small business video marketing strategy

How to use video in your small business’ marketing strategy

Videos can be a valuable and effective tool in your small business’ marketing toolkit. While professional, high-quality videos are great, it can actually be quite accessible for many budgets. Often, the camera in your phone will do the trick. Here are five ways you can use videos in your small business marketing:

1) Video testimonials

Testimonials are a great way to show your potential customers why others love doing business with you. Next time you’re asking happy clients for testimonials, consider asking them to film a quick video testimonial. If your product or service has gotten good reviews on social media, consider reaching out and asking if you can use the video on your site, or repost it on your own socials.

Tip: While keeping brevity in mind, let your customer talk about their unique experience with your business. You never know what other customers will find useful!

2) Explainer videos

Explainer videos are short, 1-3 minute videos that guide people through the features of your product or service. It can be a great way to quickly introduce your customers to what you’re offering.

Tip: Write a script and read it aloud to someone – if they don’t get it right away, try again!

3) Behind-the-scenes videos

Taking your customers behind the scenes of your business can be a great way to highlight your unique difference, inform and educate, and form connections with your audience.

For example:

  • Preparing for a craft expo and what the event space looks like on the big day.
  • A speech you made or a discussion panel you hosted at an industry event.
  • How you source the materials for your organic skincare line.
  • A day of business travel, with your best tips.
  • Videos of your team members either introducing themselves and talking about what they do, or seeing them in action.

Tip: You don’t have to give away business secrets of course, but think of interesting ways you can take people behind the scenes. And keep it short! These are meant to generate interest, and the more shareable, the better!

4) Product demonstrations

A strong small business website is a great place to show off your product photos. However, seeing your products in action can entice customers even further. Consider creating videos that show off the exciting and useful features of your product so customers can get even closer to the full experience.

Tip: Be clear and lingo-free where possible.

5) Sharing your story

Your compelling story is a vital component of your business concept. It’s a great way to show why your business exists, and what drives you to put in the work every day. Why not share your story in a video? When your customers can actually see and hear how passionate you and your team are about your business’ story, vision, and mission, they get a valuable connection that goes beyond text on a screen.

Tip: Be genuine and unscripted. You can keep some talking points in mind, but your authenticity is what your customers will really connect with.

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Can entrepreneurs learn how to be more creative?

Yes, you read that right – at GoForth, we believe that creativity and entrepreneurship are linked, and all entrepreneurs can be creative. That’s because creativity isn’t just limited to artistic expression. Take the story of the invention of Velcro. That’s definitely a creative idea! We define creativity as the ability to view the world in new ways, to find hidden patterns, to make connections between seemingly unrelated things, and to find solutions.

Creativity can be expressed as combining ideas or concepts to discover unique or new connections. It means merging previously discrete ideas, concepts or forms of thought, and coming up with something new.

So, can entrepreneurs learn how to be more creative? Maybe the question should be “Can creativity be re-learned?” Many studies of creativity in children and adults show that children are more creative than adults, and as we grow up and away from the time of make-believe, we tend to think that creativity is something only a few people naturally have.

However, anyone can learn to be more creative

Creativity is a spectrum, and creative people aren’t creative in everything. Instead, they focus on a certain area of activity, a particular domain of knowledge. Psychologists now believe creativity is domain-specific — knowledge directly related to a thing you’re currently learning about.

No one can be creative without first internalizing this domain-specific knowledge, which is why a certain level of education is now believed to be essential to creativity. It’s easier to be creative in a certain area when you have a good foundation of knowledge in that domain. That’s why we believe a good, well-rounded small business education is essential for success.

Want to kick-start your creativity? Find some tips here.

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20 ways to wrap up the year in your small business

The relationship between entrepreneurship and creativity

When you think of creativity, do you think of artists or musicians or writers? What about small business? It’s true that people following artistic pursuits are creative – but every entrepreneur can be creative too!

Creativity and entrepreneurship

At GoForth, we define creativity as the ability to view the world in new ways, to find hidden patterns, to make connections between seemingly unrelated things, and to find solutions.

Creativity can be expressed as combining ideas or concepts to discover unique or new connections. It means merging previously discrete ideas, concepts or forms of thought, and coming up with something new.

Why is creativity important for entrepreneurs?

Let’s look at a couple of entrepreneurs who used creativity to change the world as they knew it.

In 1941 engineer George de Mestral returned from a hunting trip with his dog. He noticed the burrs that kept sticking to his clothes and his dog’s fur. Like a good engineer, he examined these burrs under a microscope. When he saw the hundreds of “hooks” that caught on anything with a loop, such as animal fur, he became inspired. He saw the possibility of binding two materials reversibly in a simple fashion. Velcro was born from the application of this concept in a new way.

In 1974, Art Fry was in church when he came up with the perfect use for a friend’s new adhesive. Fry sang in his church choir, using slips of paper to mark the pages of his hymnal. But when the book was opened these bookmarks often moved around or slipped out. One day, it occurred to him that his friend’s adhesive could be a great bookmark. If it could be coated on paper, it could hold a piece of paper in place without damaging the surface. And Post-It Notes were born!

Both inventors in these examples merged previously distinct forms to create a new combinations which had tremendous commercial application — they used their creativity to see everyday things in new and useful ways. 

Want to learn how to be more creative? Check out our blog post with ways to kick-start creativity.

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Can creativity be learned?

small business marketing strategy

At GoForth, we believe that creativity and entrepreneurship are linked. Creativity isn’t just limited to artistic expression. Take, for example, the story of the invention of Velcro. We define creativity as the ability to view the world in new ways, to find hidden patterns, to make connections between seemingly unrelated things, and to find solutions.

Creativity can be expressed as combining ideas or concepts to discover unique or new connections. It means merging previously discrete ideas, concepts or forms of thought, and coming up with something new.

So, can creativity be learned? Maybe the question should be “Can creativity be re-learned?” Many studies of creativity in children and adults show that children are more creative than adults, and as we grow up and away from the time of make-believe, we tend to think that creativity is something only a few people naturally have.

However, anyone can learn to be more creative

Creativity is a spectrum, and creative people aren’t creative in everything. Instead, they focus on a certain area of activity, a particular domain of knowledge. Psychologists now believe creativity is domain-specific — knowledge directly related to a thing you’re currently learning about.

No one can be creative without first internalizing this domain-specific knowledge, which is why a certain level of education is now believed to be essential to creativity. It’s easier to be creative in a certain area when you have a good foundation of knowledge in that domain. That’s why we believe a good, well-rounded small business education is essential for success.

Want to kick-start your creativity? Find some tips here.

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