When you’re running your own business, you’re looking to use creative, effective ways to spread the word about what you're up to. A casual phone call to clients, attending a networking event, updating your social media accounts or building an email marketing campaign - there’s no shortage of ways to do that. But don’t overlook one of the biggest marketing assets available to small businesses these days - Video.
1. Be clear on your goal(s)
If you’re reading this, you’re curious about approaching video marketing from the perspective of storytelling, not simply by promoting a new product and inviting customers to buy. Storytelling should have clear goals around it, like achieving brand presence, giving away inspirational, useful content, taking viewers on a journey. While the ultimate goal is to generate more business, using great narrative techniques is where the focus should be.
2. Look at what’s new
Does your business have a new announcement to make, have you signed on new clients, moved premises or just released a line of products? Perhaps you have a recent example of how your services created a positive impact on a customer - this can easily translate into a case study. Case studies become storytelling tools. You can visually work with your client as the medium to bring what you do to life.
3. Refine what you want to convey
We tend to compare videos to ads that we see on TV, but your content does not have to be commercial or promotional in nature. In fact, telling a good story is probably best done when the sales pitch is left out! Think of this as a branding effort and use video to share a story that will make an impact on the viewer. This is your chance to convey your brand personality, the essence of what you offer, how you got to where you are today and where you're headed. It gives the viewers a chance to join you on that adventure.
4. Get planning
Once you’ve decided on content and what you want to communicate through it, you’ll need to make a plan to publish. You can upload it your YouTube channel and show it to your target audience, or add it to your website and other media platforms or send it by email to a chosen few. Look at your overall marketing strategy and content calendar and allocate some budget for production and advertising. And decide if this will be a one-off video or form part of a larger theme or series of videos.
5. Book the right people
It’s pretty tempting to shoot the video yourself, and you might like to give it a go with your smartphone, but filming content about your biz can sometimes be challenging because you’re involved so closely in it. Video production experts professionally produce, shoot, edit, and advertise your content for you. Next, pick your location, it may be your work area or a place that reflects the story you're telling. Have two videos with varying lengths, (typically, 15 and 60 seconds) so you can have different versions suited for relevant marketing approaches. You can also get the help of a copywriter to craft the script, or a designer to help with graphic overlays in the video.
6. Share it
Once you’ve had your stories brought to life in video, the next piece in the video marketing puzzle is to get them published. Publish the content on the right channels and ensure it can be easily shared, liked and commented on. Now sit back, enjoy your journey and see where it takes you.
At Yellow, we create customised video marketing campaigns for small businesses across New Zealand. Talk to us today to see how we can help.