In the world of digital content, video smashes other types of content or media when it comes to engagement[1]. And for small businesses, even the most basic video presence is simply too valuable to ignore.
Whether you’re thinking about producing product videos, brand awareness video content, explainer videos, customer testimonials, tutorials, or educational videos, the return on investment is nearly impossible to beat.
But don’t just take our word for it; we gathered together a panel of digital marketing, video production, and content marketing experts from our trusted network of UpCity partners and asked them to share their thoughts on video marketing now and in the near future.
From top tips to mistakes to avoid and examples of effective video content, they had a wealth of information and advice to aid you in your video creation efforts.
Why is it important for SMBs to include video in their marketing strategy?
Many small business owners and marketing professionals are already well-versed in a variety of digital marketing tactics and marketing tools such as email, CRM, push notifications, social media, podcasting, and more.
But this breadth of knowledge and experience can sometimes cause them to question whether they really need to add video to their existing digital marketing strategy.
The unanimous answer to that question from our experts is a resounding “YES!” From SEO impact to content for social media platforms, even low-cost, short videos can offer small businesses a tremendous boost.
“Video advertisement has become an essential component in digital marketing, and for small businesses, the importance is pronounced. However, not every approach suits every budget. Professional videography can strain an already small budget. So, what’s left? The answer lies in embracing the power of live-style content, filmed with the mobile phone already in your pocket. With a plethora of free editing apps, creating appealing content has become accessible and budget friendly.” – Valerie Nova, Co-Founder & Art Director at Ubunzo
According to several panelists, the value of video content is still sometimes underestimated by marketing departments. But when you take a look both at the hard numbers and the potential for brand affinity and brand loyalty with a proper video marketing strategy, it’s a no-brainer.
“Video is one of the best-performing forms of content a small business can produce today. One of the best things about video marketing for a small business is the fact that right now many companies still seem to be afraid of jumping in, which means more opportunity for your business. And while there is a little learning curve, it is actually very small.” – Michelle Connolly, CEO of Educational Voice
There are still plenty of people concerned about the investment or time commitment required for video efforts, but our expert panelists were quick to point out that high-quality video content doesn’t necessarily require a high budget. In addition, low-budget, authentic videos[2] tend to resonate more with target audiences, in turn leading to higher conversions.
“It’s a misconception that video content is out-of-reach for small businesses due to limited budget and resources. The rise of high-res smartphone cameras, easy-to-use video editing software, and artificial intelligence (AI) makes video marketing more accessible than ever. An investment of just $100 and 2-3 hours per month is enough to generate a few good clips that you can recycle across social media networks and your website.” – Dan Brian, Co-founder of DentalScapes
Tips for video marketing on a limited budget
Whether your goal is to use video in your B2B marketing efforts on LinkedIn[3], develop a recruitment video for new employees as your business grows, or go in-depth on a new product or service for an email marketing campaign, our panelists shared numerous tips to help you get started. And among the most common recommendations was that you should focus on authenticity. Even budget videos produced with your own iPhone can (and will) resonate with your audience.
“You don’t need a several thousand-dollar camera these days. The quality on your smartphone is more than enough in most cases. What matters most is authenticity and conveying that to your audience. They’ll pick up on your passion and enthusiasm.” – Ryan Kallok, Founder of Brandspire
Our experts also agreed that there is a lot of concern over the pricing of video production agencies and freelancers, but that this is not always a problem. Once you describe the type of video content you are hoping for and your goals, you may be surprised to find that agencies and video producers are happy to work within the amounts you are comfortable with.
“If you don’t have the in-house capability or time, consider hiring an agency on a retainer–which can give you expert resources and consistency of messaging. Ensure the video is higher quality versus quantity, which can be achieved via animations or slides and a voiceover instead of expensive, onsite video production.” – Holly Rollins, CEO of 10x Digital
If you want to be able to develop and post videos at any time the opportunity comes up, there are a few simple pieces of equipment you can add to your arsenal to really elevate your videos without breaking the bank.
“Invest in a portable lapel mic, face an open window, and use your third or fourth take. Creating video marketing should be as simple as talking to someone who asked you a question about your business. Look at video marketing as an investment—if you spend two hours per week making videos or hiring a video editor, and then see a 10% increase in revenue, then your investment is probably worth it.” – Kaleb Dean, President & Chief Design Officer at Studio Ostendo, Co.
Another tip that might not have occurred to many small business owners is to look outside of the traditional video production agencies and studios. For example, you might consider talking to wedding and event videographers as an affordable way to get some expert video production help.
“Hire a wedding photographer/videographer. They need the business, they are not very expensive to hire, they have the expertise, and they usually have the needed equipment to make a professional video for you.” – Brian Dawson, Chief Executive Officer at Customer Finder Marketing
Another savings measure? Have a strategy so that you can produce more than one video from your footage. Whether you’re working with an agency or you want to handle videos in-house, spending the time to develop a plan and consider multiple ways to use and reuse your footage will save you both time and money later on.
“Batch producing video–making multiple videos at once–is one way to maximize your video marketing budget. If you plan ahead and develop a long-term content strategy, you can employ pre-production, planning, set-up, cameras, equipment, and editing for several videos in a single production cycle. This way, your one-time investment in these resources will yield more than one piece of content from a single set-up and production budget.” – Robert Weiss, President of MultiVision Digital
One more very important tip from all of our experts: don’t panic! In digital marketing, nothing happens overnight. So don’t put a ton of pressure on your videos or your video marketing campaign to be successful the minute you start posting. Good things still take time.
“And here’s a crucial piece of advice: be patient! Releasing one video won’t make you go viral. Building a robust online presence is a marathon, not a sprint. But if you maintain consistency and focus on sharing genuine, valuable content, you’ll eventually gain the recognition you deserve.” – Nathan Muey, Social Media Coordinator at Blockstars Technology
Mistakes to avoid when video marketing on a limited budget
In addition to advice, our panel of experts shared a number of key mistakes to avoid when developing and optimizing your approach to video creation.
“Don’t just wing it. Write a script and use a teleprompter on your phone. It’s super simple. Also, don’t talk about your product or service. Talk about your clients and customers and what they will gain by using your product or service. Make your customers the heroes of your marketing story.” – Jon Oney, CEO & Video Strategist at Creative Studio Productions
Another critical mistake that small businesses sometimes make is getting caught up in the flashiness of video options, which can cause you to lose the message and the point.
“Spend your time, energy, and budget on the message first, sound quality second, and video quality third. Without a good message, no amount of budget is going to resonate anyway. A well-crafted message or story will get results whether it’s filmed on the latest Arri camera or a 15-year-old handicam. And remember this: sound quality is more important than visuals. Viewers will forgive low resolution, low-quality video, but they cannot stand choppy, garbled or noisy audio.” – Bryce Anderson, Partner at Lightswitch Video
A lot of first-time video marketers also tend to make the mistake of jumping right into big, flashy product videos. And while your products are of course important, this kind of content is risky because it may not result in the connection and engagement you’re looking for.
“Do not focus on high production; focus on content that has legs. Interviews, testimonials, and ‘in-the-moment’ videos can be used in various ways that build trust, build your brand, or build a connection. The more authentic content appears, the better it will perform. “ – Darrell Noe, CEO/Owner at Seventy Seven Collective
And one final mistake we heard from several panelists: thinking that you or your company aren’t interesting enough to make a video. That’s simply not the case. Think of video as a conversation with someone you just met; of course you’ll want to talk about what you do and why you do it.
“The biggest mistake to avoid as a small business is to think that you have nothing worth saying. In addition, don’t think that just 20 views is too small a number; that’s a coffee shop’s worth of people right there. 500 views is a small concert venue, and 2,000 views is a full auditorium. Start small, build from there, and watch those numbers grow.” – Daniel Latto, Director at Daniel Latto Digital Marketing Agency
Types of videos to use on a limited budget
There are countless types of videos you can produce. Think of the selection available to you on streaming sites, YouTube, Facebook Live, TikTok, and more. You have so many different options available that choosing what types of video content to produce can seem a little overwhelming. But in the area of small business video production, our experts had a list of go-to options that they recommend almost every time.
Live videos
Recommendation #1 from our panelists was live videos[4]. “Going live,” whether on Facebook or Instagram or YouTube or Twitch, is inherently interesting content for people. It’s authentic, it’s easy, and it’s a great way to involve your customers and audience in the conversation, too. Best of all, once the live video is done you can take the file and edit it down to repurpose for your site, your channels, etc.
Educational videos
People are inherently curious, and if YouTube traffic is any indication, they love to learn. From new hobbies to new industries they never knew about, people are engaging with educational videos[5] all over the internet. That means that they are a great option for small businesses to gain and grow an active following, build brand awareness, and boost engagement significantly.
Explainer videos
Similarly, people really enjoy explainer videos that do a good job of simplifying complex subjects or introducing them to something they never knew. Explaining what your business offers and how someone can benefit from it is a quick and easy way to build a connection and grow traffic. Plus, you’re probably already developing explainer content in other areas of your marketing strategy, so you should already have a head start.
Testimonial videos
Word of mouth is the best, which is the whole reason that sites like Yelp, Tripadvisor, and Trustpilot exist. Customer reviews carry more weight than almost any other form of marketing, which is why they have such value. Leveraging that potential by having customers share their testimonials in video form can offer unmatched connection and affinity, and has a genuineness that no amount of marketing content can replicate.
Make the most of video marketing for your small business
From your landing page to your Facebook page and all other points online, our experts agree that a great video doesn’t have to be an expensive video. And they agree that the best time for your small business to get started with video production is right now.
“By taking a raw, low-fi approach when interviewing and observing consumers, we capture more honest insights. Real is powerful. Small businesses can take a similar approach with their video marketing. You don’t need fancy equipment or high production values. Give behind-the-scenes looks at your business. Share your origin story. Offer tips. Be creative in showing your products and services in action.” – Adam Collins, Customer Insights Consultant at Handmade Strategy
Whether your budget is small or you want to make a bigger commitment to video marketing as 2024 approaches, reach out to our top-rated video production and digital marketing experts here at UpCity to start the conversation.
The potential impact that video marketing can have on your business is nearly limitless, and our trusted providers can help you develop a strategy, approach, and finished product that meets your needs and accomplishes whatever your goals may be.
Sources
- What Video Marketers Should Know in 2023, According to Wyzowl Research, HubSpot
- Mastering the Art of Smartphone Video: Expert Tips for Pro-Quality Footage, Content Marketing Institute
- Everything You Need to Know About LinkedIn Video, Hootsuite
- Why Live Streaming Is so Effective for Small Businesses, Staples
- How to Get Started with Small Business Video Marketing, Buffer