Get expert advice on every topic you need as a small business owner, from the ideation stage to your eventual exit. Our articles, quick tips, infographics and how-to guides can offer entrepreneurs the most up-to-date information they need to flourish.

Subscribe to our blog

3 Ways Startups Can Add Video Content Into their Marketing Strategies

Posted by Kanika Sinha

August 28, 2017

As a startup, you’ll find video content is a powerful part of your marketing strategy, allowing you to project your brand to more people than ever before.

Let’s look at three ways startups can add video content into their marketing strategies.

#1:  Know Your Purpose

The first thing you want to uncover when creating a video content strategy is your purpose and your audience.

Before diving into your plan, make a list of what separates your brand from the competition. What sets you apart and defines your brand? What’s your story? Why should people shop with you?

Once you know the answers to these questions, you can define your purpose. Perhaps you want to educate and entertain, or maybe you want to drive traffic to your website or boost conversions.

You’ll be better able to meet any of these goals if you know your audience and your purpose.

#2: Uncover the Need

You understand your target audience, but do you really know what kinds of videos will interest them? If not, how do you find out?

Surveys sent through email and on your website and social media pages can help you dig deeper into the needs of your audience.

In addition, if you have a brick-and-mortar location, you can interview your customers in person.

Once you’ve done this, you can start making lists of the types of video content you’d like to create that holds the most interest for your audience.

It’s also a good idea to look at your competition. For example, if your startup offers web design services, look at other web companies in your area.

Try to come up with a video content plan that’s unique to you and differentiates yourself from the competition.

#3: Plan Your Delivery

The next thing you want to think about is what you’re going to do with your video content.

You have many options:

  • Website
  • Social media pages like Facebook, Twitter, Instagram, Pinterest and Google+
  • YouTube
  • Email marketing

In many instances, you’ll want to include your videos in several places.

Be sure when creating your plan that you make note of where you’ll deliver the video as that can inform the type and format of the video you create.

Final Thoughts

Video content marketing is here to stay, and it’s an important marketing tool for your startup.

By the year 2019, video is expected to be the catalyst for more than 85% of search engine searches.

So, the time to get involved with video is now. For many small businesses and startups this may seem intimidating.

You might be shaking your head and thinking, “I don’t have a budget for this, and I don’t have a video camera, so video isn’t for my startup.”

We encourage you to step back and look at the device that’s in your hand a better part of your day – your smartphone. Today’s phones are well-equipped to handle your video needs.

Plus, with online video editors as well as YouTube, you can do this.

The first thing you want to do is make a plan. A month-long plan to start might look like this:

  • First Week: Make several videos about your best-selling products.
  • Second Week: Create several videos showcasing customer testimonials.
  • Third Week: Do several Facebook live videos with your employees, introducing them to your audience.
  • Fourth Week: Make a couple how-to videos for a few of your products or services.

The key to success is your plan. Video content is exploding, and you can put it to work for you even if you just have a smartphone and a limited budget.

You hold the keys to adding video content into your marketing strategy, and it’s as easy as making a plan and sticking to it. 

Are you a new startup ready to succeed? Are you looking to get your new business off the ground and watch it rise to success? We are here for you. We can help answer your questions and guide you through the process. Outsource your HR duties, finances, payroll and more to us. Contact Escalon today to get started.

Image:  Redd Angelo on Unsplash


Kanika Sinha
Kanika Sinha

Kanika is an enthusiastic content writer who craves to push the boundaries and explore uncharted territories. With her exceptional writing skills and in-depth knowledge of business-to-business dynamics, she creates compelling narratives that help businesses achieve tangible ROI. When not hunched over the keyboard, you can find her sweating it out in the gym, or indulging in a marathon of adorable movies with her young son.

We provide you with essential business services so you can focus on growth.