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.
