Small Business Video Marketing Strategies That Work

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With video marketing, even low-budget videos can go viral. That means, as a small business owner, this type of marketing may be the best place to start when it comes to promoting your brand. After all, as a small business, you probably don’t have the huge marketing budgets big companies have. Small business video marketing can help you attract new leads, engage existing customers, and generate sales.

It allows you to communicate with audiences creatively and helps trigger emotions that can make them remember your brand or products. But, of course, to reap all these benefits, you still need a good video marketing strategy. Are you new to video marketing and don't know where to begin?

Here are some of the most effective small business video marketing strategies to consider.

1. Leverage product videos

Product videos are great for showcasing your product. The audience doesn’t have to guess what they can get out of a cellphone’s newest feature. These videos can just show them. If you decide to film a product video, tell the audience what problems your product can fix. Don’t just enumerate product features. 

Leverage product videos

Users are more interested in knowing how they can benefit from them in the first place. So, let’s say you’re selling a social media tool. Instead of your product video merely saying your platform has a scheduling feature, why not make it emphasize the fact that the feature can free up marketers’ time by automating the posting of engaging and interactive social content?

With this approach, you’ll make it easier for potential customers to visualize the value of your product in their lives. You can also use these types of videos to introduce your newest product. They help to build excitement around this new release and can even attract pre-orders.

2. Share your company’s story

Every brand has a story worth telling. When you share your company’s story using video marketing, you can maintain a positive brand sentiment, which can result in an overall greater sales conversion rate. In your brand story videos, don’t just enumerate historical facts.

You’ll want to take your viewers on a visual journey. Show them how you started out and the difficulties you overcame. Explain your mission and what sets you apart from the competition. To ensure authenticity, why not show behind-the-scenes footage showing your company employees’ everyday tasks?

An interview showcasing your entrepreneurial spirit as a founder also helps. People are captivated by stories of successful entrepreneurs who pursued their passion. For the best results, include a video transcript of the interview.

Your goal in this type of video is to humanize your company. You show your customers what you’re all about so they can relate to you on a more personal level and, hopefully, support your products as well.

3. Use video testimonials 

People trust the opinions of other consumers. They read reviews or check ratings before making a purchase decision. Around 90% of consumers read online reviews before visiting a business, while 88% trust online reviews as much as personal recommendations. Videos that show a satisfied customer talking about how your product solved their problems are therefore perfect for generating leads and conversions.

People believe them since they are users of your products themselves who are not in any way linked to your company. What does a video testimonial look like? Here’s an example. Notice that a satisfied customer of the business consulting company SYSTEMology shares how the company product helped them scale their business and streamline their processes.

The result is that they give potential users a glimpse into their possible experience should they decide to use the SYSTEMhub product themselves. You can secure these video testimonials in different ways. You can email your former customers if you have their email addresses, for instance, and ask them directly to make one for you.

Just make sure you leverage technology to verify email addresses. You want your personal messages to reach your intended recipients. In your message, you can emphasize you’ll give them an incentive for the video, maybe a discount on the next product they buy from you. You can also use social media to look for satisfied customers and reach out to them for these types of content.

Use video testimonials

Use social media listening tools to find your brand mentions. For the best results, place these types of videos on your product pages. So, when a person gets to your page but is still hesitant to click on that Buy button, your satisfied customers can easily persuade them they should push through with the purchase. 

4. Employ tutorial videos 

Tutorials are one of the most value-packed forms of video content. They are a quick and lively method to demonstrate how your product works. With these how-to videos, you show actual footage of the product in action.

If you decide to create tutorial videos for your small business, make sure you give viewers a step-by-step guide on how to use your product. You can begin by showing its key features and their primary functions. Then go ahead and show how exactly each feature works..

Consider the most typical problems users face when using your product so you can cover these in your video as well. For this, you might want to ask your customer support team about typical audience inquiries and concerns. 

5. Tap into other types of user-generated content

There are other types of user-generated content you can leverage apart from customer review videos we already discussed above. UGC is any content contributed by your audience. So, UGC videos can also showcase a collage of images of your product taken by your customers, customer skits revolving around your brand or product, and even Q&A sessions about your company.

Since this is content created by ordinary users, it can help you easily get Instagram likes, Facebook shares, and retweets. You can leverage these other types of user-generated content if you run out of content ideas. Why not run social media contests and urge customers to create these types of UGC? You don’t necessarily have to offer cash as a reward. In most instances, customers are already happy with publicity for their work.

If you say you’ll post the best UGC video on your own marketing channels, you’ll still likely get eager participants. Don’t forget to create a hashtag for their UGC video and encourage them to use it alongside their content. This will make it easy for you to track down every post related to your UGC campaign. A branded hashtag, in particular, is your best bet.

5. Tap into other types of user-generated content

This will help ensure those who see the UGC automatically associate the campaign with your brand. With user-generated content, you can hit many birds with one stone. You don’t just generate the content you need for marketing. You also engage your customers and nurture your relationships with them, ensuring they remain your loyal customers.

6. Repurpose old content into videos

UGC isn’t the only content you can leverage as part of your video marketing strategy if you run out of content ideas. If you have other pieces of content like infographics, case studies, or eBooks, you can easily use them as part of your video marketing by repurposing them. Reviving your old content as videos is one of the best marketing tactics you can use.

For one, you save time, not just brainstorming new content ideas, but also creating fresh content. For another, you get the opportunity to re-communicate your brand message to your audience. That can be great for brand recognition and recall. Then there’s the fact that you can also ensure your content reaches a wider audience. After all, not everyone prefers to consume content in written or static image form.

A massive 72% prefer videos to any other format. Does repurposing mean you have to include everything in your old content in your video? Not really. Just highlight the essential parts of your old material. For instance, if you’re repurposing a listicle of the best email marketing software, flash each product and your brief explanation of each brand in your video slideshow.

Aim for a three- to six-minute video. According to research, this is the preferred video length of users. When choosing what content to repurpose in the first place, I suggest you check which of your old marketing collateral generates the most engagement. You can look at your analytics tools for this. Chances are, if you convert this content into video, it will generate just as much or even more engagement.

Small business video marketing: The key to success

Video marketing is something your small business shouldn’t ignore. With attention spans shrinking, video will continue to be a vital component of any business’ content marketing strategy. A solid video marketing approach helps you get the attention of your target audience so you can expound on your brand's distinctiveness.

Small business video marketing: The key to success

It can help you strengthen relationships with potential customers, who can contribute to your overall business growth. That said, follow the most successful small business video marketing strategies above for the best results. Use product videos, tutorial videos, and storytelling to your advantage.

As part of your marketing strategy, don’t forget to leverage video testimonials and other types of user-generated content. If you run out of video ideas, you can also repurpose old content into videos.

Now leverage small business video marketing to propel your business to success.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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