You get started with video marketing by filming short, simple clips with your mobile that answer common customer questions, and publish them regularly on the channels your customers already use. The most important thing is to start - not that it will be perfect.

Why should a small business invest in video?

Video is the format that most people prefer to watch, and the format that social media prefers to show to more people. A simple number to take away: moving image stays in the feed longer than an image or a text post, allowing more people to see you without paying more.

For a small business, the biggest win is trust. When a customer gets to see your face, hear how you talk and understand how you think, you feel safer to hire than a competitor who only has text on one page. You don't need to be a natural in front of the camera – you need to be yourself.

What equipment do I need?

Less than you think. A modern mobile phone films in sufficiently high quality for basically everything a small business owner needs. Spend your initial budget on three cheap things that increase quality the most:

  • Light:film facing a window or buy a simple ring light. Good light does more for the impression than an expensive camera.
  • Sound:a small mosquito (microphone that is clipped onto the collar) for around a few hundred Swedish kroner solves the most common problem – that the viewer cannot hear what you are saying.
  • Stand:a mobile tripod so that the image does not shake.

That's the whole basic set. Everything else can wait until you know video works for you.

What should my first videos be about?

The simplest and most reliable model is to answer one customer question per video. Think about what customers often ask you by phone or email and make a short video of each answer. Example:

  • "How long will it take before you guys are there?"
  • "What is included in the price?"
  • "What is the difference between your two services?"

These videos are worth their weight in gold for two reasons. They're easy to record because you already know the answers by heart, and they're exactly what new customers are looking for. Other grateful formats are a short presentation of you and the company, a "how we do it" clip showing your work, and a satisfied customer talking briefly.

How long should the videos be?

Short. For social media, 15-60 seconds works best. A single point per video. If you want to go deeper, you'd rather make three short clips than one long one - then the viewer gets to choose, and you get more material to publish. Save the longer formats (a few minutes) for things that really require it, such as a guide on your website.

How often do I have to post?

Regularly hits rarely but perfectly. A realistic goal for a small business is one video a week. A simple trick is to record several clips on the same day – same clothes, same lighting, same location – and then publish them spread out over a few weeks. Then video becomes a small recurring chore instead of a big project every time.

Do I need to edit and text?

A little. Most people watch video without sound at the beginning, sosubtitles are almost a must. Many mobile apps and social platforms add text automatically these days - just make sure it's correct. Cut out the boring seconds at the beginning and end, possibly add a short text heading at the top, and be done with it. Don't overthink the editing; a simple, clear video beats an overproduced one that never gets finished.

How do I know if it works?

Look at two things in the first few months: how many people finish watching the video (or a large part of it) and how many people get in touch or click through. The number of views is nice but says less. If a certain type of video gets people contacting you - make more of that type. Video is a craft you get better at by doing it, not by planning it perfectly.

How do I proceed?

Start today with a single video: put your phone against the window, answer your most common customer question in 30 seconds and publish. If you want a coherent plan - which channels, which topics and how video is connected to your website and your ads - we at ZORC will help you set up a simple video strategy that suits your business and your time. Get in touch and we'll have an unconditional chat about how you can really get started.