I’ve been saying for a while now that video marketing is an essential tool in any female founder’s marketing strategy toolkit. In fact one of the first ever articles to appear on the Your AJency blog was about the power of video marketing and storytelling!

But now, four years later, I’m back to remind all of the incredible reasons that video marketing can be a game-changer for boosting your small business brand visibility and to help you uncover how you could be adding video marketing into your business strategy.

why is video marketing so important for building brand awareness?

1. Video Marketing Can increase engagement

Let’s face it, with the continuing popularity of platforms like TikTok, Instagram and Youtube, people are consuming more video content than ever. How many times have you watched a video without the sound and just read the captions? Even if you’re not listening to the video, more and more I see that clients who post reels and video content get better engagement levels. Instagram even go as far to say on their website that “Reels are the best way to grow creatively, grow community and grow your career” so its safe to say that video content isn’t going anywhere soon!

On platforms like Instagram, video content is also a sure-fire way to reach new audiences! Just take a look at these results I had this week. 87% of the people that watched my reel weren’t actually following me, meaning I have lots of new eyes on my account.

A Top Tip for Supercharging Your Views: Remember that you can also invite collaborators to your reels, or tag collaborators. This is another way to get your reel in front of more people. Whether you had a professional shoot and tag the photographer/videographer, or you post a reel in collaboration with another founder, both can help you find a new audience. If you’re not sure how best to find brands to collaborate with, read the blog I wrote earlier this year.

2. Video Marketing can Boost Your Conversion Rate

Naturally if more people are engaging with your content, you’d hope to see that there is a higher conversion rate too.

A report from Wistia said that for videos under 5 minutes, a CTA (call-to-action) is the best way to get a conversion. But for longer videos you could consider other types of conversion too - email capture being one! As for where to place your conversion opportunity, here’s what their research showed them:

The opportunity for your audience to convert their interest into a sale or a viable lead is best placed in the first or last quarter of your video - or for maximum output, put your CTA at the very end of the video.

3. Video Marketing Can Help improve your SEO

Search engines love video content! Outside of your social media presence, websites with video content are also more likely to rank higher in search results, especially since Google likes to prioritise diverse content types. To learn more about other ways you can help improve SEO for your small business, check out our blogs here. If you have a look at my homepage, you will spot video is the hero on my landing page and after last week I have a new one in the making.

4. Video Marketing can be more memorable

More than one study has shown that people find it easier to recall video content over other types, and so even if it isn’t an immediate conversion, your business is more likely to stick in people’s minds if you’re making great video content. In fact, one Hubspot study showed that “relatable, authentic video content” was 38% more memorable.

This is great news for us as small business owners. Consumers are less bothered about seeing polished, perfect videos and would sooner watch relatable and authentic video! Creating this type of content arguably requires far less time and budget too!

Remember, people like to buy from people. If you you post a reel of your products, try to add a voiceover, or why not post some b-roll behind-the-scenes footage of your business? Both will remind your audience of the person behind the business and help develop a relationship where they are more likely to buy from you.

5. Video Marketing is popular with all age ranges

It’s true. According to an Adobe survey, every age range asked (with the exception of baby boomers) preferred video content. 98% of Gen Z, 91% of millennials and 78% of Gen X respondents all favoured video content. So creating video is helpful for your current audience, and your potential new audience who are waiting to find you.

Interestingly, 61% of baby boomers actually preferred email marketing which is why I say it’s such an important part of your small business marketing strategy too! Read our top email marketing tips here.

Hopefully, you’ll now see why video marketing isn’t just a nice “to-have” on your marketing strategy list. It’s an essential tool which can really make all the difference when it comes to getting your brand visible online.

How Can I Add Video Marketing to My Business Strategy?

If you’re struggling with creating video content and looking for a one-stop shop package that will help you with your social media content AND strategy, take a look at the Content Accelerator package that I run in collaboration with the incredible Abi of Tailor-Made Social. You can get a sneak peek behind the scenes of a recent Content Accelerator we did with a client over on our Instagram, or scroll down for more details of what you’ll get when you invest in your business and add video to your marketing strategy.

The Content Accelerator for small business owners

You’ll get:

⚡️1-hour Power Up session with me to brainstorm killer content ideas with a focus on your brand goals and target audience.
🎥 3-hour shoot with Abi: receive over 100 social media videos (including that all-important b-roll!) that will make your brand shine) Plus some great ones talking to the camera.
🗣️ We strategise and dig deeper on your behalf behind-the-scenes between your power up session and the content shoot.

And if you want to learn more about Abi’s background creating video content for the likes of Manchester City FC, then read her Moments to Motivate interview here.

Are you already using video marketing to boost your brand visibility? What do you find most effective? I’d love to hear from you!

Drop me an email and let’s chat!