8 tactical ideas for your small business video marketing plan in 2016
Ok, ok, we get it - video is huge and we get it that mobile has risen to become the leading digital platform and overtaken desktop traffic with video dominating that growth - so, here are eight ideas you should consider for your businesses video marketing plan this year (with lots of example videos).
1. Show off your products
Use video to highlight a selection of products you offer, and be sure to add new videos of new products or lesser-known products. You could even shoot extreme close ups and engage your customers by asking them to guess the product. Great contest idea!
One of the most successful product marketing campaigns ever, seen below, was from a company that makes blenders. The CEO, Tom Dickson, explains in a recent interview,
"'Will it Blend?' was developed accidentally by a new marketing director hired in 2006. I have always been one to try to break my blenders to find their fail points and determine how I can improve them. George, the new marketing director, discovered some of the wacky things I was doing to my blenders ... With a $50 budget, George bought a Happy Meal, a rotisserie chicken, Coke cans, golf balls, and a few other items, and they made five videos. Six days later, we had six million views on YouTube. Six years, 120-plus videos, almost 200 million views later, 'Will it Blend?' has been named as the number one viral marketing campaign of all time [by Ad Age]."
2. Show how it's made
Show your customers the origins of their favorite products with video showing various points of the manufacturing or creation process. If the process is a long one, consider making short videos that follows the product from inception of delivery.
We all know and love Lego. A classic toy that has fuelled the imaginations of millions of children worldwide for decades. It has become so popular that adults are an increasing market share for Lego with Brad Pitt, David Beckham and Will.i.am all playing Lego. Below is an example of a broadcast showing how these deceptively simple toy blocks are made.
(source: How It’s Made)
If your business is focused on the service industry, don't worry there are a millions ways to include videos. For example, if you were a catering company, you might want to show how you prepare different recipes, or if you are purveyor of craft beers or wines, you might want to show your audience how they can prepare simple home brew recipes for themselves.
3. Go behind the scenes
Video moments that very few customers would be able to experience in real life. Think of video as a way to offer your customers an exclusive back stage pass!
As I mentioned in the previous post, if you are in the service industry, it's easy to go behind the scenes to show your customers how things get done. Here I created a self promotional video in a humorous vien to introduce myself to potential clients.
(source: PalbergWERX Creative Direction)
4. Show what your products can do
Sometimes our imagination can only take us so far. Use video to create demand by helping consumers imagine new or novel uses for what you offer.
Flat iron bottle openers, a product that has been around for decades and is usually forgotten in the back of a kitchen drawer, until it's needed. Below is a novel idea of how you can show your customers unique ways to use your product - in this case, a flat iron bottle opener - and add a little flair to their next party.
Or, if you are in the food and beverage industries you might show your customers how to make unique drinks from your ingredients.
(source: The Craft Beer Channel)
5. Show of your office and employees
Post videos that provide a glimpse of day-to-day operations in your office - work areas, life style areas, meetings, training session, employees at play - the opportunities are countless.
Now, you may not be Google, but that doesn't mean you don't have a unique office culture that your customers would love to see. Here a professionally scripted and shot video that illustrates how to really bring your business to life and invite your clients to experience your business story.
6. Take your customers with you
If you are going to a trade show, special or charity event, use that opportunity to take your customers with you - anywhere on the road.
Below is Vancouver's Variety children's charity Boat for Hope event in 2015. This professionally shot video was commissioned for Variety, but if you were a local business that was sponsoring this event, you could have also shot your participation and how your involvement helped children in need.
7. Share testimonials and inspiration
Your potential customers are looking for ways to gain trust and build a relationship with you. What better way than to share video testimonials of other customers - one of the best ways to convey integrity and credibility.
Here is a customer testimonial I shot as part of Harry Kramm of Engel & Volker Realty (previously of Sotheby's Realty) promotional video.
(source: PalbergWERX Creative Direction)
"I just wanted to thank Richard of PalbergWERX for doing a fantastic job on my promotional video. I was extremely hesitant to be in front of the camera, but Richard was patient and accommodating - making everything run smoothly – and it didn't hurt that he has a teleprompter to help me remember my script. He turned the final edited video around in record time and it looks just fantastic! I wouldn't hesitate to recommend PalbergWERX for any type of creative promotional video or testimonial and I'll certainly be using him again for my upcoming business projects."
- Harry Kramm, Engel and Volkers Realty Vancouver
Use competitions to gain new followers, for example as mentioned in the first tactical idea, you might use extreme close up videos and ask customers to identify the product. There are an unlimited number of ideas to use video for contests and it is a great way to engage customers with your brand and have them share it with friends.
As the viewership landscape continues to evolve, more and more adults are shifting their attention to digital video. As part of this trend, Americans are increasingly watching premium video on desktops, as well as through smartphones and tablets. You can read a more in-depth analysis from this joint Nielsen/Google Case Study: The Evolution of Digital Video Viewership.
Above are just a few samples and the only limits of success for small businesses is the creativity applied. 2016 will make video increasing more important in your overall marketing strategy and these tactics can help you grow and strengthen your brand.
If you want to learn even more of how to leverage your video online, check out this post - Maximize your video's value from these top 3 social sites as mobile video dominates internet traffic growth.
I craft compelling and original videos that can bring life to your product or service,
give me a call at 604-356-1144 or email me at PBWX@outlook.com
Let me help you create a video that will represent your company's brand and values
as well as resonate and engage your customers - and that is the recipe for increased sales.