Small Business Video is a seriously underused tactic. Here we explain why you should consider adding video to your online marketing and give you 9 types of video that small businesses can create.
Let’s be honest. For most businesses video is an afterthought.
It just seems to be something we’ll get round to sooner or later. Sure, you’ve started blogging but one thing at a time, right?
But video is no longer that element you add to your marketing to “spice” things up. It’s becoming imperative.
By the end of this post, I’ll show you that video is not only an essential part of your marketing strategy but also an easy one.
First, let’s look at the stats:
- YouTube – the second largest search engine and third most visited site on the web – reports that about 3 billion hours of video is watched every month on the platform alone.
- Another report by Unruly shows that showing video content could result in up to 97% in purchase intent and 139% in brand recognition.
- But despite this Infusionsoft found that less than 25% of small businesses have video in their marketing strategy.
Why are small businesses so reluctant to do video marketing?
Here are the most common reasons:
It’s too expensive. If you’re thinking professional videographers, expensive lighting and hiring nice venues then maybe you need to think again. These days a smartphone or DSLR camera, a tripod, a microphone and low cost video editing software is well within the reach of any small business.
It’s a passing trend. Hmm. Not according to Cisco who forecast that over 80% of all internet traffic will be video by 2020.
Our clients don’t watch video. Err, does that include the 75% of executives who watch business related videos weekly?
It’s just too complicated. OK, fair point. But I bet you know how to make a quick video with a smartphone or a screen capture tool which addresses a common issue your clients have don’t you?
So, if you’re ready to jump into video, here are 9 types of video that any small business can create.
1. Video Buyer’s Guide
A Buyer’s Guide helps potential customers get information about your product or services without having to do too much research.
Having this in video format not only makes it easy for your audience but also boosts your Google SERP ranking and your YouTube presence.
If you already have the guide in text, then you already have a script to turn it into video.
Another thing to consider having in video is FAQs. You can easily turn your FAQ web page into a series of bite-sized videos for your customers.
If you need a script, this post will teach you how to write a good buyer’s guide.
2. ‘How-To’ Video Tutorials
Want to show your customers how to plan an event, home fixes for a bad hair dye or how to stop a dog from eating it’s bed? Why not create a short video illustrating all the steps involved?
All you need to do is prepare a script – which doesn’t have to be very long – with short, simple and easy-to-follow steps and finish it with a strong Call To Action (CTA).
Always remember the CTA. Do you want the viewer to subscribe, watch more videos or go to a landing page where they can get a discount using a certain code? Tell them what you’d like them to do.
3. Whiteboard Videos
If you’re happy in front of a camera and jump at the chance of getting the coloured pens out and writing all over a whiteboard then this is a great option for you.
Let’s face it – someone needs to be the voice of the industry – why not you?
All you need is the video, your blog and your social media channels. Once you’ve got your video made you can transcribe the content into text and you’ve got a great blog post.
Check out Moz’s Whiteboard Friday for a brilliant example of this in action.
You’ve probably watched a video on YouTube where the company “unboxes” its own product to show you how it would arrive if you bought it.
A decade ago, it might have seemed crazy to think that someone could even make such a video in the hope of attracting customers.
But unboxing is a HUGE phenomenon with Google recording 57% year on year growth in this category between 2013 and 2014 and this trend shows no sign of slowing down. In fact CNN called it a “bizarre, lucrative world”.
And there’s a reason these videos are becoming so popular. They’re extremely easy to make yet hypnotizing to the viewers.
Maybe it’s time you unbox your own product and raise desire in your potential customers.
Just in case you’re camera-shy
OK, now not everyone is comfortable on camera, I get that.
So here are some ways you can create great videos without having to worry about which is your best side for camera.
5. Talking Blog Posts
Just like How-To tutorials, creating talking blog posts are about converting text into videos.
There’s a good reason for doing this too because you’re offering different ways for your audience to consume your content.
Besides, it also gives you visibility across different channels by introducing you to video platforms and a new audience.
When you do these take care not to just re-read the blog post. Just summarize the content of the post and tell them up front ‘what’s in it for them’. That’s all people are interested in and if you can hook them you’ve got a better chance that they’ll read your content from start to finish.
In this type of video, you create a video consisting of photos or video clips that are presented in a slideshow.
From the the audience’s perspective, they’re easy to take in as they bring a visual element to concepts you’re trying to pass on to them.
More importantly, slideshows can help you capture leads. For instance, SlideShare Pro lets you add forms to your presentations for lead capturing.
Maybe that explains why SlideShare is now among 150 most trafficked websites.
7. Screen Capture
One of the most authentic and effective ways to communicate with your audience is screen capture videos. They’re the modern day equivalent of taking a peek over someone’s shoulder to watch them working.
So, what sort of screen captures can you do?
You can answer FAQs by capturing the actual questions asked by customers then answering them in the videos – maybe one or two questions per video.
You can also narrate documents as you point out key information in real time.
Or maybe you can demonstrate a technique or show how a software tool works. Or even to talk through the features and benefits of your products and services on your website.
You’re only limited by your own imagination.
You’ll need a screen capture tool like Jing for this. Jing helps you capture and record videos easily from your screen and share them with your audience.
And it’s free. Nice!
8. Meet The Team
Would your team be prepared to get involved in making videos? These are a great way to put a human face to your business.
It turns out consumers like to see the people behind the products they buy. A well put together meet-the-team video can boost your awareness, increase your credibility and even improve your recruitment.
You can have different members of the team answering similar questions or responding to different customer concerns touching their respective departments. This can result in a series of videos that leaves the audience more glued to your channel.
By showing them your team, customers feel a more personal connection and thus their trust in your brand increase significantly. While text content can do the same job, it can’t do it as easily as video can.
9. Your Customers
Last but certainly not the least is getting your customers involved.
This type of content is called User Generated Content (UGC) and in many ways is one of the most effective types of video.
For example, if you have some clients who know you and who you know are raving fans you can ask them to provide video testimonials instead of text ones.
Another way to get them involved is by asking them to provide a product review.
Of course you need to make sure you’re not incentivising them or that could be seen to be manipulative.
However, the real power of UGC is that when customers speak about your business they use a completely different language to you. You’ll often find that what they say just couldn’t be made up by the best copywriters and when used effectively in your marketing it’s pure sold gold.
See? Video isn’t as difficult as it first appears. You can begin now and make 2017 the year you begin reaping the rewards of video marketing.
So are you creating or planning to create add small business video to your marketing – let us know in the comments below.