Video will play (pardon the pun) a pivotal role in the marketing strategies of small and independent businesses during the 2020s. In fact, by 2022, online videos will make up more than 82% of all consumer online traffic. If your business is new to video marketing, then there’s never been a better time to start and gain an edge over your rivals.
So why is video production and dissemination about to take over the world of marketing?
Video Helps Customers Discover Your Business
As the title suggests, well-executed video promotions can attract 300% more traffic to your website, driving up leads and sales. If you’re a small business, imagine how you would fare with a 300% increase in your chances of earning new customers? You’d be pretty happy.
Furthermore, video is only set to become a more powerful tool to unearth new clients as we move forward. Search engines such as Google are attaching increasing importance to video when it comes to ranking business websites in their search results. Even today, a website is 53 times more likely to reach the front page of Google if it includes video. That number is only expected to increase moving forwards.
Whether you’re a local tradesman, takeaway restaurant, or an independent bakery, you need to be found online if you are to stand any chance of succeeding in today’s online-first business environment. No other medium can achieve this objective as effectively.
Promotional Video Is More Convincing Than Other Marketing Methodologies
Another reason video is proving so vital to small businesses is that it’s much better at converting interest and awareness into sales. Initially, that’s because video drives up comprehension of your brand’s messaging. Viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading it in text.
This increased understanding of your product or service leads to more customers following through on your call to actions (CTAs) placed within the video. For instance, 64% of consumers will make a purchase after watching branded videos on social media platforms.
Concerning Facebook specifically, which is the most popular social media platform, 62% of people said that they were more interested in a product after seeing it in a Facebook story. These are metrics simply not witnessed in any other form of marketing for small businesses.
So if you’ve been convinced that you want to try a promotional video campaign, what are the best practices to make sure it has the maximum impact?
Promotional Video Best Practices
Trying out your first video production can be daunting if you’ve never tried it before. While you can attempt to make your own mobile-phone-shot productions, it’s important to note you’re not going to achieve the sorts of figures mentioned above with these lower-production-quality videos.
However, even when engaging the services of an experienced video production company such as Gray Media, it’s necessary to keep the best practices front of mind to make sure you don’t waste your marketing budget on videos that don’t convert. With that in mind, it’s useful to revisit the stats.
When it comes to engaging potential customers, videos that last under two minutes receive the most engagement. However, you need to grab viewers straight away since 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes.
Sound is also a factor that many businesses looking to utilise video don’t consider until relatively late into the process. When it comes to social media video campaigns, where you place your ad will have a considerable influence on how effective your music background is. For instance, On Facebook, 85% of videos are watched without sound, whereas on Instagram, 60% of videos are viewed with sound.
Isn’t Hiring a Professional Video Production Company Expensive?
Not as expensive as you might think. Plus, if you have an excellent video that increases your business by over 100%, you won’t be regretting your investment.
As a small business ourselves, we understand that every penny counts when it comes to marketing. That’s why we’ve worked diligently to create a package that delivers as much bang for the buck as possible.
Our promotional video package for small businesses includes:
A 30-second-long promo video
Several stills of products/service
Optimisation for social media posts
Bespoke animated graphics
And much more!
Here's a great example of what can be achieved for minimal cost;
Prices start at just £595, with extra features available for those of you who really want to make your promotional video “pop”! When you consider that, for many businesses, this cost would only take a dozen or so new customers to recover, we believe this is an excellent value-for-money investment.