By now we know that video is a crucial component of your marketing strategy. Small businesses especially can benefit from the boost in SEO that video provides. With small businesses, though, sometimes come smaller budgets. While it’s tempting to cut corners and put together a video in-house, Inc. states that video is one aspect of marketing you shouldn’t DIY. Pulling employees away from other projects to focus on developing ideas and shooting the video, not to mention the investment in equipment and editing software to produce a high-quality video, can be more of a drain on your budget than hiring an outside marketing firm.
Let’s say you have a limited budget allotted for video marketing. What are your top five priorities? Here is what the Paperkite video experts feel would make for a wise video investment.
1. Mobile Optimization
With consumers relying heavily on their mobile devices for video content, it’s vital that your video be optimized for viewing in that format. Keeping the mobile viewing experience in mind will assure that you’re reaching as many people as possible and stretching your dollar to get the most out of your budget.
2. Evergreen
If your funds are limited, opt for video content that will represent your business over the long haul, rather than focusing on a one-off or seasonal event. Concentrate on the core of what your company does to ensure you won’t have to update your video in a few months time, or worse, have an outdated video representing your business online.
3. Keep it Brief
Your video doesn’t need to be (nor should it be) a lengthy magnum opus. It’s best to keep your video short and to the point. Having a firm grasp on what your brand is and what audience you’re targeting will go a long way in providing a laser focus to your video, ensuring that your message comes across succinctly.
4. Use What You’ve Got
We’ve stressed the importance of spotlighting employees in your video marketing. And while the human connection is obviously critical in drawing in customers, it has the added benefit of saving money on hiring actors to do product demos or tours of your facility.
5. Explain Yourself
Look at your website: are there places where a how-to or explainer video would convey the necessary information better than text? If so, your budget may be better spent in this area. Google’s algorithm is especially keen on how-to videos, giving you more bang for your buck, according to Digital Marketing Institute.
