As a small business, your marketing needs can be very different from larger companies and corporations. Most people know that video marketing content is one of the greatest assets to have, but securing that video footage may not always be possible when it comes to budget, time, and skills.
Creating video marketing content can be much easier than it seems, and who’s to say your small business can’t take advantage of it?
This post will tell you everything you need to know about creating video content for marketing your small business, as well as some tips and tricks from Paton Marketing’s professional video team.
Why You Need Video Content
As technology continues to evolve, many internet and social media users have become much more interested in visual content as opposed to traditional written content. While your marketing strategies should still include written content, incorporating visual content will take your game to the next level.
Small businesses are the backbone of American society, and most consumers would prefer to give their money to a small business instead of a large corporation. When you put a face to your business, you are creating a relationship with consumers. Creating a relationship with consumers will not only generate sales but increase the likelihood of creating repeat customers and securing personal recommendations.
Many Americans work in professions that require them to read written content all day, so video content is sure to grab the attention of your audience.
If you choose to post video content directly on your website, research and case studies have shown that users are more likely to spend an increased amount of time on your page, resulting in lower bounce rates (which is good for SEO).
Including a video on your landing page can increase conversion rates by almost 80%, with 90% of consumers saying video content helps them make purchasing decisions.
Now that you understand why using video marketing content is such an effective strategy, we’ll go over some of the best ways to use it.
Product or Service Demos and Testimonials
If your small business specializes in selling a niche product or service, demo videos are a great way to give potential customers a better understanding of what you offer. You don’t need to hire a professional videographer to create this content for you, as it can usually be done right there in your office.
For products that can be complicated to use, offering a how-to video right on the product page will give potential customers better peace of mind when they are debating on placing an order.
For services that may be uncommon in your area, a customer testimonial would be a great piece of content to include on your website. Word of mouth advertising has always been one of the most effective marketing strategies, and potential customers will appreciate hearing from a previous customer even if they do not know them personally.
If you have any previous customers that have expressed their happiness with your company, invite them into the office to record a testimonial or ask if they would be willing to let you into their home to film. Testimonials offer a personal touch when it comes to marketing, which fits in nicely with the small business identity.
Brand History
Small businesses are so loved by consumers because they have a face to their name, unlike larger corporations. Whether your small business has been around for a century or is brand new, creating a video that shows consumers the history of the company is a great way to increase brand awareness and promote brand loyalty.
In this type of video, your customers will want to hear from employees and owners themselves. Whether you have a physical storefront or just an online storefront, customers will feel more comfortable purchasing from a business that is run by “real people”.
If you have been making improvements behind the scenes, this is also a great thing to include in your video marketing content. A company that is committed to bettering itself is much more attractive than a company that has been doing things the same way forever, and it will make your small business look like an industry expert.
Personalized Messages
If you have noticed that your website’s engagement has been low recently or if regular customers have been around less frequently, personalized video messages are a great way to re-engage users and customers.
Many of us receive tens or hundreds of emails a day and delete most without even opening them. Personalized video content in an email is a unique way of connecting with customers, making it much more likely that they will even open your email.
Small businesses have a knack for connecting with their customers on a personal level, and personalized video content allows you to do this without being face-to-face.
Many personalized video marketing tools have the capability to see if your recipient opened the email, if they clicked on the video, and how long they watched it. Personalized videos can be time-consuming, so it is a good idea to start `by only sending a few then using the metrics to further your strategy.
Budget-Friendly Video Content
While expensive video cameras and professional editing will give you the highest quality video content, you can achieve the same video marketing goals with a smartphone and computer.
Google and YouTube are home to some of the simplest and best tutorials to help you create quality video content. Even if you do not have a dedicated marketing team within your small business, you should be able to get this done on your own.
There will no doubt be plenty of trial-and-error as you navigate through the video marketing landscape, but it will all be worth it in the end when you are left with great content that you can reuse for years to come.