Picture this: You have a quick decision to make. Your first choice is to read an article that will take about four minutes of your time. The second is to watch a one-minute video that includes everything the article mentions. Since you’re probably busy running your business, you chose your second choice. If you would rather watch a video, your consumers might, too.
Before diving in, there are some things you should consider, including the benefits of video marketing, acknowledging potential challenges, and the difference between ineffective and effective video marketing for your SMB.
How can you benefit? Video marketing may sound intimidating, but it does not have to be. Remember, users prefer video content. In a world where consumers see advertisements constantly and are asked to read to learn more, videos become a nice break and are easier to understand. Additionally, videos make sharing with family and friends more feasible.
Creating one video and pushing it out on your social media channels, email marketing campaigns, and website increases the return on investment (ROI) for the time and money it took to create the video. It also increases your SEO ranking because when search engines crawl your website, they are looking for valuable content to push to users.
Finally, sales can improve when utilizing video marketing. Sales may improve because you are explaining your product, how it works, and showing it in real-time, which builds trust between your company and the consumers. Placing the video in multiple locations and including a link to your website drives consumers to purchase the products and improves the click-through rate.
On to the challenges. Now that we have shared the benefits of video marketing for your SMB, we should mention potential challenges. Creating video content can be an intense process. You need an idea, a script, people to be in the video, a goal, and even the equipment to make and edit the video. Additionally, ensure the content is appropriate and sized correctly for the final location. Depending on your target audience, you may need to conduct research to create optimal content.
So, what does work? A few critical pieces of information to remember include creating relevant content for your audience and short-form videos. This campaign will only work if your target audience thinks the information is helpful. For example, if you own a pool company that supplies chemicals and floats, we do not recommend making a video about restaurants in your area. Your brand can lose consumers’ trust by creating unrelated content, which would be a waste of your resources.
Finally, we recommend short-form videos whenever possible. Potential customers should be able to understand and absorb the purpose of your video quickly. Your video should be informative and to the point. If not, you increase the likelihood that the consumer will move on to the next piece of content in their feed. Remember: Users come across ads and content all day.
It’s time for your company to take on video marketing and begin reaping the benefits. With the tips listed above, you’ll find success in no time.