A few years ago, the term ‘content’ was synonymous with textual content. That perception has changed dramatically in recent times. Video is the new default ‘content’ because it is the most consumed type of content. If you are a small service business, you should be creating and promoting video content to help your business grow.
There are many reasons for focusing more on video content creation than ever before. It can help boost your conversions and sales. It has very high customer engagement rates. It has a significant positive impact on online visibility and SEO. And it can showcase your services in ways that other content forms just cannot. If you think creating video content is costly, you are wrong. The following guide can provide you with useful insights so that you can get started with the video production journey for your small service business.
Affordable Tools & Equipment Recommendations
As a small-service business on a tight budget, there are many options for creating highly engaging videos without the need for professional-level expertise. You will need the following affordable equipment and tools for the purpose.
1. Cameras
There is no need to invest in the most expensive equipment to create amazing video content. DSLR cameras are still a great choice for commercial video production. Nikon Z6 II and Canon EOS R6 can be the perfect cameras for your promotional videography needs. In fact, many businesses rely on the latest flagship camera smartphone models from Samsung, Apple, and Google to shoot their campaigns.
It is not just enough to use a great camera. You should also invest in stable and versatile tripods and gimbals for stationery and mobile videography.
2. Lenses
When you need versatile shooting, you can rely on the Sigma 24-70mm f/2.8. It can be used in almost all video shooting scenarios. Lenses have the power to make or break the quality of your videos. If budget is a constraint and you are ready to do some footwork, consider using prime lenses. They have fixed focal lengths and require you to move your feet to perfectly frame each shot.
3. Lighting
Just like the lens, lighting has a big impact on your video quality. It is recommended to use the latest LED panel lights. They are versatile, affordable, and don’t produce heat like conventional lights. You can use them to illuminate a room without causing the subjects to sweat. If natural light is available, learn to use it, especially with the help of a reflector.
4. Audio Equipment
It doesn’t matter how great your camera is. Bad audio can offset the most amazing visual content. Choose mics that can capture clear audio without all the interfering rustle and breath. If the shooting involves a lot of action in an outdoor setting, consider choosing a good shotgun mic. You should also be careful about the quality of audio interfaces, as there are many reliable yet affordable options.
5. Software
There are many affordable video editing tools that can help you create stunning content for posting on different online platforms. A few examples include:
- Canva: This graphic design software offers easy-to-use video editing tools, video creation templates, and a large media library.
- InShot: This mobile application enables video editing and trimming. It also allows you to add text, music, and filters with ease.
- Wondershare Filmora: This video editing tool provides an easy-to-use editing platform with simple drag-and-drop templates, features, and effects. It can be perfect for creating promotional and YouTube content.
- Animoto: Animoto offers customizable templates, text overlays, and music clips to help you create attention-grabbing promotional videos.
There are even more software applications that you can check. These include Invideo, Clipchamp, and Veed.io.
Additional accessories that will help you complete your videography kit include backgrounds, green screens, storage and backup devices, memory cards, cables and adapters, and grip equipment.
Tips For Scripting & Shooting Compelling Videos
Every successful video marketing campaign requires a good video script. The effort you invest in pre-production has a direct impact on the video quality. It is recommended to follow these tips to create your script:
- Consider Your Target Audience: It is important to know your target audience to create focused content. If you already have a buyer persona in place, use that information. Else, you will have to consider the following factors to create that persona:
- Demographics
- Goals
- Interests & behaviors
- Pain points
- Write in a Conversational Tone: The objective of your video is to engage your audience. So, instead of creating a script that reads like a blog post, make it sound like a natural conversation with someone.
- Use Short Paragraphs: Divide your script into short paragraphs if you are not using a teleprompter. This makes it easier for your speakers to memorize each take.
Besides these points, make sure to structure the information in a logical manner.
Video Creation Tips
When it comes to shooting videos, it is recommended to use the following tips:
- Prepare your presenters or subjects
- Showcase your services in action
- Leverage the rule of thirds
- Make effective use of both natural and artificial light without spotlighting the subject
- Check the location’s acoustics and choose the music carefully
- Shoot several takes
- Make sure to add captions and subtitles
Video Content Ideas
Once you have the setup for video production, it is important to plan out the type of content you will be producing. You can focus on one or more content types or different types based on your business and goals. Some of the common content ideas are as follows:
- Testimonials & Reviews: Invite a few of your highly satisfied customers and shoot an interview-style video of their feedback.
- Tutorials: Have your employees film tutorials showing how your services work.
- Detailed Expert Guides: Create in-depth guides involving subject matter experts to help position your brand as an industry thought leader.
- Create Listicles: You can repurpose your existing text content to create listicles, buyer guides, and tips videos.
- Influencer Videos: Invite influencers to highlight the reasons for using your services. Such videos are likely to go viral and help you enhance your brand reputation and earn more followers on social media platforms.
Strategies For Distributing Videos Across Platforms Like YouTube & Social Media
There are many benefits of distributing videos across YouTube and various social media platforms. Some of these benefits include:
- Expanding your audience reach and connecting with more prospects
- Increased video engagement
- Improved brand visibility boosting brand loyalty
- Greater SEO impact when shared on your website, off-page platforms, and social media
It is recommended to follow these strategies to distribute your video content on different online platforms:
- Embed Videos on your Blogs or Websites: Over half of internet users prefer landing pages that feature videos. When you embed videos on your blogs and websites, you can communicate better with your audience. It can also have a positive effect on your website’s SEO by increasing the amount of time visitors spend there.
- Post Videos on Social Media: When posting videos on social media, customize the specs for each platform. Make sure to add captions and subtitles. Prefer uploading videos instead of sharing on platforms such as Instagram and Facebook. Use the right keywords and hashtags to increase your videos’ discoverability.
- Use YouTube & Other Video Hosting Platforms: When you post your videos on YouTube and Dailymotion, your brand has the potential to reach tens of thousands, if not millions of people.
You can also distribute your videos by integrating them into your email campaigns. Another strategy is to run video ads using Google Ads. Video content creation and promotion is a powerful tool that grabs your target audience’s attention and engages them in a more effective manner compared to other content forms. It can elevate storytelling and build greater trust. Video content can showcase your brand’s personality and foster deeper connections. If you need guidance in creating highly effective video content and marketing campaigns, The Clear Imaging, Inc. can help. Call us today at 1(800) 380-6942 or send us a message.
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