by | Small Business |


Benefits of Using Video to Promote Your Business

From TikTok to YouTube, video is everywhere. But as a small business owner, you may still be wondering if there is a reason for you to embrace it in your marketing initiatives. Well, there is—and no matter the size, industry, or focus, video can help you engage prospects and facilitate sales.

Statistics Don’t Lie: Video Works

  • Video is Everywhere: More and more video content is being watched now than ever before. 85% of all internet users in the United States watched online video content monthly on any of their devices.
  • Video Content is in Demand: Whether they’re shopping for your product or looking for support, users want to see video. In fact, according to HubSpot, 54% of consumers want to see more video content from a brand or business they support.
  • Video is Engaging: Want to be memorable? Video delivers. A PopVideo study found that someone learning through textual content is only 10% likely to remember content, compared to 65% with visual content, and 95% with video content.
  • Video Makes Conversions Happen: Whether it’s seeing someone else enjoying a product or offering a personal touch to an ecommerce sale, video helps to move people through the funnel. When video and text are both available on the same page, 72% of consumers prefer video to learn about a product or service. (Wyzowl)

Impact at All Stages: The Role of Video Marketing

The importance of video comes down to more than just statistics—video delivers for users at all stages, whether they’ve never heard of you or are using your brand religiously. From a quirky ad designed to make customers aware of your brand or product to an unboxing, demo, testimonial, or more, videos keep people engaged at all phases of the buying cycle.

Awareness

If anything, video is best used for awareness. In the same way that traditional television advertising has given us memorable content for decades, YouTube preroll ads, can have the same effect. Dollar Shave Club, Harry’s, and Manscaped each have solidified themselves in the male grooming space with this ad strategy. But add this to well-targeted and well-made video ads and anyone can get the same awareness.

Education and Customer Vision

A well-educated customer is a customer who is likely to convert. Whether it’s real estate, software, or telematics, educational video is going to answer questions before a lead asks them. If you were selling a product – it could be a 3D modeling software, a CNC machine, or a business management solution – what’s the best way to present it?

Proven Value

Everyone loves a good case study—but a video testimonial goes above and beyond. Not only can this type of content educate your customers on the importance of your product, it can really capture how people feel about using your product or service. Hearing about the benefits of your product or service from a customer can carry more weight than the same statement coming from your company.

Conversion

One of the hardest things about any marketing initiative is getting a prospect from interested site visitor to lead and then from lead to customer. You might have some great introductory content—blogs, infographics, product pages that present your products and services, but to get a site visitor to fill out a form in order to speak with a salesperson is another battle.

According to Unbounce, incorporating a video on your landing page can increase conversions by as much as 80%. When paired with just enough information to satisfy search engines and cause visitors to click on the video, this content can be the final step to converting a visitor into a lead.

Satisfaction

Video keeps working even after the sale. After all, it’s memorable for viewers, provides the same personal touch they expect in the education stage, and can engage current customers as much as potential customers. Though there are many ways to approach this, satisfaction through video often falls into two categories; hands-free support and customer improvement.

Hands-Free Support

Everyone consumes content differently. Similarly, everyone wants to receive support differently. Some customers may prefer calling a customer service team, younger customers may find value in chatbots. But something that bridges the gap—especially for an easy tutorial—is video.

According to HubSpot, incorporating video into your knowledge base allows customers to help themselves—and allows you to do this much more affordably.

Customer Empowerment

Not only can a well-planned video strategy make it easier to support your customers who need a fix, it can help your users get more out of the product or service. Think back to the days of customer user groups—days-long events designed to train users on the nuances or advanced features of the product. Now? These can be replaced with simple, straightforward video series designed to help beginners understand how something works or help power users to get even more from the product.

Even simple consumer goods can incorporate videos in the satisfaction and delight phase. Say you sell pomegranates and want to help customers understand how to open one of these delicious fruits with minimal hassle. Simply toss a QR code sticker onto the outside and once scanned, offer a branded video that helps customers peel with ease.

Video can make customer empowerment easy by breaking up a complex lesson into manageable chunks. Like educational content, video in this phase shows how much easier a customer’s life can be—but goes further by showing them how to get to this easier life.

Recruitment

It’s not just the sale or the support; video can help shore up your hiring pipeline. By delivering personality and adding humanity to your business, you can help establish your corporate culture, promote your business, and help people envision where they will be on your team.

Types of Video Content that Your Audience Craves

Depending on the phase, the length of the buying cycle, or the complexity of your product, different types of videos fit into different phases of the buying cycle. Here are just some of the types of video content that help to connect your brand to your users:

  • Demo Videos: Providing insight on how your product works and how users can make use of it, demo videos fit into both the education and satisfaction stage of the cycle—though with different purposes.
  • Brand Videos: Designed to present who you are and why you do it, brand videos explore your vision, passion, and mission while positioning products within the larger picture.
  • Event Videos: Help educate and show off your business with videos from your customer events. This humanizes the brand and the customers and helps to drive meaningful connection while delivering educational content.
  • Expert Interviews: Show off who you know. Capturing interviews with internal experts or thought leaders in your industry is a great way to build trust and authority with your target audience. 
  • Foundational Education Videos: Answer how you can make users’ lives easier. Instructional videos can be used to teach your audience something new or build the foundational knowledge they’ll need to better understand your business and solutions.
  • Explainer Videos: Drive the point home. Highlight the challenges of users and document their journey to success. This type of video is used to help your audience better understand why they need your product or service. 
  • Testimonials: Show off who you’ve helped and how you helped. One of the best ways to prove this is by creating case study videos that feature your satisfied, loyal customers.

There for You: Acadia Insurance

At Acadia, we’re all about helping businesses throughout New England thrive. Our mission is to provide superior service and product as close to you as possible, providing you with the backing you need to proceed with confidence.

We understand what you want most from your insurance is security and peace of mind. That means knowing you are backed by an insurance company who will support you every step of the way to help you protect your business.

With Acadia, not only can you get coverage tailored to your needs, but you will also receive support from dedicated claims professionals to guide you through the claim process in the event of a loss. That way, you know exactly what to expect. Knowing your claims professional by name and a hand shake – that’s “Closer Coverage”. Get to know more about how we work and find an agent near you.

Acadia Insurance is pleased to share this material with its customers. Please note, however, that nothing in this document should be construed as legal advice or the provision of professional consulting services. This material is for general informational purposes only, and while reasonable care has been utilized in compiling this information, no warranty or representation is made as to accuracy or completeness.


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