SCORE: Video marketing on a small business budget

SCORE: Video marketing on a small business budget. Just as in Hollywood, your video marketing efforts should start on the page, rather than on camera. That's why everything starts on the page — revisit your goal and decide if you want to walk your customers through the way your products work (explainer videos), tell them how your small business got started (origin stories) or introduce them to other customers who love your product (customer advocacy). If you're still having trouble figuring out which video best accomplishes your goal, consider asking your customers what they'd like to know about your business, or what it was that convinced them to seek you out in the first place. Knowing what customers think about when they think about you can help you figure out what parts of your business to highlight in your video content. Finding the real value of video marketing: Once filming has wrapped, what do you do with your video content? See, the real value of video marketing content is multifaceted. You'll want to create a YouTube channel in part because it is the second-largest search engine in the world (behind Google) and also because you want to offer a complete and compelling description for your video — add your whole script while you're at it. Setting up sequels: However you decide to use (and re-use) your video marketing content, remember that everything starts — and ends — with your business goals. Once you've created and begun to use your video marketing content, tracking its effectiveness can show you the return on your investment and inform your efforts for next time.

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In a few of my recent columns, I have suggested small businesses
should consider using video in their marketing strategies because
more and more data in the marketing world are showing this enhances
sales and customer response.

But I received a good question from a reader who said, “Get
real, Dean, how can a small business afford to do this?”

I sought the help of Tyler Lessard, chief marketing officer at
Vidyard, a leading global provider of video marketing and video
analytics solutions. I picked his brain on this topic through his
article for “Target Marketing.”

Just as in Hollywood, your video marketing efforts should start
on the page, rather than on camera. Do you want to attract new
customers or encourage existing customers to come back more often?
There are plenty of different types of videos you can make, but
without a specific business goal as a benchmark, you run the risk
of wasting time and effort, and of viewers asking: “What’s
happening here?”

Tell the right story: To get the most out of
your limited budget, you’ll want to choose the right video to
start. How can you know what’s right? That’s why everything starts
on the page — revisit your goal and decide if you want to walk your
customers through the way your products work (explainer videos),
tell them how your small business got started (origin stories) or
introduce them to other customers who love your product (customer
advocacy).

Each of those approaches will accomplish a different goal. If
you want to encourage customers to buy your product, an explainer
video is a great place to start. If you want to make your customers
feel like part…

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