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Growing and sustaining a successful business has always been about a combination of; raising awareness of your products and services, demonstrating that your business is trustworthy and showcasing your expertise in the field.
In an era where the overwhelming majority of business interactions first take place online, it’s important that you can convey what your business is about, and inspire trust in potential customers, without them ever having met you in person. This applies to businesses of all shapes and sizes but it’s even more important if you are a small business.
Producing a video for your business website is a great way to showcase your company to customers in a quick and easy way. So with that in mind let’s take a look at a few of the different types of promotional video that your small business can benefit from.
This is the most common type of video that you’ll come across on the homepage of many different businesses and charities. At its most basic, this type of video serves as a visual way of describing your business, telling potential customers what you can do for them. But that’s not where the real benefit to this type of video lies.
A promotional video that actually shows your business and your team in action will instantly increase how trustworthy you are to viewers. When searching online for a particular service, most people are afraid of being scammed - as it’s inherently difficult to know if someone or something is trustworthy without ever seeing it first hand.
Nowadays it’s relatively easy to grab a few free stock images and populate a template website to give your business a professional look, but it doesn’t have any substance and it doesn’t give customers a reason to trust you. A promotional video featuring your staff and your business does. It showcases real people, doing real work for real customers and that kind of reassurance is extremely valuable and will help broaden your potential market.
Here’s an example of an introductory video we produced for Greater Manchester based charity Being There.
This one is pretty straightforward. It focuses on one particular product or service you offer and demonstrates to viewers how it benefits them.
Ten years ago some still images and a few paragraphs of text would have been sufficient but the world has moved on and people now expect to be able to see videos of your products. Product videos are far more stimulating and engaging, therefore providing a great opportunity to talk customers through the benefits of your product or service.
Being seen as a leading figure within the local community or within your industry can lead to you becoming the ‘go to’ place for your product or service. How-to videos are a great way of demonstrating your knowledge and expertise, reinforcing your business as a trustworthy organisation.
Expertise is also something that Google itself uses as a key metric for it’s search algorithm. Google cherishes ‘Thought Leadership Content’ as it knows people come to Google looking for answers to their questions. If your How-to videos provide answers to people's questions - Google will reward you with higher organic search results, leading to more impressions and more business opportunities.
Finally it’s important to point out that initially you don’t need to splash out on producing videos that cover all of the categories above. What’s important is to consider which different type of promotional video will best suit your business. Just having a single introductory video on your homepage can make a huge difference if it’s done correctly.
If you’re looking for a professional promotional video for your business, don’t hesitate to get in touch and a member of our team will be happy to discuss your project and give you an understanding of what’s required and how much it will cost.
