We all know the importance of video marketing for small businesses, but it’s not enough just to know it, you’ve got to do it, and you’ve got to do it well. There is a strategy to be built, decisions to made and videos to publish!
One of the challenges that many small businesses face is the struggle to figure out which type of videos they should be creating and where each should go. That’s why it is vital to have a clear video marketing strategy to determine what you need and why. The good news is that after you have that covered, creating the videos themselves is pretty simple, and dare we say, even fun!
Below are the 6 primary video types (along with video marketing tips) that small businesses should consider when building their marketing strategy for 2020. Keep in mind that it’s important to be both varied in your content and consistent in your posting and messaging.
It’s a fine line to walk but once you get the hang of it, it is well worth the effort. While you want all your videos to showcase your brand voice in a consistent manner, you’ll also need more than one type for a well-rounded strategy.
Take a look and see which one (or more) of the videos are relevant to your business:
The Teaser Video
No one likes a tease. Except when it’s a teaser for a new product launch. Teaser videos are short videos that are designed to entice your audience and get them excited for what’s coming next. For your business, it can be a new product launch, a new website, a new service, a new app update, or anything else you’re introducing to the market.
Teaser videos are typically under 30 seconds and rely on a hint of dramatic build-up without actually revealing too much. Remember, it’s meant to be a tease and is often part of a longer campaign.
Pro-tip: Make sure you have a plan. You don’t want to tease too much and give away the surprise. You also don’t want to start your teaser campaign too early or continuously tease with no actual pay-off. The goal is to generate interest and create a buzz so that when the big reveal comes, your customers are eager to hear it. Too much too soon and the buzz will fizzle. We vote a week before launch as an optimal time.
The “About Us” Video
This type of video is meant to introduce your business to the world. It can be short or long, depending on the message you want to convey. Think of it as a “this is who we are” video. It lets the audience know the who, what, where, when, why, and how of your business in (typically) less than a minute.
This type of video is great for generating brand awareness on social media or posting on your company’s “About Us” page. It can feature real members of your team or capture the unique style and culture of your brand through imagery.
Pro-tip: Don’t be afraid to be creative and let your business’s personality do a lot of the talking. If you’re a fun, quirky business, let that show.
The Testimonial Video
These videos are exactly what they sound like: videos that highlight real customer testimonials and feedback. Social proof is a powerful tool and there is no stamp of approval stronger than a satisfied customer.
If you can get real customers to record a video, that’s great, but for a quicker approach, create a video for your small business with imagery to capture the essence of the customer’s experience and an overlay of their written testimonial.
Pro-tip: With Promo.com you can even integrate your Trustpilot reviews into the video to really show potential customers how trustworthy you are.
The Advertisement Video
The bread and butter of your small business video marketing is the video ad. This is the online version of your “commercial.” It gives you the opportunity to promote your business, your products, or your services with vibrant images, music, and more.
This is the video you’ll most likely use for your online advertising efforts on social media platforms such as Facebook or Instagram. Like everything in content marketing, it’s important to create a few variations and test which one works best. Create and test these variations against each other.
Most businesses find that they need a rotating carousel of video ads to keep things fresh. You know that one video ad you see on Facebook all the time? You know the one. It’s always in your newsfeed and by now it’s just annoying. No one wants to be that video, so make sure you have a variety of ads for your social media.
Pro-tip: When testing your videos ads, change one variable at a time so you can isolate what’s working and what’s not.
The Thank You Video
Your business didn’t get to the place it is today all on its own. Your loyal customers helped make that happen! Thank you videos are quick and to-the-point and are designed to show gratitude to your customers for their continued support.
Pro-tip: It can be a simple “You guys rock!” video or it can be more personal. You can post these on your social channels, website or send via email. Don’t be afraid to throw a promo code or coupon their way either, in fact, we encourage it. After all, customers are the lifeblood of any small business. Letting them know you appreciate them can go a long way towards building customer loyalty.
The Promotional Video
How does this differ from the traditional video? Good question! Where your traditional video ad is akin to a general television commercial, the purpose of a promotional video is more specific.
Promotional videos are created and distributed with a certain target in mind. This can be anything from an event to a discount or promotion.
For example, if you own a restaurant you’ll want a video that advertises your restaurant. That would be your video ad. However, if your restaurant also offers cooking classes, you would probably also want a video to specifically promote that event. This would require a different approach that would include information explicitly for the event such as the day, time, and cost.
If your restaurant holds several different events such as cooking classes, karaoke nights, and more, it is likely that you’ll want to add them into the mix as well. In fact, you may want to promote a specific cooking class out a series. Is it guacamole night this week? Pizza night next week? What about that cheese tasting next month? Put us down for that one!
Pro-tip: Simply put, promotional ways are great ways to push a specific event, sale or service and target the audience that it is relevant for.
So, what type of videos should you create?
Clearly, video marketing is an essential part of your overall strategy and luckily it’s not as difficult as it might seem either. To start, simply take stock of the different types of videos we just covered and decide which ones can benefit your business first.
Remember, video production is no longer a barrier of entry for your business so don’t be afraid to commit to a whole bunch of video types. With video-making platforms like Promo.com, you can easily create all the videos you need without breaking the bank.
So get ahead and start creating quality videos to promote your business to a large audience, pique their interest, and keep them coming back for more.