What is video marketing and why is it important for small businesses

Updated: Oct 2


Summary

  1. What is video marketing?

  2. Why is video marketing important?

  3. What are the benefits of video marketing?

  4. How to get started

  5. Video examples

Video marketing for small businesses is not as complicated or expensive as you might think. If you are reading this article with a smartphone, you already have a video recorder in your hand.

If you are reading this article with a smartphone, you already have a video recorder in your hand.

With some planning, and a sprinkle of creativity, you can create marketing videos that amaze your audience. If you are still hesitating about the value of video for your business, especially if you're a small one, here are some facts that might convince you.


1. What is video marketing?

It's been said that an image is worth a thousand words. For a video, multiply that by another thousand. That is the basis of video marketing, a powerful form of marketing that effectively engages your audience as a part of your marketing campaigns.


Video marketing means using videos for promoting and telling people about your product or service. It helps increase engagement on your digital and social channels, educates your audience, and allows you to reach them with a new medium.


2. Why is video marketing important?

Using video as part of marketing is gaining a lot of traction across businesses of all sizes, including entrepreneurs and small businesses.


Renderforest Survey found that videos helped businesses increase:

  • Brand awareness by 70%

  • Traffic by 51%

  • Sales by 34%

The outcome is quite amazing, isn’t it?


The key to their popularity lies in their relative ease to engage with both prospects and clients across multiple platforms.


Small businesses like yours are increasingly using videos to attract, convert, and retain new customers with great success.


3. What are the benefits of video marketing?

With access to faster networks, businesses are using more and more videos to engage with their customers. Many business, probably also your competitors, use videos to help capture value from their audiences.


Why should you use videos in your social media posts? Video posts:

  • Stay visible longer on social feeds

  • Get more exposure and engagement

  • Increase the understanding of your product

  • Stand out more

  • Provide a more personable way to engage with your audience

  • Are powerful sales tool

  • Rank higher in search

  • Are growing in popularity across platforms

4. How to get started

Video marketing has become the content strategy leader in the marketing world and is the content your audience expects in the future. The earlier you get started with videos, the better your success in the long run.

The earlier you get started with videos, the better your success in the long run.

So how to get started quickly and get results?


Use your smartphone. That's your most accessible asset for creating video content. If a mobile video is good enough for YouTube superstars, it will likely be good enough for your first filming.


5. Video examples


For ideas for the video content itself, here are some examples to start. For more ideas you might also want to take a look of this article 10 tips on how to use videos in marketing.


a) Showcase your product with demo videos

Demo videos or product videos are short, educational video clips that explain how your product or service works. Highlight all the key benefits of your product or service and provide a call-to-action to encourage viewers to purchase.


Here’s an example from Native Union promoting their Night Cable:


b) Behind-the-scenes videos

Give your audience the opportunity to meet the people behind your company and understand how your product is made. Authenticity isn’t something you should try to fake. It is an effective way to build an emotional connection with your customers.


Here’s an example of a behind-the-scenes video:


c) Educational and how-to videos

Videos are an especially compelling way to learn how to do something online because, well, the video shows you exactly how to do it.


Take a look of this example of how to make perfect pasta:


d) Customer testimonial videos

Testimonial videos are a great way to increase social proof and influence your target market. Your customers want to ensure that your product is the perfect solution for their needs. This type of video marketing can help showcase your products while also building trust.


Here’s an example from LifeLock: