Getting Started in Video Marketing for Small Businesses
by Julie Weishaar
January 11, 2020
Getting Started in Video Marketing for Small Businesses

Small business owners have unique marketing challenges. The larger brands have higher budgets and more resources to get their message out. However, there are many cost-effective options to include small business video in your marketing initiatives to connect with prospects online.

Video marketing has leveled the playing field for the little guy on the Internet. Video is versatile. Brands can apply it to everything from introducing products to showing how to use them.

Creating and producing video content doesn’t have to be costly or labor-intensive. From creating a vlog (video blog) to demonstrating a product, videos have been proven to engage your audience.

Video cuts through all the clutter on the web to enable small businesses to use the power of visual content.

Why is Visual Content Effective?

You have all heard that content is king. Visual content including videos, images, memes, and infographics are engaging and appealing to visitors.

They entice people to learn about your brand, visit your website, and purchase your product or service. The proof is in the pudding. Content that includes visuals is viewed 94% times more than content that doesn’t.

The results of a 2018 B2B Content Marketing Benchmark Survey showed B2C marketers chose videos (45%) and photos or illustrations (29%) as the most effective content marketing strategy.

The continued relevance and importance of visual content are exemplified in the statistics below:

  • 80% of marketers include visual assets in their social media marketing strategy (Social Media Examiner)
  • According to Cisco, videos will make up 82% of all consumer traffic globally
  • 54% of consumers studied wanted to see more videos from a business or brand they support (HubSpot)
  • Landing pages that include a video see increased conversions of 86% compared to those that don’t

Stories not only move people they also move product.

How can companies with a limited budget get started using video for their small business? Start by creating some of the most popular forms of video content.


Video blogs are easy-to-do (for those who aren’t camera shy), are proven to increase SEO, and ideal for engaging your audience.

Small Business Video Interviews

Conduct interviews with executives and staff members to add a personal, family feel to your image.

Frequently Asked Questions (FAQ)

A clear and user-friendly Frequently Asked Questions (FAQ) video will help answer all your customers’ questions about your product or service. It will also save time on customer service.

Talk with your customer service department and ask them the types of questions and problems they hear most from your customers.

Your viewers will thank you for an online video that explains the answer before they even ask. The helpful nature of your video is the primary purpose.

But, views also lead to sales as many people will click through to your site for more information.

Small Business Video Tours

Include a video tour to give consumers the inside scoop on your business. This could be a tour of your facility or a thorough 360-degree exploration of your product or service.

Customer Testimonials

Testimonials from satisfied customers are extremely attractive to potential buyers. This is a great way to get your feet wet with online video.

Start by approaching some of your long-term customers who are willing to share the tangible results they have experienced as a result of using your product or service.

Promotional Videos

Promotional videos allow brands to tell their story visually in an artistic, creative, compelling, engaging, and even a humorous way.

When done correctly and effectively, they will grab the attention of viewers, can go viral and get massive exposure.

Product or Service Demonstrations

Demonstrating how your product or service works gives consumers the information they need to make a purchase decision.

Costco is an excellent example of a brand that utilizes this concept. What better way to urge customers to buy a product than letting them taste it first?

How to or Instructional Videos

Using step-by-step instructions to show your buyers how to work with your product is easier to do today than at any time in the past.

This is so because of tools like Camtasia, PowerPoint (yep, even PowerPoint can be used to make videos!) and a multitude of other similarly inexpensive and easy-to-use video making templates and software.

Many business owners think of video production as complex, labor-intensive, and expensive.

However, there are many cost-effective options for video production that will enable even the smallest budgets to connect with prospects online.

Hand-held video cameras, web cameras, and cell phone cameras have come down in price and are streamlined for ease-of-use.

Most personal computers have standard video editing software and tablets offer apps designed especially for this purpose.

This means making and sharing video is now accessible to everyone, regardless of budget constraints.

Of course, professional footage has an edge over do-it-yourself, but even professional videos are affordable and well within the average small business owner’s budget.

Using video animations is another way for small businesses to relay their brand story. They are entertaining, informative, engaging, and compelling.

Creating animated videos for your small business is an efficient and cost-effective strategy to promote your small business in creative and unique ways.

Getting Started in Video Marketing for Small Businesses

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