Using Video for your Business

Megan Rutherford: Sales and Marketing Column
Megan Rutherford has a diverse background in sales, marketing, and public relations. She has 15+ years of experience in helping small businesses grow their unique markets. Certified as an inbound marketer, Megan specializes in internet & email marketing, search engine optimization, social media, and more. Offline activities include direct mail marketing, public relations, and event planning.
Using Video for your Business

Putting the power of video to work for your small business has never been easier. There are so many options available today for videos to engage with customers and promote a business. Encompassing rich media content, boosting customer engagement, and ultimately converting sales are just a few of the benefits that video marketing offers. Not to mention the power that video has to show up higher in search engine rankings.

YouTube You Say?

With over one billion users on YouTube and it’s rank as the second-largest internet search engine, it’s no wonder that video isn’t a part of every business’s online marketing strategy. It’s not just YouTube that can be used as a platform to be part of a business’s video strategy. From Facebook, Vimeo, embedded videos on a business website, and other services, the opportunities are almost endless.

Conveying Information Through Video

Understanding what information the customer wants and how to communicate it is just one of the many examples of what video has the power to do. There are a wide variety of ways that video can be used in a business’s marketing, from highlighting a product or service, customer testimonials, or a how-to. These types of video come across as authentic and can resonate well with your business’s audience.

Tips and Tricks for Producing Videos

The thought of video creation can seem daunting, but with a little planning and research, it can easily be tackled. Between lighting, camera equipment, and editing software, it can seem complicated, but in reality, it doesn’t have to be. Both prosumer and professional cameras provide a variety of affordable options for a business looking to create videos. The prosumer camera typically encompasses a fixed lens to keep things simple and allows the user to press record and not worry about a ton of other features and functions. Whereas a professional camera, such as a DSLR, gives the user further control features. The majority of smartphones today are also capable of recording a high-quality video worthy of posting to social channels. Adobe Spark, Animoto, iMovie, and many other options are offered for free to relatively low cost to further brand and edit the videos.

The Many Benefits of Video

Video shows a high return on investment, so whether it’s a low budget film that just utilizes a smartphone or investing in equipment, there’s no doubt that it will aid in boosting sales. If you want to stay away from the do-it-yourself approach, there are videographers in nearly every city and town across the United States that offer affordable solutions. Plus, not to mention online companies that can also assist with a variety of video creation types.

Video is dominating on social channels, and if your business isn’t using it, then you are falling behind in reaching the customer. Creating authentic content and keeping your target audience in mind for video messaging will correspond to video success.

It doesn’t take a big budget or much time to complete a video, and no professional is needed. Customers are looking to see videos from businesses as opposed to any other type of content, the truth is that people actually prefer watching a video over reading. Video has a way of being not only more entertaining, but also can lead to higher conversion rates. A video marketing strategy is an excellent item to add to a business’s list of marketing tactics.