If you’re not using online video content to draw in traffic and new customers for your small business, you’re behind the online marketing curve. Video is a huge platform in the online world—a 2013 survey from consulting firm Accenture  finds that 90 percent of global consumers watch video content online.
The major video hosting websites are boasting some pretty impressive numbers, too. There are 13 million Vine users on Twitter, social video platform Vimeo has just announced 14 million members, and video giant YouTube has a viewership in the billions.
How can your small business tap in to the power of online video content?
3 Ways Your Small Business Can Use Online Video
Educate Beyond Your Brand
A lot of companies create educational videos that show how to use their products, or portray their services in action. It’s good to have this type of content, but there are a few problems with limiting educational videos to your business offerings.
First, you’re going to run out of content fairly quickly. Second, your videos will all look like what they are: Advertisements.
It’s important to remember that when online consumers look for video content, they’re not looking to be marketed to. They want something that adds value. So instead of focusing on education for your brand, think about any complementary ideas or services you can illustrate on video for your visitors. For example, a restaurant might offer cooking tips videos.
If your small business designs websites, put together a video on color theory to inform your audience. There are plenty of possibilities.
Go Behind the Scenes
Online video content is an opportunity to put a human face on your brand. When you show consumers what happens behind the scenes at your business, you help them realize that you’re offering more than just a product or service—there are real people they can relate to behind it all.
There are many different ways to present behind-the-scenes video. You can create a series of staff interviews, create a day-in-the-life scenario, do a walk-through of your office, production floor or warehouse and more.
Showing what your customers don’t usually see is a great way to generate interest in your small business through online video content.
Don’t Speak for Yourself
Your online audience trusts consumer reviews over any other form of marketing or advertising—so why not translate that trusted source to video?
Testimonials and customer interviews make for an interesting and convincing form of video content that goes over well with Internet viewers.
There are a few ways to go about getting video testimonials. You can put out a call on your website, through email marketing, or on social media and ask your customers to send in video clips—either talking about or using your products or services. If you have a retail location, you can record testimonials on-site (be sure to get your customers’ permission to use the video for marketing, of course).
How will you use video for your online marketing strategy?
Related reading: Small Business Guide to Video Marketing 
Watching Video  Photo via Shutterstock