How Small Businesses Should Use Video Marketing?

 

Company culture video

A lot of businesses really need to focus on what the culture of their company looks like? As consumers we don't really want to work with companies that we don't understand, don't like, or are not sure where they stand. And if it's this nameless, faceless organization, it makes it hard to make decisions to work with that company versus another company.

By focusing on telling your story, telling the story of your company culture, who works there, real people, being part of the community,these people, this is the impact that they have as a part of being employees at your company. By showcasing who you are, and showcasing the “behind the scenes”, it really helps to encourage new customers to decide to work with you.That's one of the things that we do here at SaleSource – every year we try to release videos about our company culture and we’re incredibly proud of it. We want to showcase the company culture here at SaleSource, the leading ecommerce dropship spy tool, and for us it's paid dividends. The same strategy can pay dividends for you also.  

You might be thinking to yourself: “I have just a small team, I got five people" or "it's just me and a partner in a basement or in a garage." But that's okay, because all you are doing is telling the story of your culture, and how you got started. You are explaining why you are doing what you're doing, and what kind of culture you are creating. Sometimes even more important, you are sharing the kind of culture you want to create or where you see yourself going. What do you see your business becoming? At that point you can get new customers involved in your mission and involved in your vision.

Kickstarter is a great way to do this. A lot of people when they're on Kickstarter, or they're utilizing Kickstarter,or any of those crowdfunding sites, it's not always because they think that they're going to get the product or the service, but it's because they believe in the mission, and if you're using a video that way, you can use that to showcase this is my vision for what my culture and my company will become. By focusing on that you get more people to buy in, and the more people that buy in,the bigger your business grows.  
 

Brand affinity video

What is a brand affinity video, and how does it differ from some of the other videos? Brand affinity is really about storytelling. It doesn't have to be that you're telling a story specifically about your company or your product, or your customers or something like that. You are telling a story that your potential customer, or the lead you can generate. What is something that emotionally drives them? This brand affinity is going to be related to what's their pain point? Why would they want to work with a company like you?I s there a way that they can, connect emotionally and mentally with your mission and what you offer? How is it that you communicate and you connect with them? Now we're going to be linking to a bunch of different video examples here, so you'll be able to see different examples of these videos as well. We're really proud of some of our brand affinity videos, the tribute to entrepreneurs because for us, it's really important to tell the stories,and to thank entrepreneurs,and to thank small businesses for the stress and the struggle that they go through every single day. So that's a great example of a brand affinity video.  

Our brand is built on helping small businesses grow. So when we're doing a video like this - that's the story that we want to tell and that's something that we want to connect with. For your business it may be different. What's your mission, and how can you tell that story to other people, so it really just resonates with them, it connects with them? They are like oh, right, that's the world we live in, that's an experience we have, that's something that we struggle with. That is how they can connect with you. But all these videos need to be honest and true. It's important to be genuine - don't simply say anything to try to connect with your potential client or customer. This really needs to be something that is a part of your business, and a part of your mission to connect with them that way. By creating these videos you create this emotional connection, and even if they aren't going to work with you now, keeping that top of mind awareness will mean that they'll work with you later (which is particularly important if you want to promote your best dropshipping products).

Informational marketing video

There's a lot to learn about digital marketing, there’s a lot to learn about entrepreneurship and owning a small business, so at SaleSource we put a lot of time, energy investment into creating informational videos. There shouldn't be a reason to pay for this kind of information, or pay for education for your small business. So we produce these and put them on YouTube,and Facebook, and Instagram, and Twitter, and LinkedIn, everywhere for free. And that's something you can do as well - it's a great way to turn yourself into a thought leader, especially if it's a space that is not particularly crowded. Maybe there's room for someone like you, someone who does things a little bit differently. It needed take much - it could be that you offer a slightly different service, or a new take on a new product, etc.

These videos are about how to use your product. For example, If you're selling cameras, cameras are not always the easiest things to use, so there's a lot of different pieces, and a lot of different elements that go into using a camera and being great at photography, shooting video, and more. You could create a video series based on how to use your product, then when somebody has questions,even if they're not a customer yet, they're still trying to figure out do they want to buy the camera that you're selling? Do they want to buy the product that you have? If they can find tutorials how to's information, that really helps to sell your product, and sell them on the customer service that you're going to offer, as a part of them being your customer of yours. Informational marketing videos are incredibly powerful, just be sure to spend the time and the energy to create them. Once you've got them created, upload them everywhere, use them all the time, send them to your customers, help educate them, help them learn,they'll come back and they'll send their friends.