by Kenneth Rudich
Though the above video is a marketing promotion vehicle for the ebook, “Small Business Marketing Going Mobile,” I’m inclined to believe you’ll enjoy viewing it even if you’re not interested in the book itself.
It’s roughly one minute in duration, and it was produced on a shoestring budget, along with a sizable infusion of creativity.
Given the challenges of today’s small business environment, I would venture to say this is a particularly appealing combination of attributes for a marketing mechanism to have.
3 key video marketing pointers
There are three key observations you might consider before and after viewing the video.
First, video can be an expensive marketing medium.
Now keep in mind that I’m not referring to a “talking head” video, the kind that is all too prevalent these days. These are comparatively inexpensive to produce. Often, however, they tend to be short on technique and painful to watch. Even the better produced ones will leave you with a ho-hum sort of feeling after it’s done. The only saving grace for some is that the content itself is compelling enough to merit attention – but unfortunately, they are few and far between.
The very reason video can turn expensive is because there are production and post-production techniques that consume time and other financial resources, but also transform good content into a worthwhile viewing experience. The operative phrase here is viewing experience.
Second, because video has become so prevalent, it is near mandatory for all businesses – even small ones — to begin using it if they haven’t already begun. But as pointed out above, using it and using it well are two different things.
Third, as discussed in the ebook “Small Business Marketing Going Mobile,” mobile bandwidth will continue to increase across time, smartphones will be designed with bigger displays, and consumer adoption of mobile tablets will likely soar in the years ahead. This will only further fortify the demand for video by consumers.
a marketing promotion premise
So let’s briefly return to our core premise. Anyone or any business with a capacity to produce videos that can provide a worthwhile viewing experience without putting a strain on the marketing budget will almost certainly gain a leg-up in the marketplace and also against the competition.
Video is a versatile medium. It can be used on a variety of platforms, including websites, social media and mobile devices. When craftily produced, it’ll be considerably more dynamic than a still picture and far more visual than mere text. Even a basic one — again, when craftily produced — can deliver a pleasantly surprising degree of impact in a very short amount of time.
The challenge is to do it well, even if you’re on a shoestring budget.