How to use video marketing to promote your small business | Mosaicoon Blog

How to use video marketing to promote your small business


Dismantling the prejudice that video marketing is only suitable for big grands can be tough.

Many small and medium enterprises are discouraged by the idea that they may not have the knowledge and resources to implement a video strategy; more often than not, they won’t even give video marketing a chance.

This idea, though, is only half true.

Video is a complex product, no doubt. Nevertheless, technology has helped to streamline the production process, making it simpler and less expensive. You can shoot, cut and edit  high-quality content with digital cameras; professional equipment and tools are more affordable than ever, thus videomakers can keep costs low.

Then why does the price of videos remain high? Usually, it’s because creativity is still very hard to scale. While corporate videos or motion graphics explainers are quite simple projects, creative concepts and storytelling are definitely more complex to handle. Just think about the cycle of presentations, revisions and approvals between the brief and the delivery of the final video.

If you own a small business or work for one, you can reduce video production time and costs by developing a wise strategy.

Here are the main steps to follow.

    1. Choose who will be accountable for video marketing activities. You don’t necessarily need to create a new role; just make sure the designated person in your team has clear responsibilities, a budget, and the necessary skills to negotiate with internal stakeholders and external service providers.
    2. Define your goals. Video marketing is a tool: what are you using it for? To raise your brand awareness? To reposition your company? To reach a new target segment? To launch a product? Being clear about your desired results is essential to succeed.
    3. Identify your target audience, and do so accurately. You can develop an effective video strategy only with a deep understanding of your audience’s interests, needs and behaviors. Knowing your target will also help you choose the right distribution channels for your video campaigns.
    4. Create a video marketing roadmap. Communicate on a frequent and consistent basis, rather than betting on one-shot campaigns. Focus your yearly objectives and make a detailed plan to reach them.
    5. Decide how to measure performance. Monitor your KPIs to optimize your marketing efforts and enhance your results.
    6. Leverage branded video content. Your product/service shouldn’t always be on the first line: data shows that users prefer videos that “don’t look like advertising”, especially on social networks. Tell stories that users can relate to and win your target audience by creating an emotional connection. Branded video content usually turns out to be very affordable and effective: for example, a solution like Mosaicoon allows you to find high-quality creative videos, fully preview them and customize them in an extremely short time. This way you’ll cut down the costs of the traditional creative process.

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