Remember the days when YouTube was just for music and funny cat videos?
It still has plenty of those things, but YouTube is much more than that now. It has become an invaluable tool for small business owners worldwide, including retail and local companies looking to expand their reach and maximize their marketing efforts.
Benefits of Video for Retail and Local Businesses
One thing you’ll hear a lot from us here at Small Business Rainmaker is how useful online video marketing can be for achieving noticeable sales growth. We believe (because it’s true!) that producing quality video content makes all the difference when it comes to an effective marketing strategy. But why?
For one thing, video allows you to demonstrate your products and services in real time, which in turn builds trust with potential customers. People are more likely to purchase a product after they’ve seen it in action versus a product they haven’t.
It also allows you to produce other helpful content for both potential and current customers, including FAQ, how-to, and demonstration videos. Making content like this available through videos on your website or social media platforms can free you up to spend more time on other aspects of running your business, such as production, marketing, or other customer service issues.
How to Get Started with YouTube
The first step to incorporating more video into your marketing plan is to start a YouTube business channel. According to Sprout Social, “YouTube’s growth is unparalleled when it comes to traffic, revenue, and a rabid user-base that just can’t get enough of video content.” It is the place to go to create whatever type of video content will best suit your business.
You can learn more about starting your own channel and how to use YouTube for business here.
10 Types of YouTube Videos for Local Companies
Using YouTube for business comes down to choosing the right type of video content for your company, making an action plan, and getting started. Here are 10 different types of videos that are useful for retail and local companies.
A product spotlight video is pretty self-explanatory: It’s a video that features your product to show what it does and why it’s so great. Telling a story about your product can be a good way to engage with potential buyers and help them see the personality behind your product; i.e., how it functions and why it’s worth having.
As you create, remember that showcasing your product should involve more showing than telling. Use colors, music, voiceovers, and editing to make your product shine. You can also include a call to action (CTA) at the end of your video so viewers will be prompted to take action in some way.
How-to videos are meant to teach customers how to use your product effectively. The benefits of how-to videos are twofold: They are good advertising tools and they represent good customer service.
Good how-to videos should be no longer than five minutes and should be clear and concise. Make sure you have access to a decent microphone before filming so viewers will be able to hear and understand your instructions clearly.
Product in Action
A step beyond the product spotlight video is the product in action video. This is where you get to showcase your product being used by your customers so others can see how it works.
Not sure how to start? Consider using a storyboard to help you tell an organized, worthwhile story. If you don’t feel confident doing your own voiceover work, hire a professional voiceover artist to do it for you. Making an action video that is both polished and exciting will help you relay the benefits of your product to future customers.
Answering common customer questions in the form of a video is a great way to present important information that people can get without contacting you directly.
First, compile a list of your most frequently asked questions (without including too many). Then answer the questions in a simple, conversational way. Try to keep answers as concise as possible. If complicated issues require comprehensive answers, provide the detailed answer in writing alongside the video.
And no matter what, be honest. Answering questions truthfully will help build your reputation as a trustworthy company.
Testimonial videos are a great way to share your customers’ thoughts on your products or services. Good testimonial videos should include a customer’s problem and how your product or service helped them overcome that problem.
It’s important that testimonials come off as authentic and not scripted. Focusing on customer emotions rather than only on numbers and statistics will help foster a more genuine connection with viewers.
Reviews are similar to testimonials in that they feature actual customer experiences with a product or service. However, while testimonials tend to focus on the customer’s backstory, reviews focus more on the product. They should also focus on the benefits of using a product or service rather than what it does.
Shopping haul videos feature influencers showcasing your products and discussing their qualities. These are especially beneficial for retail businesses as they allow viewers to watch someone interact with the products.
The main thing to consider before incorporating an influencer video or shopping haul: Be sure to choose the right influencer for your brand. To find out if an influencer is right for you, watch at least 10 of his or her videos to get a feel for the content. Check out audience engagement, including shares, likes, and comments. Finally, look for any red flags that indicate your brand values wouldn’t align.
These videos feature influencers opening up your products and interacting with them enthusiastically. Unboxing videos don’t need to be overproduced; instead, let whatever influencer you choose to work with have creative control over how the content is shared, as long as you sign off on the final product.
The key to a successful unboxing video, besides working with the right influencer, is packaging your product in a memorable way. Consider branding your packaging, using unique packing materials, laying out the product in a pleasing way, and including free samples or other treats.
Behind the Scenes
Behind the scenes videos give customers a glimpse of how your business works, which helps build engagement and trust. This is where you can take viewers through your production process and show how your product is created (or how your service is provided).
This is also a good opportunity to share your brand’s story, which will help customers see the human side of your business.
Meet the Team
Speaking of the human side of your business, meet the team videos help customers get to know the people behind your products. These videos shouldn’t be marketing heavy but should seem natural and authentic. Let your team get involved by allowing them to do as much video planning as possible.
Also consider that these videos have recruitment potential. When your team can talk openly and honestly about workplace culture, career progression, and benefits, others may see your company as a great place to get involved.
Final Thoughts on Using YouTube for Business
Starting a YouTube business page may seem like a daunting project, especially if you don’t have much experience with video production yet. Luckily there are many excellent resources available to help you get started.
Check out the YouTube infographic below for more details on how to incorporate each type of video into your small business marketing strategy.
Or use the Contact Us form to send us your questions. If we don’t have the answers, we’ll do our best to point you in the right direction.