How Small Businesses Can Create Effective Video Content
The way we consume content has changed drastically, which means the way we interact with businesses has evolved as well. Today, consumers want to know businesses, see behind the scenes and get a sense of their authenticity. People are far more likely to buy a service or product if they feel like they know, like and trust a company.
Business owners who immediately recognized this change in content consumption had a head start especially if they were running large organizations. So their teams became experts in content creation. But now businesses of all size are starting to catch up and learning how to create engaging content that reaches their existing customers and entice new ones in.
One effective way to reach today’s consumers is through video content. Having a visually compelling presence online has become incredibly important. For example, many businesses use Instagram Reels, Facebook Live or YouTube to target their audiences with video content. Understanding the best strategies behind video content creation is key for businesses, particularly smaller ones, to have success with this medium.
5 Ideas For Making Effective Video Content
Creating high-quality video content is an engaging way for small businesses to promote their products or services. As I’ve worked over the years to understand the power of this type of content, I’ve come across business owners who worry that they can’t find the time to craft videos or lament that wouldn’t know where to start.
Here are five tips for creating effective marketing videos.
1. Show consumers what they’re getting. It’s vital to have videos that showcase your products or services in action. For example, if you sell lawnmowers, consumers need to see them in motion. With demonstration videos, you can visually highlight the key features, benefits and unique selling points of your product. Because people love to learn, you can also consider sharing short instructional videos. Either option can help demonstrate the true value of what you’re offering, which may cement you as a trusted company that’s committed to helping customers make informed shopping decisions.
2. Bring in your existing customers. One impactful and relatively easy way to make video content is getting some of your satisfied customers to do testimonials. You could play audio clips from customers over visuals that highlight your product. Of course, it’s even better if you can get filmed clips of them discussing or using your product. Showing satisfied customers can help you build trust and credibility, which may encourage potential consumers to choose your products or services, too.
3. Lift the curtain on your processes. I mentioned earlier how customers like to go behind the scenes. Consider making short videos of your business’s daily operations or introducing your team members or staff. This helps humanize your brand so you can connect with your audience on a more personal level.
4. Tell a compelling narrative. Do you have a personal story attached to your business? Most of us do. So share that journey in a video! Think back to your journey from the beginning of your business to where it is today. Why and how did you start your business? Have there been challenges that you had to overcome? If you don’t feel able to share personal stories of your own, consider sharing a customer’s journey and how your product or service helped them find success.
5. Capitalize on real-time communication. Engaging with your audience through live video sessions can seem daunting, but live webinars or Q&As are an effective way to provide insights into your industry, company or product. By allowing people to ask questions about topics like product launches, your journey as a business leader or even the nitty-gritty of your industry, you’re creating valuable relationships with current or prospective customers.
As a small business owner, getting comfortable with video content can be an effective way to move forward. When you create short, informative videos that are entertaining and in alignment with your brand’s image, you can help your business stand out, leave a positive impression and build your audience and customer base. No matter which video content strategy you choose, as long as you’re tailoring it to your target audience, you’ll be positioned to find success.
Source: entrepreneur.com
