Small Business Videos are Essential
If you’re a small business owner and you’re not using Small Business Videos as part of your marketing strategy, consider the following: About 85% of your competitors are already using video or planning to do so soon, and two out of three are launching four or more new videos every year. That’s not surprising, if you consider how effective videos are in selling your business and your products or services.
According to Hubspot, about twice as many online shoppers will buy a product if they see a product video, and four times as many would rather watch a video about a product than read about it. As a result, marketers who use video see revenues grow 50% faster than those who don’t.
How to Stay Ahead of the Competition
Of course, with 85% of America’s 28 million small businesses actively involved in video production, you’ve got a lot of competition. So, with all that noise, how do you make sure your video rises to the top of the heap, that it gets watched and that it helps your sales?
Here are five tips to make sure your marketing videos get the results you want:
Show customers how you’re different: whether you sell clothing or hardware or appliances, you can be sure there are thousands of other businesses selling the same products. Make a clear decision about what makes you different, and better. Maybe it’s outstanding customer service, or cost, or quality. Put that difference front and center in your Small Business Videos. Remember that you’re not just selling products and services—you’re also selling yourself and your company. Note in this video how Meridian Settlement, a Maryland real estate title company, focuses on dedication and outstanding customer care.
Make it easy to understand: you know your business and your products, but your customers don’t. Create Small Business Videos from your customers’ point of view, not yours, assume they know little or nothing about your company and products, and avoid insider jargon. As a test, before you launch, give your video to people outside your business to make sure everything is clear and easy to understand.
Show “what’s in it for me?” Customers will give the thumbs up to Small Business Videos that make their two or three minutes worthwhile. What do they get for watching your video? It could be a compelling story, helping them solve a problem, showing them how to do something, or giving them a special code for a discount on the product you’re featuring. This shows customers that your business values them and thanks them for watching your video.
Create a narrative: ever notice how politicians spice up their speeches with personal stories about people they’ve met “on the campaign trail”? There’s a reason. People like storytelling more than emotionless policy statements or descriptions. Instead of simply describing the features and benefits of your products or services, have one of your employees tell a story about what your company does (better than others) and why they do it, or have a satisfied customer talk about the ways your company helped him and made his life better.
Don’t forget your call to action: imagine watching a TV commercial, seeing a product you really want, then not getting any information on how to get it. You’d be frustrated, and the company would see dropping sales. Remember to end your video with a simple call to action. It could be your web address, a button to click on, a phone number or an online form to complete. And be sure you have a way to measure how many viewers use your call to action.
Video marketing is one of the best ways to enhance your company’s reputation and improve your sales. Foundation Digital Media has more than twenty years of broadcast and video production experience to help you achieve your goals. To learn more about our video production capabilities, contact us today.