Frame by Frame
The Art and Science of Stellar Storytelling
By Jason Schuler on June 1, 2024
(updated January 2026)
With streaming media on TVs, phones, and billboards, video has never been a more powerful tool to enhance your business’s online presence. Consider small businesses…Video marketing provides an opportunity to compete with larger companies and reach a wider audience.
Read on to learn about the benefits of video marketing for business and practical steps to get you started on the path of video marketing.
Video marketing is a dynamic approach, incorporating engaging video content into your marketing campaigns. Small business video marketing is an effective strategy for the following reasons:
To harness the power of video marketing and commercial video, it’s crucial to implement effective strategies. As a business owner, here are some strategies and modalities to consider practicing in your small business:
Before you start creating videos, you need to understand who your target audience is. Demographics and research are especially important for small business video marketing, as it may be a niche market. Further, this also includes the preferences, pain points, and where your ideal client spends their time online.
Your video marketing efforts should align with your business goals. Whether it’s to increase brand awareness, drive sales, or educate customers, having clear goals will guide your video creation and distribution process. Determine what a good “number” looks like — is it 1000 views in 10 videos or 10,000 views in 20 videos, then aim for that target. You may want to check out an article we wrote looking at the next wave of video marketing.
Content is king in video marketing. Whether it’s a product demo, video commercial, customer testimonial, or a behind-the-scenes look at your business, ensure your content is engaging, resonates and provides value to your audience. An authentic brand voice is the icing on the cake for compelling content. The right video production company can help you create high-quality video content for lead generation.
Below is an example of Awakened Films’ video marketing for New Jersey companies:
To increase the success of your video, we must talk about visibility. Not only should you strive to create excellent marketing content, but it’s essential to optimize it for search engines. When posting a video, aspects such as the meta description, transcript, hashtags, and even the video title are all important. Additionally, Google is now requiring that video is “the main content of the page” in order to be indexed and shown in search results. That means, the video content should be above the fold, fully within the viewport of the page, and all content on the landing page should be built around the video’s theme.
Don’t forget, YouTube is a back door to Google’s first page. So, even if your website gets very little attention from Google, having robust content on YouTube, Vimeo, and other platforms, using video content will increase the odds of your brand organically appearing on the first page results.
The last part of an effective video marketing strategy is promotion to reach a wider audience. You can share your videos on your website, social media platforms, email newsletters, and even paid advertising. Cut longer videos into bite-sized snippets or create teaser videos for social media posts that lead viewers back to your site or the full video.
In the olden days, video content was only seen on TV, in closed-circuit applications, or through the distribution of a physical tape/disc. Nowadays, we have access to hundreds of opportunities (most of which are free) to share video content throughout the internet. Take advantage of this. Customers are lurking everywhere, from TikTok to LinkedIn to industry-specific web publications. Publish and promote your video content EVERYWHERE! The idea is to leverage the attention and trust of your video content to promote your business.
There are various videos you can create for your small business. Here are some ideas:
With the right strategies, video marketing can be a game-changer for your small business. Once again, start by understanding your audience and setting clear goals. Next, create compelling content that provides value to your audience. Then, optimize your videos for SEO and promote them where your audience spends their time online.
Remember, video marketing for small businesses doesn’t have to be daunting or expensive. It is an effective strategy for small businesses to increase their online presence, connect with their audience, and drive sales. While it may seem complicated at first, with the right approach, any small business can harness the power of video marketing.
Your audience is waiting for that next scroll-stopping moment, and together, we can create it. Shoot Awakened Films a message, and let’s make some digital waves together.
Is video marketing actually worth it for a small business, and what results should I expect?
Yes, video marketing is one of the best ways for small businesses to build trust and visibility online. Video puts a face to your brand and helps potential customers understand your product or service faster than written content alone. When businesses use video consistently as part of a successful video marketing strategy, they often see stronger engagement, higher conversion rates, and improved brand recall. Many people prefer to watch a video before making a buying decision.
What are the first 3 to 5 videos a small business should make?
An easy place to start is with video answering the question your customers ask most often. This can be filmed internally with an iPhone or webcam. Once you are ready to invest in video marketing, a corporate overview video offers the best ROI and long-term usage opportunities. The next step we recommend are product or service landing page videos. These foundational pieces support your content marketing strategy and give you comprehensive content you can reuse across different platforms. Starting simple makes it easier to build momentum and stay consistent.
What types of videos work best for small businesses?
Our experience shows that the most effective videos for small business owners are corporate overviews and product/service landing page videos. Any video with clear and compelling content can be helpful for marketing purposes, such as testimonials, and short educational clips. Businesses are using video to explain services, introduce new products, highlight company culture, and show real people behind the brand. Short-form video like YouTube Shorts works well for discovery, while longer videos help viewers better understand your product. Ultimately, the best practices depend on your goals and where your audience spends time.
How much does small business video marketing cost, and what can I do on a limited budget?
Costs vary widely depending on how you make the video and how polished it needs to be. Many small businesses start internally by using existing content, basic equipment, and a simple plan. Professional video marketing in New Jersey typically costs between $8,500 and $35,000. The most important factor is having a video strategy, not expensive gear or a highfalutin agency. Even affordable videos can create engaging content when the message is clear and valuable.
Do I need professional equipment, or can I film marketing videos on my phone?
You can absolutely start with a phone if the lighting, sound, and message are strong. What matters most is providing valuable information and keeping the entire video focused on helping the viewer. Professional equipment will elevate quality, but it is not required to begin to promote your brand effectively. Many successful businesses begin by testing ideas before investing more heavily.
How often should a small business post videos?
Anchor video content is typically evergreen in nature and lasts for many years. For businesses incorporating video into their social media marketing, consistency matters more than volume. Posting one to two videos per week is often realistic and sustainable for small teams. A steady rhythm helps build a loyal audience over time and allows you to refine your video strategy. The key is choosing a schedule you can maintain without burning out.
Where should I publish and share my videos?
Different platforms serve different goals, so distribution should be intentional. You should share the video on your website, social media, email campaigns, and video platforms like YouTube Shorts and social media. Take your video and adapt it for multiple formats so it works everywhere your audience spends time. Matching the content to the platform helps improve performance and reach.
How do I optimize videos for SEO and GEO visibility?
Start by identifying your target audience and the questions they are actively searching for. Videos that answer questions clearly perform well in search and AI-driven results. Pair your content with strong titles, descriptions, and supporting written content to reinforce context. Videos can help search engines and viewers understand the value of your business.
How do I measure whether my video marketing is working?
Metrics like views are interesting, but they should not be the only measurement. Look at watch time, engagement, clicks, and how many people take action after watching. Also consider the total number of impressions across all channels, including your website. A strong video strategy focuses on outcomes, not vanity numbers. Over time, these insights help refine your content creation and improve results.
