When looking into online video as a marketing opportunity many small business owners that I speak with have a hard time figuring out where to start. There are so many different types of videos you can create, varying budget levels and competing marketing goals that it can be a challenge. These are the three categories of content that have been successful for companies across a variety of industries.
This is by far the most important and effective video. It shows who you are, what you do and makes a connection with the viewer in about 2 minutes. This can be live action if you are comfortable being on camera or you can explain your products and services through animation. If you are an established company this can also be a good place to dive into a little bit of company history to show how you started and how you’ve evolved.
The overview video would live on your website, YouTube channel, be shown at tradeshows and is a very effective sales tool for concisely explaining your business to new prospects
What better way to bring in new customers than to have existing customers talk about how great you are? These videos are great at answering specific questions and getting a 3rd party to help sell for you. The easiest way to create this is to do them in a batch at your business location (if you have one) where you get 10 or so customers to come in throughout the day and ask them some basic questions on camera about their experience. That way you only pay for a single day of production, but get a lot of content out of it.
This third and final category serves to show your potential customers that you know what you are talking about. For example if you are a gardener, making videos about the best practices or tricks for people who are just starting out. Or for a law firm, answering the basic questions people might have in your industry.
These videos also educate your customers and can make your initial conversations much more productive. The other benefit is that a lot of these tutorial videos are timeless so people can continue to discover and learn from you long after your initial investment in the content.