Today, operating a small business means competing against other businesses potentially with more resources. To get ahead of the competition, you need to be intelligent with how you market your business. What are the best ways to market your business? Among the most effective tools you could utilize today includes video marketing. In terms of dollar-for-dollar returns on investment, video marketing might be the highest-ranking marketing format out there!
With video, you can add a more human touch to your marketing. You can speak to people in a way and a tone that feels in step with your business. You can win people over with informative, creative content that ignites their interest. But of all the forms of marketing out there today, why should you focus on video marketing for small businesses?
Because it works.
Why Is Video Important to Your Customers?
Prior to the smartphone, producing and distributing video was prohibitively expensive. The majority of small businesses could not afford video marketing. Major brands dominated video because they had the resources to create professional videos and air them during commercial breaks on television.
The smartphone changed the rules of the game in multiple ways. And, for once, it stacked the deck in favor of small businesses rather than large corporations. Nowhere is this more apparent than in video.
A small business owner can now create and publish a video in seconds, reaching hundreds, thousands, or even millions of people.
In this article, we'll look at why video is so effective for small businesses and how your company can get started with video marketing in small steps.
While video marketing can be low-effort, it is far from effortless. And, let's face it, as a small business owner, you already have a lot on your plate.
Why should you devote time and money to video marketing? The answer is simple: because video attracts more customers.
So, whether you own a jewelry store, a catering company, or a dentist who promotes healthy teeth and gums, video should be a part of your marketing strategy!
What makes video so powerful?
Video clearly works, but why?
Videos illicit an emotional response differently than other mediums. Studies show that up to 95 percent of purchasing decisions are subconscious and emotional choices.
Reason1: People process images faster than words.
The fact that our brains can process images much faster than words is one clear reason why video works better than other forms of communication. MIT researchers discovered that the human brain can process an image in as little as 13 milliseconds.
Not only that, but our brains can process images concurrently, whereas we process in a linear manner. Why is that important?
Because if information is easier to process, it is also easier to remember.
According to studies, we retain 95 percent of information from video versus only 10% from text. And what is the point of advertising if people don't remember it?
Reason 2: Seeing other people's faces elicits empathy.
It all boils down to how we are wired. In our brains, there are mirror nuetrons. When we observe the facial expressions of others, these neurons fire, causing us to empathize with them.
We essentially put ourselves in their shoes.
And, while we're on the subject of shoes, do you see why Nike commercials are so effective? Because they so artfully portray people and acts of greatness, you can literally feel greatness for a few brief seconds.
How Can You Get Your Videos in Front of Potential Customers?
Before we dive in to this question, let's be clear: you don't have to edit and produce your videos professionally. This article isn't about making a TV commercial. We're talking about creating and distributing videos in areas where your customers are likely to be found. Unlike in the days of TV dinners, consumers are unlikely to be glued to the television screen during commercial breaks.
Know Who Your Customers Are
You should have already created a customer avatar and know who your customer is. Understanding your customer is the first step toward determining where they spend their time.
A CPA offering tax services to wealthy individuals, for example, has a very different audience than someone selling beauty products directly to consumers.
Where they are is determined by who they are.
You can begin to understand where your customers spend their time online once you know who they are.
Which small business owner in the preceding example is better served by creating a weekly insights & advice video series and promoting it on LinkedIn?
And which owner should be uploading quick video testimonials from satisfied customers and product reviews to Facebook and TikTok?
Keep in mind that video is a type of content marketing that is intended to attract and retain an audience. That way, when the time comes to buy, you'll be top of mind.
That will not happen unless you get your video in front of the right people.
So, where are your customers nowadays?
While there are well over a billion websites online these days, the majority of people's online time is spent in one or more of the following places:
All of these channels allow you to reach a large number of people with whatever videos you want to make. There are numerous resources available to assist you in understanding how to optimize your video strategy to reach more of your target audience on each of these platforms. Make certain you understand the best practices for the platform(s) you select.
You now understand why videos are effective. You did your research to find out where your customers spend their time. You've even researched the best ways to get your videos in front of them. You must now decide what type(s) of videos you want to create.
What Kinds of Videos Can You Make to Generate More Customers?
Here are four of the most effective low-cost/low-effort videos you can make:
Video Demo/Explainer
If your small business sells products, make short demo videos that show how those products solve problems. Video is an excellent way to demonstrate how those products work so that customers can see them in action.
Video Testimonial
Potential customers should put themselves in the shoes of the person in the video they're watching? What better way to sell your products or services than to put potential customers in the shoes of one of your satisfied customers?
When you're with a satisfied customer, pull out your phone and ask a few simple questions about their experience with your company.
Info Style Videos
These are ideal if your small business provides a service of some kind. You obviously have a wealth of knowledge that people pay you for as a service professional. Offering some of that knowledge in the form of a video not only helps people understand their situation, but it also shows that you know your stuff.
When it’s time to hire a professional, you will have already established a level of trust with the potential customer, increasing the likelihood that they will come to you for assistance.
Video of the Company's History
People buy from people, especially when it comes to small businesses. You are not a large, stale corporation. You're a small business with a one-of-a-kind story to tell. Use video to show customers:
• What is your identity? How does this translate into your business?
• Why are you so enthusiastic about the company? Why should they be enthusiastic?
• What can they anticipate from you?
Allow them to see and feel how much you enjoy what you do. There is simply no better way to accomplish this than through video!
Now it's time to get recording!
So, what are you holding out for? While diving into video can be intimidating, there is no better time to start than now. Video is preferred by your customers over other mediums. And you can gain a significant advantage over your competitors by creating the type of content they desire! So pull out your iPhone, press record, and begin having more meaningful interactions with your potential customers.
We want to help you with video creation for your marketing! Click here to sign up to meet with Jay Vics on the Meet the Experts podcast. We will provide you with a free video recording of you sharing knowledge about your business! You can also receive pre-edited short clips for social media.
