Benefits of Video Marketing for Small Businesses

Video marketing is a marketing strategy that uses videos to promote and market products, services, or businesses. It involves creating and sharing videos that provide information, demonstrate a product, tell a story, or evoke emotions in viewers to engage and attract a target audience.

Videos are great content on various platforms such as social media, company websites, YouTube, and television. It can take different forms, such as commercials, explainer videos, product demos, webinars, or customer testimonials.

Video marketing is a powerful tool for small businesses as it can help increase brand awareness, build customer loyalty, and drive sales. It is a highly engaging and shareable medium that can effectively communicate a brand’s message, connect with audiences, and help businesses stand out in a crowded market.

Why is video marketing so important for small businesses?

Video marketing is vital for small businesses for several reasons:

  1. Increased engagement: Video is a highly engaging medium that can grab and hold people’s attention more than other types of content. And videos can deliver a more immersive and memorable experience, which can help small businesses create a deeper connection with their audience.
  2. Increased reach: With the proliferation of video-sharing platforms like YouTube, Vimeo, and social media, video has become more accessible and shareable. Small businesses can potentially reach a wider audience than via other forms of marketing.
  3. Enhanced brand image: Video can create emotional connections with viewers, which can help small businesses create a positive brand image and differentiate themselves from competitors.
  4. Improved search rankings: Search engines like Google tend to favour video content, so small businesses that incorporate video into their marketing strategy may see an improvement in their search engine rankings.
  5. Cost-effective: Creating video content is now more affordable than ever before. With technological advancements, high-quality video can be produced on a limited budget, making video marketing a cost-effective option for small businesses.

Using videos as a marketing tool offers small businesses a powerful and cost-effective way to connect with their target audience, boost engagement and brand awareness, and ultimately drive sales.


 Video marketing expert Valerie McTavish takes our listeners through the importance of video marketing on A Little Marketing. 

What do you need to get started with video marketing?

Getting started with video marketing requires a few essential components. Here are some of the things you’ll need:

  1. A clear objective: Before creating videos, you must define your goals. What do you want to achieve with your videos? Are you trying to increase brand awareness, drive sales, or educate your audience? Defining your objectives will help you create videos that are focused and effective.
  2. A target audience: You need to clearly understand your target audience to create videos that resonate with them. Who are they? What are their pain points, interests, and preferences? Knowing your audience will help you create videos that are relevant and valuable to them.
  3. Video equipment: You don’t need expensive equipment to create high-quality videos. A smartphone with a good camera, a tripod, and a microphone can be sufficient to create basic videos. You should invest in a good-quality camera, lighting, and audio equipment if you’re looking to create more professional-looking videos.
  4. Video editing software: You’ll need software to edit and polish your videos before sharing them. Many free or low-cost options are available, such as iMovie, Adobe Premiere Elements, or DaVinci Resolve.
  5. A distribution strategy: Once you have created your videos, you must distribute them to your target audience. You can share them on your website, social media channels, or YouTube, or even run ads to promote them to a broader audience.
  6. Creativity and consistency: Finally, video marketing requires creativity and consistency. It would help if you came up with fresh and engaging ideas for your videos and were consistent in your messaging, branding, and publishing schedule to build an audience and achieve your objectives.

By having these components, you’ll be well on your way to launching a successful video marketing campaign for your small business.

AI and Marketing 101

What is AI, and why is it an important concept for marketers?

AI, or Artificial Intelligence, refers to developing computer systems that can perform tasks that usually require human intelligence. Examples include situations related to learning, problem-solving, and decision-making.

For marketers, AI can be a valuable tool that can provide insights and automate repetitive tasks, allowing them to optimize strategies and campaigns. Here are a few reasons why AI is important for marketers:

  1. Personalization: Help marketers create personalized customer experiences based on their preferences and behaviours. By analyzing data from customer interactions, AI can recommend customized products, content, and offers to individual customers.
  2. Efficiency: Automate tasks such as data analysis, lead scoring, and campaign optimization, which saves marketers time and resources, allowing them to focus on high-level tasks and creative strategies.
  3. Predictive analytics: Make better decisions by analyzing data and identifying patterns and trends. Results help predict customer behaviour and anticipate future needs.
  4. Customer service: AI can improve customer service by providing quick and accurate responses to customer inquiries through chatbots, virtual assistants, and other AI-powered tools.

In short, Artificial Intelligence can help marketers create more personalized, efficient, and effective campaigns, leading to better customer experiences and higher ROI.

What are some specific marketing tasks that AI can help with?

Artificial Intelligence can help with a wide range of marketing tasks, including:

  1. Data analysis: Analyze large amounts of data to identify patterns, trends, and insights to inform marketing strategies and campaigns.
  2. Audience segmentation: Segment audiences based on behaviour, demographics, and other criteria, allowing marketers to create more targeted and personalized campaigns.
  3. Content creation: Generate product descriptions, blog posts, and social media updates based on data and user preferences.
  4. Personalization: Personalize content, offers, and product recommendations based on user data and behaviour.
  5. Lead scoring: Score leads based on their behaviour and engagement with marketing materials, allowing marketers to focus on the most promising leads.
  6. Chatbots: Chatbots can provide quick and accurate responses to customer inquiries, improving customer service and reducing the workload on human agents.
  7. Predictive analytics: AI can analyze customer data to predict behaviour and anticipate future needs, allowing marketers to tailor their campaigns and offers accordingly.
  8. Ad targeting: AI can analyze user behaviour and preferences to target ads more effectively, improving the ROI of advertising campaigns.

Artificial Intelligence can help marketers automate and optimize many tasks, allowing them to focus on strategy, creativity, and delivering a better customer experience.


John Stroud of AI Guides talks about the role of Articifical Intelligence in marketing on A Little Marketing.  

What should a marketer be careful about incorporating AI solutions into their marketing mix?

While Artificial Intelligence can offer significant benefits to marketers, there are also several pitfalls to watch out for. Here are a few things that marketers should be careful about:

  1. Bias: If the data contains bias or is incomplete, the AI may perpetuate those biases or make incorrect assumptions. It’s important to carefully evaluate the data used to train algorithms and to monitor the output for signs of bias.
  2. Privacy concerns: This technology can involve collecting and analyzing large amounts of personal data. Marketers must be transparent about how they collect and use this data and must comply with applicable privacy regulations.
  3. Implementation challenges: AI solutions can be complex and require significant resources to implement effectively. Marketers should carefully evaluate their needs and capabilities before investing in an AI solution and prepare for a potentially steep learning curve.
  4. Over-reliance: AI can automate many tasks and provide valuable insights but does not replace human judgment and creativity. Marketers should be careful not to rely too heavily on AI and continue using their expertise and intuition.
  5. Ethical considerations: Artificial Intelligence in marketing raises critical ethical concerns, such as the potential for manipulation and the impact on jobs and the economy. Marketers should consider these implications carefully and adapt their strategies accordingly.

In summary, incorporating AI into the marketing mix can offer significant benefits. However, it is essential to be aware of the potential challenges and proceed cautiously. Marketers should carefully evaluate the data, ensure compliance with privacy regulations, be prepared for implementation challenges, not rely too heavily on AI, and consider the ethical implications of their use of AI.

Note: This post and several of our more recent posts were generated using ChatGPT.

Starting a Podcast to Grow Your Business

Interested in starting a podcast to grow your business? As you know, last summer, we started a podcast that gets posted to YouTube every week. A Little Marketing has been a labour of love since the start. Created in collaboration with Nikki Gillingham of Blue Whale Marketing in Kelowna, B.C., we’re proud of each episode and the amazing guests who have appeared. We’ve quickly seen the benefits.

Starting a podcast can be a great way to grow your business, as it allows you to reach a larger audience and build a stronger connection with your customers and prospects. 

Starting a Podcast to Grow Your Business

One of our first guests on the show was Steph Wharton, a podcasting expert. Our discussion was wide-ranging and included many tips on how to get started. Here are some from Steph and others that are helpful.

  • Choose a relevant topic for your business that will interest your target audience. The stories you tell on your podcast will help attract and engage listeners. In addition, your stories will position your business as a thought leader in your industry.
  • Invest in high-quality equipment, such as a good microphone and recording software, to ensure that your podcast sounds professional.
  • Plan and outline your episodes in advance, and prepare any materials or notes you need. Doing so will help you stay focused and on track and avoid rambling or losing your train of thought.
  • Promote your podcast on your website and social media channels, and encourage your audience to subscribe and leave reviews. 
  • Be consistent and commit to regularly publishing new episodes to build a loyal audience and keep them engaged with your content.

Starting a podcast can be a powerful marketing tool for your business but it requires planning, preparation, and dedication. By following these tips and being consistent, you can use your podcast to grow your business and connect with your audience in a meaningful way.

For more help understanding how starting a podcast can help grow your business, watch our podcast with Steph Wharton. And remember to learn from other marketing experts from our A Little Marketing podcast. 

On which platforms should I place my podcast?

You can publish your podcast on many platforms, including popular ones like Apple, Spotify, and Google. These platforms are easy to use and have a large audience, making them an excellent place to start.

In addition to these mainstream platforms, there are many specialized podcast hosting and distribution services, such as Anchor, Buzzsprout, and Podbean. These services can provide additional features and tools to help you manage and promote your podcast, such as analytics, show notes, and customizable RSS feeds.

It can also be helpful to publish your podcast on your website and on social media channels like Facebook, Twitter, and LinkedIn. Doing so will help you reach a wider audience and give you more control over the presentation of your podcast and how it’s shared.

Ultimately, the best platforms for your podcast will depend on your target audience, goals, and resources. It’s a good idea to experiment and try publishing on different platforms to see which works best for you and your business.

How should I promote my podcast?

Promoting your podcast is essential to growing your audience and reaching new listeners. Here are some tips to help you effectively promote your podcast:

  • Include your podcast on your website and social media channels. Make it easy for people to find and subscribe to your podcast – share episodes on your social media feed to promote them to your followers.
  • Create show notes for each episode, including a summary, key takeaways, and any relevant links or resources. Show notes help people understand your episode and give them a reason to listen.
  • Use keywords and tags to make your podcast discoverable on platforms like Apple Podcasts and Spotify. Keywords and tags help people find your podcast when they search for related topics.
  • Collaborate with other podcasters or influencers in your industry. You can cross-promote each other’s shows, guest on episodes, or share each other’s content on social media. This idea aims to help you reach a new audience and build relationships with other creators.
  • Engage with your audience and encourage feedback. Respond to comments and reviews, and ask for input or suggestions on future episodes. You’ll build a community around your podcast and make your audience feel valued.

Overall, promoting your podcast requires a combination of tactics and strategies. By using a variety of channels and engaging with your audience, you can effectively promote and grow your podcast over time.

What are some benefits of starting a podcast to support and promote my business?

Starting a podcast can provide many benefits for your business, including the following:

  • Reach a larger audience. Podcasts are a popular and convenient way for people to consume content. They can help you get a wider audience than you can with other marketing channels.
  • Build credibility and authority. By sharing your expertise and insights on your podcast, you can establish yourself as a thought leader in your industry and build credibility and trust with your audience.
  • Connect with your audience. Podcasts offer a personal and engaging format to help you build stronger connections with your audience and foster loyalty.
  • Provide value to your audience. You can demonstrate your expertise and help your audience learn and grow by providing valuable and relevant content on your podcast.
  • Generate leads and sales. Your podcast can be a powerful tool for driving traffic to your website and generating leads and sales for your business. You can include calls to action and links to your products and services in your episodes to encourage listeners to take action.

Starting a podcast can be a valuable addition to your marketing strategy and can help you grow your business and connect with your audience in a meaningful way.

Is YouTube a viable platform for podcasting?

Yes, YouTube can be a viable platform for podcasting. Many podcasters publish their episodes on YouTube and other podcasting platforms, as it can help them reach a wider audience and gain more visibility for their content.

One advantage of publishing your podcast on YouTube is that it allows you to include visuals with your audio content. The visual aspect makes your episodes more engaging and helps you promote your brand and showcase your products and services.

Another advantage of YouTube is that it has a large and active community of users, and it can be an excellent place to connect with other creators and share your content. You can also use YouTube’s tools and features, such as analytics and advertising, to help you grow your audience and reach new listeners.

Of course, there are also some challenges to publishing your podcast on YouTube. For example, YouTube’s algorithms can make it difficult for your episodes to get discovered, and it can be competitive to get views and subscribers on the platform.

Whether or not YouTube is a good platform for your podcast depends on your goals, audience, and content. It can be worth considering as part of your overall podcasting strategy, but you may also want to publish your episodes on other platforms.

Branding for Business 101 with Sacha Brant of Brand Scrubbers

In a recent episode of A Little Marketing, we chatted with Sacha Brant, owner of Brand Scrubbers, about branding for businesses. Sacha spoke with us about what’s involved with branding and how to get started. Every business needs a brand. Your brand is the memorable impression you leave on customers and lets customers know what to expect from your company.

Sometimes it takes trial and error to establish a brand that works for your business. And that’s okay. Branding can be a learning curve.

Here’s what Sacha had to say:

Defining Branding with Sacha Brant

Sacha Brant from Brand Scrubbers talks branding as our guest on A Little Marketing. 

Sacha tells us that branding is about what you, as a business owner, like and what your customer likes. So, when she’s first working with a client, she asks them questions about their business and customer to learn as much as possible about what the brand should look like: “We gotta know about the customer. Who are they? Where are they? What are they looking for? What are they selling, and why are they selling it?”

The next thing Sacha does is ask the business owner, “What do you like?” So whether it’s specific colours, fonts, designs, and other factors. “Then we take the two groups and marry them together.”

Sacha says the reason that she takes the business owner’s interests into account when branding is because “You have to get excited about your brand. You have to be passionate about your brand. If you’re not, it will not go where you want it to go.”

So essentially, branding is the marriage between what the business represents and how the business owner wants its brand to look. 

Factors that Go into Branding

One of the first factors of branding is colour. “A lot of what colouring is, is an emotional response,” says Sacha. So for Sacha, colour is an integral part of branding, influencing how the business owner and customers feel about the brand.

Other factors include your business’s logo, message, tone, language, voice and name. Figuring out what direction you want to take all of these factors goes back to those original questions – such as who is your brand? What are you selling?

Sacha also mentions that branding is about a “vibe.” Sacha says, “People purchase things because of how it makes them feel…so when your branding plays upon that emotional impact piece, it’s opening the door for people a little faster because you’re making that connection just by the things that they’re seeing…this creates that feeling.” 

Your branding should create a particular feeling or vibe. 

“The more you can work [feeling] into your message, branding, look, and how you do everything, the better you’ll end up,” says Sacha. 

Rebranding

When starting a new business, you have to establish a brand. But even established businesses sometimes need to rebrand. Whether your brand isn’t performing how you want it to or your business has changed since initially branding, sometimes rebranding is necessary.

Regarding rebranding, here’s Sacha’s suggestion, “Even if you’re doing a complete overhaul, we recommend keeping some of those original pieces because we don’t want to cause a complete system shock to your customers.”

Sacha suggests returning to those original questions and answers about your business during the rebranding process and asking, “Is all of this still relevant? If not, what is it now? That will then shape what you change the brand into.”

Dive Deeper into Branding for Your Business

We’ve only scratched the surface. We’d be here for days if we wrote down all of the valuable information about Branding that Sacha shared on our podcast. So be sure to check out the full episode here. And don’t forget to subscribe!

Why Product Management is More Than Your Product

Product management is the process of developing and bringing a product to market. It involves overseeing the entire lifecycle of a product from its conception. From market research and product development to its launch and growth. 

Product managers are responsible for defining the features of a product. They must also understand customer needs and work with engineering, design, marketing, operations, and sales teams. However, when it comes to product management, the product is not the only thing that requires your attention.

Product Management Extends Beyond the Obvious

There’s no denying that product management means paying close attention to your product, but other nuances come with managing that product successfully. Many elements affect how your product will sell, including pricing, product quality, marketing, customer service, availability, and competition. 

Factors such as your target audience, location, and the seasonality of your product can also influence product sales. In this episode of A Little Marketing, Peter Vandenengel, VP of Broadband Solutions at SAGEMCOM, lets us in on how much of product management isn’t about the product and where we should take the time to direct our focus. 


Peter Vandenengel, a Product Management professional, walks Nikki and Mark through the importance of Product Management.  

Broadening Our Perspective on Product Management

Vandenengel states early on in the conversation that it’s essential to “Broaden your perspective on what’s being consumed,” and we couldn’t agree more. Products are no longer only products; he uses Starbucks as an example. 

Now more than ever, primarily with the onset of plenty of competition in every industry, companies must sell an experience. As Peter states, “you’re getting that same Starbucks experience,” no matter where you are. 

Product managers must consider what type of experience they’re putting out there. Because every customer touchpoint is a part of modern product management. Advertising will only solve selling issues if your product’s components are working.

When launching a new product or looking at a product that isn’t performing well, it’s imperative to talk to everybody, from branding and marketing to development and customer service. Discussions on the “front line” with sales team members will also provide valuable input. 

Product managers should keep themselves open to criticism and listen to what might be wrong with certain product features. More importantly, they should make the necessary changes. Essentially, successful product management involves teams company-wide. 

Peter understands the inside workings of large corporations and has plenty of knowledge in working as a consultant for small businesses. Small business owners must be flexible and agile, leaving room for evolution. 

Peter, Nikki and Mark discuss how there is always room to evolve your product to what consumers are asking for, but you have to go above and beyond to comprehend consumer pain points and understand what they want from you. As Peter states, “you may not develop the best widget, but you might have the best service.” 

Again, this concept takes us beyond focusing solely on the product and expanding past it into prompt service or customer service that’s easily accessed. We want to eliminate friction at all costs as it contributes to good product management. 

Three Key Takeaways

Peter offers three non-traditional takeaways that business owners and development and marketing teams should focus on regarding managing their products.

  1. If you’re running a business or selling a service, be curious and consistently ask questions. 
  2. Keep an open mind regarding the criticism of your product or service or your personality. Take in complaints and do your best to understand them. You will never be able to please everyone, but it never hurts to look at things from other perspectives, especially when selling goods and services.
  3. Flexibility is crucial when making adjustments in your business and thinking. Successful product managers are flexible, and they roll with change without getting (too) flustered. 

Remember that whatever you’re selling, you’re selling an experience. When we ensure that the path to the experience is as frictionless as possible, you have a winning formula for product management. 

Coworking for Small Businesses

One of the more interesting conversations we’ve had on A Little Marketing, our podcast with Blue Whale Communications’s Nikki Gillingham, was with Caterina Mazzone of Metspace. Metspace is a coworking business with locations in Montreal. During our conversation, we discussed the benefits of working in such an environment and, of course, the benefits.

Watch our episode to learn everything Caterina has to say!


Caterina Mazzone of Metspace discussed the benefits of working in a coworking space.

What is a coworking space?

A coworking space is a shared workspace where people from different companies and organizations can come together to work. These spaces often provide high-speed internet, printing services, conference rooms, and a community of like-minded professionals. Offices like these are becoming increasingly popular as a flexible, cost-effective alternative to traditional office spaces.

What kinds of businesses best fit a coworking space?

A shared office space can be a good fit for many businesses, including freelancers, startups, and small to medium-sized enterprises. However, coworking spaces generally are best suited for companies that value flexibility, collaboration, and cost-efficiency. Some examples of businesses that may be well-suited to working in a coworking space include digital marketing agencies, design firms, software development companies, and other businesses that can benefit from this environment.

What are the benefits of working in a shared office space for a small business owner?

There are many benefits of working at a shared office space for a small business owner. Some of the most significant benefits include the following:

  1. Cost savings: Renting space can be much more affordable than leasing a traditional office space. Valid especially for small business owners who may only need a little space.
  2. Flexibility: Most shared office spaces offer flexible lease options, which is helpful for businesses that need to scale up or down quickly.
  3. Collaboration: Coworking spaces allow for collaboration and networking with other professionals. Business owners can drive new business opportunities and valuable connections.
  4. Community: Many of these spaces have a strong sense of community and can provide a supportive and collaborative environment.
  5. Amenities: Coworking spaces often provide high-speed internet, printing services, and conference rooms. Access to these tools is excellent for small business owners who may not have these resources.
What are the networking benefits of working at a coworking space?

Working in a shared office space can provide many networking benefits. Some of the most significant benefits include the following:

  1. Access to a built-in community. Many coworking spaces have a strong sense of community and provide opportunities for members to connect and build relationships.
  2. Opportunities to learn from other professionals. Gain valuable insights into different industries and business models.
  3. Exposure to potential clients and partners. Coworking spaces often attract a diverse range of businesses, allowing small business owners to meet potential clients and partners.
  4. Access to a supportive and collaborative environment. Working in a shared office space can provide a supportive and collaborative environment to help small business owners thrive and grow their businesses.
Can my business be listed on Google Maps and Search if I work at a coworking space?

Your business can be listed on Google Maps and Search if you work at a coworking space. However, the specific requirements for being listed on Google Maps and Search may vary depending on the location of the coworking space and other factors. For example, the shared office space must be a permanent, physical location open to the public during regular business hours. The address must also be verifiable through a third-party source, such as a government agency or business directory. Therefore, checking with the coworking space and Google is essential to determine whether your business is eligible for listing on Google Maps and Search.