In 2020, Statista reported that 83.3% of all internet users in the U.S. have access to digital video marketing content. This number is expected to rapidly increase over the years. With the recent popularity of short-form videos, big platforms such as YouTube, Instagram, and Facebook are quickly catching up.
Facebook and Instagram have introduced “Reels” and have been showing more of them in feeds. YouTube is also doing the same as people show their interest in consuming short-form video content. Despite this, many small businesses and entrepreneurs are still hesitant to start their “video marketing” campaigns.
In fact, 23% of non-video marketers say they don’t use video for marketing due to lack of time. However, 16% of the non-video marketers say they don’t use video marketing because they don’t know where to start. If you belong to the 16%, let us help you begin your video marketing campaign.
Cybertegic is a local marketing agency in Pasadena that helps entrepreneurs grow their small businesses online. Here is a simple guide we came up with that you can follow to start your own video marketing strategy.
1 – Define your goal.
Before you start creating a video, you need to have a clear goal first. Ask yourself the important question — “what is the purpose of your video?” This will help you determine your goal and the type of video that will work best for it. For example, if you want a video that will drive sales, then you need to create a product video that tells why consumers should buy your product.
Here are other examples of video goals and the video type that works best for them:
- Increase brand awareness (brand story video or behind-the-scene video)
- To drive conversion and sales (product video)
- To earn brand credibility and trust (social proof or video review)
- To educate customers about your product (education video or how-to video)
Keep in mind that each video you make for your brand should align with a goal.
2 – Identify your target audience.
To create a compelling video, you also need to know who you’re making it for. This is why you should identify your target audience. Once you do, you will be able to create a video format, messaging, and content that meets your target audience’s preferences.
For example, if your business sells office shoes, you need to create videos that female office workers are searching for, such as:
- Comfortable ladies’ office shoes
- Best office shoes for women
- What shoes to wear to the office
3 – Choose a video type.
Now that you have a definite marketing goal and target audience for your video, you need to choose the type of video you want to create. Below are five different video types you can start with:
- Brand story videos – help people get more insights about your business, its history, goals, and mission. This is to help you set your brand apart from other competitors.
- Product videos – allow you to show off products, their benefits, and how they work. According to reports, 96% of consumers look for videos to learn more about a product or service.
- Educational videos – will allow you to establish yourself as an expert in the industry. These videos come in the form of how-tos, tutorials, Q&As, and guides.
- Social proof videos – showcase product and brand feedback by people outside your business. This type helps create a positive brand sentiment.
- Behind-the-scene videos – give customers a glimpse of the people who work for your business. These videos help with brand credibility and association.
4 – Brainstorm video ideas.
Once you have chosen a video type, the next thing you need to do is brainstorm ideas for your video. It should include selecting the suitable video format and creating a storyboard and script for your video. This way, you can point your video in the right direction.
When creating a script or storyboard for your video, make sure to write down your ideas in a few bullet points and make sure that it includes all the key areas you want to cover in your video.
5 – Publish and promote your video.
Once you have everything you need, you can proceed to create your video. There are several tools available online that you can use for your video creation. You can start with free video editing tools like Powtoon, Canva, Animoto, and Filmora. These tools will allow you to create and edit simple videos to start your video marketing campaign.
After creating your video, decide which platforms you want to publish or post it on. You can start on your social media pages like Facebook, Twitter, Linkedin, and Instagram. Keep in mind, though, that you may need to create size variations to meet the video requirements of each platform. Also, don’t forget to promote your video by sharing it in your email newsletters. You can also run a video ad campaign if the budget allows.
