7 Small Business Video Marketing Strategies That Can Help You Grow Your Business

Are you looking for a way to boost your small business marketing strategies for better returns? Video marketing is not as common as other marketing strategies, but it has the magic to make it all happen for you.

While comprehensive blog posts and other written content are helpful for your business, video marketing also has a great impact on converting your lead to customers.

Marketing videos create a visual appeal for your audience. They’re also shorter, and if you do them well, you’ll provide all the information to your customers in one to two minutes.

Here are seven video marketing strategies you can use for your business.

1. Share the story of your business

Did you know that 86% of online business marketers use video marketing tools to convert their leads to customers successfully?

Bearing this in mind, you should captivate your target audience with a great story of your business embedded in a short and informative video. A well-done story of your business helps to link your audience’s emotions. They can relate to your story and be more inclined to buy from you if your story resonates with them.

You can do a quick Q&A video telling your audience what your business is and why they should buy from you. You can also make a behind-the-scenes video to show your audience how you work to meet their specific needs.

You can borrow a tip or two from the Donaldson Family and their Pegasus Bay Winery business.

In the video, the family tells their story of how they manage family dynamics to run a successful business. They also explain how every decision they make is to make the business better.

Alternatively, you can give them a general profile of your business. Customers will be more drawn to your business if they feel the authenticity in how your products are made and how they’re suited to solve the customer’s problems.

To build authenticity in your videos, use graphics and images of your products. You can also include pictures of people using the products or services and their responses.

Whichever story you choose to apply to your videos, make sure it’s appealing enough to start a dialogue with your audience.

2. Tap into user-generated content

Customers will trust your brand more if they see reviews from real-life people who’ve transacted with you and loved the experience.

User-generated content is a great way to market your business to potential customers and increase your return on sales. It involves using your loyal customers to win new customers for your business. Whether you’re sharing user-generated content on Instagram stories, Linkedin articles or Facebook posts, you’ll build trust and authority among your followers and subscribers with minimum effort.

Old customers who have bought, used and loved your products are a valuable asset that you should maximize. You can ask them to make videos as they use your products. You can even offer them an incentive such as a discount on the next purchase for making the video. Edit the videos and use them to rake in more customers..

You can also ask rising content creators to make video reviews of your product to reach a wider customer base. According to bigcommerce.com, 89% of businesses that use influencer marketing testify that it has equal or better ROI than other marketing strategies.

When creating your marketing video from the video reviews, you get from your old customers and content craters, highlight your product’s key features.

Remember to include a solid call to action to prompt your customers to buy from you.

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Luxious Curls is a small business that sells beauty products and hair accessories. In the screenshot, they have used a video of a lady using their product. This is a great example of a small business video marketing strategy.

3. Include videos in your landing page

Your landing page is the main conversion point for your business leads. While creating valuable written content on your landing pages is important, remember that most online audiences are skimmers. What better way to convince them than excellent video content?

According to campaignmonitor.com, the average landing page conversion rate for most online businesses is 2.35%. However, using videos can help you increase landing page conversions by 80%. Isn’t that something you’d like to try for your small business?

Gather all the important and relevant information about your business and create short informative videos. The videos help your audience sift through the written content and create an emotional connection with them.

One example of a business that has used videos in their landing page is Retrofoaming of Michigan. The home foam insualtion company uses videos to explain their products and services to their clients.

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Videos also make your product or service more accessible and authentic to your audience. According to Wyzowl, 96% of online shoppers understand a product better if it’s described in a video. 79% of the shoppers are convinced to buy from your business if you use more video than written content for marketing.

Some of the videos you can incorporate in your landing page are:

  • An introduction of your business
  • Product demos
  • Customer testimonials
  • Deals or discounts

You can also use SEO strategies to optimize the content in your videos and see them ranking on top of Google. SEO increases the chances of your videos reaching the right audience.

4. Create videos with your old content

Do you have social media graphics, blog posts or listicles on your business blog page? You can use these to make shareable social media videos.

65% of human beings are visual learners, as discussed by The Stem Cellar. This implies that more people will be more inclined to view your marketing content if you use visual aspects such as videos.

Furthermore, most people prefer skimming through content and would rather watch a short video about something than reading written content on the same product.

To create great videos from your old content, follow the following steps.

  1. Pick 2-3 key takeaways from each blog, slide show or social media graphic.
  2. Create a small1-2 minute video with the takeaways.
  3. Customize your video or use a template.
  4. Customize your video with a message, font and colors to match your brand.
  5. Have a strong call to action at the end of the video.
  6. Share the video on all social media channels.

When creating your videos, only use the insightful parts of your old content. Sift through the graphics and blogs, and pick the most relevant ones. You can make as many videos as you need, as long a they add value to your strategy.

5. Make product videos

According to the HubSpot Content Trends Survey, 54% of content viewers prefer video content over other forms of content. This means that creating quality product videos gives your business a better chance at growth.

Creating short and precise content to market your business and product gives you a better platform to convert leads into sales. If you have identified your customers’ needs, you can create product demos that touch their pain points.

Every buyer needs to know that your product can solve their problems when visiting your business page. Create short precise videos identifying how your product solves your target audience’s problems.

You can bring the videos to life with texts and graphics that resonate with your brand. This adds a more realistic touch to your product and has more power to sway your customers’ buying decisions.

Man Crates is an example of a business that makes excellent product videos to convince their customers.

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In the video, the business sells one of its products, and emphasizes how manly it would make the recipient feel. The demonstration on the video is a sure way to get customers interested in the product.

6. Create video testimonials

According to Forrester, 46% of US adults trust brands with great customer reviews.

You can also market your business by making and sharing video testimonials. These are different from customer reviews because your customers don’t have to make videos of their reviews.

See that positive feedback message you get from a satisfied client? You can compile as many of those messages and create a slideshow or two to use in your marketing strategies.

Video testimonials and reviews help build authority for your business while inviting your audience to talk about your business. They are one of the most effective small business video marketing tools you could ever have in your arsenal.

Here’s an example of some of the product review for Mailshake done by Brianne Buishas. The YouTuber speaks about how Mailshake helps her run her campaigns. This kind of testimonial goes a long way to develop authority for the business.

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Video testimonial and reviews also help to remove the salesy tone of your marketing strategies. The videos assure potential customers that other people have used your product and loved it. And nothing sells a product more than the backing of already satisfied customers.

However, you need to be careful when creating video testimonials. You should only use natural videos with organic content. Inorganic content on your marketing videos will only sound unnatural and push potential customers away.

You can also use social media mentions of your business to make video testimonials. If a customer or another business mentions your business on their social media pages, you can take screenshots of the mentions and compile a video.

7. Make how-to and tutorial videos

Nothing will draw your customers closer to closing the deal than a video showing them how your product works.

How-to videos illustrate how to use a product with a step by step guide. Such videos work better if real humans show your customers how to do it practically.

You can also make tutorials for the different products or services you use or how different parts work. Post them on your business website and give your customers a great learning experience.

Tutorials and how-to videos are informational and provide useful insight into a common problem among your customers. Whatsmore, videos are shareable and can reach a wider audience than written tutorials.

Here’s a screenshot of Ahref’s tutorial video on how to find someone’s email address.

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When creating a how-to video or tutorial, be straightforward and specific. You don’t want to bore your customers away with fluff.

If you think you need fancy equipment to make quality video tutorials, you couldn’t be further from the truth. You can create high-quality how-to videos and post them on all your social media platforms with a good smartphone.

Enable the sharing feature on each platform to reach as many potential customers as possible.

You can add step by step instructions in the footage and use stimulating audio to entice your customers.

While some people like to watch audio-less videos, audio adds authenticity to your content. Great audio will also set the pace and mood for your videos. You can use stock music for your videos. If you choose to use an original sound, always give copyright to the sound owner.


Small business video marketing strategies are excellent tools to reach more potential clients and convert them to sales. It offers a fast and easy to understand option for the consumer, especially because most people would rather watch a video than reading long-form marketing content.

You can create tutorials, product videos, testimonials or use UGC strategies to create captivating videos. You can also tell your brand’s story on a short video and allow your customers to have a human connection with the business.

However, ensure that your videos are short, precise and truthful. It’s the only way to win your customers’ trust and convert them into sales.

Author Bio – Sam Molony

Sam is part of the marketing team at Mailshake. Sam’s goal is to inspire people to not just “hang in there” but to thrive. When Sam’s not publishing or promoting new content, you can find him playing sports and cooking up a storm in the kitchen.

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