With everything going digital nowadays, it isn’t easy to get your business or even yourself known without video content. Back when the internet was slow, the written word created the most impact. However, with this new digital revolution, what people can see is what managed to make an impact!
Let’s discuss how you can leverage video production to your business’ benefit in the long run. We will show you how a small business can increase everything from customer engagement to brand visibility. As a small business, your first goal should be to have yourself known to the masses. You can easily get lost in the crowd if you cannot cause a stir.
- Check out the The Ultimate Video Marketing Strategy Guide from LocalEyes.
First Understand The Power of Video Production for Small Businesses!
Why Does Video Marketing Matter?
You may have heard the phrase, “video content is king” being thrown around over the last decade.
Video is the best thing that can sell everything you have to offer in less than a minute. People no longer have to read through pages of information on your company. They can just watch a video and get a good picture of what you are, what you do, and most importantly what you have to offer.
If we look at a consensus by Simply Measured, you can see that video content on social media platforms generates 1200% more views and shares than regular text.
- 90% of marketers say that video marketing proves to be more successful than other methods of marketing. (Source: Lemonlight)
- Another interesting fact is that websites that use video content are 53 times more likely to rank higher on Google ranks. (Source: WebFX)
The evidence says it all. The trend in marketing nowadays has evolved. Strategically using video content to market a small business can be of great benefit in the long run. It can help grow your consumer base, retain old ones, and generate hype around your business faster in the digital marketplace.
| 4 Major Benefits of Video Production for Small BusinessesNow that we have established that videos can benefit business marketing, let’s look at a few ways video production can benefit a small business. → More Brand Awareness and Visibility: A catchy video can go viral overnight. A well-made one for a small business can expand brand visibility. This is not just restricted to your local area. If you make a video to showcase your brand and strategically market it you can grab more potential customers. → Better Customer Engagement and Retention: A good video will not just attract viewers but also play a role in retaining old ones. Videos that need to properly outline your company’s narrative in a way that the customer can relate to. This way you can build deeper connections with your audience increasing loyalty to your business. → Boost Conversion Rates and Sales: Through a successful video, you are better able to persuade and convert viewers into customers. Research shows that using videos on landing pages can significantly boost conversions by 80%. When a customer can see the product you sell in action, they can better decide whether the product and brand are more trustworthy. → Enhance SEO Rankings: In terms of SEO, videos are one of the most favored types of content and, in many cases a gold standard. When a website has video content to support written content, they have a greater chance to rank higher on Google search rank. This leads to more organic traffic which is great for improving your business’s online visibility. |
Getting Started with Video Production
Identifying Your Goals and Audience
Before going straight into producing videos you have to have a clear definition of what you plan to achieve from content. You need to set measurable goals that will guide the whole content creation process. Once you have these in place, you can use these measures to evaluate how effective the campaigns are.
Another thing to understand is who your target audience is. You need to jot down their preferences and pain points. You need to research demographics, interests, and how to think online. This information will help you tailor your video content so that it resonates with what they are looking for. Once you can strike the right chord, be sure that you have passed the first stage of the customer’s attention.
4 Types of Videos to Consider For Small Businesses
When making a video for your business there are a few types that you can look into. Each of them serves a different purpose and a certain type of audience:
| Type | Goals | Structure | Time |
| Explainer Videos | These are created to explain your product or service straightforwardly. Explainers are ideal for simplifying complex concepts or products. | It is best to keep the video short. Try to focus on the benefits of the product rather than just the features. | 1-2 minutes |
| Testimonials | Testimonials feature real customers speaking about their experiences with your product or service. They are great for building trust and credibility in your brand. | Try to keep this authentic and cover a diverse customer base for the best reach | 1-3 minutes |
| Product Demos | This can be done by in-house employees to showcase how your product works and the value it offers. These videos are excellent for demonstrating the functionality and practical benefits of your product. | The main goal should be to give clear, concise demonstrations and highlight unique selling points (USP). | 2-5 minutes |
| Tutorials | These videos aim to help users learn something new or solve specific problems. Tutorials need to be engaging so that they can come of use to users facing problems. | Make sure the tutorial is easy to follow with step-by-step instructions and use visuals or graphics to aid understanding. | 3-10 minutes |
From Ideas to Execution
Brainstorming and Storyboarding
Proper brainstorming can serve as a strong backbone for a video production process. Sit with your creative team to generate video ideas. You can use mind-mapping techniques, and explore different themes and angles related to your brand. At this stage, you can use previous customer feedback and current trends to create ideas that better resonate with your audience.
Once you have the core in place, you have to create a storyboard. A storyboard visualizes the sequence of your video through sketches or images. You get a frame-by-frame blueprint of how your business video will unfold in front of viewers’ eyes. During the final shoot, this helps in planning and sharing the same vision you have with the rest of your team.
Scripting
A good script can transform a basic video into a highly effective one. The script sets the narrative for the audience. Try to use concise and focused messages that the target audience can easily understand. You can even put a clear call-to-action to guide viewers on what to do next.
Planning
On the other hand, logistics play an equally important role in video production. This includes choosing the right location that complements the tone and message. This can be a simple indoor setup to an outdoor outdoor environment.
If you do this in-house, you need to arrange necessary equipment like cameras, microphones, and lighting kits. Talent is another area where you need to do proper research. Using a professional actor may be costly but can make the process easier thanks to their experience. Alternatively, you can also use, employees and even actual customers for the shoot depending on the type of video you are making.
Production and Editing
The quality of production also defines how effective your video can be. If you plan to do it yourself, follow these tips to make sure your business video looks a class apart:
- Lighting: When shooting your video make sure the subject is well-lit. Nowadays many content creators use inexpensive lights that are not too harsh. Alternatively, professionals can use more expensive lights that mimic natural light.
- Sound: Use a professional microphone to capture clear audio. Use lapel or boom microphones to ensure you get high-quality sound with little to no background noise.
- Camera Work: A tripod can stabilize shots so that they look professionally made. Experiment with different angles to add a dynamic touch to your video.
Post-production is where your video comes together. Use proper video editing software. We recommend using a professional editor here as many software may not match your skill level or budget. Apps like iMovie are a great way to edit videos if you are a beginner.
Maximizing Impact with Video Content With Three Steps
Optimizing Videos for SEO
Implementing proper SEO can help reach your business video to a wide audience. You must include relevant keywords in your video titles, descriptions, and tags. Keywords should be carefully selected to match the intended search terms coming from your target audience. Proper SEO can quickly make your video more visible in search results.
Additionally, video platform-sharing platforms give you the option to add thumbnails to your video. Making an eye-catching one can drive higher clicks to a video. It is a deciding factor for the viewer to click through. Make sure the thumbnail is visually appealing and relevant to the video you have made.
You can also use closed captions to make the video more accessible to a broader audience. This can be great for those who have hearing problems and add keyword relevance to search algorithms. Finally, make sure to embed your videos on your website. This helps boost both the video’s views and your site’s SEO.
Promoting Your Video
A good video will only be seen when you opt for a multi-channel distribution strategy. You should have a team that shares your videos on platforms where your target audience is most active. These platforms can be YouTube, TikTok, Facebook, Instagram, and LinkedIn. These platforms also have A/B testing options that you can use to see which version of the same video created more stir.
Moreover, engaging with your audience frequently can also build trust with the brand. When you quickly respond to comments the viewers are encouraged to share their thoughts. You can also set up social media accounts where viewers can directly interact with your business.
Measuring Success
There are a few metrics that you must follow to understand how well our video content is doing when live. You can use Google Analytics and YouTube Studio to find and track these metrics. They have detailed data on how viewers interact with your videos. This this information you can better understand what works and what doesn’t to improve future video content.
Some key metrics are:
- Views: This gives an idea of how many people have watched your video or in other words how many people it has reached.
- Engagement: This shows how many viewers liked, shared, and commented on your video. This also gives you the average time views spent on the video.
- Conversion Rates: This tracks how many viewers follow through with the intent of the video. This can range from visiting your website to making a purchase.
Frequently Asked Questions
The cost varies widely depending on factors such as the type of video, production quality, and duration. Prices can range from a few hundred to several thousand dollars depending on how detailed you want to make the video.
With technology at your disposal, you do not need to spend big on equipment to start. Many small businesses begin with smartphones or basic cameras that are good enough to produce high-quality videos for social media platforms.
The ideal length depends on what type of video to plan to shoot. For social media, videos under two minutes tend to perform best, keeping engagement high without losing viewer attention.
Short videos like tutorials, behind-the-scenes clips, and customer testimonials generally perform well, attracting views, likes, and shares on social media. The more engaging the video is the better it will perform.
Make a video engaging by focusing on telling stories, maintaining a clear message, and including visually appealing elements. You can also touch upon the preferences and interests of your target audience to keep your video relevant.
Let’s Make Your Small Business A Big One!
Video production can have many great effects on small businesses from boosting brand visibility to increasing customer engagement and sales. Always have your goals set before getting to the production side of things. Make sure you know who your target audience is and choose the type of videos that will have the most impact on them.
So are you ready to unlock the power of video for your business? Find our solution for video production today to transform your marketing strategy and build your image. Whether you need resources to begin or expert guidance, book a consultation with us at Local Eyes today!
Founder at LocalEyes Video Production | Inc. 5000 CEO | Emmy Award Winning Producer
