Video has become pivotal as an effective and affordable content marketing plan for all sized businesses, including small business. If you have a website, Facebook or Instagram account or a LinkedIn account, video can be a powerful way for you to communicate with your current and potential customers.
Getting started has never been easier, you can use an up-to-date mobile phone teamed with a basic tripod for filming and then it’s a matter of using a neutral backdrop like a white wall or a quiet outdoor area. You might also consider using some branding like a pull-up banner or some signage if you have something suitable.
Here are my five top tips for anyone who’s looking to create their own marketing videos for their small business.
1. Lighting is the easiest thing you can control at no cost. Use desk lamps or open curtains – the more light you can provide, the better the video will look. Avoid casting shadows behind you or the subject you are shooting.
2. Smile. It can be difficult to smile on cue when you are talking, especially if you’re not familiar with being filmed. I place other staff smiling behind the camera, to help remind me to smile.
3. Short and sweet is best when looking at the length of your video clips. There are many differing opinions on the length, but I find the optimal length is from 30 secs to 1 min.
4. Customer/client focus is key. What are they looking for and what are they going to find valuable from watching your video? Make sure you offer something that will add value to your client and make that the focus of your video.
5. Be yourself. I was once told by a client when discussing the merit of video marketing for myself that “they will either like your face or they won’t”. If you have ever walked away from a meeting and felt like that person is fake, then it is even easier for people to judge you from a video. Trust that you are enough that your authenticity will shine through.
Aaron Kanters, Managing Director, The Digital Broker
