So, I was recently talking with a fellow small business owner about video marketing. One the one hand, she understood the need for video because of its undisputed effectiveness. On the other hand, as a busy solopreneur there simply isn’t enough time (or desire) to learn video production skills or master a new video software.
It’s a resource dilemma that I hear about from many small business owners and managers.
As something of a marketing tool enthusiast, I happened to have a collection of several video creator apps. I showed her how to create short videos using one of them.
Much to her surprise, in minutes she had a video tip ready to post on social media. The video also included her brand colors and a music track.
If you’re thinking about using video for your small business but feel pressed for time or feel you lack video skills, there is a solution. The video here offers a quick glimpse into creating short videos for your business.
Creating short videos is as easy as posting to social media when you have the right video creation tools. And with the right tools, it’s a task you can delegate.
I’ll show you how to create videos with our Rainmaker Video Express™ apps in just a minute.
But first, if you’re on the fence about video marketing, allow me to explain two things.
One, why NOT using video can be detrimental to your revenue growth in ways you might not have considered.
Two, how to implement a simple video marketing strategy. That’s because video tactics without strategy will only get you so far.
Then I’ll demonstrate how to implement using intuitive video creator apps that don’t require any technical skill other than knowing how to use a basic computer.
If you want to skip ahead to the details about the video apps themselves or any other section, use this table of contents.
Let’s look at some compelling reasons why it pays to consider adding video content to your content marketing strategy.
And according to a Hubspot survey about video:
So, I won’t dwell on the necessity of video. I think you get the point. It’s here to stay and it’s an indisputably powerful marketing tool.
With the video technology we list below, you don’t need a video production team, a video budget, or video production skills. In fact, you don’t even need to film any video whatsoever to create a compelling video.
The one thing you will need is a little bit of time. With the video creator apps I’m going to show you, it only requires a few minutes to start creating professional videos which can instantly be put to use for ads, promotions, customer support, and more.
As with video creation, you do not have to be complex with your video marketing strategy.
Here’s the simple outline for an effective strategy.
An easy way to figure that out is to ask, “Where do I need the most help in my customer journey? Is it in attracting, converting, closing, or support?"
For example, if your lead generation needs help, it pays to focus on videos that would attract your ideal customer. These can take the form of tips, problem-solving videos or answers to frequently asked questions.
If conversion is a problem, in other words, getting them to give up contact info and speak to a sales person, then you can create videos to educate your clients about your products or services. Demonstrate specific ways that your clients benefit from your offerings.
Client testimonials—social proof—are another form of video that helps with both conversion and closing.
Once you make the sale, of course your job has just begun. It’s time to make and keep your clients happy. How-to videos are invaluable in educating clients about how your product should work. In my experience, this is one of the most important kinds of video you can create for your small business.
FAQ’s and tech support videos go a long way delighting your clients. In addition, they reduce customer support inquiries, saving time and money on your end.
My experience with business video is that videos can help you at any part of your customer’s journey. For instance, a how-to video designed for supporting clients can also be used to educate prospects. They may even be used in lead generation to attract your ideal customer.
Here’s a short list of the kinds of videos you can make to help you at any stage of the funnel.
Once you know what kind of videos you’ll be making, plan where to post them. The simple answer is that you want to post video wherever your clients are most likely to be found. This depends on your industry and niche.
However, there are a couple of places where everyone should have video: YouTube and your website’s blog and landing pages. Beyond that, post to your important social media channels.
Consistency is important with video posts, just as it is with text-based blog posts. Regular posting builds trust, credibility and authority.
The easiest way to create consistency in your video marketing is to use a simple calendar and commit to it. Even if you plan only one or two weeks ahead, it will keep you on track.
A calendar makes your video marketing part of your daily processes. You’re not panicking at the last minute trying to come up with a video subject or trying to figure out where to post it.
For example, if you want to start easy by posting one video every Monday, put it on your calendar with its title, author or any other relevant info. Whether you do it yourself or you assign it to a team member, it’s now someone’s job to get it done.
If you’ve never used an editorial calendar, you’ll be surprised at how effective it is. Looking at scheduled tasks has a wonderful way of prompting action!
In the beginning this is as simple as naming the video with relevant keywords, filling in descriptions wherever you post them, adding relevant tags, linking to your blog or other relevant page, and publishing the video on multiple platforms.
You can use your regular social media scheduler if you have one, to regularly re-post your evergreen content. Posting once is never enough. Good evergreen content will get results for years with consistent, periodic posting.
Use Google Analytics to track how your videos are performing. Also use the analytics available on each of the platforms where you post. YouTube, for instance, has valuable comprehensive data available about video watch time, engagement and audience demographics.
What you’re tracking is, of course, directly related to your original purpose. In the beginning, keep it simple. You can start by tracking which videos are getting the most views and engagement. That’s a clue to do more of the same.
Paid ads are also worth considering. My suggestion is that if you’re going to invest money in paid ads, do pay-per-view video ads on YouTube. As of this writing, they’re a tiny fraction of the cost of text-based pay-per-click ads, currently around 2.5 cents/view on YouTube versus $2.71 average cost per click on Google AdWords.
Believe it or not, you don’t even need to “film” a video to create a video. Video templates for businesses are available that make use of your photos or images (or public domain images).
Our Rainmaker Express™ online video editors make use of ready-made animations. You simply drop in your photos, your logo and edit the text.
In addition, you can add your brand’s colors, include music tracks, or add your own custom music or narration. In short, online video makers have become quite accessible and useful.
So, if you’re not getting as many leads and clients as you should, or if your competitors and community seem to be growing but you’re standing still, it’s time to get started with video marketing.
The seven online video makers listed below can get you started immediately. There is a video demo page for each video maker software to show you how each works, along with video examples of what you’ll be creating.
Check them out. If you have questions, use the Contact Us form and I’ll get back to you as soon as I can, usually within one business day.
StoriesXpress is a video editing app for making vertical videos. This type of video originally became popular with the vertical (9:16) mobile phone format on Instagram Stories. It’s now popular on all social media sites. Vertical video ads have been proven to cost significantly less.
More details on how to reduce ad costs with vertical video and a demonstration of the software here.
Your cover (header) is the first thing people notice when they visit your Facebook company page. It takes up about one quarter of the screen on desktops.
HeaderVid Express is a Facebook cover video maker. Use it to create compelling videos for this prime real estate on your company’s Facebook page. Videos export at the precise size required by Facebook for video covers. Get more attention and engagement. Feature new products and services. Highlight your lead magnet.
For more details on how to create and use a Facebook video cover go here for a video demonstration.
Local Video Express is a collection of video marketing templates designed for use by any kind of local or ecommerce businesses. Simply change photos, text and colors for unlimited variations on each.
Short videos can demonstrate your products, services, special offers, sales, employees and much more.
For a video demonstration of how our video maker for business works, go here.
What is a slideshow video and why should you use them? In the same fashion that images bring life to boring bullet point presentations, slideshow videos (a.k.a. presentation style videos) bring them to life with animation.
PresenterVid Express is an online slideshow video maker that tuns your images and text into short video clips in a landscape 16:9 format. And you don’t have to know anything about animating Powerpoint slides. It’s all done for you.
Get more details and a short video demo of the software here.
Video Ads Express is a video ad maker that makes us of the proven square (1:1) video format. Square videos, like vertical videos, allow you to create video ad campaigns at substantially lower costs than conventional landscape format videos.
It's ideal for Instagram ads videos.
Go here for more details on why this is so, along with a short demo on how you can get started with this easy-to-use app.
Video templates for realtors and real estate agencies who want to increase online visibility for their properties. Create short videos using photos you already have in your listings. Post to all your social media channels, website, and listing pages to rank higher in local real estate listings.
We show how video is proven to be more effective in local listings. Plus, a short demo of how the realtor video maker works.
If your business is in the healthcare industry, you can benefit from video, including in ways you might not have considered. Simple video marketing tactics using short video works in B2B and B2C scenarios.
We demonstrate how video can increase leads, improve customer satisfaction and grow your healthcare company’s sales with a modest effort. If you can operate a computer or smart phone, you can create effective videos.
More details on how to use video in your healthcare business and a short demonstration of how to use the video app.
“The biggest success in our advertising has been with video!
As a pet industry business owner, the competition is hard, but video has set us apart from the rest - we are usually booked 3-4 months in advance (at $3k + per client!)"
"Each week I share a one minute video of an item in your kitchen that you are told are healthy but are never explained why. That's where I come in.
By staying constant with my branding, I've not only authentically increased visibility and clientele and offered a takeaway, I've found the proper branding has given me the edge to partner with media outlets as well as health based companies."