Small Businesses (Like Yours) Need Video Marketing

Small businesses are often in a fight not only for their own survival but against other businesses that can snag up their potential customers.

Many small business owners believe that having the best products or the best location can give them a competitive edge. They aren’t totally wrong!

However, there are just as many if not more examples of companies that had inferior products or services that beat everyone else because of one differentiator:

Better marketing.

What is Video Marketing?

Answer:

Video marketing is the process of using video to create a visual story that tells your brand’s story. Video marketing takes on many shapes and sizes, but it generally involves creating videos for your website, blog, social media profiles or even TV commercials.s of using video to create a visual story that tells your brand’s story. Video marketing takes on many shapes and sizes, but it generally involves creating videos for your website, blog, social media profiles or even TV commercials.

Why Video Marketing Is So Impactful For Small Business

While there are many ways marketing avenues the fact remains that video marketing remains the most effective way to get potential customer’s attention as well as develop likability and trust with them.

But don’t take our word for it…

According to Wyzowl’s State of Video Marketing Survey,

“87% of video marketers say video has increased traffic to their website.”

and

“95% of video marketers say video has helped increase user understanding of their product or service.”

What’s more is that

“78% of video marketers say video has directly helped them increase sales.”

Not too shabby, right?

Imagine right now what you could do with an increase of sales, with customers who better understand your service/product, with more eyeballs on your website. What could that mean in revenue and impact for you?

small-business-video-marketing

Let’s Be Real, How Good Do Your Marketing Videos Need To Be?

Here’s the really good news: video quality has come a LONG way in recent years and it’s more affordable than ever to produce high-quality video content.

You don’t need a video crew, expensive cameras, or professional editing software to create videos that will represent your business well. In fact, you can shoot an entire video on your iPhone! Just be sure the message is clear, it feels authentic, and it talks about the needs and desires of your potential customers.

Of course, there are many industries that will not tolerate low-quality video production and it could seriously hurt the reputation of your brand. It’s up to you to see what kind of quality other businesses in your industry are doing to see if the additional investment into a quality presentation is necessary.

Remember that the quality of video can be a reflection on the quality of your business, your services, or your products.

video-marketing-video-blog

How to Use Video Marketing To Get More Customers

Now that we know video marketing is critical for small businesses, let’s look at how you can use videos to get more customers.

This guide will cover four primary ways video can be used in:

  • SEO-driven articles
  • Search Traffic
  • Advertising
  • Social media

Video Marketing On SEO-Driven Articles (Blogs)

Videos on your website blog articles can increase the time spent by visitors, which tells Google that your site is providing good content.

This will lead to higher rankings in search, which leads to more traffic and potential customers finding you organically. To do this, simply embed a video into your blog post! You’ll notice we embed a video in each section of the article in order to communicate to our potential customers in the way THEY want to consume content. Some people love listening, others reading, and still others watching.

Additionally, Google determines the “richness” of a page (in this case a blog article) by the depth of content on it. When given the option between two identical blog posts Google will rank the one that has a video higher.

Potential customers who find your blog articles have a chance to learn more about your business and the impact it will have in their life. When they make that connection they just need to be ready and able to purchase and just like that you’ve increased your impact and revenue.

Strategy For The SEO-Driven Article Videos

The owner of a huge copywriting company told me ranking articles (ones that were doing well on Google) that had video on them ranked 122% higher than ones that didn’t.

Now it doesn’t make sense to create videos for articles that won’t do well so here’s what you’re going to want to do:

Identify 3 categories that you can write about that pertains to your business.

Write AT LEAST 3 high-quality SEO-driven articles for each category (without videos) and publish on your website

After 2 weeks check a resource like Google Analytics to see which category got the most traffic

Add a video to each article in that high-performing category

Continue to write articles for the 3 categories until you can identify with certainty that a specific category will not drive results for you. As articles do well, boost them with video content.

Video Marketing In Search Engines (Youtube/Google)

Google owns YouTube, so it’s not surprising that YouTube videos often rank very highly in search…higher than even some website pages!

Creating a video for YouTube is different than creating a video for your website. You’ll want to make sure the video is interesting and engaging enough to get people to watch it through to the end. (completion percentage is part of the ranking process.)

Additionally, you should include keywords in the title and description of your video that are relevant to what someone might search when trying to find a business like yours.

You can also include links back to your website in the description of the video which will help increase traffic (and potential customers) to your site!

Remember that turning “potentials” into “customers” is a numbers game (called conversions). Increase the traffic and increase the revenue. It’s that simple.

Video Marketing for Advertising

video-marketing-advertising

You can run ads on platforms like YouTube, Google Display Network, Instagram, Facebook, TikTok, and more to reach people who are already interested in what you’re selling.

One of the main reasons why you would want to put advertising dollars behind your videos it to reach outside of your current audience. Due to insane amount of content being made social media platforms have to work extra hard to make sure content that gets shown is what people want to see…and it doesn’t always get it right.

For example:

It’s currently estimated that only 30% of your followers on Instagram see your posts. You can imagine that if your own followers aren’t seeing your posts it’s unlikely that many people outside of your network are. Pushing your content with advertising money guarantees that people see it.

Additionally, you can also re-market to people who have visited your website or watched one of your videos who were potentially interested but not ready to make a purchase. This keeps you top of mind so they don’t forget about you. In fact this is a great opportunity to have a video specifically for follow-up!

Having a well-tested ad that can run in the background ensures that whether your working, sleeping, hiking, or vacationing you have an engine getting attention and traffic to your business.

Video Marketing For Social Media

soial-media-video-marketing

TikTok, Instagram, Facebook, and Snapchat all favor video content over any other type. That means if you want people to see your stuff…you need to be making videos!

The great thing about video marketing for social media is that they don’t have to be super high quality or even very long. In fact, some of the TikTok videos that perform the best are under 15 seconds!

You can also repurpose video content you’ve already made for other purposes. For example, if you have a blog post with a video on your website you can take snippets of that video (or the audio) and turn it into an Instagram or Facebook story.

The key with video marketing for social media is to be creative and have fun with it! Don’t get too bogged down in making things perfect…just get them out there. The more you practice the better you’ll get.

Some brands make great money with the content they share on social media. It completely depends on your business and product/service. For people who cannot sell direct on the platforms your video marketing on social media will serve as a traffic “pipeline” to your website, landing pages, or other means of turning their attention into a sale.

The Best Types of Videos For Small Businesses

Now that we know how to use video marketing to get more customers, let’s look at what kind of videos are best for small businesses.

There are three primary types of videos that small businesses should create:

– Testimonial videos

– How-to/instructional videos

– Brand awareness/introductory videos

Testimonial Videos

Testimonials are a great way to show potential customers that other people have had success with your product or service. They help build trust and confidence in what you’re selling.

Sprinkle these videos throughout your website and especially in places where people are making a purchasing decisions (like a checkout page).

These are another great type of video to use in an advertisement or on your social media!

Tutorial or Instructional Videos

A lot of small businesses spent too much time talking about the features of their product or service. One way to get client-focused in your videos is to make tutorial or instructional videos.

These videos are great for small businesses because they show potential customers how your product or service can be used. They help people understand the value of what you’re offering and why they need it. This is especially helpful for businesses that sell products that are technical or have a lot of moving parts.

Brand Awareness Videos

Last but not least, brand awareness videos are a great way to introduce potential customers to your small business.

These videos should be short (under two minutes) and focus on who you are, what you do, and why you’re different. Don’t be shy, this is your time to shine and brag about what an incredible job you do. Remember, people are judging you against a myriad of other choices…don’t be beat by someone who is simply vocal about the impact their business has made.

You can use brand awareness videos on your website, in social media ads, or as part of a video marketing campaign.

Now We Need To Make A Video…Shoot!

Now that we know the types of videos that are best for small businesses, let’s look at how to make them!

Creating Videos on a Budget

The great thing about video marketing is that you don’t need a big budget to get started. For video shoots, you’ll want to use the best camera you have access to. For budget shoots this is usually going to be your smartphone.

To get the best video possible make sure you:

– Shoot in landscape mode (horizontal, unless it’s for a vertical-only platform like TikTok)

– Find a well-lit area – In front of a window is usually the most flattering

– Use a tripod

-Get a simple microphone that will plug into your phone to isolate the sound

Creating High-Quality Videos

dslr-video-camera-content

If you have a bigger budget for video production, there are a few things you can do to up the quality of your videos.

– Use a DSLR camera instead of your phone. This will give you better video quality and more control over settings like aperture, shutter speed, and ISO.

– Invest in some basic lighting equipment. This can be as simple as a reflector to bounce light back onto your subject or a couple of off-camera LED lights.

– Use a video editing software like Adobe Premiere Pro or Final Cut Pro to edit your videos. This will give you more control over the final product and allow you to add things like graphics, music, and transitions.

Creating Videos With An Agency

If you have a large budget for video production, you may want to consider working with an agency or video production company.

They will be able to handle all aspects of video production for you, from pre-production (script writing, story boarding) to post-production (editing, color correction).

This is the most expensive option but it will also give you the best results.

Our agency started as only video production because we understood that video has a powerful place in any business’ marketing strategy. However, it has evolved into something more than a video production team.

We believe that video production is part of a larger strategy to gain attention online and direct that attention to sales funnels that drive revenue. For that reason we call ourselves a creative agency doing content marketing – combining creative content with strategy.

Reach out to use via email – Steven@burkhartcreativeagency.com or book us through calendly for a inquiry call to learn how we can help your business grow!

In Conclusion

When it comes to video marketing for small businesses, the most important thing is to get started.

Don’t worry about making the perfect video, just focus on getting something out there and then you can always improve and iterate as you go. Best of luck!