For years, we’ve been hearing about how video will become the dominant form of marketing. Well, the future has arrived. According to Social Media Today, video represents 80% of all internet traffic. It’s no surprise, then, that 90% of customers rely on videos to help them make buying decisions. In the right hands, this type of content can be very persuasive. This is the main reason why using video for small business marketing is a great choice. It builds trust, boosts conversions, and appeals to mobile users. Most importantly, video provides a good return on investment. Of course, incorporating video into your marketing plan is far from an easy task. Here are 9 ways to do that in a modern and affordable format.
1. Introduction
One of the best things about video is that it makes complex concepts appear simple. As you may imagine, this is a great fit for an introduction piece. Many businesses do this in written form, using several paragraphs to explain what they do. A video helps you outline the same content in less than 90 seconds. These videos are often called explainer videos, and they come in different forms. If you want to show off how things work in practice, you can use live action. If you’re going for a more stylized approach, consider animation.
2. Customer Testimonials
Showcasing your company’s values to customers can be tough. Most of the time, your customer service reps will need some help. Many businesses use customer testimonials for this purpose. Seeing positive feedback from a third party can do wonders for your brand. That said, written reviews don’t always produce the desired effect. By comparison, video testimonials allow your customers to see and hear other customers. Even if you edit them a bit, the message will still ring true. Plus, they go in more depth than written reviews.
3. Production Process
Behind-the-scenes content can be a key part of any business video marketing strategy. Why? Simple: it increases brand awareness. By giving your customers an insight into what happens away from the public eye, you’re creating emotional attachment. Think of it as trading a corporate image for a friendly one. Now, you may think this strategy only works for companies selling physical products. This is not the case! For example, any service-based company can produce a time-lapse video.
4. Origin Story
Everyone loves a good origin story. This goes for both superheroes and small businesses. If people are buying something from you, they’ll often want to know who you are. They’ll wonder where you came from. An origin story answers these questions while building trust and loyalty. Again, these videos can help every business, regardless of its size. In fact, they’re more relevant for small businesses than larger corporations. If the story itself is an interesting one, you should always share it.
5. Video Blogs
Contrary to what you may have heard, blogging is still not dead. It has simply moved to a different platform. Starting a small business video blog (or vlog) is easier than it appears. When it comes down to it, all you need is a webcam and decent lighting. If you want to put in some more work, you can edit in some charts and graphics. Still, keep in mind that a decent video blog needs to have structure. Make sure your videos have an introduction and a conclusion. If you can get your message across in 10 minutes or less, go ahead and do that.
6. Expert Interviews
Want to educate your consumers about your products or services? Consider conducting a few video interviews with experts. Depending on your industry, the list of experts you can bring on can be quite large. For instance, you can collaborate with the relevant influencers. If all goes well, you’ll gain access to a whole new audience. For best results, make sure your experts have a general idea of what the conversation will be about. This helps them prepare for your questions, which results in a more watchable product.
7. Culture Content
Culture videos fulfill a similar purpose as behind-the-scenes content. They infuse your brand with personality. Remember that time when Disney bought Pixar? That deal wouldn’t have gone through had Bob Iger not convinced Steve Jobs that Pixar would maintain its identity. That’s why company culture is a big deal — even for small businesses. As for what your culture content should look like, you have plenty of options. Anything that showcases your business’ personality will do the trick. This includes pranks, birthday parties, slice-of-life conversations, and so on.
8. How-To Videos
As a general rule, how-to videos are some of the most entertaining small business videos out there. Unlike the expert interviews, an educational video focuses on your own company. The main goal is to present yourself as a leader in your space. To do that, you need to take a complex topic and explain it in simple terms. One good thing about how-to videos is that they’re very flexible. In other words, they’re a good fit for all stages of the marketing funnel. Other than proving your expertise, you can use them to engage leads and keep customers informed.
9. Customer Appreciation
Finally, try not to forget that your business lives and dies with your customers. Since this is the case, take some time to show your appreciation. Every once in a while, send your customers a reminder that you care about them. In most situations, a simple thank-you video should do the trick. Again, there’s no need to go for expensive production values. Instead, record some of your employees expressing their gratitude or sharing feel-good stories. For holidays, you can have your entire crew share the season’s greetings.
More on Using Video for Small Business Marketing
As you can see, you shouldn’t ignore the power of video. Of course, that doesn’t mean you should rely on video content alone. Though video is great for getting people interested in your business, you shouldn’t go overboard with it. If you only produce one type of content, you’ll bore your target market. Balancing video with written content is still your best strategy. Want to know more about the benefits of using video for small business marketing? Need some advice on making the most of your video efforts? We can help you out — contact us here and we’ll get back to you!
