Article

Andre Oentoro
Andre Oentoro 12 March 2020

3 Must-have Small Business Videos to Gain Traction

Videos are great resources for any business, even more so for small ones who have yet to gain a foothold in their industry. Learn all about it here.

Small businesses typically don’t have a lot of budget for marketing, so it’s best to spend on something that gives positive returns.

Today, among all marketing strategies, one method stands out as the “the fastest” in terms of ROI  and “the most engaging”. It’s video marketing.

But not all videos stand in the same way.

So if you were to cast a dime on video marketing, better spend it on the videos that matter. Now you’re probably thinking — why, how, and what kind of videos?

Well, read on.

Why Bother with Video Marketing?


According to the 2020 Video Marketing Statistics report of Wyzowl, an astounding 80% of video marketers have reported having increased sales as a direct result of video marketing.

If that’s not enough to convince you, then maybe your direct competitors’ future stats will.

You see,  92% of marketers already consider videos as a critical part of their marketing strategy. So, if you don’t want to get lagging behind these eager entrepreneurs, the time to act is now.

To pump you up even more, here are the top benefits you can gain from employing video marketing.

It Provides In-Depth Audience Analysis

Picture this. You’ve created your first video, published it, and shared it across multiple platforms.

Soon, you’ll be able to see the detailed analytics of your video. It’s amazing. Now you’ll see the particular points that triggered an increase in engagement, or those that did the opposite.

You’ll see how people react to the video content. You’ll see at which point they stopped watching, or how much they liked it by the number of shares it gets.

Now you have a better gauge of your audience. One video gives way to the next. And you can make sure it’s one that’s even better than the last.

It Allows the Showcasing of Company and Products

Now this one’s obvious.

Perhaps there’s no better way of showcasing your company and the products you’re proud of than through a video.

No amount of words can deliver that message as quickly. An array of fast flashing pictures with upbeat music can tell more in 10 seconds than what I can explain here in five, slow minutes.

It Drives Traffic

Cisco reports that by 2022, online videos will already make up more than 82% of consumer internet traffic. Note that this is 15 times higher than the stats from 5 years back, i.e., in 2017.

And, that trend is yet to slow down.

It may saturate at some point, but you do have at least two years from now to leverage on this fact.

But just think about it. We’ve never stopped watching films. So we may never stop consuming videos — as long as they’re the right ones.

Now, combine these factors with the prediction that there will be about 6 billion internet users by 2022. That means you still have a massive pool of markets to reach.

Outrageous? No. Insane!

It Encourages Customer Engagement

As I’ve mentioned, it’s quite easy to measure engagement in videos. But that’s because videos are already engaging in the first place.

A block of text can make you fall asleep. But a video that stimulates the eyes and ears are way more attention-grabbing.

And you must already know that.

I understand you’re a small business owner, so let me share with you what kinds of videos you need to focus on making first.

There are three of them here, so this should be a quick read.

1. Product Explainer Video

Do you think your audience might have doubts about your brand? What about your products?

That’s what an explainer video is essentially for. And the benefits include more than a speck of excellent views.

Benefits to Gain

Let me cite a quick list. An explainer video mainly:

  • Showcases the best features of your product
  • Demonstrates how the product makes the user’s life easier
  • Makes your audience think you’re there to help and not just make a profit out of them
  • Appeals to your potential customers’ emotions, building up brand loyalty gradually
  • Increases overall brand awareness and trust

Types of Explainer Videos

There are at least three types of explainer videos, and each of these has successfully drawn loyal and paying customers for the brands that use them.

Animated

Animated videos are, well, animated. But, they don’t have to be coloured or dubbed by stars. A simple narration is enough.

Just prepare your script, and software, such as Powtoon, can make your concept alive for you. You can hire professional video creators, too, if that is a better option for you. They are a growing industry. Just be sure you select one that best fits your needs.

For inspiration, you might like to check out this example from Kokoso Baby, a natural infant skincare brand.

Live-action

Live-action videos involve humans (or animals) — all shot in action. Of course, someone in the video should be seen using your product and should be having a great time while doing so.

See this example from Musixmatch. Add a bit of humor, and you should be good to go.

https://youtu.be/3lKiQg8TOEo

Screencast

Screencast explainer videos show exactly how your app or software product works as it’s being used. It’s like a demonstration, recorded on screen, and distributed for curious audiences.

Companies producing productivity apps often use screencast videos to introduce their product to the market. One example is Slack and its explainer video:

https://youtu.be/9RJZMSsH7-g

Now, use any of the above three types or bring all three elements into a single video, and you’ve yourself a winner.

See this Grammarly explainer video, for example. It sure does include the element of animation, and, of course, it’s a live-action production. But, you’ll also see how they’ve clearly spared a considerable chunk of the video for showcasing how the product works on a screen.

https://youtu.be/_yj-hjzql3I

All three. All effective.

How to Create an Informative Video

So how do you create yours?

Just follow these simple steps.

  • Prepare a script. Words lay the foundation of marketing, after all.
  • Create your storyboard. Be sure to highlight how the product helps your end user.
  • Cut and edit your story to keep the video short. Many of the most compelling videos only run for about 60 seconds or less. Remember, people’s attention span has been decreasing. Expect it to go down a little more.
  • Keep it simple and conversational. If people don’t get your alienating jargon, you will lose their attention.
  • Outsource the video creation proper — that is, if you don’t have a pool of talents around. One dime spent on this may be worth more than any other money you spend on the rest of your marketing strategies. (Remember the stats above!)

2. Customer Testimonial Video

Customer testimonial videos are precisely what they’re called. They’re testimonials, only expressed while in front of a camera.

Benefits to Gain

Testimonial videos promote your brand through other people’s mouths. By signing up to do a testimonial for you, a customer places their approval and “signature” on your product.

And if you’re handling risks, such customers are expressing their willingness to take risks with you. Yes, they trust you that much already.

So here’s more for you to gain.

  • If the testimonial comes from an influencer, you’ll almost instantly gain a mob of new fans.
  • The more genuine the testimonial, the more significant the increase in your trust rating.
  • You’re bringing a real-life example to your audience per testimonial.
  • Your product or service eventually becomes more relatable or closer to the people.

How to Create an Influential Video

Testimonial videos gone wrong can ruin a company’s reputation, so be careful. Here’s what you need to do.

  • Don’t pick just anyone to lay claims about your product.
  • Invite an actual, long-term, loyal customer to do the interview.
  • Remember, this is all about authenticity. We’re building trust here, so start with that.
  • The more raw, the better. Usually. Note how people have become smarter these days. They approve clever ads, and they ditch scripted, all-flowery ones.
  • Before you do the interview, brief your customer (the one giving the testimony) about the topics you’ll cover. But don’t give away the questions! Just let them prepare.
  • To make it more authentic, interview in your customer’s workplace, if that’s possible.
  • Keep the camera on — even through pauses. You’ll never know when a candid statement suddenly comes up. You have to be able to capture that.
  • Capture some B-roll footage. You’ll need those in your editing process later.
  • Keep things natural. Your words, your tone, your conversation. Exchange casual phrases like you do when you’re just socializing. It gives the feeling that we, the audience, are just eavesdropping here — not watching a scripted show.
  • In case your interviewee fumbles on words, ask them to repeat what they’ve just said. But ask naturally. Again, being genuine is the key.

3. Company Story Video

Does your business, though currently small, actually take inspiration from a grand vision?

What’s your story? And how was it like to build up your company to what it is now?

You see, many among your current audience may likely have the same goals you have for your company. And, you’re likely to turn them into loyal customers when they see you’re sharing the same values with them.

That’s just the perfect set-up for a great company story video. And here’s what you can gain from creating one.

Benefits to Gain

With a video that highlights your company’s inspirational story, you can eventually achieve the following:

  • Increased brand awareness
  • Improved brand loyalty and customer retention
  • Better engagement
  • More shares
  • Increased reach
  • More leads
  • More sales opportunities

It’s easy to see how company history videos can make a lot of difference. So much so that even long-standing businesses such as Budweiser took it to the next level with this Super Bowl ad they had.youtu.be/HtBZvl7dIu4

This one was well-thought-of and cinematic at that. Yours may need to be more budget-friendly, but, still, you get the point.

How to Create an Impressive Video

In case you’re wondering which elements you’ll need to include in a company story video, here they are.

1. Your raw history. Rediscover it just in case you’ve forgotten why you’re here in this business in the first place. What has inspired you? What were your ultimate dreams? Your goals? Your vision?

2. Your current story. Let’s say you’ve started your business for less dramatic reasons. That’s okay. Today, you already have great employees with excellent stories to share. Interview them. Craft a storyboard that highlights how being in your company has inspired them or helped them achieve their own goals in life.

3. Your future mission.  So your past is only a little exciting, and your present just hasn’t come together yet. So share your goals. Drive your audience to beat their hearts out with you for your future missions. Give them an outlook, and they’ll give you back their support.

Past Successes from Videos

Now and then, small startups pop up anywhere around the globe. And surely, they have graced the business world with successes from their very own video marketing strategies.

Take inspiration from these former startups who’ve made themselves known through their impactful videos. See if new video ideas quickly come to you.

  • Luxe: a service to cater to your parking needs
    https://youtu.be/iWERpZgdU9k
    There’s that lively, engaging, upbeat music. But there’s no narration here. It’s merely illustrating how the service works in daily life.
    Also, notice how the video highlights daily conversations. Relatable. Perfect.
  • Eero: a WiFi that works.
    https://youtu.be/3t9vL34OV50
    A simple video with humorous overtones. Just an authority figure that explains how the product works. Straightforward. Informative. Engaging. And tickles your curiosity.

Too hard? Not really, if these companies were able to do it, yours can, also.

Leveraging Videos

So now that you have some idea — and I think you’re already planning to take action on it — let me tell you just this last bunch of tips before I go.

You made your video. Now, you’ve got to make use of it. How?

You need to place it where people can see it and consume it.

Now you might be thinking about YouTube, but that’s just one thing. You may need to actually discuss this with your marketing team. For example, you might want to consider hosting your video in Wistia, especially if you’re going to drive more traffic to your website. (Well, this subject is entirely for another post, so let me leave it up to you to research.)

But here’s another thing. Distribution. You have to get that video out on social media; otherwise, it will hardly do anything. Target Facebook, Instagram, Twitter. You can even add it at the end part of your newsletter, or incorporate the link in your email signature.

Just. Get. It. Out.

After all, it’s still a piece of content. And just like a written piece, you need to market it. The difference? It’s like what I’ve said above.

Videos are more engaging. And they grab the attention better — even those of your closest competitors.

So start filming now.
 

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