How SMBs Can Harness the Power of Video

Video is a versatile marketing tool that businesses of all types and sizes can capitalize on.

Think of the last video advertisement you saw. Maybe it was on TV during the commercial break of a football game, or perhaps it was on your computer or smartphone while you were shopping online or scrolling through Instagram. It could have been an ad for a big, well-known brand or a smaller, lesser-known one.

That’s because brands of all sizes can capitalize on video to drive awareness and create demand. Video is one of the most effective and economical marketing tools across the board, and if your business isn’t taking advantage, it’s time to start.

Democratizing Engagement

Of course, every business would love to run a 30-second Super Bowl spot, and some ambitious (and prosperous) companies still spend millions to get exposure during the most-viewed television broadcasts. That’s unrealistic for small businesses — but the good news is that you don’t need to pay millions to capitalize on the impact of video marketing.

Today, video is everywhere. You can spend a few thousand dollars to create a professional, high-quality marketing video to share on social media, your website, your email signature, or almost any other channel you use to engage with your audience. My company has created full brand videos ranging from $ 2,000 to $ 6,000, depending on client needs.

But if budget is your biggest concern, you can also create videos on your own without paying any money at all. Platforms like TikTok, Snapchat, Instagram, and others all empower users to shoot and distribute their own videos for free, and the companies that are capitalizing on these channels are reaping the rewards.

Everyone’s Watching

Regardless of what you’re selling, your customers expect to see it in a video before they buy it. In fact, 72% of all consumers would choose video over text as their preferred way of learning about a product or service, so it shouldn’t be surprising that 76% of video marketers say the medium has helped them boost sales.

Of course, video content comes in all shapes and sizes, and certain types of videos are better suited to some goals over others. Sure, you may not have the resources to put together a highly produced movie theater spot filled with A-list talent, but for the most part, smaller businesses have access to many of the same channels as global corporations.

Here are a few different businesses and the respective video types that most benefit them:

1. Brick-and-Mortar Businesses

Retail fashion outlets, restaurants, healthcare clinics, and many other types of brick-and-mortar businesses can use video to show the world what they offer.

One video — that ended up going viral — was created in-house by an animal shelter in Georgia. The shelter had one mission in mind: to boost pet adoptions. The video, created by FurKids, is intended to mimic low-budget commercials for car dealerships or retail outlets, and its light-hearted, funny messaging won over millions of viewers (and brought in dozens of prospective pet parents).

Whether it’s a vet tech pretending to be a wind wiggler or the narrator promoting different types of cats — sleepy cats, tailless cats, black cats, etc. — this video does a great job selling the importance of the business.

2. Tech Companies

If you’re a software company or a business selling a product that might be hard for some audiences to understand, you can use video to articulate how your product works and why it’s so amazing.

One of our clients, College Forward, successfully used video to explain a platform it created for college students called CoPilot. The video works well because it highlights problems that students often face when applying to college, and it provides a tech solution that makes the process easier and more efficient. Additionally, the animated video style helps illuminate the CoPilot interface and provides examples of how it might work.

3. Crowdfunding Campaigns

Video is essential if you’re aiming to raise money in a crowdfunding campaign. Successful campaigns use it for everything from explaining problems and challenges to highlighting product features and differentiators.

To raise money through a Kickstarter campaign, the company Coolest launched a video that highlighted a different take on the average cooler. The video showcases the shortcomings of traditional coolers and then highlights what makes the Coolest cooler better than the rest, like its built-in blender and removable Bluetooth speaker.

4. Small Agencies

Video gives small agencies and professional services firms a way to demonstrate credibility and expertise. You can use it to highlight case studies, showcase achievements, and present client testimonials. It also provides a great way to introduce yourself and tell your company’s unique story.

This example shows how one sales performance company — LeadG2, also a Lemonlight client — was able to integrate seamlessly and completely into a company it partnered with. The video highlights the value LeadG2 was able to provide for its client in terms of results (like ROI and leads) and quality of the experience (like responsiveness and anticipating needs).

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Author: Hope Horner

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