How to Start Video Marketing for Your Small Business

how to start video marketing for your small business

We recently shared why video marketing is effective.

But what about the HOW?

“If a picture is worth a thousand words, a video is a library.” Srinivas Narayanan

First, determine your goal - the WHY.

Are you aiming to drive traffic to your website? Sell a product or service? Educate the viewer on a new product or technology? Demonstrate proof or share real life success through testimonials? Or maybe feature a specific lifestyle that aligns with your brand?

Instead of trying to plan marketing after creating the video, think about your marketing approach as a whole before you get started, and then determine where the video will fit in.

Remember: Social video produces 1200% more shares than text and images combined (Source: SmallBizTrends)

Second, WHERE is your video for?

Thinking about where your video will end up being seen is an often overlooked step, but your answer can actually help you effectively plan out your video’s style, technical specs, and even the concept. As you might imagine, a video made for a Facebook ad probably won’t perform as well on a trade show display — so be sure to think through your video’s final destination before you get going.

Again, don’t work in reverse.

A few examples of where your video might live:

  • Social Media Post

  • Facebook / Instagram Ad

  • TV

  • Website

  • Email

  • In-store Display

Third, know the WHAT.

Once you’ve settled on the primary goal you want your video to accomplish and where it will live, it’s time to determine what type of video you’ll create.

Video types you can choose from:

  • Commercials

  • Company Profile Videos

  • Demonstration Videos

  • Educational/Training Videos

  • Mission, Vision, Value Videos

  • Testimonial Videos

What’s next? Dollar, dollar bills.

Okay, so now that you know the WHY, WHERE, and WHAT - let’s talk business.

It’s no secret, funding plays a huge role in the video marketing strategy. Obviously, the size of your company/brand is a factor when shaping the budget, but you can look at the video’s ultimate goal as your key deciding factor.

If your marketing goals are achieved with this video, what is the value of that goal to your company? Other things to consider include your WHERE — and how this might affect your budget. For example, a commercial video should have higher production value than one made for a social media post. And a brand or company video should look more polished than a testimonial video. So on, and so on.

Just know - this part of the process does not need to be a challenge or be a reason why you choose not to use video marketing. Ravenspring is here to help set you on the right track!

Starting the process.

Once you know your WHY, WHERE, WHAT, and BUDGET - it’s time to really get started!

And we’ll be back with what’s next with the Process.

Final thoughts here.

We’ve said it before, humans find videos more engaging, more memorable, and more popular than any other type of content out there. So make the most of that truth!

Videos have a convincing way of fostering engagement, producing results like click-throughs, shares, lead generation, and sales. But videos also allow your business to truly share your story, your why. It allows followers and potential clients to truly see into your business and why they should buy from, work with, or trust your business.

With all of these steps - and more - Ravenspring Creative is here to help you with the HOW. Our team works with you from the beginning to bring your vision to life and bring out the visual story behind your business or brand.