5 Tips for Marketing a Small Business Using Video

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medium_3264438083It is not enough to simply have a good product anymore. Nowadays, marketing is the difference between a successful business and one that goes under. It provides you with a crucial opportunity to make a strong first impression and to set the stage of success in your company. Marketing allows you to identify and target your audience and market and bring their attention to your company and products.

In recent years, video marketing has exploded exponentially as it grabs a viewer’s attention but doesn’t let them drift away like other marketing mediums that require you to read rather than just watch. Just because it works for some though, is it going to work for you too? Here are five tips for marketing while using video to help your small business:

1. Going Beyond the Brand

One of the most overlooked, yet most effective ways to go beyond simple video marketing is to give the consumer something of value. Many businesses will usually decide that simply marketing their product or service will be enough. However, in a consumer market that feeds off of excitement and entertainment, being unique and standing out are the only ways for a business to survive.

Companies should look to providing a video or a series of videos that include their branding, but are also something the consumer is generally interested in. For example, a company promoting their graphic design services may want to make an educational video on color theory and design elements. Not only will a consumer be interested in the content, but also they will look to the business as being a credible source.

2. Building credibility

As mentioned above, building credibility within an audience is crucial to the success of a small business. When trying to compete against big name brands and established companies, credibility is something that can be difficult to obtain. Using online video tactics such as the one illustrated above are great ways to indulge the consumer’s interests and bring them closer to the brand.  Another way to build credibility through video marketing is to demonstrate the effectiveness of a product or service. Though this should be done sparingly and in an interesting way, physically demonstrating the product or service is the best way to build trust from a consumer. After all, seeing is believing.

Only a decade ago, websites for companies was a rare luxury, but in todays globalized, digital world it has become more of a necessity. People no longer turn to newspapers to find products and services they need, they now turn to Google and other internet search engines that brings them exactly where they want to be. Having a website with online videos in a great starting platform for any video marketing plan and as time goes on and your website uses more and more online videos to gain credibility for your product or service, you also gain something even greater; exposure.

3. Attract buyers and generate leads

In today’s market, attracting new buyers and consumers to a product can be challenging. While it is important to build credibility and demonstrate the effectiveness of the product (as discussed above), it is even more important to produce a video that is likely to pull in the audience and cause them to share it among their own networks. A video that is both compelling and entertaining is more likely to be spread than a boring video simply explaining the product.

It is also important that these videos are kept relatively short and sweet in order to maximize the potential for it to go viral. With video marketing though, you can take these short videos and make a series of them to target any and all markets and audiences you’re trying to obtain. When you put online videos on your website, you let your products and services speak for themselves, giving viewers a firsthand perspective on what it is you’re trying to provide for them.

4. Using storytelling

Storytelling is one of the best ways to use video marketing for a business. Evoking emotions and feelings in a consumer will make them associate the product with those feelings. For example, a business marketing a line of cookware may want to illustrate a cozy home cooked meal shared with family and/or friends. Using these tactics will help to evoke powerful imagery and make the consumer more interested in what the product could do for them.

People want to be moved to by a product or service, they want to immediately feel that whatever they are being shown is going to be of benefit to them and storytelling allows them to picture themselves with the product, putting the thought and idea of buying that product or service for themselves.

5. Using humor

In a technical age, humor can be a powerful tool. When trying to make a video go viral or when trying to draw in more customers, humor can be the most powerful tool when used correctly. With the abundance of information available online, businesses should consider using humor to evoke curiosity among a demographic. A commercial that is humorous and entertaining but has little to do with the product may be a risky, but effective way to draw curious consumers who will want to search for more information about this product or brand.

Using video marketing is a great idea for a budding business. Using these five tips will ensure that a video produced by one’s business will take off and generate an increased number of sales and loyal customers.

*This is a guest article by Joe Forte*

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Joe Forte

Joe Forte

Co-owner/Producer at D-Mak Productions
Joe Forte is co-owner and producer at D-Mak Productions, a Phoenix video production company. D-Mak Productions specializes in full service video production from script to screen.
Joe Forte
Joe Forte
Joe Forte
Joe Forte

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  1. Hi Joe. Great insight! One tip that I’d add is responding to your customers. When they ask questions either to highlight or criticize your product, it’s a great opportunity to generate a conversation. One great example is McDonald’s Canada’s “Our Food, Your Questions” site. One of the toughest questions they answered was “Why does your food look different in your advertising than in the store?” By using a video, they showed how a photo of a burger is made, prepped and finessed for a photo shoot and resulted in 9,210,291 views.
    My recent post The Psychology Behind a Successful Facebook Ad Part 3: Text

  2. That's a great point Adella! One of the things we do for videos (and blog posts too.. shhhhhh, don't tell anyone), is look for a FAQ (frequently asked questions) of your industry. By creating videos that answer those questions, you're not only educating your customers, but you also get lots of love from Google because of the semantic search that's now in place with the Hummingbird update.

  3. Online video marketing has become the most effective way to put a human face on your brand. A person prefers to watch a 2-minute video rather than reading the lengthy content. It proves as a boon for the small-scale business to magnetize people and promote its product. However, you may have to face the problem in making video for your brand. Hiring a reputed firm, which creates online video, makes your brand over the ground and may be reach up to the sky.

  4. Use of video marketing helps in great way to reach out and grab your target audience, imparting personality and characteristics of your product or service. Video marketing provide more powerful and lasting message to your audience’s.Video is a flexible tool to help small and medium businesses.

  5. Marketing your business with video is an effective way that helps increasing awareness of what your business has to offer to their potential customers plus establish and deepen relationships with our customers, which ultimately drive sales.
    My recent post Reliable Mechanic Indooroopilly | Hi Tech Auto Service

  6. UC4 Limited says:

    Hi Joe, great post- in my personal opinion a lot of businesses are slow when it comes to video marketing, it is seen as requiring too much time and effort but I have heard that 2014 is the year that video marketing is going to grow- do you think there is anything that could be suggested to clients that are almost positive that video will do nothing for them?

  7. Great tips. I love using humor and storytelling to help promote my small business clients using video. It really bring a "down to earth" kind of feel to the video that really helps promote the brand and establish some personality.

    Jess

  8. That’s a good insight. If you are someone looking to get a successful online presence using video marketing, then there are things that you should keep in mind. Having a quality and effective video is of no use if you don’t know how to use it as a marketing tool. These easy tips are good for those who are new to video marketing.
    My recent post The Basics of GST

  9. Explanation videos for startup companies these days are incredibly important given that there are so many social media outlets for getting the word out about your new company. Sure, sending people Facebook requests to follow your company’s page will let people know that your startup exists but, how are they going to really know what you can offer them? Providing a written description could work, however when people are on the internet their attention spans shorten due to the sheer amount of information that is being put in front of them at any given time.

    This is where explanation videos come in handy, when someone is browsing the web for a particular service or product, more often than not they are confronted with many different options and obviously not enough time to explore each one.

    To read more, you may visit this link: http://www.explaininja.com/blogs/explanation-vide

    Explaininja Studios is a full service video production studio that specializes in animated explainer video, and good idea. Our skills have also lent themeselves to projects as varied as training videos, stop motion presentations, cooking shows and wedding videos. We love new and interesting ideas, and get a kick out of understanding your, story, and telling it in the most effective way.
    My recent post Take Advantage of Publicity with Viral Videos

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