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Video marketing has become an increasingly popular and effective way for businesses to promote their brand. With the rise of social media and the accessibility of high-quality video equipment, small and medium-sized enterprises (SMEs) can now leverage video marketing to reach a wider audience and increase their brand awareness. In this article, we will explore some tips on how SMEs can effectively use video marketing to promote their brand.

Define your target audience

Before creating any video content, it is crucial to define your target audience. Knowing who your target audience is will help you create content that resonates with them and drives engagement. Think about the demographics of your target audience, such as age, gender, and location, as well as their interests, pain points, and motivations. This will help you tailor your message and create content that speaks directly to them.

Keep it short and sweet

In today’s fast-paced world, attention spans are short. It is important to keep your videos short and sweet, ideally under two minutes. This will ensure that your audience stays engaged and doesn’t lose interest halfway through your video. If you have a lot of information to share, consider breaking it up into a series of shorter videos.

Tell a story

One of the most effective ways to engage your audience is by telling a story. Storytelling helps to create an emotional connection with your audience, which can be more powerful than simply listing the features of your product or service. Think about what makes your brand unique and create a story around that. It could be the story of how your business started, the story of a customer who benefited from your product, or the story of how your product is made.

Showcase your brand personality

Video marketing provides an opportunity to showcase your brand personality. Think about the tone of voice and visual style that best represents your brand, and incorporate that into your videos. This will help to differentiate your brand from competitors and make it more memorable for your audience. Whether you’re creating an explainer video, a product demo, or a brand video, make sure it aligns with your brand personality.

Use humour

Humor is a great way to make your videos more engaging and memorable. If appropriate for your brand, consider incorporating humor into your videos. This could be through a funny skit, a witty voiceover, or a humorous animation. Just make sure that the humor is appropriate for your target audience and aligns with your brand personality.

Optimise for SEO

Just like written content, video content can be optimized for search engines. Make sure to include relevant keywords in your video title, description, and tags. This will help your video to appear in search results when people are looking for content related to your industry or product. Additionally, make sure to include a call-to-action (CTA) at the end of your video, encouraging viewers to visit your website or follow your social media channels.

Promote on social media

Social media is a powerful tool for promoting your video content. Once you’ve created your video, share it on your social media channels, such as Facebook, Twitter, and LinkedIn. Make sure to include a catchy headline, a short description, and a link to your video. Additionally, consider running paid social media ads to reach a wider audience.

Collaborate with influencers

Influencer marketing has become a popular way for brands to reach new audiences. Consider collaborating with influencers in your industry to promote your video content. This could be through sponsored content on their social media channels or by featuring them in your videos. Just make sure that the influencer aligns with your brand values and target audience.

Measure your results

It’s important to measure the success of your video marketing campaigns. Use analytics tools to track metrics such as views, engagement, and conversion rates. This will help you determine which videos are performing well and which ones need improvement. Use this data to refine your video marketing strategy and create content that resonates with your audience.

Be consistent

Consistency is key when it comes to video marketing. Make sure to post regular videos on your website and social media channels to keep your audience engaged. This will help to establish your brand as a thought leader in your industry and keep your brand top-of-mind for your audience.

Video marketing is an effective way for SMEs to promote their brand and reach a wider audience. By defining your target audience, keeping your videos short and sweet, telling a story, showcasing your brand personality, using humor, optimizing for SEO, promoting on social media, collaborating with influencers, measuring your results, and being consistent, you can create video content that resonates with your audience and drives engagement.

About Désiré Roberts
Brand Consultant @ TILT Creative

Désiré is a senior brand consultant obsessed with brand growth. With over a decade of experience, she has worked with all sizes of companies, from all over the world, across various industries. She’s different because she doesn’t play by the rule book and she loves the challenge of the learning curves of every industry, which has given her an unrivalled competitive edge with an incredible body of knowledge and experience. She’s laser focused, meticulous, ambitious, persevering, and self-driven.

“When you’re a medium to large company, you need a level of authority that’s divergent from the small business sector. The competition is stronger and the stakes are much higher. The same brand tactics will not work; there’s millions of pounds on the line. You have to find someone who is willing to push boundaries and not just think outside of the box, but think outside of the universe. You must change your perspective to play in this ring, else you be knocked out in the first round.

Likewise, when you’re growing a small business, you can’t use the same rule book as the big boys – you have to play the game of your own sector, just better than your competitors. The interesting thing is that not many SMEs pay attention to brand, so just by tightening that area up, you’re instantly in a much better position than your competitors.”

Since you’re looking for someone to level up your brand, you need not look any further; you’ve found it.

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