A lot of conversations taking place about video marketing usually focus on corporations. We have small business video marketing tips, because video isn't just a tool to be used by brands with huge budgets for the campaigns they're launching. Video can accomplish a lot for small businesses, and it doesn't have to ruin your budget or suck up all your time in the process.
Going viral doesn't need to be the end goal
There's a lot that happens behind the scenes to make a piece of content, including video, go viral. It takes a certain amount of planning, with lots of time, energy, and money. It isn't practical for small businesses to aim for every video they put out to go viral. Not only is it lacking in practicality, there's a good chance that your video going viral wouldn't accomplish what you're hoping to do. Having a huge audience tune in and pay attention to what your doing is a great way to get your brand noticed. But being noticed doesn't mean you're actually building a relationship with consumers. It doesn't mean they'll stick with you, or that your brand is going to be at the forefront of their mind when they need the product or service you provide. Which is why your focus should be on reaching your audience, instead of reaching everyone, which is more or less what happens when the viral hit of the day takes off and gets passed around. Believe it or not, there are other ways you can use video, which will do way more good than trying to compete with the latest Vine making the rounds.
Ways to use video
Here are just a few ways video can help you out, providing value without requiring that you tank your budget, or compete with the video of the day:
- Make an introduction: What's the story behind your brand? Who's running the show, and what are some of the things that drive you to do what you love? Take consumers behind the scenes to meet the team. Show them where you work, and provide some insight into company culture, the buzzword that boils down to who you are and what you stand for. When we connect with a brand, it's interesting to take a peek behind the curtain and see how things run from day to day.
- Create a product demo: Video that addresses how your product or service works, including a collection of frequently asked questions, can be a way to bring information that we normally present using text, to life. Demos are especially popular with people looking into your product for the first time, and can make the decision process easier with a look at exactly what they're getting.
- Answer the questions your audience is asking: This doesn't have to focus entirely on answering questions related to your product. Instead, it means anticipating questions your target audience will be looking for answers to, and making sure you're the one to give them that info. If you set yourself up as a source of knowledge, you're more likely to have people coming back to your blog, Facebook page, or site to check in what what you're doing, and what's new with your brand.
Plan for video marketing campaigns that make sense for your brand. By all means, if you want to shoot for the moon and create the next big viral video - go for it! Just be aware of all the effort and resources it takes to make it happen. A much savvier way to reach out and generate awareness for your brand is to create video that matches up with the interests of your target audience. Viral or not, that's what we all want at the end of the day.