It’s Time to Create a Marketing Video, 5 Small Business Tips


5 Key Signs it is Time to Create a Marketing Video for Your Small Business

Video has become an indispensable part of the small business marketing toolkit.  It may be time to create a marketing video, small business owners!  These signs indicate you’ve waited long enough on video marketing.

It’s Time to Create a Marketing Video When…

In fact Hubspot, reports 96 percent of B2B companies use video for marketing. Small Business Trends spoke with Intralink Global’s CEO and Founder, Diane Primo, to get her take on five key reasons to create a marketing video for your small business.

  • Public Relations Disaster: Address and emotionally connect with your audience during a PR crisis.
  • Natural Crisis or Product Recall: Quickly disseminate important information during emergencies.
  • Common Product Problem: Respond promptly to frequently reported product issues.
  • Marketing an Intangible Experience: Showcase experiences that are hard to convey with just words.
  • You Haven’t Made One Yet: Introduce and explain your products and services through visual means.

You Have A Public Relations Disaster

In our modern, interconnected world, the impact of a PR disaster cannot be understated.

“If there’s a disaster, that’s a sign you need to be doing a video,” says Primo.

She feels it’s crucial to address not just the facts, but also the emotions. Incidents like the one involving United Airlines, where a passenger suffered unjust treatment, become emblematic.

Although the initial response from the airline was slow, it did eventually address the issue. Primo says the video apology that came from the CEO captured the essence of genuine remorse. It not only acknowledged the event but laid out actionable plans for the future, showcasing corporate responsibility.

However, relying solely on written communication might not always suffice.

“Do not hide behind text and/or PR releases,”

she warns. While they have their place, a deeper, more genuine connection is often needed in crisis moments. Video, with its visual cues, offers a level of trust and authenticity unmatched by other mediums.

“The trust element is really rebuilt here using video,” she highlights.

You’re Responding to a Natural Crisis or Product Recall

In the wake of a natural disaster or a significant product malfunction, effective communication is of the essence.

Small businesses, particularly vulnerable to the repercussions of such events, have the challenge of relaying information to various stakeholders.

Primo notes that many organizations rely on manuals in these situations. However, she argues that while detailed, they might not always be the most accessible or effective means of communication during distressing times.

In contrast, videos are intuitive and direct, offering solace and direction simultaneously. A manual might delve deep into protocols, but a well-made video can simplify and humanize these instructions. Primo’s suggestion is simple yet profound.

“If they can Google the question and the answer comes up, you can even refer them to the manual,” she advises.

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Your Customers are Experiencing a Common Product Problem

With the rise of digital platforms, customer feedback is instantaneous. This immediacy can be a double-edged sword for businesses, especially when a product fault becomes apparent.

Video emerges as a beacon of clarity in these situations. Not only does it offer a medium for acknowledgment but also provides a platform for resolution.

Small businesses, ever reliant on their reputation, should remain vigilant, monitoring feedback on their digital assets. The ability to quickly address and resolve issues via video underscores a brand’s commitment to quality and customer satisfaction.

You’re Trying to Market an Experience That’s Hard to Put Into Words

The realm of experiential marketing often defies traditional description. Words can only convey so much, and in such scenarios, video takes center stage.

Whether it’s the exhilarating thrill of white water rafting or the allure of a luxurious hotel suite, videos can encapsulate the essence in a manner words often can’t.

Industries that rely on the tangible experiences they offer—like adventure sports, hospitality, entertainment, or real estate—can benefit immensely from this medium. Primo’s perspective underscores this sentiment.

“Video is the closest thing they can get to the experience without being there,” she emphasizes.

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You Haven’t Made a Video for Your Business Already

In the dynamic landscape of modern marketing, not leveraging video content seems like an oversight. Beyond mere advertising, videos can forge a connection, build trust, and provide insight into a brand’s ethos.

For small businesses, they can be the window through which potential clients view their offerings. Primo believes in the harmonious integration of video and text to provide consumers a comprehensive understanding of a product or service.

The future, she suggests, will see an even tighter interplay between these mediums.

“You’ll see more and more video that refers you to text over time,” she envisions

Advantages of Marketing Videos

Enhances Brand Personality and Human Connection

Creating a marketing video offers a fantastic opportunity for small businesses to showcase their brand personality. Videos are not just about promoting a product or service; they’re about telling a story that resonates with the audience. They can capture the human side of your business, be it through behind-the-scenes glimpses, employee interviews, or customer testimonials, thereby forging a stronger emotional connection with your audience.

Boosts Social Media Engagement and Shareability

In the realm of social media, videos have a higher likelihood of being shared compared to text and images. This enhanced shareability can significantly increase your brand’s reach and engagement levels. A well-crafted video, be it entertaining, informative, or emotionally moving, is more likely to be circulated among users, thereby amplifying your marketing message across various platforms.

Provides Clarity and Simplifies Complex Concepts

Sometimes, explaining complex products or services in writing can be challenging and may not effectively convey the intended message. A video can simplify these concepts through visual demonstrations, animations, and easy-to-understand narrations. This clarity ensures that potential customers fully grasp what you’re offering, making them more likely to engage with your business.

Increases Website Conversion Rates

Videos embedded on your website can significantly increase conversion rates. They enhance user engagement, keeping visitors on your site longer, and can effectively persuade them to take action, whether it’s making a purchase, signing up for a newsletter, or downloading a resource. By providing an immersive experience, videos can effectively guide visitors along the customer journey.

Offers Competitive Advantage

In a crowded market, having a marketing video can set your small business apart from competitors. It shows that you’re keeping up with current marketing trends and are willing to invest in innovative strategies to reach your audience. A unique and creative video can make your brand more memorable, giving you an edge in a competitive landscape.

Facilitates SEO and Improves Search Rankings

Videos can also improve your website’s search engine optimization (SEO). Search engines like Google often prioritize content that engages users, and videos are known to be highly effective in this regard. Additionally, by uploading your marketing videos on platforms like YouTube and embedding them on your site, you can increase your visibility and improve your search rankings.

Offers Versatility Across Different Platforms

One of the significant advantages of marketing videos is their versatility. The same video content can be repurposed across various channels – social media, email campaigns, webinars, and more. This adaptability ensures that your marketing efforts are cohesive and unified across all platforms, maximizing the impact of your content.

Provides Valuable Analytics and Feedback

Video platforms offer valuable analytics that can help you understand viewer behavior. Insights such as view count, watch time, likes, shares, and comments can inform your future marketing strategies. This feedback is crucial in understanding what resonates with your audience, allowing you to tailor your content accordingly.

Enhances Customer Education and Trust

Educational videos can be a powerful tool to build trust with your audience. By providing valuable information related to your industry or demonstrating how your products or services can solve specific problems, you establish your brand as a knowledgeable and trustworthy authority in your field.

Encourages Repeat Visits and Engagement

Finally, regularly updating your video content can encourage repeat visits to your website or social media pages. Fresh and engaging videos keep your audience interested and coming back for more, which is vital for building a loyal customer base and fostering long-term relationships.

Comparing Written Communication vs. Video Communication

While both written and video communications have their own merits, understanding their unique strengths can help businesses utilize them effectively.

AspectWritten CommunicationVideo Communication
Emotional ConnectLimited, depends on reader's interpretation.High, thanks to visuals, tone, and body language.
Speed of DisseminationFast, but may require reading time.Instant and more engaging for quick information.
Authenticity and TrustLacks body language and tone.Provides body language and eye contact.
VersatilityMostly static.Dynamic with movement and visual aids.
Reference & IntegrationCan be lengthy and dense.Can easily refer to texts and other materials.

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Related reading: Small Business Guide to Video Marketing

Photo via Shutterstock


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Rob Starr Rob Starr is a staff writer for Small Business Trends and has been a member of the team for 7 years. He is a graduate of Ryerson University in Toronto with a Bachelor of Journalism degree. His print credentials include employment with various Toronto area newspapers and three works of fiction: The Apple Lady (2004), Creekwater (2006) and Sophistry By Degrees (2008) published by Stonegarden Press In California.

3 Reactions
  1. Video is essential. People are getting tired of articles and are looking for solutions to their problems in video form. This is the perfect time to join the crowd.

  2. This is also a time to build a Youtube channel. Although the rules are stricter, it is the perfect medium to get your content across.

  3. A well-written post highlighting how indispensable video marketing has become for small businesses, and has gained so much currency as a means of conveying your message or a vision, or even as a damage-control exercise in the context of your company or business.

    Sometimes, adding a description or content along with you video helps in better distribution of your video across various channels and even in reaching out to a wider audience.

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