There’s no avoiding it. Video is one of the most essential types of content for marketing your business. As a small business, however, you may not be able to constantly create content for your audiences, especially if you are unsure of the types of videos to create.
Here is a list of the top five videos all small-business owners should have in their marketing arsenal. Even if you only have one of each, they are still going to be crucial to use across your website, EDMs, social media and sales pitches.
1. Introduction video
This type of video gives your audience a look into you, your brand and your business. Unlike a promotional video, an introduction video is more about building a connection with your audience. That can be through sharing your brand values, your company culture, goals and most importantly the main people/person behind the business. It’s a way of giving your brand that human connection and the starting point to build a rapport with potential clients before you even meet them.
2. Authority video
The perfect video to continue building rapport and trust with your potential clients. If you have a service-based business, then create authority videos regularly to highlight your knowledge and expertise. They can be as simple as you answering one of your FAQs or updating your audiences on the latest news in the industry. Creating authority videos does mean getting in front of the camera, especially if you are client facing, to really help build that human connection. We naturally are more trusting if we can put a face to the brand.
3. Product explainer video
The purpose of this video is to show the benefits and features of your product. You can use this type of video to highlight how your product will benefit your customer and how it works. Use these videos to explain how your product will solve their problem. Tell your audience why you created this product, how the product works and when to use it.
4. ‘How to’ videos
Whether you are service or product based, instructional style videos are essential to helping your audience understand your business. These videos can help your audience visualise your product in its intended environment, or give a ‘real life’ solution to a problem. Being instructional style means you can be creative in how you produce these videos – think about using a step-by-step format with text animation along with vision to connect with your audience.
5. Customer testimonial videos
Let your success stories shine through. Hearing about the experience of a previous customer can build even more trust! Glowing testimonials show a potential customer that you are legitimate, trusted and understand their problem.
The main reason these are the top priority videos to create is that they can be used many times over for as long as they are relevant – which should be for a few years – so it’s a worthwhile investment with recurring return. As a growing small business, the focus in your marketing is to build your reputation, expertise and experience. These videos will help you to really stamp your authority on an industry and propel yourself ahead of competitors. Use this strategy to build rapport with clients before you even meet them. It’s an investment in the growth of your business.