I recently completed a market research report on behalf of a client to determine the trends, usage and effectiveness of videos implemented as part of a marketing strategy employed by small businesses. Through my research, it became evident that video is an ideal medium for small businesses to use to brand storytelling pieces, which can live on a website, social media channels and can be used in press releases and email campaigns. Whether sharing the brand values, brand origin, or brand mission, video immerses your audience in your story and offers a richer, more nuanced experience than other media. It’s clear that a video content strategy has become a non-negotiable part of modern marketing, helping with everything from building brand awareness, engaging with potential customers, driving traffic to a website, capturing more leads and converting buyers faster.
Small Business Video Marketing Trends
Small Business Video Usage. The Web Video Marketing Council, in conjunction with Reelseo, and Flimp Media, has released the '2015 B2B Video Content Marketing Survey Results' which reflects how many B2B brands and companies are using video as a medium for lead generation, and communication. Some of the results include:
Specific Industry Video Usage
Snapshot of brewing companies using YouTube & Vimeo: The Brewers Assn stated that the U.S. passed the 4,000 brewery mark at the end of 2015. That creates a complex and competitive marketplace for breweries all vying for the same market space. In order to stand out from the crowd, brewing companies are producing branding videos; below are examples:
Snapshot of food artisans on YouTube:
OBSTACLES OF CREATING & MARKETING VIDEOS
From a study conducted by Vidyard in partnership with Ascend2 (“Video Marketing Strategy Benchmarks for Success) we can see that two of the top three obstacles stated by businesses are lack of an effective strategy and compelling content. This is strong evidence that support why it is so critical for small businesses to seek professional assistance when creating and marketing their videos.