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How many videos does your small business need?
Let me stop you right now. You’re probably thinking, “Wait—I need more than one video? One is expensive enough!” You’re running a small business, after all—you can’t afford to break the bank on marketing. But what if I told you the more videos you create, the more money you can actually make?
That’s right—there’s plenty of information about how beneficial video marketing is for your business, including its powers to help improve SEO, capture leads, and convert sales. The best way to unlock all that potential? Invest in multiple videos!
We know video can be expensive, so you want to keep costs as low as possible. You now know you need multiple videos, but how many do you really need?
Though every business is unique, and these videos might not look or work the same way for every business, today we’re going to review the best and most necessary video types for your small business and why.
Let’s get started!
The Company brand video
This should be an obvious one – so obvious, in fact, you may already have one! But it does need to be said: in order to promote your small business, you’re going to need to tell your brand’s story. How you do it is entirely up to you, but it must be done, and the best way to do that is with a brand video.
Brand videos are how you share your company’s mission and your founding story, if applicable, and introduce your viewers to the reason why behind your company. You’re addressing a problem you saw needed a solution. You want to make a difference in a community or an industry where you have a personal connection.
Above all else, this video is for attracting new customers by connecting them to your brand story, your brand style, and your brand mission. Post your brand video on your website, share it periodically on your social accounts, run it as a video ad to attract new viewers, use it in email marketing campaigns, or use it to cross-promote your company in a guest post. Without one of these, you’re missing a crucial selling point of your small business.
The Product Video
The product video is another essential video for your small business. A product video is a video focused on a specific product or service. If you only sell one product, this should come easily. If you sell multiple products, pick your top seller or one you want to better promote, and dedicate a video solely to that one product.
Product videos are typically less aspirational than brand videos, but that doesn’t mean they have to be all tech specs and marketing buzzwords. There are plenty of ways to bring product videos to life with unique style and vision.
Their main purpose? To engage online visitors and nurture prospective clients or customers by succinctly summarizing what you do and how your product or service works, especially if you’re running an ecommerce company.
The product video can be vital as part of your sales funnels, great for explaining how a product works on your Amazon or Shopify pages, and solid as social media and email marketing content, as well.
The Customer Testimonial
It’s been said before, but the best way to sell your business is to let your customers do the talking, and because video is such a powerful medium, there’s no better way to share what your customers have to say than through video!
Customer testimonial videos are powerful tools for a small business, especially when you don’t have the brand recognition of bigger companies to back you up. There’s no better way to nurture leads into potential customers than providing them value, and customer testimonial content does just that, moving leads from the consideration to decision stages.
Customer testimonials can look a few different ways: they can be in the form of a customer spotlight video, where the video is all about the customer and how your company helped them with their problem; they can be a before and after video, where you show your client or customer before your service, and then again after; or they can be an event video, where you capture real-time reactions from fans and customers who want to gush about your business on camera.
The Main Takeaway? Create a Video Series!
Gone are the days of creating a single explainer video, slapping it on your homepage, and calling it a day. While you should still definitely do that, because the content lifecycle is getting shorter and shorter, content creators now need more and more content to keep up the pace.
Instead of investing a massive amount on a one-time, one-and-done commercial, why not create a series of multiple videos you can use across multiple platforms and mediums to reach your marketing goals? They can be different, but united by theme, style, or subject matter. The more planned out and consistent they feel in terms of quality and look, the more they’ll help you establish a cohesive brand for your company.