Video marketing is one of the best ways to promote your business or brand. Until recently, however, it was limited to television ads, which weren’t affordable for all. Only corporate moguls could meet the expense of video marketing. Not anymore! The increasing penetration of digital media has made video marketing considerably more accessible.
In fact, statistics show that videos have become a favorite research tool for holiday shoppers. Nearly two-thirds of shoppers say online videos have given them ideas and inspiration for their purchase. And more than 90% of these folks say that they’ve discovered new products and brands via YouTube. In other words, you need to start video marketing as soon as possible.
However, you will still need to find creative solutions to produce a dream video marketing campaign on a low budget.
Here are five tips that will prove helpful in this regard.
Tip #1. Start with In-House Videos
While hiring a video production agency seems to be a great (and hassle-free) idea, it is also an expensive one. You will probably end up shelling out thousands of dollars for creating a couple of advertisements. Unfortunately, the digital marketplace requires you to churn out new videos regularly. So, to take your video marketing strategy a step forward, you need to start creating in-house videos.
In-house video making comes with several benefits. For example, you can create a flexible shooting and editing schedule. You can create scripts and advertisement ideas of your own. You can keep up with your marketing requirements. Luckily, you don’t have to buy high-tech tools to produce good-quality videos.
You can use your smartphone or iPhone to start shooting videos in the beginning. But, we suggest upgrading to a Handycam with a tripod soon. It offers better quality and more editing flexibility. For editing, you can choose easy-to-use editing platforms such as Final Cut Pro or Pinnacle Studio 22.
For content, you can create different types of videos. You can create explainer videos for your target audience such as Whiteboard Friday, for instance. It is a weekly video series by Rand Fishkin, Founder of Moz. Usually, Fishkin and an expert guest illustrate a particular topic related to digital marketing using a whiteboard. Using a simple concept such as this reduces your requirement for extensive editing, higher camera handling skills, special effects, and ultimately a big budget.
Tip #2. Use DIY Animation
Speaking of explainer videos, you can also use animation to add value to your video marketing. Video animation is aesthetically-pleasing. You can also explain the concepts better using animation. However, creating high-end animation videos is considerably expensive. That’s where DIY animation comes in.
Depending on your budget and skills, you can use either 2D or 3D animation in your video marketing strategy. Your DIY videos won’t be as good as the professionally designed animations. But, they will do the trick.
You can find several different DIY animation tools within a suitable price range. Some of the popular ones include Animaker, PowToon, GoAnimate, and Moovly. Depending on your goals, you can use character-based or object-based animation. You will need to consider your animation requirements and your skills when choosing the tool. For example, PowToon offers better 2D-style animation options.
Tip #3. Create Video Client Testimonials
Most low investment businesses rely on word-of-mouth publicity to grow their market share. They often use text reviews by previous or current clients to provide a positive boost to their brand. With in-house video creation, you can use video testimonials of your clients as these are way more appealing than text reviews. They also provide you with fresh content for your video marketing endeavors.
Highly-polished client testimonials are often considered artificial as they look well-rehearsed. So, low-quality client testimonials can work in your favor. Asking for impromptu testimonials from clients at a live business event is a good idea to start using this strategy. You can also ask customers to share their feedback on your product or service by shooting one-minute videos on their phone. You can share these videos on your website or social media pages.
Tip #4. Rope in Student Actors
Apart from animation, you may need to use people in your videos at some point. Chances are, you will find at least one or two people with the acting bug in your office or family and friends. You can rope them in as on-screen actors for your video marketing. Having your team members on the screen can also help build trust with your target audience. They will show your customers the human side of your business.
Alternatively, you can also ask university students or student actors to work in your advertisement videos. They will most certainly charge you lesser than professional actors. Some student actors may also work for free as they want to build their resume. However, keep the number of people in the video to a minimum. Remember, your priority is running your business, not building a video production house.
Tip #5. Live Social Media Streaming
Live social media streaming is perhaps the cheapest video marketing alternative out there. Many social media platforms including Facebook, Instagram, and YouTube offer live video streaming. Usually, live social media streaming such as Facebook Live is free.
Instagram has also upped its live-streaming feature with the launch of IGTV. Available as a standalone app and as a part of the regular Instagram app, IGTV allows you to post videos that last from 10 minutes to 1 hour (for select accounts only) on Instagram. These live videos are easily accessible to anyone with a smartphone and a data connection.
The biggest advantage, however, is the quality of the video or the lack thereof. No one expects you to create high-quality videos for live streaming. There is also no need for editing. All you need is a smartphone with a decent camera to record a live event. You can post live videos of office functions, award ceremonies, birthday parties of your employees, or your charity work.
As you can see, even small-and-low-investment businesses can exploit the benefits of video marketing. Although you may require some time to develop your shooting and editing skills, these five tips will help kickstart your video marketing endeavor without breaking the bank. Over time, your video marketing strategy will be successful. Got more ideas for using video marketing on a low budget? Tell us in your comments below.
About the Author!
Manish Dudharejia, is the President and Founder of E2M Solutions Inc, a San Diego Based Digital Agency that specializes in White Label Services for Website Design & Development and eCommerce SEO. With over 10 years of experience in the Technology and Digital Marketing industry, he is passionate about helping online businesses to take their branding to the next level.