By now, the effectiveness of online video content is indisputable. Studies have confirmed again and again that video gets more engagement, and more shares, than any other type of online content. The issue that many small business owners face isn’t that they don’t value video, but rather that they’re simply unsure of how to produce it.
Actually, there are abundant opportunities for small companies to generate video content, potentially increasing their online engagement and brand presence exponentially. What’s more, an increase in video content doesn’t have to mean a huge budget. Often, it’s simply a matter of vision, intent, and creativity.
Ways for Small Businesses to Boost Their Video Content
Here are just a few strategies for companies looking to up their video productivity.
- Highlight the value you can bring to clients. What are some of the ways in which your products or services improve the lives of clients and customers? If you can answer that question, then you already have the foundation for a great video series. Consider putting together some short video case studies, just a couple of minutes apiece, highlighting the work you do and the difference it makes.
- Humanize your business. Do your customers feel like they are interacting with some faceless corporate entity? Or do they see the real human beings, hard at work behind the scenes? Customers will feel a greater sense of loyalty to your brand if they can see the human side of it. One way to facilitate this is by creating short, authentic, conversational videos with your team members: Quick interviews, employee introductions, behind the scenes footage, etc.
- Don’t get caught up in perfection. One of the biggest mistakes small business owners can make it assuming they need Hollywood production values in order for their videos to be effective. This couldn’t be further from the truth. While videos do need to have basic clarity and focus, it’s okay if they are low-key, casual, and maybe even a little rough around the edges. That’s because authenticity connects with people in a way that highly polished presentations sometimes don’t. Shooting a simple video on your iPhone is just fine so long as the content is compelling.
- Speak from the heart. There’s something to be said for candor, directness, and earnest emotion. Embrace these virtues in your video production. Doing something as simple as turning on the camera to livestream a quick thank-you to your customers, clients, or team members can be a great way to engender the goodwill of your audience.
- Tell your story. Customers won’t always remember the specs and details of your product line, but they may remember the story you tell them. As you think about video content, make sure you think narratively. This may involve outlining the story of how you started your company, why you got into your field, or how you arrived at your unique value proposition. Tell stories that stir the emotions, and that speak to the underlying mission and values of your business.
- Don’t shy away from short videos. Just as videos don’t have to be highly polished in order to be effective, they also don’t have to be particularly long. Even a 30-second or minute-long video can be enough for conveying something meaningful; what’s more, these bite-sized videos are often ideal for sharing on social media, where attention spans tend to be fairly limited.
- Get your customers on camera. This isn’t always easy to do, but if you’re able to talk a customer into sending a quick video testimonial, that can be a truly precious video resource. There’s really no better way to inspire confidence in your products or services than to allow your customers to hear for themselves, from another consumer, just how well they work.
- Answer common questions. Ask your sales representatives for some of the most commonly received customer questions; they are bound to have a list. Video can be a great forum for addressing these questions. Quick FAQ videos can educate your customers and clients, and also provide sales reps with resources they can pass along to their leads.
These are just a few of the ways in which your small business can ramp up its development of original video content.
The enCOMPASS Approach to Digital Video
At enCOMPASS, we work with our clients to produce a mixed portfolio of videos and ads: We believe in the importance of OTT and pre-roll/midroll ads, but we recognize that organic video content, shared on social media, can also be impactful. It’s not either/or. It’s both/and.
We’d love to talk with you about comprehensive video strategies that can help your small business connect with customers and clients and build a stronger brand presence. Reach out to us whenever you’re ready to chat with our team.
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