How to grow a small business using video marketing? Rather than get to strategy based and theoretical? I thought I’d concentrate on things you can actually action within your business straight away. So I’m just going to run through a few ideas as to the kind of videos you can produce within your small business, and the kind of goals that they can be used to hit within your business.
1. Product videos
Perhaps one of the most obvious uses of video in a small business is to produce video content about your products or services. These videos would typically live on say a product page on your website, but so could be reversioned into posts for social media for example, equally, you could use them in your sales process. For example, if potential clients want to know more detail about specific products or services that you offer, you could always produce a longer version video, that you could then send out as part of your sales pipeline.
Typically, product videos should be relatively short maybe a couple of minutes long at most. You can communicate an awful lot in that time, so you don’t want to bore the trousers off your potential clients by prattling on for absolutely ages. Keep it short and sweet.
Also concentrate on the benefits to your customer that your product or service offers. By this, I don’t mean a massive list of all the features, rather illustrate to the customer how your product or service can help them. How will it make their life better?
So how do these videos help your business? Well over time, as you produce a number of these videos, and maybe you put them on a business YouTube channel depending on the niche that you’re in, and assuming also that you optimize the videos in the proper way, they can act as a really good lead generator for your business. Effectively creating inbound leads to your business even when you sleep.
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2. How-to videos
How-to videos or instructional videos can be used as part of the post-sale process to really look after your customers after they’ve purchased a product from you. If you sell physical products that require some kind of assembly, or if there are some hints and tips that you can offer your clients, to enable them to get the best out of the product they’ve bought, then a how-to video is the ideal way of communicating that.
Now not only that it’s also demonstrating that you genuinely care that your customers get the best from the product they’ve just purchased from you, which will in turn, encourage repeat sales, as your new customers will feel really looked after.
How-to videos can also be used if you’re a service-based business. For example, if you’re an accountant, how to video about how to complete a tax return. And then if you’re a plumber, for example, how to fix the washers in a tap. These videos are brilliant at communicating your expertise in what you do, but more than that still by creating content that is genuinely of value to your target audience over time, that builds up goodwill and trust. And so long as you’re creating content on a consistent basis and showing up regularly on your social feeds with this really useful information, then you’ll most likely find over time that you’ll become regarded as the go-to expert in your niche.
And so why would this be good for your business? Quite simply, because if you’re building trust in the audience, and you’ve got a presence in the online marketplace, the next time someone needs what you offer, you are so much more likely to get the call rather than someone who last posted something six months ago, and has since slipped off the radar.
3. Commentary and thought pieces videos
Creating video content where you comment on developments within your niche or create thought pieces or offer insights into industry developments, are an ideal way of building your profile within your industry.
Ideally, this kind of content would sit well on a platform like LinkedIn, for example, so long as it’s engaging and ultimately of value to your audience, by which I mean it should be offering a point of view that may be is often missed, or unearthing facts that are genuinely unknown. Then by consistently creating this kind of content over time, your authority in the eyes of your audience will increase.
Now, this is not a case of rattling off a couple of videos, slapping them on LinkedIn, and then leaving it there, with all of this kind of marketing, it requires consistency, it also needs patience. It’s going to take time for momentum to build, for you to get discovered initially, and then as word of mouth spreads about that great quality insights that you’re offering, your audience will slowly grow.
In terms of running time for a LinkedIn video, you’d ideally be looking at something in the region of four to five minutes long for a thought piece. Make sure you edit yourself harshly, trim out any waffle, keep it punchy and relevant.
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So those are three examples of videos that small business can use to grow their reach, and to increase the amount of inbound leads. But I’d also encourage you to think about using video in ways that aren’t necessarily broadcast to any specific audience. Video is tremendously powerful when you use it embedded in emails for example, apps like Bomb Bomb Email allow you to record a short video and then embed it in an email. Now, typically these emails get away better open rate than a normal text-based email.
Also video is a really efficient way of communicating. You can say an awful lot in a very short time, which if you typed it up, we’d run two masses of A4 sheets. If your business is producing proposals in order to win work, then how about creating a video? Again, it avoids the needs for reams of copy and it’s very easy to personalize.
The other thing that’s really powerful about video proposals is it starts you building a rapport with the person who’s receiving it in a way that just doesn’t happen if they’re reading the written word.
I really hope you have got lots of value from this. We’ve got a free YouTube resource, obviously which is a Bitly link there Business Growth With Video. If you’d like to download a Business Video Guide, go to that URL and ping us your email details, and we will be really chuffed to rush you a copy of the 20 page PDF, that’d be fantastic, I’d hope you’d find that super useful.
To dive into more detail about how to create video for your business, do check out the other videos on our YouTube channel.