The hardest part of video marketing is getting started, but don’t let your doubts keep you from reaching your audience. Here are some of the most common worries keeping businesses from video marketing and how to conquer them.
1. I’m not funny or creative
Here’s a secret — not every brand has to be funny and not every video has to be overly creative. Instead of thinking of video marketing as entertainment, think of it as a way to inform. You know your product; you know what you do. Focus on your message — that’s how you reach the customers who are the right fit for your business.
Still have writer’s block? Sometimes choosing the specific type of video you want to make can help you organize your ideas. Here are a few videos that are easy to make and tailored for social media.
Share blog teasers.
Drive traffic back to your site with highlights from an interesting or high-performing blog post. Use text to convey the blog post’s main points, then add a few images or video clips for visual interest. Keep your video under a minute and share on social media, as HubSpot did in this video.
Feature promotions and special events.
Is your business doing something new? Spread the word! Whether it’s a big sale or a customer appreciation event, creating a video lets your audience know what you’re doing, when it’s happening and how they can participate.
A promo doesn’t have to be long — just a few seconds is plenty. For example, when my company wanted to promote our Social Video Marketing Summit, we created a 25-second video that showcased our speakers and gave viewers the info they’d need to attend. No fuss, no muss.
Create a product video.
Often the best sales technique is just showing what you’ve got. Grab a few images of your products, add your tagline and voila! You have a video catalog or a product intro. See how Brooklyn Grooming introduced its new product with just three images and a little text.
2. I don’t have images or video clips.
You don’t need a pro to produce content for your marketing videos. As a business, you probably already have more than you think. Look for photos of your products, your logo, images from events or pictures of employees. Even if you don’t have any images at all, you can still make a video. Here are a few options:
Create an all-text video.
For shorter videos, sometimes plain text is enough to cut through the clutter on social media. The clean, image-free look is both easy to read and offers just a little bit of mystery, especially if you’re teasing an upcoming event.