Cool Ways to Use Video Marketing Content

How you can use video marketing in your small business
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By Jess Dixon

Video marketing is incredibly popular, and still growing. There’s one simple reason for this: because it works!

According to Wyzowl, 87% of marketers surveyed reported that video content had increased traffic to their website. 83% also said that video marketing helps them to generate leads. In addition, Forbes reported earlier this year that by 2022, over 80% of all web traffic will likely be video. 

Have you discounted video marketing in the past, thinking that you need expensive equipment, specialised skills, or a huge budget to do it properly? Well, you don’t! In fact, you can create great video content using your smartphone, a tripod, and a free video editing software tool. 

Read on to learn a few cool ways to make the most of video content in your small business marketing. 

Repurpose blog posts as vlogs

This is one of the key ways we use video marketing here at Your Best Kept Business Secret! Editor in Chief Marc often records blog posts as video podcasts, which are then added to the posts and also shared on social media. 

This has a couple of advantages: first, it makes your content accessible and appealing to a wider range of people. A lot of people prefer to consume audio-visual content rather than reading long text posts. Secondly, it boosts engagement on social media – on Twitter, tweets with video are six times more likely to be retweeted! And Facebook gets over 8 billion video views every single day! 

Use Instagram Stories

Instagram Stories are used by around 500 million people every day, and one third of all Stories viewed are from businesses. Want to get more watches and engagements on your Instagram Stories? Video is the way to go!

The beauty of Instagram Stories is that it’s a spontaneous medium that allows for on-the-fly content. No need for slick editing and fancy camera tricks. Just pull out your smartphone and record a short video. 

Remember that each Story can only be a maximum of 15 seconds long – but you can string several together to share a longer video. 

Do Facebook and Instagram Lives

Feeling brave? Once you’ve got the hang of video Stories, you can also try going live on Facebook or Instagram. 

Lives allow you to engage with your audience and share content with them in real time. Are you at an event, launching a new product, or working on something cool that you’d like to show off? Lives make your audience feel like they’re right there with you in the moment. 

Another good option is to collate questions from your customers or followers, and answer them in a Live video. 

Show what happens behind the scenes

Want to make your followers and customers feel more like they’re part of your business? Use video content to show what goes on behind the scenes. 

There are so many different ways to do this, and what makes sense will depend on the nature of your business. If you’re a writer, web designer, or other home-based freelancer, you could make a “day in the life of you” video. If you run a restaurant or bakery, show off what happens in the kitchen where the magic happens. If you have an ecommerce store, share how customer orders are packaged and shipped from your warehouse. And so on. 

Video marketing is all about making a connection, and what better way to do that than to show customers the parts of your business that they don’t normally get to see? 

Tell a story

Story-selling is all about telling your audience a story that showcases the value of your product or service. It’s so much more effective than just telling people “our product is great and you should buy it.” 

The trick to good story-selling is to let your audience imagine themselves in the story. This allows them to directly see how your product or service can solve a problem they have. For a couple of great examples of video story-selling, check out Ben & Jerry’s Leena the Lactose-Intolerant Employee video or Slack’s So Yeah, We Tried Slack… campaign. 

Use video testimonials

Testimonials and reviews are tremendously powerful. In fact, 84% of people trust online reviews as much as they trust recommendations from friends! 

Written testimonials are great, but why not go a step further and ask your happy customers to shoot a short video testimonial? You can then show them on your testimonials page, use them on social media, include them in marketing emails, or string several together into a montage. 

Interview interesting people in your industry

You might have noticed the recent Your Best Kept Business Secret podcast series where we’re interviewing interesting people about their businesses?

Interviews are great because they allow for a wider range of voices and perspectives. They provide value for your audience, and the interviewee gets a new platform as well. Win-win! You don’t even need to meet up in person to record interviews (which is difficult in these lockdown times.) You can interview people over Skype, record the call, and then edit the recording into usable video content.

Have you used video in your marketing? 

We’d love to hear about any awesome video campaigns you’ve done or any tips and tricks you’ve picked up along the way! 

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