Some of the most significant marketing challenges facing small businesses today are building trust and establishing a loyal customer base and have repeat business month after month. Once visitors are on your website, how can you convince them that your product or service is the best choice for them? What can you do to instil that sense of credibility and leave a positive first impression?
If you’re a small business, you might not be able to tout the big brand names that make people say to themselves, “Wow, [impressive company X] uses them? They must be good!” But lucky for us, the rise of online video in recent years has made establishing trust much more accessible for businesses of all sizes. And of course, the demand for video isn’t going anywhere. According to research from our friends at HubSpot, 54% of consumers want to see more video from marketers in the future. So if you haven’t started investing in video, now’s the time!
How can a small business with a low budget get started with video marketing? The answer?! Start with the videos that will have the most significant impact on your business. With that framework in mind, let’s take a look at the first three videos your company should start making today!
1. Product explainer video
If you don’t make any other video this year, start with a product explainer video. Think about the last time you surfed around a company’s website and thought to yourself, “Is this business even legit? What the heck do they do?” This is the last impression you want to leave a site visitor or potential customer, which is why a product explainer video is the first video you should make.
Remember that the content of your video is critical, explainer videos are created around the content, and most of the time are the video to go to because, You don’t need to break the bank to make a compelling product explainer video—in fact, before you invest in a big production, try making a video that’s a little more on the DIY side and see how it works for your business. You can always upgrade your video later or even test other versions of it to see which one resonates most with your audience.
Remember that the content of your video is far more critical than how shiny or professional it looks
Take a look at this product explainer video from HeartCare, Small budget? No problem.
This video doesn’t merely showcase all the best features that your business has to offer. Instead, it paints a picture (or in this case, draws one) that points to a problem the software can solve (if you’re a busy project manager, use this tool to make your job easier).
It’s easy to focus on your product’s features, but what you want to do is hone in on the problem your business solves. Appeal to viewers’ emotions and explain how your solution can help make their lives easier, better, more fulfilling—whatever the case may be—and you’re on your way to seeing success with video.
Types of explainer videos you can make
Now that you’ve hopefully seen the value of product explainer videos let’s dive into a few different types of videos your small business can start investing in. Depending on what resources are currently available to you, not to mention how much time you want to put into the final product, there are some avenues you can take.
Animated video
Arguably one of the most popular types of explainer videos a business can make, animated videos are easy to outsource and if you have a small budget thanks to services like GoAnimate or Powtoon,you can turn your script into an original video. Of course as always when you are looking to get the best ROI and fully professional attention is indicated to get to the best results
Live-action video
If you plan on shooting the video yourself (whether you have an in-house video producer or not), consider the following tips for making your video as useful as it can be:
Start with a great script. As odd as it might seem, the written word is the foundation for any excellent explainer video.
Keep it short and sweet—60 seconds or less is perfect.
Use simple, conversational language. No business jargon allowed!
Incorporate some shots of what you’re selling in your video—show and tell.
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Notice how critical slides are interspersed throughout the screencast, making it easy to understand how their product works? That’s precisely what you’re looking for.
If you want to simplify the screencast process as much as possible, we just happen to offer a nifty screen recording tool that lets you make high-quality product explainer videos in a snap. Try Soapbox for free today!
Customer testimonial video
Some businesses tend to shy away from collecting testimonials, and who can blame them? The task can feel scary and intimidating, and ROI is difficult to predict at the outset. But what’s so great about testimonial videos is that you only need one or two solid ones in your catalogue to see the difference they can make.
Start by interviewing some of your long-term customers that have seen tangible results thanks to your product, and share those videos on a prominent page on your site. Again, building trust can be a tricky part of marketing a small business. But with a compelling testimonial video, you can go above and beyond that goal.
Start by interviewing some of your long-term customers that have seen tangible results thanks to your product, and share those videos on a prominent page on your site.
When it comes time to brainstorm who you might reach out to for these interviews, think about who your ideal customer is. Make sure the customers you feature in your testimonials are aligned with your target audience. Ideally, your prospects will be able to see themselves and their businesses in the testimonial videos you create.
Ultimately, video testimonials help visitors feel more confident in your business and the services you provide. And why wouldn’t they? Your most authentic subjects are your actual customers.
3. Company story video
If your small business has a particularly impressive background, company story videos are the way to go. How did your business get started? What was your motivation for starting the company? By featuring the friendly faces of your teammates, you can make your prospects feel right at home. After all, people are buying more products and services based on emotion rather than logic, which is one reason why appealing to a visitor’s psyche is so essential.
A company story video lets you show off what makes your business so special and unique on a human level like no other medium can. When people can associate familiar faces and names with a company, they’re more likely to feel a secure connection to it—and ultimately have a positive experience with your brand.
Video success for small businesses
Marketers know that testing new channels and tactics before going all-in on one is the best way to make informed decisions. And when you work at a small business where resources can run thin, you want to make sure you’re spending your time wisely. That’s why, as a video software company built by marketers, we recommend getting started with these three types of videos.
Easily build trust, establish credibility, and show the people who work at your company, and you’ll be on your way to doing an even more reputable and buzzworthy business.
