The Science Of Video Marketing For Small Businesses

Nothing in the world of marketing can convey a message as dynamically as the combination of motion, sound and colorful graphic animation. While a picture is said to be worth 1,000 words, a one minute video is said to be valued at 1.8 million words, according to Dr. James McQuivey of Forrester Research. Due to our modernly low attention spans of 8 seconds, video promotion has been determined to be 600% more effective than print and direct mail combined.

It’s no wonder that as we shift into the future of content marketing, video remains at the forefront being used by 93% of marketers in their campaigns. Although it can be intimidating for small businesses to compete with the high-end production large corporations advertise with, independent production companies have never been more accessible. We’re here to show you how to make video marketing affordable, while also providing tips on how less can be more.


You Can Afford It

Ten years ago there were not 6,455 licensed video production companies in the United States. Since the advent of commercialized video equipment, film enthusiasts everywhere have been able to afford their own professional gear, and create start-ups independently.

Whether they attended a film school, educated themselves online, or went the DIY approach, the talent is out there and so is their competition. Just because a company is new, doesn’t mean they can’t provide you with exactly the standard of quality you’re seeking.

Things To Consider When Looking To Hire A Video Company:

  • Cost – Ask for a price quote up-front, every company will be different. Newly graduated and ambitious film students can often produce a much higher quality video than ‘professional’ companies at half the price or less.

  • Film Reel/Portfolio – Check out their work and see if their capabilities match what you’re looking for. While many aspects to film can take years and expensive software to produce, content marketing needs are usually relatively simple.

  • Turnaround – Whether you plan on making one video, or one a week, the turnaround for a finished video is an essential element to consider. Between planning, production, post-production and getting the video online, knowing your time frame is an important aspect to keeping your content consistent and your viewers engaged.


The Do-It-Yourself Approach

Perhaps hiring someone else just isn’t in the budget right now, and that’s alright. Making your own videos has never been easier, and can be done for under $50. Here are some tips to consider when getting started:

  • Pre-Production – Decide what you need, and have a definitive script/plan for what you want to shoot before looking into renting the gear.

  • Equipment – Many successful marketing videos have only required a web cam or an iPhone to get the companies message across. The bottom line is providing content your viewers want to engage with. If the look and sound are crucial to you, try renting from a reputable company like:


  • Editing and Post – There is an outstanding amount of free software that has everything you’ll need to create a final cut of your video. If you’re looking to invest in a professional program, we recommend tyring:


  • Uploading – Having your video seen is the whole point, but getting it online can be tricky for those of us less familiar with file sizes and formats.

    • File Size – Sometimes the file we export can be far too large to get online. If this is the case, try handbrake, a free conversion software to make your video file smaller but still retain the same qulaity in sound and resolution.

    • Format – Most programs will have ‘built in settings’ for where you’re attempting to upload a file. For instance, Adobe Premiere has built in YouTube and Vimeo settings to optimize how your video streams online.


Video Marketing Tips

With how popular video has become for marketing purposes, it’s a good idea to know what has been working:

  • Keep It Short – Even video has a tough time keeping our attention. Videos under 1-minute have shown to retain viewers 80% up to the 30 second mark, while those 2-3 minutes in length still see 60% retention.

  • Keep It Light – Humor and personality are not bad things when it comes to conveying professionalism. Culturally we’ve lost touch with the human aspect to business, and the greater connection you make with your viewers the more likely they’ll choose to engage with your service.

  • Make Sure Your Customers Can Find You – Just because you captivated their attention, doesn’t mean you mentioned how to get to your location. Include your address, phone number, website, and e-mail either in the video or somewhere noticeable on the page the video is hosted on.

  • Make It Seen – Most videos will never go viral, but taking the time to share it yourself can guarantee additional views. Promote your video by:

    • Investing in an online ad campaign

    • Share it with your e-mail contacts

    • Post it on Social Media

    • Post it publicly on YouTube

    • Embed it on your own website

    • Front a small cost for online services that can promote it for you


It may seem like an awful lot of work, but there’s no doubt that to remain competitive you need video. Soon you’ll come to realize how fun creating one can be, as well as how beneficial having a face your customers can recognize will be to your business.


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Jeremy Jensen is a Professional Photographer and Freelance Writer based in Lake Tahoe, CA. His work is centered around photojournalism, nature and music, but also loves any opportunity to work with people. To view his portfolio or to follow him on Social Media visit