Boosting Your Customer Base With Small Business Video Marketing

Read Time: 4 minutes

All businesses rely on a loyal customer base. However, cultivating a strong customer base is particularly important for a relatively small business.

One way to attract more leads (who, ideally, will become customers!) when running a small business is to embrace the power of video marketing. Video offers you a dynamic means of reaching a potentially large audience.

The following guide on how to increase your customer base with small business video marketing explains why your business should generate promotional videos regardless of your particular niche. Doing so can help you find customers who might otherwise never know your business existed. 

Benefits of Video Marketing for Small Businesses

If you’re not taking advantage of video marketing, you’re doing yourself a disservice as an entrepreneur. Research indicates approximately 91% of businesses now leverage video marketing to some degree. They do so because it’s effective.

The benefits video marketing can offer to small business owners striving to grow their customer base are numerous. These are merely a few noteworthy examples:

  • Reaching more potential customers, as video content tends to yield higher levels of engagement than other types of marketing content
  • Using color, music, and various other dynamic elements to help a small business establish a brand
  • Showcasing a small business’ products and services in a manner that other forms of content can’t match
  • Allowing a business and brand to forge an emotional connection with an audience

It’s also worth noting that mobile internet browsing has now overtaken desktop browsing. This has contributed to the rise in video marketing. Many potential customers of yours likely find it easier to watch a video than to read an article on a small mobile device’s screen.

Types of Videos for Small Business Marketing

If your goal is to increase your customer base with small business video marketing, it’s wise to familiarize yourself with the various types of marketing videos you might create. Consider the following:

  • Product demonstration videos: It may not be immediately clear to a lead how your product works and what type of value it may offer them. With a video, you can demonstrate your product in action. Doing so may boost sales.
  • Customer reviews and testimonials: Testimonials play a major role in influencing someone’s decision to buy a product or pay for a service. If others confirm a product is worth their money, potential customers may be more willing to buy it. Video testimonials are particularly effective because they allow satisfied customers to express their happiness to a greater extent than text-based reviews can.
  • Informational videos: Establishing yourself as an expert in your niche or industry may be critical to gaining customer confidence. You may achieve this goal by releasing videos in which you provide information that your customers might find valuable. For example, if you’re running a small law firm, you could release videos answering client questions about the law.

Again, those are just a few examples. Others include:

  • FAQ videos
  • Skits and comedy sketches
  • Company values videos
  • Live webinars
  • Behind-the-scenes videos

Be aware that your videos don’t have to be live-action. Animation can help you illustrate ideas that might be difficult to capture on film.

Additionally, your marketing videos don’t need to be exclusively customer-facing. For instance, you could also make videos highlighting your company culture as a means of attracting potential job candidates.

(Our guide on types of video marketing for small businesses offers more information on this topic.)

Platforms and Distribution Channels for Video Marketing

To increase your customer base with small business video marketing, it’s not enough to merely generate strong videos. You must also distribute these across multiple channels to cast a wide net. Options to consider include the following:

  • Your website
  • Facebook
  • Twitter
  • Instagram
  • Indeed
  • YouTube
  • Your blog

Keep in mind that you may need to modify your videos for different platforms. For example, while a longer video might be ideal for YouTube, you may have to shorten it for the purposes of a Facebook or Twitter ad. The more you experiment, the more you’ll learn which types of videos are best suited to which platforms.

Creating Compelling Small Business Videos

Specific ways you may produce videos that resonate with your customer base can vary depending on the nature of your business, the types of videos you’re producing, and more. However, the following general tips for creating attention-grabbing small business videos will likely apply to most businesses, regardless of industry:

  • Aim to educate, entertain, or both
  • Use music and other such elements to add emotional depth to your videos
  • Use quality equipment and tools throughout each step to ensure the finished product impresses
  • Keep it concise

It’s also a good idea to consider using a brand-centric color scheme whenever possible in your videos. Doing so helps you strengthen a lead’s relationship with the brand when they watch your video content.

Promoting and Measuring Video Success

Distributing your videos across multiple platforms is just one way to promote them. Other methods include:

  • Include videos in your marketing emails
  • Link to relevant videos in blog posts and other such text-based pieces of content
  • Partner with other business owners to share each other’s videos
  • Consider paid advertising
  • Share your videos on relevant online forums

Once you’ve released your videos, you also need to track their performance to ensure they’re helping you grow your customer base. Specifically, you should:

  • Confirm your videos regularly attract viewers
  • Monitor how much time the average viewer spends watching one of your videos before clicking away from it
  • Track how often a video results in a sale or other such conversion
  • Use data from your video marketing campaigns to learn more about your customer base’s demographics

Monitoring the effectiveness of your small business video marketing efforts will help you learn more about what does and doesn’t work. If you apply these lessons over time, you’ll find that video marketing becomes an even more powerful tool than it already is.

Embrace Video Marketing to Expand Your Customer Base

Video offers a uniquely effective way to increase your customer base as a small business owner. Luckily, you don’t need major video production experience to take advantage of it. You don’t even need a large video production budget.

Powtoon offers templates and other such tools designed to help beginners create countless types of small business videos with ease. Sign up today to learn more about what Powtoon can do for you!

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Hanna is Powtoon's Content Marketing Strategist. She joined Powtoon as a copywriter in 2019, after graduating from university with a specialized degree in marketing and business. She continues to inspire people to create incredible video content with blog posts, videos, guides, and more. Hanna's passions include reading, singing, and caring for animals (#proudvegan). Nothing makes her happier than waking up to her two black kitties who, contrary to popular belief, are good luck!
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