Video Marketing – A Detailed Guide for Small Businesses in Canada

Video marketing guide

Video marketing is gaining popularity among users. Many users choose to watch videos before deciding to buy a product or opt for a service. As a result, small businesses should include video marketing in their overall digital marketing campaign. HireH Consulting is a digital marketing agency in Wallaceburg, Ontario, that can help you with effective video marketing for your business.

Why does Video Marketing matter for Small Businesses?

Video marketing offers the following benefits to small businesses. Let’s discuss further.

  • Improve engagement – Viewers find videos to be more engaging compared to other forms of content. Based on the type of information you want to share with your audience, the length of videos might vary. However, if the users found your videos to be relevant, they will likely spend more time engaging with them.
  • Improve brand awareness – When implemented effectively, video marketing can help increase your audience reach. Further, they can be shared across multiple digital platforms. Both these aspects help you present your brand to potential customers and improve brand awareness.
  • Better communication – Videos also help brands to deliver messages to their audiences more effectively. You can even explain complex concepts easily through videos.

5 types of Videos you can create for Business Marketing

Video marketing involves creating and sharing videos to promote your business and the products and services it offers to the users. You can create the following types of videos as a part of your marketing campaign.

Testimonial videos

Testimonials act as social proof regarding the effectiveness of your products and services. It further helps earn the trust of your potential customers and improve sales and conversion. Hence, you should reach out to your existing happy and satisfied customers to share testimonials or feedback videos. You can further share them on your website, social media, etc.

Explainer videos

These are short videos that help educate a customer about a product or a service and its features and benefits. It is an effective way to introduce your brand offers to your users.

Behind-the-scenes videos

You can create behind-the-scenes videos to showcase your company culture and unique aspects and form a deeper connection with your audiences. For instance, you can come up with exciting ways to show audiences behind the scenes, gain their interest in your brand, etc.

Product demonstrations

You can create product videos showcasing its functionalities and how to use it. Showcasing your products and services while they are in use can help convince your prospects to buy them.

Share your story

You can also share your story of how you started your business, your journey so far, milestones achieved, etc., through videos. It will further help develop better connection with your audiences.

Tips to develop Video Marketing Strategies for your Business

Now that you are aware of the benefits of video marketing and the types of videos you can create for your business marketing, let’s discuss how to develop effective strategies.

Identify your video goals

It is the first step in developing effective video marketing strategies for your business. It is better to create videos targeting audiences at different stages of the marketing funnel. These are awareness, consideration, conversion, and loyalty. While the first three stages focus on acquiring a new client, the last one focuses on retaining your existing client.

  • Awareness – To target audiences at this stage, create videos to attract prospects and introduce your brand offers to them.
  • Consideration – The audiences at this stage are researching and looking for products and services to meet their specific needs. Hence, you need to create videos product videos accordingly.
  • Decision – At this stage, users have already found the solution they are looking for and are now ready to make a decision. Share testimonial videos to encourage your audience to buy from you.
  • Loyalty – At this stage, create video to keep you existing customers engaged and encourage them for repeat purchase.

Identify your target audience

The next step in developing an effective video marketing strategy is to identify your target audiences. Unless you know your target audiences, you cannot use videos effectively to convert them into paying customers. In this regard, developing a buyer’s persona can help. The following tips can help you identify your target audiences.

  • Who can benefit from your products or services?
  • Identify where they fall on the marketing funnel
  • The platforms your target audiences visit and engage with the most

Finding answers to these questions will help you understand your audiences better and identify the platforms to reach them effectively.

Focus of your videos

When creating videos for your target audiences, you should maintain a basic framework. It should address your customers’ pain points, introduce your products or services, and highlight how they can help them.

Optimize videos with SEO content

Search engines index YouTube videos. Therefore, by creating relevant videos, your videos can rank for related search queries. In this regard, you have to include keywords in your video descriptions to optimize them. Additionally, you can include shortened links with appropriate call-to-action to drive traffic to your website or specific landing page highlighting any special offer. If you are sharing your videos on YouTube, make the best use of the tagging feature. It will help determine the relevance of your videos and group similar videos. As a result, if someone watches similar content, YouTube will recommend your videos as ‘related video.’

Monitor and evaluate performance

You need to monitor your videos’ performance to determine whether they succeeded in achieving your goals. Many video hosting sites include analytics. You can check these data to determine how well your videos are performing. Further, you can add these videos to your site and monitor their performance using Google Analytics.

Similar to other digital marketing strategies, there is no one-size-fits-all for video marketing. You can perform A/B testing to determine which types of videos are working well for your audiences. In this regard, test platforms, formats, and messaging to identify the ideal combination for the success of your video marketing.

HireH Consulting offers content marketing services in Ontario. If you own a small business in Canada, reach out to us and we can help develop effective video marketing strategies for your business.

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