Mastering the Art of Video Marketing: Boosting Small Business Success

Have you adopted a clever video marketing strategy for your small business?

Video marketing represents a fantastic opportunity for businesses to build brand awareness and connect with their audience – and small businesses can enjoy these benefits as much as larger companies can!

Video marketing is an emotionally engaging form of marketing that uses video content to inform audiences and promote your brand. It can be used across an array of channels and in different formats, including but not limited to:

Pre-, mid-, or post-roll video ads embedded into an online or social media video
TV video ads
Video banner ads on a landing page
Live video on social media
Sponsored video or sponsored product placements
Social media REELS or STORIES
Paid video ads (Google Ads, Facebook Ads, etc)

A strategic video marketing campaign will consider your brand identity, target audience demographics, business goals and metrics, and it will determine the placement of videos and their context for the best results.

Why Video for Business Marketing?

Videos are unique in their ability to widely forge intimate bonds between brands or products and consumers. While text-based content is preferred by a handful of audiences, nothing else has quite the impact or widespread appeal of video.

Did You Know?

In 2020, YouTube was the most visited website worldwide[1].

Online video comprises more than 80% of all consumer web-based traffic[2].

More than 85% of businesses currently use video in their marketing strategy[3] and consumers who watch a brand video are 157% more likely to convert[4].

70% of B2B marketers claim that video converts more effectively than any other form of content and businesses that use video marketing increase revenue almost 50% more quickly than those that do not[5].

Including video content on landing pages can increase conversion rates by as much as 80%[6].

While including text on your website and other channels is imperative for SEO success, video is 50% more likely to support strong search engine ranks than text alone[7].

9 Key Benefits of Video Marketing for Small Business

Incorporating video into your marketing strategy offers numerous benefits for small businesses.

Just a few of these include:

Increased engagement

Video content tends to be more widely engaging than other forms of content such as text or static images. Video allows you to tell stories and convey information dynamically, quickly, and easily, and in a visually appealing, passively-consumable way. As such, more people are more likely to watch your videos all the way through than they are to read long-form text (watching video is a passive activity while reading text is active – hence requiring more human effort).

Improved search engine rankings

Video content is prioritised by search engines like Google in search results pages because it’s considered to be more valuable and engaging to a larger pool of users than text-based content. While text-based content continues to underpin SEO practices and results (and is essential to incorporate), cleverly adding video to your strategy is a smart move. By incorporating video into your wider SEO and marketing strategy, you can improve your search engine rankings and attract more organic (“unpaid”) traffic to your website.

Furthermore, YouTube is currently the world’s second-largest search engine (second to Google) – so can you really afford to not have a presence there?

Strengthen brand affiliation – stimulate audiences both visually and audibly to develop a stronger conscious and subconscious affiliation with your brand in the minds of your target consumers. As a small business striving for brand recognition in a crowded marketplace, video could be the thing that sets you apart.

Maximise product understanding – product showcase or explainer videos enable you to show as well as tell your target about your offer: what it is, what it does, how to use it, how it will solve their problem, and why it will improve their life.

Enhanced customer trust – video content can be very powerful in terms of building trust and credibility with your audience. Create videos to showcase your products or services, share genuine customer testimonials, or provide valuable information and establish your brand as an authority in your industry. This helps you to build stronger relationships with your customers for better customer retention and lead generation.

Higher conversion rates – video content is demonstrably effective at driving conversions as videos allow you to showcase your products or services in action, demonstrate their benefits, and provide a more engaging experience. Consumers overall also prefer video to any other form of content – so give the people what they want!

Boosting email click-through rates for email marketing campaigns, earning significantly higher response rates by including a video thumbnail into the email body with a click-to-view on your landing page.

Helping you appear in more feeds on social media, especially Instagram and Facebook – though TikTok is growing as a social platform alternative for businesses. It’s a great way to get in front of new audiences for lead generation.

Create informative or educational/training content, not just for your customers, but also for your B2B partners, sales team, and employees.

There are numerous other benefits of video marketing – and Dot-to-Dot Digital can help you explore your options…

Talk to an Expert Digital Strategist!

Do you need advice or help with video marketing for your small business?

We can help!

Dot-to-Dot Digital is a southeast Queensland-based digital marketing specialist working with clients Australia-wide. From content creation to social media marketing, website design to SEO, paid online ads to video marketing, and much more – we can help you get seen online and generate leads for your small business.

Talk to an expert strategist today – we look forward to helping you reach your online goals.

[1] https://ahrefs.com/blog/most-visited-websites/

[2] https://www.omnikick.com/40-video-marketing-statistics-mean-future-marketing/

[3] https://www.wyzowl.com/video-marketing-statistics/

[4] https://thegood.com/insights/video-marketing-strategy-statistics/

[5] https://infographicworld.com/video-marketing-stats/

[6] https://www.omnikick.com/40-video-marketing-statistics-mean-future-marketing/

[7] https://www.seoinc.com/seo-blog/seo-statistics-youtube-2020/

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