Procurement 27 March 2017

How a small business can harness the potential of video content

Video content
If the quality of your video content is poor, people’s perception of your brand will be too

Writing for Business Advice, Ben Norman, CEO of digital marketing agency Koozai, explains the potential of using video content and the different ways a small business owner can incorporate video into their company.

We live in a noisy world. Every person, business and brand is competing to be heard. To cut through the noise is hard. Very hard. What is even harder is to be noticed – and then even harder still, to be remembered. But what about building a relationship?

People like to deal with people, and by putting them front and centre you increase the effectiveness of your marketing activities.

Don’t believe me? Then take a look at the statistics below.

Benefits of using video content

  • 92 per cent of mobile video consumers share videos with others (source: Hubspot)
  • Including a video on a landing page can increase conversion rates by 80 per cent (source: Unbounce)
  • Including a video in an email increases click-through rates by 200 – 300 per cent (source: Forrester)
  • After watching a video, 64 per cent of users are more likely to buy a product (source: ComScore)

Person-to-person marketing

I’m a big advocate for person-to-person marketing. It feels more natural and, in my experience, yields much better results.

The problems come with scale – you can’t physically go out and meet each individual or spend months building a relationship. That just isn’t viable unless you need only very few clients and your pitch-to-win rate is exceptionally high.

So, what’s the answer? Well, for us it is video.

The advantages of video content

For us, video cuts through the noise and, instead of just another faceless person or organisation competing for their attention, they are met with a person. Okay, so it’s a recording of a person, but it’s a person speaking to them nonetheless.

The power of this is that over time the person watching your video content starts to build a relationship with you and your brand – a relationship that would have been much harder to build via another medium, like email.

Costs are no longer an issue

Costs are a big thing that hold most people back, but the truth is, unlike when I started with video and you needed an SLR camera, lenses and specialist software, the costs were high. Now you can get started with your iPhone, an external plugin lavalier mic, an external light and some free software like iMovie.

Five ways you can start with video today

So, how can you use video now to supercharge your results? I thought you’d never ask. Here are five things you can start on today.

1. Use videos on your website

Intro videos are great. They save people having to read through to identify whether they are in the right place, and they give you a chance to tell them how you can help them and why you are different. As we see it, this allows you to greet each person in person to start off the relationship.

2. Product walkthrough

Sometimes people really want to see how something will work, how it is used and how easy is it to do. This is especially true with SAS products. You can even create screen-recorded walkthroughs of how easy a product is to use, how quick it is to set up and how beautiful it looks.

If you want to take it to the next step you can even have a real person on camera at the beginning and the end of the video to increase the human element.

3. Emails/lead nurture

How often do you receive a monthly email or lead nurture email and it’s the same old boring text with little to no visuals? Quite often if your inbox looks like mine.

Adding strong imagery helps encourage people to engage, and the option of a video to watch rather than text to read can further increase engagement. This also helps to build a relationship and, in our experience, trust.

4. Pitches

Certain things are better explained in person. This is especially true when pitching, but sometimes people will insist that you send a pitch first. So, we cheat: we send our people with the pitch in the form of video.

Believe me, this makes sure you stand out from others and, in our case, it certainly increases our chances of securing that face-to-face meeting, and ultimately the contract.

5. FAQ

You can add video here to better explain complex problems, making solutions easier to find and reducing the number of support requests you receive. All the time, you can continue to build that relationship.

A word of warning

The one thing to remember with video content is that quality does matter. If the quality of your video is poor, people’s perception of your brand will be too. The people you have in your video will also reflect you, so make sure they are engaging and interested in what they are doing.

Everyone has an off day, and that is definitely not the day to record a video.

Ben Norman is the CEO and founder of Koozai, a leading digital marketing agency based in the UK

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