How to Use Video Marketing on a Budget

How to Use Video Marketing on a Budget

The power of video marketing is an amazing tool to use. However, many marketers tend to shy away from it because they believe it will be costly and require some expensive gear. The secret is, you probably already have some tools at your fingertips that you can put to use, and any equipment you may need doesn’t have to cost a lot of money.

Adding video to your arsenal of marketing tools doesn’t require a whole new overhaul to your current strategy. You can integrate video into programs that you are already running, such as email marketing campaigns. So, even if you are a small business and have a strict budget, you can still use this powerful tool to your advantage. Here are some tips for video marketing on a budget.

Start off with the basics; a good camera, microphone, lighting and some editing software as you progress.

Use Screencasts

Screencasts are digital recordings that you capture right from your computer screen. If you want to build a great rapport with your audience, putting your face out there via video is a great way to do this. However, not everyone is ready to take that plunge, making a screencast a great alternative. Screencasts work really well for demonstrating products or answering those frequently asked questions. With a quick Google search, you can find a number of free software programs that allow you to capture your computer screen.

Studio Space In Any Space

For those who are ok with having their face on camera, you need the right environment. Any room can work as a studio if it’s a quiet room. Shooting your video against a background that is a solid color is best. Also, make sure you turn off any noise producing elements in the room. You don’t want background noise distracting viewers from your message.


While its best not to use overhead lighting that is harsh, and which can cast shadows on your face, sometimes that is all you have to work with. Don’t despair! You can create your own lighting kit for under $100 dollars with some basic elements found in most DIY stores. or you can try to position lamps around you, out of camera shot, to evenly light your face.


You can find a lot of lightweight and inexpensive digital single lens reflex cameras that give you all of the functionality that you require. If you don’t have the funds for a camera, try using the camera on your smartphone, which usually has a record feature. Do make sure you have a tripod or something to hold the camera so you don’t have a shaky video.

Good Microphone

Sound is one of the most important aspects of your video. If your viewers can’t hear or understand what you are saying, it defeats the whole purpose of the video message you are trying to convey. So do make sure you invest in a good microphone and make sure it sits as close to your speaker as possible without being in the camera shot. Some may want to opt for a lapel mic, which costs under $100.

Integrating with Your Other Marketing Tools

Once you have your video you will want to integrate this with your other sales and marketing campaigns. For example, you can use a video thumbnail in an email marketing campaign as your call to action, which tends to get a much better rate of click-through on emails. Your main goal in video marketing is to integrate it regularly with your current marketing strategy as part of your routine.

Create Some Unique Content

Unique video content is a great way to let your audience get to know you and your products better. Content that is your own is more likely to bring viewers back to your site, which helps develop a bond.

Consistent Schedule

Just like any marketing tool, video marketing needs to be consistent. Even if you don’t get the results you had hoped for in the first few videos, consistently adding new videos will see more people gradually subscribing and watching them if you post videos regularly. Also, keep it in balance with quality videos over quantity.


Interviewing some experts in the field is a great way to get people interested, as is interviewing customers who already use your products. You can use Google Hangout or Skype as a simple means of conducting your video interviews.

Product Demonstrations

This is a really good way to make use of your marketing videos and has proven to be quite effective. Showing how your products work allows your audience to become familiar with the product, as opposed to just seeing pictures of it. Most people don’t have the patience to read sales descriptions and would much rather see the product in action.

Create a Call to Action

A call to action is a must in marketing and each video you make should have one. It should be something that encourages your viewers to take that next step. Even simple things, such as asking viewers to share your video, recommending related videos or giving them an email list link are effective ways to turn a passive viewer into a participant that is active.

Marketing plans have many facets, but using video marketing should be something at the core of your marketing plan with today’s technology and so many people connecting via the internet. Videos retain attention, raise conversion rates and encourage others to share your information. A video with good content engages your audience and allows them to see your business in ways they couldn’t via other marketing tools, such as email marketing. And you can get yourself up and running with video marketing even on a tight budget.

For more information on marketing while on a budget feel free to contact us!

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