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Marketing With Video, Part 1

It’s no longer good enough to have a website for your business. Everybody’s got one. The question is, how engaging is your website? For your small business to reach its peak potential in this competitive digital market, your website must fully engage your customers.

Web video will help you to do just that. According to Nielson Research, over 70% of consumers watch videos online. Over half of those people will share the links to videos with others. Furthermore, 75% say they watch web videos that others have sent to them.

What makes video so powerful?

Web video is personal.

A video gives the viewer a chance to see you, hear you, and feel a personal connection with you – even from thousands of miles away. This allows your potential customer to develop somewhat of a relationship with you, feeling a sense of trust long before they make a purchase. Video can often make more of a connection than plain old text. It’s like having a virtual conversation.

The best videos for small business are ones that educate the consumer about your business and your products. You are giving your audience the vital information they need before they make a purchase from you. In essence, your website videos will serve to convince your viewers that you’ve got the perfect product they just have to have.

Web video is also economical.

Videos might just be the best value in the world of marketing. Videos give you the capability to capture your message once, in a very powerful way, so that it can be repeated over and over again with little to no work on your part. A well-done video is like having your own personal salesman 24 hours a day, 7 days a week.

The technology needed to create well-crafted, informative videos has come down in price over the years, making it affordable for most small business owners. Even better, once you’ve purchased the necessary equipment, you can use it over and over again. Once a video has been produced and uploaded to your website, there are virtually no additional costs. The economical price tag of video production is one reason web video has grown exponentially.

It’s all about the content.

You’ve heard it said that content is king, and that’s never been more true than in web videos. Content is the most important element in all your web videos – even more important than the technology behind them.

Here are some of the best types of video content to use for your small business:

Product demos

This type of video will allow you to show off your product or service in action. Take the time in your product demo to show exactly what your product does, and does best. Show off all the best features, and make sure that it works like a charm in the video.

You’ll want to show your audience why your product is worth buying and the value it will add to their lives. Even if you’re a service-oriented business, you can put the demo approach to work for you. For example, let’s say you own a lawn maintenance business. Take some video footage of several lawns “before and after.” Let the audience see what magic your service has done. This is your demo!

How-to video

How-to videos can be a powerful way to keep your audience coming back for more. Using the latest greatest kitchen gadget (that you just happen to sell), you can teach your audience how to do all sorts of things in the kitchen. These kinds of videos add value to your product because customers can picture how it will make their lives better, easier, and so on.


When people plan to buy something they often want to know what experience other users have had with it. The World Wide Web is a perfect place to share this kind of information. By crafting a video of testimonials about your product, you can provide 3rd party proof. Testimonial videos are just one more way you can develop a personal connection with your audience.

Interviews with company leaders or experts

This type of web video is probably the one that is least used, but it’s a powerful type of video nonetheless. Interviewing company leaders or experts is like having your own nationally syndicated talk show…with everyone is talking about your company and your products. These types of videos let the audience see inside the company and get a feel for how business is done. It can be a powerful tool for repeat business. An added bonus: interviewing experts in your field or niche gives the viewer the perception that the expert is giving an endorsement. It boosts your company’s credibility.

Ready to get started on web video? There are a few more things to know. Next time, we’ll talk about why the quality of your web video is so important, and how you can make sure yours meets the mark.

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