Over 70% of all internet traffic is video, which makes video one of the most prevalent forms of online marketing. Not only do search engines and social platforms love promoting video content, but viewers prefer this format. When it comes to small business marketing, video content can be a valuable tool within your marketing strategy.
How To Use Video Content For Small Business Marketing
The first thing to keep in mind when incorporating video into your small business marketing is to approach it strategically. Many businesses create video content for the sake of it as they know it has great reach and influence. However, customers are unlikely to engage with content that is poorly thought through. That is if it’s not strategic and purposeful. Analyse each video and curate content that simply conveys how you can solve your customers pain points, or promote a unique product.
Different Uses For Video In Business
There are multiple ways you can incorporate video content in your business.
Promotional Videos and Ad Campaigns
Social media posts including Facebook Ads, Instagram Ads, and Google Adwords video ads are one of the most popular uses for video content for small business. You can create promotional video about services or products. Simply sharing it on your social media platforms through posts of live streams will help you develop your brand paid ads on social media or Google sites such as YouTube and can assist you with reaching new customers, and can provide valuable brand exposure.
Webinars and Video Blogs
Video content can also be used to share your expert knowledge with an audience through webinars or video blogs. This can be a great way to connect with your customers and give them useful information. This can be hugely valuable if you’re establishing yourself as an expert in your field.
One of the best things about video content is that it offers continued value. Once you have created a webinar or video blog, your customers will continue to consume it at no extra cost, essentially becoming a source of income.
Every business has a story, and telling your story can help to humanise your business, and allow your customers to connect with you on a personal level. Video is an effective way to tell the story of your business and brand. It easily captures the attention of the viewer, giving you the opportunity to share who you are and why you do what you do in a captivating way.
How To Create Video Content
Thanks to smartphones, accessible editing software, and online tutorials it is now easier than ever to create your own video content. Once you have an idea about what you would like to create, you can create it yourself by filming it on your smartphone, or you could hire a professional content creator to film and edit the video for you.
Whatever route you choose, there are a few things to remember when creating video content for small business marketing. The goal is to grab the viewer’s attention, so keep the video short and to the point. Captions and visuals not only add visual interest to the video, but make the content accessible to more potential customers. Make sure you watch your video back before you post it to ensure that the audio and filming is of reasonable quality and that everything within the video aligns with your brand and company values.
Most importantly, accept that your first video won’t be perfect. Post it anyway and the more you post, the better you will understand what your customers engage with..
Check out these articles below on creating video content
- Hubspot How to Make a Video: a Step-by-Step Guide
- Sunny Lenarduzzi How to create videos for your business
Sharing Video Content
Once you have your video, it’s now time to share it. Be strategic about where and when you share your content to ensure you get the most reach. You can do this by,
- leveraging your networks to drum up support,
- directing your content to your target audience,
- optimising your content for each platform you post it on, and
- experimenting with different posts and strategies until you find an effective one.
Check out Module 4 of our free digital upskilling program Level Up, a free resource to learn more about using video in your business.