In this article, we’ll talk about video marketing for small business, what are the benefits, video marketing ideas, and strategy. We will also know some video software platforms to make, edit and publish videos.
Did you know that 75% of video traffic is on mobile devices ?
Read on if you’ve been thinking about adding videos to your marketing plan. You will know and understand why this marketing strategy is being adopted by more and more companies each year.
Today we can consider video marketing as one of the top content strategies. More consumers show a preference for video over reading.
And if you are on a budget, there are plenty of affordable apps to build a visually attractive video in minutes. We will discuss some of them later on.
What is video marketing?
Video marketing is using videos into your marketing strategy, just simple like that.
This strategy can help to create brand awareness, build trust, promote products and services, boost your online presence, and generate revenue.
The goal is to engage the consumer and grab their attention. Today the mix of social media and mobile devices makes it possible for a video to go viral, which can help your product or service.
And if your video goes viral or gets a lot of views, further comments, shares, and likes will contribute to building trust from your social followers. These reactions may amplify your reach because when we get information from someone we know; we are likely to interact with it.
What are the benefits of video marketing for small businesses?
The benefits of video marketing for small businesses are enormous. If you add video into email marketing, social media, website, blogs, you will notice increased consumer engagement. In the end, this will reflect in more sales and better customer engagement.
But numbers rule the world. Just take a look at these impressive stats that show how video marketing can help your business:
Videos attach 300% more traffic and nurture leads. ( Marketing Sherpa )
A website is 53 times more likely to reach the front page of Google if it includes video. (Insivia)
Including a video on your landing page can boost your conversion rate by up to 80%. ( Unbounce )
Nearly 50% of internet users look for videos related to a product or service before visiting a store. ( Hubspot )
Video increases organic search traffic on a website by 157%. (Conversion XL)
25% of companies publish videos every week. (Buffer)
85% of consumers want to see more video content from brands. (HubSpot)
97% of marketers say video has helped users better understand of their products and services. (Hubspot)
52% of marketers say video is the type of content with the best ROI. (HubSpot)
Adding video to your emails can increase click rates by 300%. ( Hubspot )
50% of viewers aged 18-34 said they would stop what they were doing to watch a video from their favorite creator. (Google)
People spend 2.6x more time on pages with video than without. ( Wistia )
Video marketing can help your small business to:
Increase online presence:
Today every business needs to be online. With suitable content, videos can boost your online presence making your content more engaging.
Videos can also encourage viewers to perform specific actions, like subscribing to a news list, or downloading a giveaway content.
Increase brand awareness:
Video is a crucial factor in connecting with people, and if the viewer likes your content they will share it and spread your brand among their connections.
Boost social media engagement
If you post a good video on social media, many reactions and engagement will follow. This will grow your followers and/or subscribers, and more and more people will be attentive to your posts and updates.
Most of your marketing efforts must be towards building trust. People are open to buying from businesses and brands they trust.
A good marketing strategy ends up generating sales and growing revenue. If you can increase your online presence, level up brand awareness, boost your social media engagement and build trust, be sure that your sales will increase consistently.
How can you promote your business video?
You can promote your business video by publishing it on social media sites, email campaigns, and of course, on your own website.
Facebook video marketing:
Video is one cornerstone of Facebook. With 8 billion daily views and more than 100 million hours of video watched every month ,this is a proven marketing strategy that gets results.
To begin with, you can add a video in the video tab of your page and upload a Facebook video cover to increase visitor engagement.
Posting organically on Facebook is an intelligent way to engage your audience and grow a relationship with your customers. Think about sharing news about product launches, promotions, and general updates about your business with short Facebook videos.
You can also start a campaign with Facebook video ads. Facebook allows to segment audiences into age, demographics, and personal interests. Running targeted video ads will put your brand just in front of your target audience with a low budget. And this combination will end up boosting your sales.
Instagram video marketing:
If publishing videos on Facebook is important, publishing on Instagram is a must.
Instagram stories provide an exciting business opportunity. They are a way to grab consumer´s attention about news and updates.
For Instagram stories, consider product updates, sharing promotional offers, or creating content with a behind-the-scenes video.
Twitter video marketing:
Tweets with video are six times more likely to be retweeted than tweets with photos. This amazing difference in viewer behavior is a major advantage in your marketing strategy.
With the right hashtag, video tweets may get a lot of views and get viral in no time.
LinkedIn video marketing:
This social network is focused on B2B (Business to Business) relations. You can promote your product or service with your own post or even run an ad campaign. Unlike Facebook Ads, LinkedIn ads are more expensive, and this is due to the customer they are targeting.
According to LinkedIn, videos get 20X more views than any other type of content.
YouTube video marketing:
YouTube is the second search engine, only behind Google Search. Today YouTube where people look for answers to almost any question, from repairing a car to improving their relationship.
This is a unique platform to post videos about your brand and business. These may include product updates, how-to videos, tips, tricks and more.
Snapchat video marketing:
With 249 million active users, Snapchat is the preferred social media network for teenagers. According to Visualcapitalist.com , it ranks #1 among U.S. teens.
Suppose your product of service is focused on this demographic segment. In that case this is the social media network where your brand must publish.
Website video marketing:
Videos can complement your website articles, product descriptions ,and blogs. Including short videos on your website can increase CTR by 34%.
Google has recently launched Web Stories, a webmaster tool to include videos on websites. Easy to share and connect, this feature boosts web visitor engagement.
Email video marketing:
You can increase your email marketing campaign´s open rates by adding video content.
Also, the mere fact of including the word “video” in the subject line can reduce unsubscribes by 28%.
Almost every mail you send to your customer can be enhanced with video content.
Video marketing ideas for small businesses:
You can use video marketing in several ways, just to name a few:
A product video is intended to highlight the product’s benefits. If a prospect is thinking about buying a product but is unsure, providing with the correct content value can turn a prospect into a customer. A product video can complement a product page and engage the viewer since you can show the product up and running.
You should always focus on benefits rather than characteristics.
An educational video is intended to teach the audience something related to the company history, how it began and the founders. These kind of video help to forge confidence and trust.
Customer testimonial video:
This kind of videos help to build trust because people tend to rely on actual personal experiences and stories from people with similar needs.
To make a customer testimonial video, you should ideally find a genuine customer using his own words to deliver a credible and effective testimonial.
Another option is to show positive reviews that consumers have left on your website.
Also known as how-to videos, tutorials or do It Yourself (DIY) ,the goal is to assist your audience in using your product. Instructional videos are more important for products rather than services. But a good video about how to use a service can also be valuable (how to use a software platform or how to book an appointment ,for example)
Almost 70% of YouTube users watch YouTube to learn about something they are interested in. And this is an excellent platform to publish instructional videos.
Tips and tricks video:
Providing tips and tricks is a unique way to build trust. With this kind of video, you build authority in your field and become a reference for your customer.
Video marketing platforms to create and publish videos:
We list below 8 platforms that we consider the best and easier to start with. Although the universe of video marketing platforms is endless, these are beginner-friendly. Most of them are packed with powerful and professional features.
Wavevideo is a user-friendly platform and professional online video editor. With Wave, you can create videos in any format and for any platform.
This platform also includes a video hosting service that makes it simple to publish, embed and share videos as soon as you upload them.
A distinctive feature of Wave is the social calendar, to help you develop with engaging ideas and curated suggestions.
Wavevideo pricing: Free for basic editing, featuring 2,000,000+ royalty-free video clips and images with watermark, 600+ templates, an audio library of 300,000+ free audio tracks, and more. You must move to the Creator plan to remove the watermark at $20/month.
Filmora is a well-known brand in the video arena. With a friendly dashboard Filmora offers tons of filters, stock photos and videos, overlays, green screens and more.
Despite its learning curve, there are hundreds of tutorials available. The good part is that you will always end up with a polished and professional video.
Filmora pricing: Free to try with watermark. Then you have the option to pay $39.99 per year or make a single payment of $69.99 for a perpetual plan.
FlexClip provides easy online video editing and creation with no registration required. With thousands of templates at your disposal, 3M+ animated texts and elements, and 4M+ stock assets, you will never run out of ideas to craft your perfect video. But if you have a storyline, it´s easy to start from scratch.
FlexClip pricing: Free for 480p downloads, max 12 projects, and video length up to one min. Next plan $5.99/month allows 720. downloads, 3 min videos and 10 GB cloud storage.
Vidyard is an online video platform for businesses. This software offers a full-featured tool for creation, hosting, personalization, and analytics.
Vidyard pricing: Free plan with unlimited videos, unlimited uploads, and email and social sharing. This plan also includes basic analytics. For more features, plans start at $15/month
Biteable is an online video maker for social videos, ads, and more. This is an excellent product, and their web page claims that you can create content in minutes.
Biteable pricing: Free plan available with watermark. Plus plan starting at $19/month removes watermarks, 1080p resolution, and gives commercial usage rights.
A solid platform for creating and sharing videos with a drag-and-drop interface. Animoto lets you create powerful professional videos with no video editing experience needed.
Animoto has partnered with Getty Images to offer over one million stock photos and videos (this feature is available on Professional and Business Plan only)
Animoto pricing: Free with watermark for unlimited videos. To remove branding and add your own logo, you’ll have to pay $15 per month, a low price for a full-featured suite like this.
An online video editor for creating professional videos in a snap. WeVideo allows to making and publishing videos in any format for any social media platform. Also features 1,000,000+ images, videos, and music clips for commercially licensed purposes.
WeVideo pricing: Free plan with 420p resolution and basic features. With the Power plan at $4.99/month you can publish up to 30 minutes per month with a resolution of 720p. For more advanced features, move to Unlimited plan for $7.99/month
Currently in beta, this app allows you to create videos with animations and effects in just a few clicks. This video software integrates with Unsplash, Giphy, Pexels, Pixabay, and more platforms for a full-packed media library with tons of HD photos and videos.
Glitterly features a unique tweet-to-story mode, where you can turn a tweet into a movie just with a pair of clicks.
Glitterly pricing: Currently free.
This social media editor provides several templates and an easy dashboard to edit and make videos in a pair of minutes.
This app features automatic subtitles, animated text, and premium content from Unsplash and Pexels.
Storycreator pricing: Free with watermark, 1GB storage, and 5 videos per month. The next plan is $15/month and allows to remove watermark, HD videos, 20 videos per month, and 5GB storage.
What are video marketing best practices?
Using video to empower your marketing strategy is an excellent option. However, there are some tips to keep in mind before making your video ads:
Videos under two minutes long get the most engagement. (Wistia)
Make sure your video can play without sound; people watch 85% of Facebook videos without sound, while 60% of Instagram Stories are watched with the sound on. (Instagram)
Avoid making videos longer than one minute; 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes. (Ad Age)
Don’t be too salesly; 65% of viewers skip online video ads as soon as possible. (CNBC)
Video marketing allows you to tell a story in a differently and uniquely. Before you start, it is essential to think about your customers, their needs, and how you can fulfill them.
So think about:
Which is your audience?
What kind of video is relevant for them?
What should you communicate?
What channels could be the best to publish your videos?
The answers to these questions will be the starting point of your video strategy. Go ahead!