Video marketing is becoming an increasingly important part of any small business marketing strategy. With more and more consumers watching videos online, creating DIY videos can be a highly effective way for small business owners to reach new customers and increase sales.
The great thing about DIY video marketing is that you don't need fancy equipment or video production skills. Even simple videos created on your phone can help showcase your brand, products, and services in an engaging way.
In this guide, we'll cover the main types of DIY videos small businesses can create, along with tips for making compelling videos that convert viewers into paying customers.
Here are some key reasons why small businesses should prioritize video content as part of their digital marketing:
● Higher conversion rates - Studies show video viewers are over 80% more likely to purchase a product or service than non-video viewers. Videos can bring your product or service to life in an impactful way.
● Improved SEO - Videos increase dwell time on your site as visitors watch and engage with the content. This signals to Google your content is engaging. A higher ranking can result in more website traffic.
● Social media ROI - Videos generate 1200% more shares than text and images combined, according to HubSpot. They also boost engagement on platforms like Facebook and Instagram.
● Built-in mobile marketing - Video consumption on mobile has grown rapidly with the increase in smartphone use. Video marketing lets you reach on-the-go viewers.
● Higher brand awareness - Videos that tell your brand story or explain your offerings connect on a personal, emotional level that resonates with viewers.
Here are some of the most effective styles of video content for small business owners to create themselves, along with tips for creating compelling videos in each format:
A brand video allows you to share your brand story in an engaging way. Focus on your history, vision, values, and reasons for starting your business. Use B-roll visuals showing your products, services, office, team members, and customers to bring your brand to life. Conduct short interviews with your founders or employees to showcase their passion. Brand videos help viewers get to know your business on a deeper level.
Testimonials from satisfied customers are extremely powerful. Have clients film short videos sharing their positive experiences with your business. These authentic customer perspectives build trust and social proof for your brand. Let them speak naturally about the problems you solved for them or ways your product/service improved their lives. Ask them to highlight specific features or moments that impressed them about working with your business.
Explainer videos use animation, motion graphics, and narration to clearly demonstrate how your product or service works. They help simplify complex concepts and show the value your offer provides. Keep explainer videos short and focused on highlighting your competitive differentiators. Use visual metaphors and characters to walk through each step of how a customer engages with your product or service.
Give potential customers an inside look at your products and services by showing how they work in action. These real-world demonstrations can be more impactful than text descriptions alone. Capture demos of someone using your product/service to highlight the key features and capabilities. Go through the major functions and routines to educate viewers on how your offer actually works and solves problems in their day-to-day lives.
Answer common customer questions in short, helpful video FAQs. These help educate prospects during the evaluation phase, so they feel fully informed about your offer. Review frequent questions from your sales team or customer service channels. Provide concise video answers addressing each question clearly. Breaking down key product/service questions builds trust.
Let viewers behind the curtain by capturing the daily inner workings of your business. Give them a tour of your office, introduce them to team members, or show them important processes like production and quality assurance. This gives prospects a deeper look at the people and procedures that make your business successful.
Create how-to videos, tutorials, or industry insights to position your business as an expert resource. Educational content builds trust and establishes thought leadership. Share pro tips and best practices that will help viewers solve problems and get better results. Teach a skill or guide them through a step-by-step process. Offer added value rather than purely promoting your business.
You don't need an expensive camera or video editing software to produce effective marketing videos. With some simple tools and techniques, you can create professional-looking videos on a budget.
● Smartphones - Modern smartphone cameras shoot crisp, high-quality video. The latest iPhone and Samsung models capture excellent footage, especially when there is ample lighting. Smartphones are highly portable and easy to use.
● Point-and-Shoot Cameras - An entry-level point-and-shoot camera under $500, like the Canon PowerShot G7 X Mark II or Sony Cyber‐shot DSC-RX100, can capture beautiful HD video while offering more zoom capabilities than smartphones.
● Mirrorless & DSLR Cameras - For more advanced users, an entry-level mirrorless camera like the Sony A6100 or a digital SLR like the Canon EOS Rebel T8i provides features like interchangeable lenses, manual controls, and enhanced audio. Expect to invest $500-$1,000.
Lighting is critical for shooting professional-looking video. Here are some budget-friendly options:
● Natural Light - Utilize sunlight streaming through windows and doorways. Position subjects near the light source to avoid shadows. Try filming at sunrise or sunset for rich directional lighting.
● Reflectors & Diffusers - Inexpensive foldable reflectors ($15-$30) bounce and soften natural light. Position opposite or surrounding your subject to fill in shadows.
● LED Light Panels - Battery-powered LED light panels ($50-$150) offer bright, diffused lighting for indoor video shoots. Place them strategically around your subject to illuminate the scene.
● Clip Lights - Small, clip-on LED lights ($15-$50) can be positioned on shelves or tables to add accent lighting as needed. Power them via USB or batteries.
A tripod keeps your shots steady and professional-looking by eliminating camera shakes. Look for these features in the $50-$150 range:
● Fluid Head - The fluid head allows smooth tilts and pans during camera movements.
● Height Adjustability - Being able to adjust tripod height allows flexibility when filming scenes.
● Quick Release Plate - This enables easy mounting and unmounting of the camera.
Proper framing and positioning bring a professional feel:
● Rule of Thirds - Position subjects slightly off center following the rule of thirds for balanced framing.
● Camera Height - For interviews, position the camera around the eye level of the subject. For demos, set the camera at a higher, wider angle.
● Subject Framing - Medium shots work best for talking heads and demos. Avoid wide shots that look distant.
● Eye Contact - Have interviewees look slightly off-camera to create the illusion of eye contact with the viewer.
● Background - Choose clean backgrounds free of clutter and distracting elements.
Crisp, clear audio is essential for video. Use these audio enhancement tools:
● Lapel Mics - Lapel or Lavalier mics ($20-$50) clip discretely on the subject for studio-quality sound.
● Handheld Mics - Directional mics ($50-$150) require closer positioning but deliver excellent audio.
● External Recorders - External audio recorders ($100-$200) produce pristine sound for mounting mics and managing levels.
● Phone Mics - Low-cost shotgun mics ($20-$50) mount on smartphones for quick and easy enhanced audio.
The right editing can make your DIY videos look highly professional. Consider these options:
● Mobile Apps - iOS and Android apps like VN, Adobe Premiere Rush, or iMovie offer a range of editing features, from transitions and text overlays to color correction and audio editing.
● Entry-level Software - Basic video editing programs like Camtasia, Filmora, or Movavi provide easy drag-and-drop editing, effects, and more for under $100.
● YouTube Studio - YouTube's built-in video editor lets you trim clips, add music and text, stitch together segments, and more, all for free.
With the right inexpensive gear, positioning techniques, and editing tools, you can produce DIY marketing videos that leave a polished, professional impression on viewers.
● According to HubSpot, videos generate 1200% more shares than links and text combined.
● Small businesses that use video enjoy 41% more web traffic from search results than non-video users (Wordstream).
● Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text (Forbes).
● 80% of customers are more likely to buy after watching a brand video (Animoto).
● 72% of customers prefer to learn about a product or service through video (Animoto).
● Video in email leads to 200-300% higher click-through rates compared to plain text emails (Biteable).
● 90% of users say videos help them make buying decisions (Animoto).
● Videos on landing pages can increase conversion rates by over 80% (Unbounce).
It's clear that creating simple DIY videos can lead to exponential growth in small business sales and revenue. The facts and data prove that video content results in higher brand awareness, increased web traffic, greater engagement, and higher conversion rates.
So what are you waiting for? Partner with the DIY video experts at ZTown Media today to utilize this marketing hack to skyrocket your small business sales. Our team makes it shockingly simple to produce effective videos tailored to your brand and products.
Get in touch with ZTown Media now to learn more about our affordable DIY video packages for small businesses.