The Benefits of Video Marketing for Small Businesses: Part 2
We’ve compiled a list of 5 video marketing strategies any small business can leverage to increase their exposure and bottom line.
EXPLAINER VIDEO CONTENT
Educational and “How To” videos allow you, as a product or service provider, to demonstrate your knowledge by showing consumers how your product will solve their problem, and how to use it. This offers a whole new layer of value when consumers consider investing in your business. The second-best thing to an in-person tutorial is a video demonstration. Think about how often people search YouTube for instructions on how to use a product or program. Showcasing your expertise in the form of video will keep customers coming back for more and will encourage them to commit to your product, knowing that they will have access to the material they need to use it.
BEHIND THE SCENES
Who doesn’t love a little behind the scenes action? Whether you give a sneak peek into your work culture or you’re demonstrating the processes behind creating the products that your consumers have grown to know and love… there is no denying that people appreciate getting the inside scoop.
A huge part of video marketing is the ability to humanize your brand. Who is behind the products or services? How can consumers relate to the company? No matter what size your business is, relatability is a huge factor in any stage of the buying cycle, but particularly for those that are smaller. The smaller your company is, the more competitive the market will be.
The more competition you face, the more important it is for you to establish who you are and why you’re their best choice.
The proof is in the pudding! Not all video content has to come directly from the brand. Your customers should be your biggest advocates. With the influx of product reviews online, consumers inherently search for real feedback before making a purchase. Rather than feeding insight through the mouths of your company representatives, why not hand them what they are looking for?
Invite your consumers to create videos about their experience with your company. With the right incentive in place, young consumers will be more than willing to submit user-generated reviews on your behalf that you can later regurgitate on your own channels. Video testimonials are far more effective and authentic than written.
BROADCAST LIVE EVENTS
Streaming live events or conversations through social media platforms such as Instagram’s IGTV and Facebook Live is a fun way to increase visibility and promote conversation. It may even trigger a little FOMO, which isn’t a bad thing if your goal is to increase attendance at future functions.
Live broadcasts are becoming a critical driving factor in establishing digital brand awareness. Businesses are given a unique (and free!) advantage by offering a content experience to a deeply captive audience. One billion people use Instagram each month; 95% of U.S. Instagrammers use YouTube, and 91% use Facebook. This creates endless opportunities to cross-promote and tease videos across platforms.
PRODUCTS IN ACTION
What better way to persuade potential buyers than by showing them your products in use? Consumers appreciate creativity, especially in the form of inspiration and hacks. While describing why and how one might benefit from your business is effective, showing the various ways a product can be used, worn, or incorporated into their daily lives will get your customers saying, “hmm, why didn’t I think of that?”
If you’ve yet to incorporate video into your marketing strategy, the time is now! Always be sure to include a clear call-to-action to increase your leads and conversions.