In my last post, I dove into the 17 reasons why small businesses need video and promised that I would share the how, or the best ways small businesses could incorporate video into their marketing plan. Here it is!

There isn’t much more preamble needed, really (if you’ve read the previous post, that is). So let’s dive in.

1. Introduce Yourself

The combination of both audio and visual stimulation in video makes describing complex concepts much easier and more importantly, easier to understand.

Try using a video on your homepage that outlines what you do and what problem you solve for your customer in less than 90 seconds. You’ll find this is a lot more effective than trying to cram these same explanations into the first headline and paragraph of your home page … all above the fold.

A great example of an explainer video that speaks to a problem and how the company solves it is this original one from PadMapper:

And no, it doesn’t have to be an animated explainer video. But this is definitely a good and affordable (most of the time) place to start.

For a non-animated version, recall the ultra-famous Dollar Shave Club video:

2. Share the Details of What You Do

While one overview video on your website home page or Facebook page (or both!) is a great way to introduce people to your company and what you do, you’ll often need a little more description to win your audience over. A few, more detailed videos that explain the details of your product’s features or the different services you offer is a great way to provide more information and help your audience decide to buy.

3. Give Third-Party Proof (a.k.a. Customer Testimonials)

Get other people who love your product, service, or company on camera and do it now! It’s so much more effective than hearing you tout your own winning characteristics. And let me tell you: video testimonials are way, way, way more believable than:

“I couldn’t believe what ABC company did for my wedding!” – Sally, NYC

Know what I mean?

4. Empower Your Leaders to Educate Your Audience

One of the most effective ways to show your company as a leader in your space — and knowledgeable as heck — is for your leader to share their own knowledge and educate your audience. Think Moz’s whiteboard Fridays, which Rand Fishkin started a long time ago when the company was just starting out.

Maybe you’re not a technology company, but don’t think this can’t still apply to you. You might share how to arrange flowers, or how to save money on your taxes, etc. There are endless educational topics in your space that your audience will find useful. Plus, this will help them build respect for and knowledge of your brand, which never hurts!

5. Show Off Your Culture

You’ve probably heard about “culture content” before. But what is culture content? It’s content that shows who you are as a business. And yes, before you ask … yes, buyers care. Especially for small businesses, buyers want to like who they’re buying from, even if this is a subconscious desire.

So show off who you are. Maybe you’ll have quick chats with people on your team, or show a time lapse video of your office for the day, for example.

6. Share Your Creation Story

This is a particularly relevant one for small businesses, even more so than larger corporations. Just like I mentioned in culture content, people are often very interested in how the small business they buy from was founded. Oh and also … people love stories. It’s in our DNA.  

The Founders Brewing Company has a great example of this, especially because they really found the perfect balance between telling their story, sharing where they came from, and making it relevant to their customers and employees.

7. Blog in the Medium Your Audience Craves

It’s amazing how many people love to watch video content. Like really … it’s the medium buyers crave. And they’ll click on that little triangular play button any chance they get.

So why not add more of the content they like to your blog to get them coming back for more? Video blogs don’t have to be Hollywood-style production value. Record a video blog by using your webcam while sitting in your office or a meeting room. Or even use your iPhone to record some thoughts while you’re walking down the street!

8. Thank Your Customers

Loyalty is critical to the sustainability of your business. Keep your customers around by making them feel loved and send them a reminder every so often that you’re thankful for them and their support!

This type of video definitely doesn’t have to be super high production value either (although, no one’s going to penalize you if it is!).

Check out Janet Wakeland’s video from remARKably Created as an example:

9. Show Your “Production” Process

Did I mention that your audience cares about who you are as a business? Showing “behind-the-scenes” is another way to give them a real picture of who you are and where their purchase is coming from.

Here’s a great example from Jeni’s Splendid Ice Creams making their decadent, drool-worthy ice cream sandwiches:

While at first, this may seem to apply only to companies selling physical products, you could certainly adapt this video type for a service-based or software company by showing a timelapse of your developers working all day (and having nerf-dart fights, of course!), for example.

10. Interview Experts and Spread the Reach

The last video type, at least for today, is to interview partners or influencers in your industry for thought leadership content to again, educate your audience.

Our Wise Words series, is an example of this, where we chat with other marketers about how they’re using video in their own business!

Which video types have you tried? Share with us or link to them in the comments!

Kimbe MacMaster