5 Ways to Use Video in Your Small Business Marketing

Do you use videos in your marketing?

It’s surprising how many small business owners have failed to recognise just how powerful videos can be in getting your sales message across compared to the traditional methods of advertising with words and pictures.

I’m guessing those of you reading this who haven’t tried video marketing yet either:

· simply don’t recognise just how powerful videos can be when they’re done right

· or you just don’t really know where to start!

The good news is that getting started is easy these days because the quality of the cameras on today’s smartphones is so good, therefore you don’t have to spend thousands having a promotional video shot.

We’ll talk more about your production options in a moment.

First though, if you’re wondering how video can actually help your business then I have 5 ideas for you:

1. Homepage or Landing Page Introduction

2. Product Demo

3. Client Testimonials

4. Facebook or Youtube Ads

5. Search Engine Traffic

Let me tell you more about each idea now…

Homepage or Landing Page Introduction

When you place a video at the top of your homepage it will instantly engage your visitors and keep them on your site longer. This is a good thing for two reasons.

Firstly the longer they stay on your site the more familiar they become with you and your product or service, which in turn leads to a much greater likelihood that they will buy from you.

Visitor retention gives you more time to get your message across. The benefit of video though is that you don’t need as long to get your message across because your brain can take in the video’s message much quicker than it can when reading text.

A well put together video will introduce your business, make you more personal and show the viewer the benefits you have on offer. It can dramatically boost your conversion rates.

The second benefit of visitors hanging around longer on your web pages is that it actually helps your search engine rankings. Google and the other main engines actually use visitor duration as a ranking factor in determining the relevance of your site.

Like your homepage, if you are running an advertising campaign to a specific landing page then your conversions will be dramatically increased if your landing page contains a video. Sometimes a simple video can lead to 200-300% increases in page conversions!

Product Demonstration

It’s highly likely that the majority of your visitors arrive at your web pages looking for information rather than to immediately give you money. This is particularly true if you offer an expensive or technical service or product. If your visitors are looking for information (and in particular that your product or service actually does what it says on the tin), then a video showing a demonstration of your product will your lead your viewer along the buying decision.

Statistics show that 65% of consumers like you and me will be far more likely to buy online if we’ve had the opportunity to watch a video first. So using product demonstration or review videos on your web pages is a smart move if you want to increase your online sales.

That statistic alone should be enough to convince you of the power of video in your marketing.

Client Testimonials

So far we’ve introduced your visitor to your business and shown them the benefits they’ll receive from you. Next you’ve demonstrated that your product or service does what you say. Now it’s time to gain their trust and remove the remaining risk from their minds.

Testimonials from your happy clients will help to achieve this. But rather than relying on written testimonials you can add credibility to the reviews you collect by asking for short video testimonials that they can take on their smartphones. When potential customers can see other happy people confirming that your service or product is all that you claim it to be, then they are much more likely to pull their credit card out or tap your number in to their phones!

Facebook Ad Campaigns

If you need more leads for your business, then using videos in your advertising could be the answer you’re looking for. Facebook ads that include a video usually attract a lot of clicks and certainly get more shares than ads without videos. But not only do they get lots of clicks, they also serve the purpose of warming your lead up before they land on your web pages making them much more likely to become a paying client than if they find you from a standard picture advert.

Think about it for a moment…

Video not only allows you to get your message over quickly, it also allows your viewer to get a feel for you and your personality, which in turn gives you the opportunity to build trust between you.

Search Engine Traffic

Finally, a fifth way you can use video effectively in your small business is to help attract free search engine traffic.


Well in a number of ways. Uploading your videos to sharing sites like YouTube, Facebook and Vimeo will give you links back to your site helping to boost its search engine rankings.

The videos on your web site help to keep people on your web pages longer and reduce your bounce rates. Both of these actions improve your rankings as the search engines perceive your page contents to be of more value to your visitors.

Also if you add a keyword rich title and description to your video when you upload it to YouTube, it may well appear in Google’s organic search listings (because Google owns YouTube) in its own right as well as your web site, in doing so attracting more traffic your way.

We touched briefly earlier on the subject of actually getting your videos made. In the next article we’ll discuss in more detail how you can get videos made for your business.

Hopefully after reading this article you can clearly see that videos can help in boosting your sales and profits, but if you can’t wait for the next article to get your video marketing underway, then click on this Small Business Video Production link now…

About the Author

Richard Taylor specialises in helping and advising small business owners with all aspects of their marketing, both online and offline, to ensure they achieve the rapid growth they're looking for...

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