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Video marketing can be a costly business endeavour, which often makes it avoided by small businesses. However, with the rise of mobile content and social media distribution platforms, video marketing is more accessible to small businesses than ever before. With a strategic approach to creating high-quality video content (which can be shot on mobile), small businesses can put themselves in a competitive position to take full advantage of social media advertising.
Contents:
1. Goal
2. Types of Video
3. Video Production
4. Video Distribution
5. Measuring Success
1. Goal
Video marketing provides an immersive experience where potential customers can learn and connect to a brand's values. Social media is a personal channel that prioritises short-form content that can reach a wide range of audiences on each platform. A mistake most small businesses make is going directly for sales as their primary goal.
This is undoubtedly important for the growth of a business, but on social media, a more practical goal is to engage potential buyers. This can be split into two stages of the traditional buyer's journey. First, they need to be aware of your business before they can consider purchasing, which usually comes after engaging with your content.
Goal: Use short video ads to engage potential buyers by raising awareness and engaging viewers to consider purchasing your business's products or services.
2. Type of Video
Before filming your video ad, you will need to decide which types of video you want to create. Depending on your product or service, you might want to consider the following:
Product/Service Demo Video (Introduction)
Education or How-to Video
Event Videos
Interviews/Testimonials (Social Proof)
Infographics/Animation
Remember, the goal is not always to push for a sale, but to spark a connection with potential buyers.
3. Video Production
Now that you have identified the type of video you wish to create, it is time to embark on the production process of creating the video. Carefully planning each stage of the production will allow you to identify all the resources needed to produce a high-quality video. Here are a few steps to consider during the video production process (more details coming soon in dedicated production blogs):
Writing a script
Storyboarding the video
Location scouting
Identifying needed equipment and props
Exploring models/on-screen talent needed for the video
Filming with editing in mind (looking back at the storyboard and references, always make sure you record high-quality sound)
Editing the first draft and additional reviews (use licensed music that fits the mood)
4. Video Distribution (Paid Social Ads)
Now that the video has been created, we can decide how we want to distribute boosted paid social ads. We recommend considering:
Instagram (currently has the best conversion rates for social)
Facebook
TikTok
YouTube (can also consider Google Search and other paid ads platforms)
5. Measuring Success
The last stage in any good strategy is to measure success. Remember, our initial goal was to engage potential buyers by raising awareness and engaging viewers to consider purchasing your business's products or services. To measure this, we recommend thinking about key performance indicators (KPIs) such as:
Brand Awareness: Impressions, Website Traffic (Clicks), Mentions, Followers
Engagement: Likes, Comments & Shares
Sales or New Leads
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