For a long time, video marketing was considered a tool reserved for large corporations with lavish budgets. Nowadays, the ubiquity of platforms like YouTube and TikTok have democratized the medium, making it a powerful and accessible marketing strategy for businesses of all sizes.
If you have been on the fence about video marketing, now is the perfect time to get started. It’s clear that video marketing isn’t just a trend, it’s a long-term strategic move that can deliver impressive results.
We’ve created this guide to walk you through the basics, and help you understand the benefits video marketing can have for your business.
Why Video Marketing Matters
The pace of modern life is fast, and there’s never been a greater amount of distractions to navigate each day. Video is one of the most engaging ways to reach your audience. It gives you a simple way to tell your story, showcase your products, and elicit an emotional response that’s hard to replicate with a static image or text.
Here’s a few of the benefits you’ll enjoy once you get started:
Increased Engagement
Canadians love their phones and they love watching videos on their phones. At SBBC, we’ve noticed a long-term trend of more and more visitors to our website on mobile. Video dominates on mobile thanks to platforms like YouTube, Instagram, and TikTok. Studies have highlighted that viewers retain 95% of a message when delivered through video, compared to just 10% when reading text.
Greater Visibility
With Google owning YouTube, their all-powerful search engine now prioritizes video content. When you mix video into your marketing strategy, you’re increasing your chances of appearing higher in Google search results. This prominence puts a welcome spotlight on your business, leading to more traffic and more customers.
Stronger Brand Recognition
Video allows you to add personality to your business. Whether you’re sharing a behind-the-scenes look at your team, a tutorial showcasing your expertise, or sharing exciting updates, it creates a personal connection with your audience, building trust and loyalty in your brand.
Cost-Effectiveness
Video production has never been cheaper. Most modern smartphones are equipped with incredible cameras, while most editing programs can be learned with a little effort. Video can also be repurposed across all of your marketing channels – in your newsletters, your social posts, and on website landing pages.
Getting Started with Video Marketing
Now that you understand the benefits, it’s time to start your own video projects. Getting started in any new creative project can feel intimidating, but a little planning will make the whole process smooth. Here are some tips for taking that all-important first step:
Start with a Goal
Like any part of your marketing strategy, it pays to start with your goal. Are you looking to build brand awareness? Perhaps you want to increase your website traffic, or drive sales? When you identify your goals, your videos will be focused and effective.
Know Your Audience
It’s so important to tailor your content towards your target audience. Ask yourself what challenges they face, how can you help? Depending on factors like age, location, and interests, what type of content will resonate with them?
Start Small
Don’t let perfect be the enemy of good enough. Your videos don’t need to be Oscar worthy. Start small and simple. Ideas for starter content include tutorials, product demos, or quick updates about your business. Authenticity is more powerful than slick production values.
Track Performance
Once you’ve created your first few videos, use analytics tools to track their success. Pay attention to metrics like views, engagement, and click-through rates to help inform your strategy over time.
Small Business BC is Here to Help
SBBC is a non-profit resource centre for BC-based small businesses. Whatever your idea of success is, we’re here to provide holistic support and resources at every step of the journey. Check out our range of business webinars, on-demand E-Learning Education, our Talk to an Expert Advisories, or browse our business articles.
