Video Marketing: Productivity Over Perfection
To say it's been rough lately for the small- to medium-sized business owner is an understatement.
Our world was turned upside down in 2020.
According to a report by the National Bureau of Economic Research, the number of active business owners plummeted by 3.3 million, over 22%, from February to April. African American business activity dropped by 41%. Female business owners were disproportionately affected by a 25% drop in business activity. Many of these businesses may never come back. We're still trying to figure out what tomorrow will look like.
And it's not like it was all roses and sunshine for many businesses located on Main Street before Covid-19; the pressure from big-box stores and large online retailers was always present.
Out of Crisis Comes Opportunity
Someone once said, "a crisis provides the opportunity for us to do things that you could not do before."
I believe that time is now. As our economy adjusts and attitudes shift, there are now new opportunities for small businesses to not only survive but thrive.
The key is to be creative and be open to new ways to grow your brand and your business.
Yes, I'm talking about video.
In my last post, "Why Does My Business Need a YouTube Channel" (see link below), I discussed the power of video for your business – in particular, the power of video on YouTube.
Video is a way for you to differentiate yourself. Video is a way to develop your brand.
And I'm not talking about the kind of video where you pay your local TV station thousands of dollars to appear on it.
Posting on YouTube is free. You just need to get yourself out there.
You're Ready Now
Here's the secret to being successful in video marketing: Post videos.
You must get yourself and your business out there and post consistently. It won't be pretty at first. Your first videos won't be your best videos. You probably won't even have many views at first. So what?
Video is like anything else. You learn by doing. You make mistakes, and you learn.
Too often, I see perfection getting in the way of getting started. I don't have the right camera. I don't know what I would say. I'm not comfortable on camera.
Does your business solve a problem? Then you have content. Do you have a smartphone? Then you have a camera. There is even software on your phone these days to help you edit it.
And if you're comfortable talking with your customers, then you can be comfortable talking on camera.
Caveat: What the Cheshire Cat Said
In Alice in Wonderland, Alice asks the cat, "would you tell me, please, which way I ought to go from here?"
"That depends a good deal on where you want to go," said the cat.
My point is before you start, you need to know where you want to go.
Video Marketing Strategy: Being Prepared
You need to have a plan first.
You need to articulate what you want to accomplish and develop a strategy on how to get there.
Although my main message is, you're ready now, I'm not saying to shoot from the hip.
You need to be prepared.
In my last post, I mentioned something called a strategy document. Before we shoot a second of video, we would want to know a few things first:
- What are your long- and short-term goals for your business?
- What problems does your business solve?
- How are you different than your competitors?
- Who is your target customer?
The answers to these questions are crucial for developing your video marketing strategy and what kind of content to produce.
When it comes to digital marketing, we've been there and done that, and we know what works and what doesn't.
Developing a strategy is a step you shouldn't avoid.
When it comes to YouTube – heck, when it comes to video – I've made my share of mistakes back in the day.
One of my goals is to impart on you what I've learned over the years, so your road to video marketing success is much smoother than my own.
I will continue to post content on video production and tips for YouTube and other social media platforms.
But feel free to reach out if there's anything you specifically want me to cover.
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