- Online Video Marketing Can Help Businesses Grow - iStock, Purchased from Photographer
Largely spurred by the growth of YouTube, online video viewing continues to grow monthly. According to comScore, a leading resource of digital marketing intelligence, Internet users in the United States watched some 31.2 billion online videos in March of 2010 alone.
How to Create Online Video
In recent years, online video has emerged as a primary marketing and communication tool for all types of businesses. It can easily and quickly improve company websites and boost social media marketing efforts.
While many instances warrant the expertise of a professional video production company, amateur video can be sufficient for daily social marketing tasks. Webcams, smart phones and hand-held camcorders like the Flip Video™ can produce and distribute quality online video in minutes.
The Flip Video™ is a favorite in marketing circles. The pocket-sized camcorder costs about $200, and it can shoot a couple hours of high-definition video before recharging. Plus, it plugs directly into the USB port of a computer, allowing for easy access to editing and distribution features.
Web-based services like Animoto and JayCut also make it easy for businesses to produce and share engaging video slideshows using still images and photographs. Visit Low-Cost Resources for Creating Online Video to learn more.
How to Distribute Online Video
YouTube is the clear market leader when it comes to online video distribution. In addition to housing videos on the site, businesses can use automatically generated embedding code to post the video on company websites and blogs.
While the power of YouTube can’t be ignored, it’s not a small business’s only option. There are dozens of other online video distribution websites that target specific niches.
Social networking sites like Twitter and Facebook are hotspots for viral marketing too. Videos can also permeate the web via social media releases (like those produced by PitchEngine) and through paid newswire distribution services like PRNewswire and BusinessWire.
Leveraging Online Video Marketing for Small Businesses
Small businesses can create online video to enhance corporate branding, viral marketing, PR and educational efforts. The topic and distribution method for each video will depend on the goals and budget of the marketing campaign. Possible opportunities for low-cost online video marketing include:
Corporate Branding:
- Welcome videos on company websites and microsites
- Video testimonials from customers
- Video case studies
- Product demonstrations and tutorials
- Employee or customer spotlights
- Video recaps of events, meetings and trade shows
- Facility tours
- Professional speaking engagements and keynote speeches
- Email marketing campaigns
Viral Marketing:
- Commercials
- Video blogging (vlog)
- Contests
- Success stories
- Videos offering a glimpse into business operations
PR:
- Video news releases (VNRs)
- Interviews with broadcast media
- Public statements from company executives
- Electronic press kit supplements
Education:
- Demos, tutorials and instructional videos
- “How to” and tips videos
- Employee or customer training
- Tech support and customer service solutions
Free and low-cost tools have enabled small businesses with limited budgets and resources to grow their customer bases and increase brand awareness using online video. For more small business marketing tips, visit:
Andrea Aker - PR & Marketing Professional in Arizona Andrea Aker founded Aker Ink Public Relations in 2007, armed with an diverse background in PR ...
