As with all small businesses it is likely that you have fingers in all of the marketing pies. You might be testing out all sorts of different methods to try and grow your audience or revenue. This could be through product marketing, email marketing, throwing together a social strategy or trying to get to as many events as possible giving out your company swag. With so many different things to try, you won’t always see what works immediately.
With all the different marketing options, why would you even consider investing in video marketing as well? I’m going to try and convince you.
Here are the reasons so you don’t have to scroll through the whole article.
- YouTube is the second largest search engine in the world
- Rank higher in search
- Educate your customers
- Use the medium your customers naturally use
- Build a stronger brand
- It’s cheaper / easier than ever!
- Help your sales and support people
- Emotionally connect with your customers
- Break it down into loads of formats
- Grow your revenue
YouTube is the second largest search engine in the world
I’m sure you already know this, but it is well worth a reminder. YouTube, owned by Google, is the second largest search engine in the world and you should treat it like one. There are some great online resources from Neil Patel & Brian Dean who have so much useful knowledge for growing a YouTube channel and applying skills and tactics needed for growth. Once you nail it, there is no looking back. I’d also recommend having a look at Neil Patel’s guide on whether or not YouTube has been worth it for him.
Rank higher in search
Who doesn’t want to rank higher in search? This exact blog is trying to push Striqo up the Google rankings as much as we can (as well as trying to provide you with the best actionable tactics to grow your business). Adding video to your website can actually boost your Google ranking – and they’ll also favour your content that is posted to YouTube.
Educate your customers
This is a two pronged point as you can educate your customers about your product and also about your industry. Often products or services might be quite complex and you only have a few sentences on your website to try and convey your message to them. In fact, having a video that explains your product can increase understanding by 74%. Which makes sense if you think of the clarity you can convey in a video, rather than written text. Start with a product/service overview video explaining your offering and the problem it solves.
Then start putting out some thought leadership videos, which are great for starting conversations and educating your audience on a particular thing. Go into more depth and create a video course to provide amazing value to your audience. Tools like Udemy and Teachable do an amazing job at having platforms where this is easy to do. Wistia have a fantastic video marketing course which they distribute through email and also have a guide on how you can start your own.
Use the medium your customers naturally use
Do you watch Netflix? Yes. Do you watch Netflix for fun? Yes. Do you spend unacceptable amounts of time watching Netflix? Yes. What content format is Netflix? Video. Same applies to YouTube. Your customers and prospects love watching video! They do it in their spare time and by choice, so try and replicate this with your company videos. The best example I have seen of this is Wistia’s ‘One, Ten, One-Hundred’ series which is essentially a 4-part documentary series – I’d recommend checking it out.
Build a stronger brand
Video is often considered ‘powerful’ but this is because it uses both audio and visual stimulation – and activating both of these areas of the brain often leads to viewers that are more engaged. As expected, this also means that they have a stronger affiliation to the content they are consuming. As a small business looking to grow revenue, you need to do everything you can to get people on board with your brand. Using video is the perfect way to do this.
Take a look at this ad from Heathrow Airport and tell me it doesn’t make you feel all warm and fuzzy inside:
It’s cheaper / easier than ever!
I can’t stress how easy video is to do in 2019 with just a little bit of coaching. The barrier to entry is lower than it’s ever been! The common misconception is that video is too expensive for small businesses and that’s why we focus on other marketing channels or things that we can ‘do ourselves’ (blogging, social media etc). The cost of gear has come down hugely in the past few years and you can pick up a brilliant, professional level setup for under £2,000 – here’s our guide to the best budget gear. There are loads of online resources you can find for learning how to shoot and edit – you’ll be away in no time.
Help your sales and support people
I always consider video marketing at all levels of the funnel, from marketing (awareness) to sales (acquisition), through to support (retention). There are ways to use video that you wouldn’t think of that save so much time and effort.
Arm your support staff and sales guys with one of these tools — Soapbox, Loom, Vidyard Go. Your support team will be typing out long responses to customers who are struggling to get something to work (I’ve been there) which takes much longer than firing out a quick video to solve the problem. Sales guys the same thing. If your product solves a problem, send them a quick, personalised video showing how you can help. If you’d like to find out more about using video for customer support Vidyard has a fantastic guide for you to read.
Emotionally connect with your customers
Telling a story is the best way to emotionally connect with your customers and the best way to tell an engaging story is through video. Similar to my earlier point about video being powerful and getting on board with your brand, it will also help you connect with your customers or potential buyers. I work for a company called System1 who measure emotional effectiveness of advertising - you can see some of the best performing ads every week. One particular example is the John Lewis Christmas ad from 2019, a superb emotional story. Watch it, then drop us a tweet and tell us how you felt after it.
Break it down into different formats
This point is especially useful for companies that don’t have much budget, time or resource to shoot loads of individual videos. You can take one longer form ‘hero’ video and edit it down into individual bits of content you can share across all types of distribution channels. You can then take that content and make it into blogs, guides, ebooks, webinars and podcasts – there is so much you can do with video.
Being authentic is something you should be doing throughout all of your marketing as it is the best way to connect with your customers. Customers in 2019 are looking for companies that they can have a conversation with and trust. Authenticity is key to this.
Video is the perfect medium to portray authenticity. You can keep your videos raw and honest, without the wishy-washy marketing copy that we are all used to seeing. Bigger corporations are too focused on making boring, highly-produced videos that literally want you to go to sleep. But you, small business owner, don’t have those restrictions and getting behind the camera and building a relationship with your audience will give you a unique voice in an over-crowded social media market.
Grow your revenue
Is there a better feeling than seeing your revenue creep up and to the right? Seeing that Shopify or Stripe notification come in as soon as you make a sale or the client pays the invoice? Well it’s good news again, video marketing is perfect for growing your revenue. In fact, companies that use video have grown their revenue 49% faster than those who don’t. Who is going to say no to getting to their revenue targets 6 months earlier just for using video?
So that’s the magic sauce. 11 reasons why you should be using video marketing. I fully believe that the majority of small businesses can produce videos in-house, but they just need the strategy behind it to make it work.