Video is a powerful marketing strategy for small business owners.
CEO of VaynerMedia, Entrepreneur and Best-Selling Author Gary Vaynerchuk says, “The single most important strategy in content marketing today is video. Whether it’s video on Facebook, Twitter, Snapchat or YouTube, the content you need to be thinking about creating and marketing on social for your business is video. Period.”
Use video to share your story, explain your value proposition, build trust and authority and bond with your customers, clients and patients. Videos are memorable and effective because they help people process, understand and retain more information more quickly. In fact, research shows that not only do videos increase your visitor’s understanding and retention (viewers retain 95% of a message when watched in a video compared to 10% when reading it in text), but people are 85% more likely to buy a product or service after viewing a video on them. Plus . . .
The most common types of videos along with a few extra ideas are:
Before you start your script or press record, use this checklist and define the following elements:
While there are times when your videos will be off-the-cuff and unscripted, such as when capturing a testimonial or when witnessing an exciting unplanned moment, most business videos needs a script.
Scripts help you avoid:
To save time, start with an outline. If you are doing something other than a single backdrop for your video, create two columns for your outline. On one side, you’ll insert your audio script and on the other side, you’ll insert visual ideas you have.
When writing the script, start with a hook. Early on, within two sentences usually, state the purpose of the video. Use conversational and relaxed language. Be concise. Avoid jargon or buzzwords. Write in the first person. And use visual language.
Realize that you won’t have a lot of words. For example, a 60-second video only has 150 – 170 words, a 90-second video is approximately 225 – 250 words, and a 2-minute video is between 300 – 350 words. Note: Nearly two-thirds of consumers prefer video under 60 seconds (Source: Animoto). Keep things short and succinct and as easy as possible for the viewer to understand so there is no barrier for them to take the desired action. Convey complex ideas in as few words as possible.
Breeze suggests the following approach for your messages:
For Window Shoppers (people that are interested, but not necessarily doing research yet) Use a message that is “more about why they should be interested in what you have and give the kind of motivation to actually be interested.”
For In-store Browsers (people doing specific research or looking for information about what to do or how to do it) Go straight into content and give good advice or a demonstration.
For People at the Checkout (this group has done their research and made a decision about what they want to buy) Create a video that is mainly about structuring a deal for them. This could be talking about an incentive or bonus you are offering or something where you give assurances to the customer such as guarantees or warranties you offer that will help customers decide to buy from you.
Hi! <your name> here to answer a question I keep getting about how to <big goal or problem your customer, client or patient has>. If you are <description of ideal customer, client or patient you are targeting> <Accomplishing verb> <broad term for goal related to your product or service> can be really <discouraging/difficult> Especially, when <reason why that hits pain point>
We’ve discovered the best way to solve <problem> is to <your solution>. Here’s why . . . <product/service> enables <target customers, clients, or patients> to <accomplish types of things>, while making it easy regardless of <challenge 1 your company handles>, <challenge 2 your company handles>, or <challenge 3 your company handles>. Plus, <a unique feature you have> that <enabling verb> to <benefit you provide customers, clients or patients> will <something you guarantee or ensure> all while providing <something awesome you provide>. And best of all <a limited time offer you’re making or something that makes your product or service irresistible>
If you are experiencing <problem>, <call to action>, <company name and how they should contact you>
Before you shoot, read the script aloud several times and time yourself. Smooth out any places where you stumble and shorten your script if you run over the allotted time.
What other tips would you add when it comes to using video in your marketing? Share in the comments below.
Stacey Riska, aka "Small Business Stacey" is a serial entrepreneur who is passionate about saving small - and not so small - businesses one marketing plan at a time. She helps business owners become a #SmallBizMarketingWiz by teaching them marketing strategies that get MORE: MORE leads, MORE customers/clients/patients, MORE sales, and MORE profit. Stacey's in-demand "Small Biz Marketing Success Coaching and Mastermind Program" is transforming the businesses - and lives - of those who want wealth, freedom, and market domination. Her highly acclaimed book "Small Business Marketing Made EZ" lays out the 6-simple-step plan to get your marketing into ACTION - literally and figuratively. Stacey is also the creator of Cups To Gallons, the place where independent coffee, smoothie, juice bar, ice cream, dessert and snack shop owners go to learn how get into lucrative catering so they stop selling by the cup and start selling by the gallon. In this program she teaches from experience, as it was the key strategy that transformed her coffee and smoothie business from being $500K in debt to a 7-figure profitable business. When not saving the small business world, she enjoys sipping red wine, eating chocolate (who doesn't!) and spending time with her amazing husband.
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Great article. I need to create more videos!
This is awesome!
Thanks Diana. Now we need to get YOU doing video 🙂