Competition in e-commerce increased after many businesses went online to connect with their customers during the pandemic. With this, businesses had to increase their online presence by implementing different digital marketing strategies.
One strategy that these businesses can consider is video marketing. Videos offer many benefits for businesses, including a high return on investment and its effectiveness in generating leads. Here are some tips that small businesses can consider if they plan to use videos in their marketing strategy.
Do Not Hesitate
With all the benefits that video marketing offers, small businesses should not hesitate to adopt it in their marketing campaigns. Implementing a video marketing campaign is costly. But it also provides a lot of benefits for small businesses. They can start small using a smartphone to increase their visibility. Once these businesses gain momentum, they can increase their budget for their video marketing campaign. The important thing is that they start working on their videos to promote the business.
Focus on Quality
Businesses should also work on creating high-quality videos. If these businesses use a smartphone in creating videos, they can download free apps that can enhance the quality. Businesses can also use a video camera if they set aside a budget for their video marketing campaign.
To ensure that businesses create quality videos, they should make sure their video camera is working properly. If there is a need, they should check if its zoom and autofocus mechanisms are working properly. If not, they’ll need to check if the stepper motor needs replacement. This small electromechanical device ensures that the zoom and autofocus mechanisms of the camera function properly.
High-quality videos provide a positive impact on the audience. It also allows businesses to connect with their market and increase sales.
Focus on Target Keyword
Like content marketing, businesses should also focus on target keywords when creating videos for marketing purposes. The transcript should incorporate these keywords, especially if they plan to upload the videos on video-sharing sites. Some sites, such as YouTube, automatically transcribe the videos.
To ensure that the transcription for the video is accurate, businesses can also upload a timed subtitles file or a support text transcript. This reduces mistakes in the subtitles that may appear on the video. It also ensures that the video will include the target keywords in the subtitles.
Create Educational Content
Aside from introducing the business and its products or services, businesses should also create educational content. The video should provide information about the industry or niche of the business. It should answer any questions its customers may have about the business and its products.
They can also create how-to videos relevant to the products that the business offers. Other video topics include tips and tricks in the industry. A behind-the-scenes look at the business can also pique the interest of its audience.
Use Video Testimonials
One way for businesses to build trust in their market is through testimonials. Potential customers prefer listening to other customers about their experiences with a specific brand. In this light, businesses should use video testimonials in their video marketing strategy.
Aside from increasing the trust level, people also prefer watching videos over reading a long product review on a website. Video testimonials have a higher retention rate than written reviews, making them powerful tools in promoting the business. Additionally, the audience can share these videos, which is beneficial to businesses since they can reach market segments that they might not access.
To increase the credibility of the video testimonial, the business should avoid providing a script. Instead, they should provide a direction where the conversation should go to. They can also suggest to the speaker to compare their products with their competition. Businesses should also keep the testimonial short or around two minutes. Moreover, businesses should ask for the testimonial immediately after a customer buys or uses their product. The customer is still excited about the product, which will show in the video testimonial.
Optimize the Video
Lastly, the business should optimize the video for use on different platforms. The video should align with different marketing platforms and channels to make it easy to upload to these platforms. Optimizing the video for different platforms increases its reach in the market.
Businesses should ensure that the video can be uploaded on YouTube, Facebook, Twitter, Instagram, and TikTok, among others. Since the formats that these platforms accept may differ, businesses should make an effort to optimize the video for each platform.
Implementing a video marketing strategy may feel daunting for small businesses. But once they start working on it and see the return on their investment, they’ll likely increase their investment and create more videos to promote their business.