Small Business Guide To Web-Based Video Marketing

Major corporations awoke to the potential of web-based video a long time ago. Among the most popular channels on YouTube, one can find heavyweights of the entertainment and media verticals, such as Universal Music Group, CBS, Nintendo Wii and National Geographic. Other industries, however, are also well represented by such global brands as Chrysler, Absolut, Philips, Nike, and E*Trade. Each has visibly made online video, whether professionally produced or user-generated content, an important part of their brand marketing agenda.

Just a $2 billion dollar industry in 2007, eMarketer has predicted a torrid pace of growth and a valuation well over $9 billion by 2012. Moreover, as a category, by that year Rich Media & Video will roughly double its share of total online advertising spending in the United States to nearly 19%. This would place it number two behind search engines among all major targets for online advertising dollars.

Contrary to the widely held belief that online video only resonates with younger demographics, this format also engages adult consumers. Among adults aged 25 or older, almost half (48%) of females and roughly two out of three males (66%) view online content at least once a week.

Video is, quite simply, where the growth is. But how can a small business join the party?

Often times, all it takes is a digital camera, a computer, and a little bit of creativity.

Establish a content development strategy.
Who do you want to watch these videos, and what would you like to tell them? Think about which promotional strategies have been most impactful in the past. Interview your employees, your best customers and your most trusted vendors. Go to YouTube and see what other kinds of videos people have uploaded addressing themes germane to your business. For a service provider, there’s nothing quite like a lively testimonial from a satisfied client. If you sell a product, showing it in action is a great way to convey its value.

This is the most important part of the process, the base off which all your potential will be realized — or squandered. Take the time to put every good idea on the table, and then see if it meets the following criteria:

• Can I get my message across in ten minutes or less?
• Am I adequately promoting the product without being too pushy?
• Does the video convey a message which is consistent with the corporate strategy?
• Is it plausible that a viewer would watch it and be compelled to share with others?
• If the viewer does not become a customer, will the video still impart some value?
• Would the video be different from what’s been in done in past?

If you want to embellish your video content, you can try your hand at any of the editing programs available on the market. Also consider the possibility of screencasting, especially if a major part of your business is executed or delivered via computer.

For Mac, try IShowU for screencasting, and for mixing and editing, iMovie will more than suffice. For Windows, Camtasia Studio and Windows Movie Maker are good equivalents. These programs tend to be user friendly, and ideal for a small business owner or marketing manager who is too busy to take a course in advanced video production.

Download Small Business Guide To Web-Based Video Marketing

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