3 ways video marketing can pump up your small business

April 9, 2011

in Business

How to usse video marketing for your small business

I’ve had using video for Small Business Bliss on my to-do list for a long time. What finally got me going?

I stumbled upon some crazy powerful video marketing stats from Scott at Sales Tip a Day. Here’s a taste…

• 90% of all web traffic by 2013 will be video
• Seeing a video makes e-commerce site visitors 85% more likely to buy
• Google loves video – video (properly optimized) increases the chance of a front page Google result by 53x

If you aren’t using video for your small business, I’d say it’s pretty good time to start!

3 ways to use video in your marketing

1. Show off your product
If a picture is worth a thousand words, a video has got to be worth a lot more! Showing your product in use or in action is a very powerful way to “prove” its qualities. Video adds an additional dimension to your potential customer’s experience, and helps them to better visualize actually having your product in hand.

Small business example: Susie, owner of Indigo Star, makes handmade jewelry. Her creations are beautiful. The photos on her website showcase this, but her monthly video with her wearing her latest design really pumps it up. You get to  see what the jewelry looks like when worn and how the creations sparkle.

2. Showcase your business
Photos and an engaging about page on your website are a great way to help foster a personal connection with your customers. A video amps it up big time.

Your customers want to get a idea of you and your business. They want to know what you’re all about and whether or not they want to give you their money. By watching you, listening to you speak and/or seeing your business in action,   customers will feel a much stronger sense of connection to your business.  Video is the next best thing to meeting or visiting your business in person.

Small business example: Stafford Street Hot Yoga in Winnipeg has a great video on their website with testimonials and other information about hot yoga. You see the studio, see people in action, meet some of the students. One of the most powerful parts for me is seeing the owner, Amanda, talk about her business. Not only does she just glow with good health (no better proof that Birkam works!) but she gives off a passion and a love for what she does. You can tell she’s on a mission with her studio.  A photo or the sharpest copy in the world wouldn’t get that message across as effectively.

Susie in the above example does a great job of this as well. You can see her passion about her jewellery and how psyched she is about her latest designs.

3. Educate and Instruct
If you want to demonstrate how to do something, it doesn’t get much better than video. Whether you’re using computer screen shots, or you have someone doing an in-person demo, video is a great teaching tool and makes things that would be very long-winded a breeze.

Small business example: Lorros offers a super flexible online meeting tool that allows businesses and organizations to have virtual discussions with attendees participating when and where they want. Talk about boosting productivity! They use screenshot videos to help their customers navigate the system and demonstrate how to do things for those that need a little extra support.

This is by no means an exhaustive list. If you’re looking for some more video marketing ideas, check out this post from Social Media Examiner, where they share lots more video ideas.

Ready to get going? Let’s look at some options for video creation options.

Video creation options

First off, you will need either an actual video camera, or a web cam (or both, depending on what you want to do). You should also get a free You Tube account set up, so that you can easily share your videos online and get some Google juice.

To shoot a video of yourself

If you want to do it web cam style (ie. You sitting and talking) you can try to use You Tube’s free mywebcam option. I had some problems with audio delay, so I got much better results simply using my built in web cam software and then uploading it to You Tube myself.

If you’re using a video camera, simply get it on to your computer and then upload it to You Tube.

To do screenshots

If your educational video involves using a screenshot of what you’re actually doing on your computer, like I did for this Facebook pages video, I highly recommend Jing Pro. It’s easy to use, and you can upload to You Tube and Facebook in one click. Max video length is 5 minutes. At $14.95 per year, it’s a very cost effective option.

Vimeo is another option that many businesses use for $59.95 per year. If you don’t want your video available to the general public, you can keep it private.

To get fancy

If you want a fancier video with branding, music and other features and you’re going to do it yourself, Camtasia Studio comes highly recommended as an editing option.

Video has so much potential and if you’re the creative type, the sky’s the limit. Remember not to take it too seriously or get too worked up over it.  Just go for it and have fun in the making. Your videos don’t have to be super professional to be effective.

Image source: Danilo Rizzuti / FreeDigitalPhotos.net

Marlee April 14, 2011 at 8:18 am

Hi Martina!
I love using video. I feel so much more connected to my audience which I think helps them better understand how I can help them. I still haven’t nailed the aspects of proper optimization, but I’m working on it and will be using your links for additional info.

Most recently, I discovered the benefit of using video as it relates to expanding your reach. I’ve now setup my videos to broadcast on iTunes. This is new so I don’t have much in terms of stats yet, but before using video I was unable to reach this market segment.

Great stuff here!

Martina Iring April 14, 2011 at 12:02 pm

Hi Marlee,
Thanks for sharing your personal experiences with video! If anyone wants to see some more video examples, definitely check out Marlee’s site. Her videos do an awesome job of showing her personality and passion for helping entrepreneurs. Keep me posted on how things go with iTunes. Very interesting!

Najja Banks April 14, 2011 at 12:17 am

Video marketing can be used in many different ways, heck nowadays you don’t even have to show your face in the video and it can be very effective. A word of caution however, as far as YOUTUBE is concerned make sure you adhere to the TOS because your channel will get shut down quickly. I stongly suggest that you don’t use your youtube videos on your blog or capture pages because if they shut down your channel it will mess up all your websites. It happened to me!

Martina Iring April 14, 2011 at 12:06 pm

Hi Najja,
Thanks for sharing your YouTube experience. I’ve never heard of that happening, so I appreciate the heads up. I will definitely check out the TOS. I’m curious what would make them shut down a channel.

Jill Tooley from @QLP Blog April 11, 2011 at 1:35 pm

We started our video efforts only recently, but we’re thrilled with the results so far. It’s a learning curve, of course, but we’re having tons of fun with it. Sometimes it’s so much easier to watch a video than it is to follow along with a tutorial or a complicated premise…plus, it’s refreshing to place some faces and personalities with the names! That’s a huge selling point for me when I research a company and/or product.

Martina Iring April 11, 2011 at 4:02 pm

Great points Jill! There are so many pluses to video marketing. And I love that you business is having fun with it. It can be kind of nerve-wracking at the start, especially for us perfectionists out there :) But it definitely is a blast once you get into it!

Julie Weishaar April 11, 2011 at 3:48 am

Hi Martina, I love everything video and am always looking for new ideas on how to make better ones. I didn’t know about Jing – thanks for sharing that. I am watching your video on Youtube about Facebook. I thought I had it all down pat with FBML and now? Hard to keep up with the changes. I agree with you 100% that video is the way of the future and something that all businesses will need to start using more. The good thing is that there are so many ways to create video so one doesn’t have to be a pro to be able to benefit from the value of video in promoting their brand.

Martina Iring April 11, 2011 at 4:05 pm

Hi Julie,
Glad the resources I shared were a help! You’re right, video does not have to be complicated or expensive. I think many businesses shy away from it for those reasons.

Monica Dennis April 10, 2011 at 11:04 am

Just getting started with video and after 7 playing-around versions, I finally got used to seeing me on screen. :-) I did a quick one for my email recently to my mailing list – for something different – and I posted it on our website welcome page just for the change of it. You can see it at http://www.vwepuzzles.com – that is until I do a new one! I’m going to do some for our blog, but I’m having a good time just making a list of the types of videos I want to make for my site.

Such a timely post! It’s all about visibility these days right? ;-)

Martina Iring April 11, 2011 at 4:09 pm

Awesome Monica! You’re right that it’s good to change things up and keep things interesting. Good luck with your video adventures :)

Evelyn@healthy vegan April 9, 2011 at 10:34 pm

Hi Martina,

I do video on my YouTube channel and have gotten a steady stream of traffic from YouTube. I enjoy video and can see it being a great way to connect with potential clients.

Enjoy your weekend!

Evelyn

Martina Iring April 11, 2011 at 4:12 pm

Great point Evelyn! You Tube is a terrific way to get more traffic and exposure.

Tia Peterson April 9, 2011 at 7:22 pm

Great post, Martina. I for one do not use video enough, even though I realize it’s worth. One day I will! :)

Martina Iring April 11, 2011 at 4:15 pm

A lot of us are definitely in that boat Tia, myself included :) It’s a matter of making it a habit and getting into it!

Fran Aslam From Online writer April 9, 2011 at 6:06 pm

Hi Martina:

Enjoyed reading your blog post. Video-graphy and promoting your own business both are most important issues for every one, and this post explains few important features of these aspects.

Thanks for a cool post.

Martina Iring April 11, 2011 at 4:16 pm

Thanks Fran! So glad you liked it :)

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