Does Video Marketing Work for Small Businesses?

You’re probably saying, oh sure – video looks fantastic, but is it affordable or effective for a small business? You’re not alone! With tighter budgets and a greater need to spend where it’s going to get results, small businesses often avoid video because they think it’s just for the big dogs. After all, it’s expensive and difficult, right? Well, we’re here to tell you that you’re wrong for all the best reasons!

Video marketing IS small business marketing

In recent years, video has become a much more accessible and budget-friendly option for small businesses, especially if you use a down-to-earth digital marketing team.

But first, let’s look at the stats that show just how successful video is:

For customers: 

• 96% of people have watched at least one explainer video to learn more about a product/service
• 88% of people have been convinced to buy a product/service after watching a brand’s video
• 78% of people say they’ve been convinced to buy/download software or an app by watching a video
• 73% said they prefer to watch a short video rather than read an article, look at website text content, or view an infographic
• Sharing video content with friends and family twice as likely than other content formats 

For marketers and businesses:

• 87% of marketers report that video is increasing traffic for their clients
• 82% of marketers say video helps ensure customers spend more time looking at the business’s online content
• 93% of marketers say video has resulted in increased brand awareness
• 62% of businesses say their video marketing is successful because of the engagement their videos get (shares, likes and comments)
• 60% of businesses are happy with the lead generation produced by videos

So, as you can see, customers really love video! It’s such a fun, creative, and easily digestible format – and its visual aspects promote the strongest connection with our brains. We’re visual learners, so it just makes sense that the more visually engaging content is, the more of an impact it has on our memories.

Our best video marketing tips for small businesses

Of course, all content – whether text or video – must be tailored to your brand, your products/services, and who your customers are. But all of them should be engaging and pull a viewer through the customer journey.

Here’s an example of how to match video with the journey from internet user to loyal customer:

• Stage 1 – Awareness
  Here, you want to make them aware of your brand’s existence, who you are, and what you do.
  Video content – Online brand ads, branded video, news about your brand
• Stage 1 – Consideration
  At this stage, you want people to see that your brand is a match for their needs.
  Video content – Service videos, case studies, product videos
• Stage 3 – Conversion
  Now is where you motivate them to make a purchase!
  Video content – Online product and service ads, promotions and specials, product how-to videos
• Stage 4 – Loyalty
  You want customers to keep coming back for more.
  Video content – Thank you videos, rewards videos, testimonials, incentive programs
• Stage 4 – Advocacy
  This is where your customers start promoting you to their network
  Video content – Referral programs and discounts, product and service reviews, new initiatives

Digital marketing – Levelling the playing field for small businesses

Want to build brand awareness and drive engagement and sales online? Our digital marketing team will help you position your brand, build an active and trust-based relationship with your customers, and create and manage all your online content, from video marketing to social media marketing, SEO, and more. Contact us today for expert social media marketing and branding strategies that are affordable – and make all the right connections.

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