How Small Businesses Can Use Video to Make a Profound Impact in 2018

Business.com / Marketing / Last Modified: December 6, 2017
Photo credit: weedezign/Shutterstock

With only a minute of video, you can help build your brand and reach your audience in these three important ways.

As 2018 approaches, the rising popularity of video content shows no signs of slowing down. Many experts expect video marketing to be one of the best ways to grow a business in the next year, thanks to its high ROI and engagement rates.

Creating this type of content may seem intimidating to some marketing teams that do not have the resources for high-quality production tools or a large social media budget. However, teams don't need to create feature-length videos to attract viewers. Studies have found that videos less than a minute long receive the highest retention rates – 80 percent – while videos longer than five minutes only receive around 50 percent retention.

As you begin to design your 2018 marketing strategy, consider these three ways short videos can help your business in the next year.

Develop thought leadership

Positioning your brand as a thought leader in your industry is one of the best ways to build trust with customers. By releasing content that provides valuable information and helpful insights through concise videos, you show your audience that your business understands the industry inside and out.

Focus on creating content that provides true and unique value. Tutorial, how-to and educational videos are great ways to connect with your audience and grab their attention. As the popularity of live video streaming continues to climb, many businesses can benefit from combining this trend with educational content by hosting live webinars.

With an average of 46 percent of viewers converting into customers, hosting webinars is a highly successful strategy for industry leaders. Livestreaming typically results in impressive engagement levels, especially when they are informational and helpful to the audience.

One of the best ways to establish thought leadership these days is with interactive webinars. For this purpose, ClickMeeting is a user-friendly video meeting tool that makes the planning and execution of a high-quality webinar quite easy. Equipped with tools for email marketing and registration pages for beforehand, slide decks and real-time polls for during the webinar, and analytical reporting for once your webinar wraps up, this resource can be influential in establishing your status as a thought leader.

The key is keeping the content short and sweet in a way that hooks viewers' attention and maintains it throughout the video.

Build customer proof

There's no doubt that a personal recommendation from a friend or family member is likely to influence purchasing decisions. However, studies have found online reviews these days mean as much as a personal endorsement to customers.

Getting your happiest clients to give you testimonials in video form produces a great sense of social proof and is a perfect way to build trust, as it provides potential customers a way to get to know your company in an unbiased way. Rather than just listing comments and statements from your customers, doing mini-interviews is a more candid and realistic way to share success stories.

Get creative with your testimonial content by recording your business helping customers with various projects or purchases. You could also sit them down for a one-on-one professional interview. Bravo is a great tool for filming and editing testimonial videos, thanks to its simple, straightforward design.

Users can auto-populate questions to make recording customer reactions and answers easy and genuine. Once recording has finished, you can post directly to YouTube, social media channels and your website.

Make your business human

A personal touch can go a long way. It also builds a meaningful connection between your business and customers. Many customers choose small businesses because of the friendliness and personalization they are able to provide, which they don't always find with large corporations. In fact, customers are willing to pay more for a company that can provide personalized service in ways that only small businesses can.

Even though your videos are meant to be seen by a wide pool of viewers, it's still a great way to communicate the personal story of your business and the personality of your brand. Use quick videos as a way to introduce yourself to customers in a more personal way. Share candid shots of team members and employees helping customers, interview workers, and record fun events that display your company culture in a genuine light.

In conclusion

Designing a successful and lucrative video strategy for the new year doesn't have to be super complex. Remember that, while audiences enjoy watching video content, they also have diminishing attention spans.

Be strategic in the type of content you release so each video provides value and captures interest in a concise fashion, rather than just adding to the noise. With a little bit of planning, creativity and a genuine interest in adding value for your customers, your video marketing will be a success in 2018 and beyond.

 

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