Visual tools are interesting and appealing and capable of attracting diverse audiences. This is a fact that small businesses and large enterprises understand, and the reason why they use videos for marketing their products and services. Video marketing is considered an effective content strategy that marketers use to bring in visitors to a website with the hopes of converting visits to sales. Like text or written content, a marketing video focuses on a specific topic or product. The visual content can introduce a product, educate viewers, or announce an event or special activity. Video marketing is an essential marketing strategy, particularly for small businesses.
Companies can also rely on video marketing to help increase and improve their online presence. Using different techniques, such as following proven YouTube SEO tips, marketers help businesses capture their target market through videos that feature their products and services in different ways.
Video Marketing Trends
If you have a small business, video marketing should be a priority in your marketing strategies list. Various statistics collected from 2015 to 2020 prove that videos are effective tools for attracting and engaging audiences, including current consumers and potential ones.
Here are some of the most relevant figures that businesses should be aware of:
- As of the year 2020, approximately 85% of businesses utilize videos as their marketing tools.
- Additionally, 92% of marketers use videos and consider these essential factors of their marketing strategy.
- In 2019, 46% of first-time marketers preferred to use videos over other tools because they’re easier to create in-house.
- Video marketing ROI, or return on investment, is significantly higher than other tools. In 2019, 87% of video marketers reported that videos helped increased their website traffic, visitors spent more time on the site or page, and audiences understood their products and services better. Also, video marketing helped them generate leads.
- Consumers learn more about a product or service after watching explainer videos. These videos convince 84% of the viewers to hire the company’s services or purchase products.
- For their 2020 video marketing campaign, 88% of marketers intend to use YouTube as one of their platforms.
The number of companies that use video marketing as a marketing tool steadily increased over the years. From 61% in 2016, the number has climbed to 85% in 2020.
Most Popular Platforms Small Businesses Can Use for Video Marketing
There are numerous platforms marketers and businesses can use, but their reach and effect vary. Audiences are more likely to visit the most common and popular ones:
– YouTube
– Snapchat
TikTok has become quite popular in the past months, but it’s still not a priority for video marketing. Only a small percentage of users have discovered its marketing potential.
Video Marketing Ideas for Small Businesses
Image Courtesy : Pixabay
Small businesses have a lot to gain from video marketing. However, it is vital to know what strategies and ideas work. Which videos will click with your audience? What kind of videos should you post first to attract visitors? Here are some ideas to help you bring your plan to fruition.
1. Introduction/About Us Videos
An introduction video is similar to a website’s About Us section or page. It shows audiences what your business is all about. A good idea will be to create a video that presents the beginnings of your company. People love success stories, so this type of video is expected to bring in a significant number of audiences.
There are things you can do to make your introduction/about us video more attractive and engaging to your target audience. Start by giving a short backgrounder about your company. Don’t forget to include a brief description of the business goals and mission and introduce your management team members. Of course, you should also show off your products.
Audiences like it when they can visualize what you are offering them. Since they already know what your product looks like, your brand will have an identity of its own, and consumers will easily remember and find it.
2. Educational Videos
Videos that teach consumers about a particular aspect of your company also help bring in audiences. Businesses that want their products to be better understood and appreciated by their target consumers should consider adding educational videos on their websites, social media accounts, and other online addresses.
For example, if you’re marketing a water filtration system, you can come up with several videos that show audiences what the system is, how it works, and why it is better than other water systems.
3. Product Demo or Explainer Videos/Instructional/How-To Videos
An explainer, instructional, or how-to video is a type of educational video because it aims to teach audiences about something. However, the primary focus of this video marketing material is your brand. If you’re familiar with product demos, then you know what explainer videos are.
A tutorial, one that demonstrates how your product works, is an example of an explainer video. If your company is food-related, you can come up with cooking demos using your products (ex. as ingredients or as one of the materials). You can also choose to feature tips and tricks videos, similar to life hack blogs that are popular on social media.
Explainer videos are extremely popular because they allow audiences to see the product in use and in action. As such, you’re guaranteed to increase your website’s traffic.
4. Customer Testimonials
Video testimonials are similar to the ones that you read on websites and product reviews. They give audiences insights about your brand and allow them to get an idea of what to expect.
If it’s difficult to find or make actual videos of your customers, you can feature screenshots of testimonials or reviews posted online. You can also check out business forums and listings.
Compared to written testimonials, video feedback is more engaging because they’re visually stimulating and appealing. Also, they’re often told through stories, which makes them easy to relate with.
5. Q&A or FAQs Videos
When customers want to know more or have questions about your products, you can create a Q&A video. Consumers will appreciate a video more than you directing them to go to the website’s FAQs page. Addressing their inquiries through a visual presentation is more appealing, interesting, and personal.
A video Q&A allows you to get closer to your audience; it’s like you’re right in front of them, talking to them like a friend.
One good example of a Q&A or FAQ video is a monthly summary of your company’s activities, milestones, and product updates.
Image Courtesy : Pixabay
6. BTS or Behind-the-Scenes Videos
Behind-the-Scenes (BTS) videos are a hit with consumers because they show your product’s non-technical side. These videos give audiences an idea of what happens in your company’s day-to-day activities. One good example is an “A Day in the Life Of” video that features your marketing team working on your product’s ad campaign.
Other examples of behind-the-scenes videos are workshops and team building events, employee and management GTKY (getting to know you), company celebrations (including birthdays), and product features.
BTS videos show the human side of a business, and this is something that any consumer would love to see any time of the day.
Also, these videos help build a connection between you and your customers.
7. Teaser or Announcement Videos
You can post your announcements on Facebook, LinkedIn, or Twitter, but they won’t get as much attention as when you present them in video form. Anything visual attracts large numbers of viewers.
If you need to announce a new product or you want to give customers a peek into new projects, you can make a video of these. Announcement videos are also ideal for promoting events, promos and discounts, and company milestones.
8. Event Videos
Company events such as conferences, conventions, seminars, workshops, and anniversary celebrations allow consumers to understand the business and the product better. More specifically, it provides proof of the brand’s knowledge and authority.
These event videos help show your company’s expertise and can convince consumers to patronize or purchase your product.
9. Ads Videos
Ads or advertising videos are similar to the commercials or advertisements you see on TV. However, instead of playing these ads on television, they are featured in YouTube videos and blogs. You can also choose to upload the ads directly on YouTube and other social media networks such as Facebook, LinkedIn, and Instagram.
Advertising videos aim to promote your brand, and their goal is to engage and satisfy consumers’ curiosity enough to make them purchase the product.
10. Animation
Animated videos may take a lot of work and time, but they’re worth every effort because they pull in various audiences. You can create an original story that highlights your product, or you can use the video to introduce a new product. For example, if you’re selling Christmas goods, you can come up with a 30-second animation story of an orphaned little girl with nowhere to go and nobody to celebrate Christmas with. Christmas plus animation and a human interest story will definitely bring in the visits you need.
Video marketing is not just about selling or promoting your brand; it is also about establishing a connection with your customers. It is ideal for small businesses, especially those working with a limited workforce and marketing budget.
About the Author
Shawn Byrne is the founder and CEO of SEOPhoenix.net. Shawn started his career in I.T. troubleshooting workstations, servers and networks, then went on to doing SEO as a side project and quickly found success in ranking websites. It was easy for him to grasp not only the algorithms but also the technical side which most SEO strategists miss and neglect because of its complexities. SEO Phoenix then grew based on its own rankings and referrals.
Image Source: Pixabay
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