Video marketing can be a powerful tool, especially for small businesses. If your business is considering the use of video as part of your current marketing strategy, there are six steps to a successful video marketing strategy for small business owners that can help breathe life into your vision.
- Determine the goal(s) of the video. Define who you want to reach and what you would like them to do. If it’s the sale of a particular product, determine and define the customer. How are you currently marketing to that group and what would you like to accomplish with the video efforts? Be realistic in your expectations while not making them too broad.
- Clearly define topic(s) that will be the main focus. If you are struggling with image or brand perception, choose content that will show you in a favorable light. Ask satisfied customers to tell you what made their experience with your company positive. It helps to understand what you are currently doing well in order to overcome image issues or perception problems. Try to overcome the negative customer experience by using your video to demonstrate what you do well. If you go on the defense to protect your company image, you can do more harm than good.
- Set a clearly defined budget. This is when you make decisions regarding who will manage your video project. Research local companies and talk to other small businesses that utilize video and find out who they would recommend and why. The saying “you get what you pay for” is very likely to hold true when it comes to video production houses. The ones with the higher fees likely have better equipment, more experienced talent and a solid reputation. However, this is not always the case so, as suggested, ask around once you have someone in mind and find out what it’s like to work with them. It would be beneficial to find a video company that has specific success that somehow relates to your business or your target customer.
- Plan the rollout. It’s important to schedule your project and allow time for a few hiccups and delays. Also, make sure you have resources to store video files as they can be rather large.
- Review your goals and clearly define what “success” looks like. This should be specific and reasonable.
- Finally, once the project is finished, do a review and decide what went well, what were the major challenges, what were the results, and what could be done to improve the next video.
If you plan ahead and everyone involved in the project understands the scope, the purpose and desired result, communicate the plan and goals with those involved and be flexible for schedule changes. Also, don’t forget to have fun! This is a part of marketing that should be a great experience and provides that “feel good” sensation!
Sur-Ryl Marketing is a full-service marketing agency, and we’d love to help plan your video marketing strategy and answer any questions you might have! Contact us today to discuss your next project!