Why Video Plays A Key Role In Today’s Marketing Scene

Michael Plummer, Jr. is President/CEO/CTO of Our Town America, a premier New Mover Marketing franchise.

Video is quickly becoming a vital tool for small-business owners to help them leverage their brand, build loyalty and add new customers. Before you start filming, try out some of my video marketing tips to put you on the right path.

As mobile communication evolved from pagers to smartphones, small-business owners learned to adapt to increase sales. Over the past 10 years, the number of people with smartphones has increased by 50%, enabling savvy business owners to launch email marketing campaigns, open social media accounts and learn how to tweet. TikTok dances, YouTube celebrities and social media influencers are prompting many small-business owners to implement video marketing to help reach customers on their mobile devices. Video marketing skyrocketed during the pandemic as local companies tried to drum up business when customers were staying close to home.

Video Adds Value

As a small-business owner, it’s likely you’re already experiencing a labor crunch and recovering from the effects of the past two years. Adding another marketing tool to the mix may give you pause. Regularly updating social feeds helps boost your online presence, but video goes a step further, and its popularity is on the rise. The number of people who watch online videos has doubled since 2018. And according to a survey of 582 marketing professionals and online consumers conducted by Wyzowl, a video marketer, nearly 81% of businesses are now using video marketing to tell potential customers about their brand. To understand if video is right for your business, take a look at some of the pros of tapping the record button:

• It Works. At least 87% of marketers said it gives them a positive return on investment, according to Wyzowl.

• Improves SEO. Video is an attractive medium because it ranks high on social media news feeds and can improve your search engine optimization. It’s easy to share video across multiple platforms, which can help reduce your workload. Video is also a valuable sales tool, giving you a platform to speak personally to potential customers at a lower price tag than television ads.

• Easy to create. As an added bonus, small-business owners don’t need a film crew to create videos. Online videos are typically less than two minutes in length, and your mobile phone can get the job done. Even busy entrepreneurs are hopping on board.

Make A Plan

Like any component of your marketing effort, it’s important to make a plan to include video content. Make sure you consider your target demographic and buyer persona as you make your foray into video.

Here are five easy and creative video marketing tips to help you get started:

1. Social media stories. Test the waters by creating a series of social media stories. The 10-to-15-second video clips are a nonformal way to engage your customers and tell them about your products. These days, nearly all the popular social media platforms allow you to create a “story.” Stories are a great way to give a quick behind-the-scenes look at your business or link to informative external content to entice customer traffic.

2. Testimonials. Nearly 91% of customers check out an online review before visiting a business. Filming a testimonial or success story can prompt people who are on the fence to give your brand a test drive.

3. QR codes. Encouraging people to watch a video doesn’t have to start online. QR codes are a great tool for directing people to any of your content online, including videos. Blanket a neighborhood with direct mail postcards featuring a QR code that leads people to your latest video. If your video was filmed with a specific audience in mind, you can target your direct mail to reach your audience by a variety of markers, including income, age and household size. My company added value to the welcome package we send to new movers by using QR codes to help our customers drum up business.

4. Boomerang videos. Similar to cartoons, the Boomerang app from Instagram creates videos by trimming a video down to play in a loop. It’s short and can be made in minutes.

5. Highlight your team. Video is an ideal medium for showcasing personalities. You’ve done the work to assemble a great team—let their dedication and customer service shine by filming them on the job.

The great thing about online videos from a marketing standpoint is that you don’t need to be the next Steven Spielberg or Martin Scorsese to generate results. Snag your smartphone and start experimenting with video marketing to extend your reach and ramp up profits.


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