Video marketing has gained popularity in recent years, and many small business owners are now adding it to their promotional mix. Many users agree that videos are the most engaging form of media and motivate them to take positive action. YouTube is the second-largest search engine in the world, with 3 billion searches per month.

Video marketing can be an excellent way to add an additional stream of revenue to your small business. There are plenty of tools that can help you get incomparable quality videos at affordable costs. 

There is no one-size-fits-all strategy for small businesses to excel in video marketing. However, here is a 6-step process to get your video marketing goals achieved. 

1: Ascertain your target audience

Every marketing effort starts with finding who you want to sell your products to, and video marketing is no different. Targeting the whole population will cost you time, money, and effort, and leave you with almost nothing. So you need to make sure that you are marketing to a targeted audience of people who are the most likely to be interested in what you are selling.

Understanding the intended audience and their online behaviour, helps you get a clear vision of what videos you should create, how to craft, shoot and design them, on which platform you should post your videos, and more. The best way to ascertain your target audience is by analysing your existing customer base, researching your competitors, creating personas, and conducting industry research and interviews. 

2: Determine what you want to achieve

Goals give direction to your video marketing strategy. Once you know your target audience and their preferences, it is time to make use of this information. Whether you want to spread awareness about your products, increase eyeballs on your website, educate and inform them or drive conversions, setting appropriate goals and targets will direct the efforts of different departments in the right direction and help you measure the success of different campaigns. 

3: Set a budget

Video marketing can be very cheap of ridiculously expensive, and the choice is entirely yours. From shooting a video, editing it using video editors, and marketing it via paid or organic marketing strategies, you have the power to decide how much you want to spend at each stage, and how much you want to do yourself versus leaving it to experts.

However, for the best results and value for money, we recommend as a minimum, having a high-quality camera, a good scriptwriter, microphones, props, and so on. Consider what else you might need while deciding on your budget. 

4: Decide on the video platform

Video marketing is not specific to one platform. There are plenty of video streaming platforms that help you publish your videos. However, your choice platform depends on who and where your customers are. If your target audience spends their time on Instagram, you should focus on creating reels. However, if your audience is on YouTube, you can go for longer videos (unless you fancy trying the new YouTube Shorts format.

The topics also vary from platform to platform, for instance, YouTube audiences are more likely to be interested in tutorial videos, vlogs, and product reviews. Conversely, the Instagram audience is more into shorter videos such as customer reviews, entertaining videos, etc.

For a small business, it is probably a good idea to focus on a specific platform to save time, effort, and money. 

5: Create customer-centric videos

The customer is king, and hence, your video marketing efforts should be directed towards impressing them. The main job of a video marketer is to make videos that captivate customers and prospects, and motivate them to keep watching, subscribe to your channel, follow you, and become your fan.

By creating what your customers want to watch, you not only please them, but also encourage them to share your stuff and to advocate your brand on social media platforms. Creating user-centric videos using an online video editor is the best way to earn user-generated content such as tweets, shares, and comments. 

6: Share and optimise your videos.

After creating a video for your audience, you then have to get it out there and distribute it. You have put a lot of effort into making a compelling video, but the effort you put into optimising it for search, using hashtags if your channel of choice prefers them, and other distribution tactics can make all the difference between a roaring success and a total flop.

If you want to host a video on your website, video hosting platforms such as YouTube can help you there. However, you must make sure your video has a low bandwidth option and is mobile-friendly. On YouTube, you must add relevant keywords in your Title and Description to optimize a video. /

Don’t forget the following points while marketing your videos: 

  1. Never compromise on the quality of your video. Quality determines whether a video will appear on your customer’s feed. 
  2. Always add keywords in the title, description, and captions of your videos. Doing so will make them searchable. 
  3. Give your customer options to choose from by creating videos on different topics and genres. 
  4. Read and respond to comments. It boosts user engagement and encourages them to comment more on your videos. 
  5. Make sure your video length is aligned to the time limit of the platform. For example, for Instagram, you can create a 60-second reel. However, the surveys say 26 seconds is the ideal time limit for an Instagram reel. 
  6. Always add a call to action to your videos and descriptions. It paves a path your customer could follow and take the desired action. 
  7. Make sure that you are active on the channel where you are hosting your videos. Follow the relevant hashtags and keywords for your industry. Follow others, look at other people’s content and leave many comments yourself. This has two outcomes – it will encourage those people to visit your videos and it will also teach you what is popular and trending in the space you operate in.
  8. Keep an eye on trends as they develop and if possible, follow them. 

Videos are gaining popularity every day, and many people have got into the habit of watching short videos on their mobile devices for relaxation If you want to reach a consumer audience, videos are more than suitable for you. What’s more, videos build trust, boost customer loyalty and motivate customers to share, and become your brand’s advocate online.