Running a successful small business today is nothing like it was in the past. It’s no longer as easy as setting up shop and watching the customers flood in. Referrals and word of mouth seem to be a rarity these days. The level of competition is much higher. Toronto, for example, has over 8,100 bars and restaurants. This represents only 6.5% of the businesses in the city. There’s a lot of competition for customers in and around the city.
Success today is about much more than having the coolest ads or unbeatable prices. If you want to beat the competition and stay ahead, you’ll have to find a way of establishing a loyal customer base. This involves gaining your customers’ trust and this is where the challenge lies.
Many of our customers are small to medium size businesses struggling to find their voice. They struggle to make a good first impression and instill a sense of credibility. There’s no better way to do this than through online video marketing. For the past couple of decades, we have helped companies in Mississauga and the Greater Toronto area find their voice through effective messaging in videos that work. According to HubSpot, more than 50% of consumers would like to see more videos from marketers.
However, with the flood of online content, it can be hard to get the type of attention you need to actually make an impact, especially for a small business with a limited marketing budget. The answer lies in prioritizing content that will have the biggest impact on your business.
Successful video marketing essentials
The following are three videos that you should consider for your marketing campaign.
- Explainer video
This ought to be a top priority for anyone looking to make a real impact. These are a great way to show a visitor to your website or a potential customer what your services or products are about. Many explainer videos are motion graphic based but they can be live action as well. The key is to have a clear, concise message. They are a great way to show that you’re legit in a simple and visually engaging way.
It’s vital that you keep the content relevant and professional as opposed to flashy. You don’t need to have a big budget. Simple DIYs are a great way to answer questions on how your products or services work. You can always have it upgraded later to a version that better resonates with your audience.
- Company story
You don’t have to have a particularly remarkable story to tell. It’s how you tell your story that counts. Purchasing decisions are often not based on logic as many would like to think. They are instead based on emotions. Rather than trying to appeal to your audience’s reason, you should appeal to their psyche.
Your company story should show off what makes you special and unique – your unique selling point. It should give your organization a human face and your audience something that they can connect to. Show them how your brand will give them a positive experience and bring them value.
A testimonial video by a customer who has used your service or product and has seen tangible results makes a huge difference and speaks wonders for your brand. The ROI for these isn’t easy to predict at the outset. However, a solid testimonial from one or two clients can be the golden goose you need.
Your testimonial videos will help visitors gain confidence about what you have to offer. Your subjects should therefore be authentic. Your prospects should see themselves and their concerns reflected in the subjects.
Video marketing is one of the most effective ways to grow your business, build trust and establish credibility. We’ll help you show your audience what you have to offer and help to establish that connection that will be the first step to a long-lasting relationship. Contact us today to speak to our video production and marketing expert.