Video Marketing Strategies – Small To Mid-Sized Business

by: Neil Healy

Your small- to mid-sized business needs a video! Statistics prove that websites get more traffic when there is a video on the site. No matter what business you have, you can create a video that clearly and effectively represents what you do. It often feels like a daunting task, but creating a video for your business needn’t be. Here are a few steps to follow:

1. If you have your own concept, write it down in outline form. You know your company better than anyone else, so your ideas matter.
2. Research and interview several local video production companies. Select one you can afford and one that you feel you can work closely with.
3. Each video must contain a call to action. What do you want the customer to do after watching your video? Whether it is to buy a product on sale, sign up for a 2-for-1 offer, purchase an item before a specific date, look at your new catalog – put it in your video!
4. Consider creating a series of videos that demonstrate your expertise in your specific field. A series will easily give your business credibility and allow you to interview experts and even your clients to showcase their this knowledge.

The best way to save money on your video schedule over the long run is to create a series of short videos that can be published on your site following a schedule of your choice. Viewers get tired of the same content so rotate your videos for a more interesting viewing experience.
And, your production company should give you a better price on a series of videos than on a one-off video.

Once you are happy with their work, move forward and develop the series. You will save money and should receive a better result since there is continuity on both sides. You can even get the production company to re-edit your videos, changing the order and stretching your content, making your videos feel fresh while reusing the same content.

Your video platforms are an extremely important final piece of the strategy. YouTube, Vimeo and Daily Motion are the largest platforms to exhibit your business video. They offer a large audience, but little in the way of analytics. Brightcove and Ooyala have more depth in analytics but have a cost factor that must be considered.

Whatever you do, make your videos informative but interesting. They should perfectly reflect your company and reputation. Make sure every detail is considered. Don’t be content until you are pleased with the final result.

Be pleased with yourself: you now have a significant edge on your competitors who never took the time to strategize.
And, if you need help, call on Overnight Edit to produce your business video for you.