Creating Video Content for your Small Business

Using Video To Market Your Small Business

Tuesday, October 21, 2014

No matter how successful you may consider your online marketing efforts, if you’re not using video to promote your small business, you could be missing a valuable opportunity.


Why? Well, the answer is in the statistics:


  • More than 1 billion people unique users visit YouTube every month
  • Customers who view a video product demonstration are up to 85% more likely to purchase that product (Internet Retailer 2010)
  • Video has a 41% higher click through rate than plain text (aimClear 2011)
  • Video makes up 50% of all mobile internet traffic and that figure is expected to rise to 66% by 2017         
  • YouTube reaches more US adults aged between 18 and 34 than any TV network


Of course, there are myriad other benefits to video: search engines love it, as video can demonstrate a website is trying to engage its audience with more than just text. Video is quick to watch, it’s easily digestible, and it requires little effort on the part of the viewer. It’s actually the perfect form of marketing for business, and customers love it because they need do nothing more than sit back and watch it.


New to video creation? 


The first step in creating great video content is to find something to talk about on camera. Thankfully, there is no shortage of options, regardless of what industry you work in. Here's just a few ideas to help you get started:

  • You could create a short product demo for customers can, helping them understand what they’re buying and its capabilities.
  • You could share behind-the-scenes videos of your company, or how your products are made. (Obviously, there are commercial sensitivities involved, but customers always love getting sneak peek at what goes on behind the scenes of their favourite companies, and it can do great things for your credibility, too.)
  • What about filming a few testimonials from your most satisfied clients? After all, customers trust reviews by other people far more than any advertising by a company, so round up your most loyal and happy clients and get the talking about your product on video.
  • What if  you created a weekly news bulletin for your industry summarising the big events that might affect your colleagues and customers? You’ll build a name for yourself within the industry and customers will come back week after week to hear the latest goings-on.
  • Another idea could be to interview your employees each month. It can give your company a personality with which customers can associate, different from your traditional branding.
  • Or, you could create a simple, 1-minute how-to guide or tutorial to using each of your products. If it’s a particularly complicated product, you could even do two or three videos on each product showing how it can be used by beginners, intermediate users, and then pros.


Once you’ve got an idea of the content you’d like to share, you can set up a YouTube or Vimeo channel and upload your video content to it regularly. If you ensure new and good quality content uploaded often, you may discover why so many business are using Youtube for business, as well as competing sites such as Vimeo. You’ll slowly pick up subscribers, and potentially even position yourself as an expert in your chosen industry.

Once you’re confident with creating video for your business, let go and try to be creative and have a little fun with your videos. If you do, it’s always possible that something you create will go viral, exposing your brand or product to potentially millions of people who may never have heard of your business, product, or service before.