The upward push in video sharing social media platforms like Instagram Reels and TikTok means one thing: People revel in watching videos of all types. About 9 out of 10 people enjoy seeing videos and want to see more of them from brands that they love, according to Hubspot.
As a small business owner you are juggling multiple jobs and tasks and the thought of adding video marketing is scary. Shying away from video marketing is understandable because you think it is too difficult and expensive. Fortunately you can create highly engaging, thoughtful videos that speak to your audience and won’t break the bank.
Here are five small business videos you can add to your marketing strategy with ease.
1. Company introduction video
The reason for the introduction company video is to build a connection between your brand and audience. The best way to connect and build relationships with your audience is to introduce yourself and begin to build a rapport with them…starting a conversation. You need to do the same with your small business.
Although it’s longer viable to talk to absolutely each person in your target market one-on-one, your business introduction video can do the speaking for you. This video can display your brand, culture, values and goals. When executed right, it will help build a connection with your audience.
TIP: It is best to use team members in the introduction video, especially the owner to help the audience better connect with the brand.
2. Product or Service Explainer Video
Purpose of the explainer video is created to attract, engage and convert your audience into potential consumers. Your audience needs to understand how your product or service works and how it will solve their problem…otherwise they will not buy. This marketing video is often found on a website home page, landing page or a prominent product or service page.
TIP: When creating an explainer video, follow these rules of thumb
● Simple is best: Do not over complicate your offering. Keep it simple and easy to digest so as to not confuse your audience.
● Be direct: You want to keep people’s attention so get straight to the point about your product or service.
● Explain what problem your product solves: In lieu of just listing your product or service features, share the benefits of your offering to your audience.
3. Customer Testimonial Video
The customer testimonial videos are led by real people showing their success using your product or service. Video testimonials build trust and allow customers to see and hear a reaction to your offering, which can help convert prospects into clients.
TIP: Your customer video should tell a story with a beginning (customer talks about their issue), middle (how and why they chose your product or service) and end (talk about their results and how your offering helped them reach their goal). Rest assured your customers do not have to be perfect in the videos. They just need to be their real and authentic selves and that will speak volumes.
4. Social Media Marketing Video
The goal of a social marketing video is to promote your brand and product or service on social platforms. These videos can be designed to increase brand awareness, audience engagement, traffic to another source like a website, and ultimately sales through social activity.
TIP: Social media platforms have different guidelines and community standards. Make sure to tailor each video to the specific platform to get the most bang for your buck and avoid disruption.
5. “How-To” Video
The focus of an instructional “how to” video is to transfer knowledge and important information to your audience about your product or service. This includes training, teaching and demonstrations. They help explain through a visual medium how things work through step-by-step instructions.The best “how-to” videos are highly focused and use visual cues to point out key content.
TIP: Have a good idea of customer challenges, pain points and what they are struggling with. This will set the stage for what kind of instructional information to develop. You can find this out by asking customers directly via survey or reading product or service improvement reviews.