Introduction

Running a small business comes with a multitude of challenges, from limited budgets and resources to fierce competition and the struggle to establish a strong market presence. However, one powerful tool can help small businesses overcome these hurdles and stand out from the crowd: video. High-quality video content can effectively communicate your brand message, showcase your products or services, and connect with your audience on a deeper level. In this article, we’ll explore the five essential videos every small business should have and provide tips on how to use them to maximize their impact.

1. Brand Story Video

What It Is

A brand story video helps “sell your why” by creating a narrative around your business and the people behind it. It introduces your business, shares its origins, values, and mission, and highlights what sets you apart from competitors. JSB Video’s approach to brand stories is centered around the problem and solution. First, we establish the problem, then introduce you and your team and explain why you care about solving this issue. Finally, we introduce your solution and highlight your impact.

How to Use It

• Website: Feature your brand story video on the homepage or the “About Us” page to immediately engage visitors.
• Email Marketing: Include the video in your welcome email series to introduce new subscribers to your brand.
• Sales Funnel: Use the video to help move customers from the decision phase to the action phase.
• Sales Presentations: Use the video in presentations and meetings to provide a cohesive introduction to your business.
• Social Media and Paid Ads: Share snippets or the full video on platforms like Facebook, Instagram, and LinkedIn to reach a broader audience and drive engagement.

2. Product/Service Showcase Video

What It Is

A product or service showcase video highlights the features, benefits, and use cases of your offerings. It visually demonstrates how your product or service works and why it’s valuable to potential customers. This type of video often includes close-ups of the product in use, customer testimonials, and key differentiators that set your product apart from competitors. It can be especially useful in breaking down complex products or services into easily understandable segments, making it easier for customers to see the value and relevance to their needs.

How to Use It

• Product Pages: Embed the video on your product or service pages to provide an engaging visual explanation.
• Social Media Ads: Use the video in paid social media campaigns to attract and convert potential customers.
• Email Campaigns: Include the video in promotional emails to drive interest and conversions.
• In-Store Displays: Play the video in your store or at trade shows to capture the attention of visitors.
• Shopify, Amazon, or Other Marketplace Platforms: Upload the video to your product listings to enhance the online shopping experience.
• Presentations: Use the video during sales pitches or client meetings to clearly demonstrate your product’s value.
• Tradeshows: Display the video at your booth to attract and inform potential customers.
• YouTube or TikTok: Both are great for SEO. Over 40% of Americans use TikTok as a search engine. Post your showcase video to reach a wider audience and improve your search engine rankings.

3. Customer Testimonial Video

What It Is

Customer testimonial videos feature satisfied customers sharing their positive experiences with your business. These videos build credibility and trust by showcasing real people who have benefited from your products or services. JSB Video’s strategy for customer testimonials focuses on your customer: what problem they were facing, how it was affecting their lives or business, how your product or service solved this problem, and the measurable outcomes afterward.

How to Use It

• Website: Place testimonial videos on your homepage, product pages, or a dedicated testimonial page.
• Email Marketing: Include testimonial videos in your welcome email series to introduce new subscribers to your brand.
• Sales Funnel: Use testimonial videos to help move customers from the decision phase to the action phase.
• Sales Presentations: Use testimonial videos in presentations and meetings to provide a cohesive introduction to your business.
• Social Media and Paid Ads: Share snippets or the full video on platforms like Facebook, Instagram, and LinkedIn to reach a broader audience and drive engagement.

4. How-To/Explainer Video

What It Is

How-to or explainer videos provide step-by-step instructions or explanations about how to use your products or services. These videos educate your audience and position your business as a helpful resource. They can demystify complex processes, answer frequently asked questions, and provide valuable tips and tricks, making your product more accessible and user-friendly.

Live Action, Animated, or Hybrid Approach

Choosing between a live action, animated, or hybrid approach for your explainer videos depends on the nature of your product or service.

• Live Action: Best for physical products or services that benefit from a human touch. Demonstrating how a product works or how a service is performed in real-world settings can make the content more relatable and engaging.
• Animated: Ideal for complex services or products like software, engineering solutions, or anything that requires detailed explanations that are easier to convey through graphics and animations. Animation can simplify intricate concepts and make them more digestible for the audience.
• Hybrid: Combining live action and animation can provide the best of both worlds. This approach can be particularly effective for businesses that need to showcase physical products while also explaining complex features or processes through animation.

How to Use It

• YouTube Channel: Create a series of how-to videos on your YouTube channel to attract and educate potential customers.
• Website FAQs: Embed explainer videos in your FAQ section to address common customer questions.
• Social Media: Share how-to videos on platforms like Instagram and Facebook to engage followers.
• Customer Support: Use explainer videos in customer support emails to provide clear, visual instructions.

5. FAQ Videos

What It Is

FAQ videos are focused videos that help customers troubleshoot common issues. These are great ways to streamline your customer support services by providing concise and helpful visual walkthroughs. Another example is assembly videos, which address common consumer complaints about difficult-to-follow paper instructions. By including a link to a video walkthrough, customers will have a much easier time with the DIY part of the product.

How to Use It

• Website: Embed FAQ videos in your FAQ section or on product pages to assist customers.
• Customer Support: Include links to FAQ videos in support emails to provide quick solutions.
• YouTube and TikTok: Post FAQ videos to reach a broader audience and improve SEO. These platforms are highly effective for visual search queries and can drive traffic to your website.
• Social Media: Share FAQ videos on social media platforms to provide instant help to your followers.
• Product Packaging: Include QR codes on product packaging that link directly to relevant FAQ or assembly videos, enhancing the customer experience right out of the box.

Conclusion

Having a diverse range of video content is crucial for small businesses looking to engage their audience and drive growth. By incorporating these five essential videos—brand story, product/service showcase, customer testimonial, how-to/explainer, and FAQ—you can effectively communicate your brand message, build trust, and boost conversions. Start creating these videos today and watch your business thrive in the digital landscape.

For professional video production services, consider partnering with JSB Video. Our team of experts can help you craft high-quality, impactful videos that resonate with your audience and achieve your business goals. Contact us today to learn more about how we can elevate your video marketing strategy.