Video marketing is uncomfortable ground for me. I’m sure it’s the same for many other people in small business too.

As soon as I press the record button I become a tongue-tied, gibbering wreck. I simply cannot seem to string a coherent sentence together.

Benefits for your small business are obvious

But there is no escaping that video marketing for small business is the “in-thing” at the moment. It’s popularity seems unlikely to fade anytime soon. As a result, I am working hard on incorporating video into my marketing for Plan B.

There’s no denying the benefits. So far, I have posted just a couple of short videos to Facebook. I can vouch for the better reach and engagement those posts have had. Compared to other text or image posts, they perform around 400% better.

And you don’t need to just take my word for the benefits of video marketing for your small business.

Hubspot research shows that 72 percent of customers would rather learn about a product or service by way of video.

This backs up the undeniable fact that video is one of the most effective elements in a successful digital marketing strategy in 2019. People find video more engaging, memorable and popular than other kinds of content.

Here are some of the other facts and figures I’ve unearthed about video marketing which demonstrate its value.

%

The percentage of customers who would rather learn about a product or service by way of video

Video marketing brings your business to life

Video marketing can bring your small business’s products or services to life in a way customers can emotionally connect with.

It also helps to simplify complex ideas.

Being able to “show and tell” makes it much easier to get across complicated concepts. You can say more in a shorter space of time with video compared with text.

The visual element of video also helps to build your brand and make it more memorable.

Viewers are more likely to recognise your brand in the future. This means video has an immediate and lasting impact on consumers.

Video marketing for your small business also has an impact on search engine rankings. Search engines love video. Including it in your website and social media will increase your chances of your target audience finding you when searching for relevant content.

If your video answers their questions, you also have a higher chance of them “converting” to paying customers as they feel better informed.

Crossing divides

The other great thing about video marketing for your business is that it crosses the divide of audience demographics. Video appeals to users of all ages, interests and from all walks of life and locations.

YouTube is the second largest search engine  and boasts around one billion users. A third of users watch videos daily.

That’s a huge audience for you to tap in to.

By incorporating video into your marketing strategy, you are also showing potential clients that your business is modern and relevant.

With only a quarter of businesses currently using video in their marketing, you also have the opportunity to get ahead of the competition.

How to do video marketing for small business

Hopefully, that’s enough to convince you of the “why” of video marketing for small business. But what about the how?

Fortunately, for me at least, the use of video is not confined to a “piece to camera”. Although the value of the “talking head” style of video is undeniable.

If you do go down the “talking head” route, you don’t need sophisticated equipment. Often your phone is plenty good enough.

One vital tip is to look at ways of adding captions or subtitles to your video. Many people still watch with the sound turned off.

YouTube and Facebook make it easy to add captions, but if you plan to add the video to your website or other channels you will need additional software.

I’m currently looking at Kapwing for this, which has an autogenerate option. This seems to work quite well, which means with just minor adjustments you are ready to download your subtitled video.

One vital tip for creating video is to look at ways of adding captions, as many people still watch with the sound turned off

And, what’s even better, it’s free if you don’t mind having a Kapwing watermark on your video. To get rid of it, you can pay a one-off $6 fee, or it’s $20 a month for unlimited watermark-free videos.

Consider the software options for video marketing

You may also consider creating slideshow, animation or whiteboard-style videos. These enable you to explain what your business does, or even just one aspect of it.

For animation-style videos I have just signed up to Moovly and I have also been playing around with Doodly for a slightly different option. Unfortunately both of these are paid-for and, to me, the cost is rather high for the amount I intend to use them. This means,  long-term I may reconsider the value of these to my video marketing strategy.

So, now you know why you should be considering video marketing for small business and have a few tips there to get you started.

It’s a topic I’ll be coming back to within the next few weeks when I’ll look in greater depth at the kind of videos you can make to promote your business.

To make sure you don’t miss any useful articles from Tracey Sweetland, Plan B Marketing or Impetus4, sign up to my mailing list today.

And, if you need any marketing advice, you can call me on 07595 036454 or email connect@traceysweetland.co.uk

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