angles and lighting.
With one-third of online time spent viewing videos, it’s no wonder businesses have started incorporating videos into their marketing strategies. By incorporating shoppable videos, talking heads or testimonial videos in marketing campaigns, small businesses can really highlight themselves.
Where to Publish Video Content for Marketing
The internet is ripe with platforms to publish video content, ranging from widely known platforms like YouTube and Facebook to smaller avenues.
Where you upload the video depends on its content. For example, a live stream that uses viewer comments to help guide the flow is best on Facebook, where many people already have an account. Alternatively, a tutorial video is best on YouTube, since tutorials cater to those seeking answers and Google’s ownership means that YouTube videos frequently appear in search results.
Small businesses should also host video content on their website. Tutorial videos hosted on YouTube, for example, can be embedded on the business’ website. It’s also useful to promote the videos via email marketing, preferably with a list of those who sign up for your business’ newsletter.
You can even pitch your video content to popular industry blogs and news sites. This will hopefully elevate the content to a more widely known platform and provide your business some great exposure as a result.
Promoting Your Small Business Video
Once you have great video content and upload the video to the right platforms, it’s time to start promoting the video. Your video content competes with millions of others online, so promotion is essential.
Streaming across multiple platforms can make the task of promoting easier since viewers can watch the content on their platform of choice. Additionally, some platforms are only available in certain locales, so expanding the content across multiple platforms ensures a wider reach.
Restream lets small businesses broadcast live from up to 30 platforms, including YouTube, Twitch, Facebook and Twitter. It’s a tool worth looking into for obtaining optimal reach.
A small business should link to their video content across all their social media platforms, so all their present followers are aware of the content. Utilizing relevant hashtags to the video also helps to attract new viewers — try tying video content into trending hashtags on Twitter.
Ultimately, promoting video content relies on the high-quality and unique factors of your video’s content, the video’s availability across multiple platforms and your small business doing their best to notify all present followers of the video’s existence.
A video marketing campaign is desirable for small businesses thanks to the minimal cost of video production and the chance to show off your in-house expertise. With smartphone cameras and affordable cameras, and free video-hosting platforms like Facebook and YouTube, small businesses can use video content as a marketing tool to create effective and minimal costing video marketing campaigns.