When it comes to marketing, the power of video really can’t be overstated. Research by Statista found that 85% of internet users in the United States consume video content each month and social media platforms are becoming increasingly centred around video. Video content is no longer just YouTube’s domain; video-sharing app TikTok has taken the world by storm recently and even Instagram is shifting its focus with the introduction of the Reels and IGTV features. Meanwhile, research by Hubspot found that users are 64% more likely to buy a product after watching a video online.
You don’t need a Hollywood-worthy camera and state-of-the-art editing equipment to produce great marketing videos; in fact, more business owners than ever are simply using smartphones and a basic tripod or gimbal! Video is an inexpensive yet powerful way of driving sales for your small business, so here are some easy ways to use this to your advantage.
Many internet users are simply trying to solve a problem, not buy a product. Creating how-to videos helps you to establish brand authority and awareness by educating your viewers and delivering value to them. Furthermore, it helps you reach new audiences and get more traffic to your website.
Tell Your Company’s Story
Video is a powerful medium and storytelling is a very effective way of emotional marketing. Therefore, a video telling the story of your small business and how it came to be will help your audience to connect with your brand values and create a sense of loyalty. A company story video doesn’t have to be lengthy or cinematic, but it’s essential to convey your mission and message clearly.
Educational videos are a perfect way of showcasing your expertise and positioning yourself as an authority within your chosen field. Find out what your audience’s pain points are and create video content to help them solve their problems. Be sure to include a call to action at the end of the video to encourage your audience to take the next step with your business, whether that’s directing them towards your sales page or booking a call.
Explain Your Product or Service
Explainer videos help your audience to understand how your particular product or service can help them to solve their problems or achieve their aspirations. Use these videos to address the problem that your ideal audience is experiencing as well as demonstrating how your product or service can transform their current situation.
Last but not least, product videos are a powerful way to drive sales by showing your audience just how fantastic your offerings are. This is a chance to provide an in-depth explanation of your product’s great features, and an opportunity for you to showcase exactly how your product will prove transformative for your customers.
Be sure to include a strong call to action at the end of a product video and direct your audience towards your e-commerce or sales page.
The Power of Video
The above types of video allow you to reach new customers and passively build relationships with them so that they come to you ready to buy. In short, video can do a lot of the heavy lifting for you when it comes to sales, functioning as a virtual showroom. Moreover, a study by digital marketing company Insivia found that users retain 95% of a video’s message compared to just 10% of written copy. Creating video content is an extremely powerful way of boosting your sales, so grab your camera and start recording today.