Video marketing works effectively for small businesses

Video marketing continues to be one of the most successful components in business marketing plans. The wide range of marketing video formats include webinars, tutorials, customer testimonials, video blogs, product demos, interviews and live video.

According to HubSpot, 81 percent of businesses use video as a marketing tool — up from 63 percent over last year. YouTube is the second most popular search engine after Google, which also owns YouTube. Video content on your website and social media platforms will help you get found online.

Here are other reasons why your business or organization should be using video in your marketing action plan.

Internet users and especially mobile viewers love video. There are so many messages competing for a consumer's limited attention — by catching a viewer's eye, video can raise awareness and possible return on investment. The average user spends 88 percent more time on a website with video (notchvideo.com). You can easily track your website metrics by using Google Analytics.

Social media platforms love videos. According to wyxowl.com (2018), 48 percent of people said they are more likely to share video content than other forms of information. In addition, Facebook reports higher levels of engagement for posts that include video and six times higher engagement and interactions for live videos over regular video content.

Stronger emotional connections increase brand loyalty. Emotional branding creates an emotional connection to one company that separates it from the rest, creating brand loyalty over time. According to Medium, 94 percent of respondents said they would be highly likely to recommend a brand with which they were emotionally engaged. Video can reach the audience on an emotional level, while also endorsing your product or message.

Video drives organic traffic to your website. By 2021, 82 percent of all consumer internet traffic will be from video. According to Moovly, a brand is "53 times more likely to show up first on Google if you have a video embedded on your website. Since Google now owns YouTube, there has been a significant increase in how much videos affect your search engine ranking."

Video is cost-effective and relatively easy to create. Video marketing doesn't need to be fancy, which means you can shoot a simple yet powerful, high-quality video campaign using your iPhone. You can reach a large audience at no cost simply by uploading your videos to the user-friendly and popular platform, YouTube.

Perhaps the best thing about video marketing is it's really not that difficult to do. You can get elaborate with your studio, lighting, camera equipment, etc. but you don't have to. The Brazosport College SBDC has a video production studio that is free of charge to clients and a business adviser who will help you film and edit.

To learn more about video marketing, attend "How to Add Video to Your Marketing Mix." Presenters include Marsha Hudson, social media and online branding strategist, and Jennifer Finney, SBDC business adviser. This workshop will be hosted by the Brazosport College Small Business Development Center from 2 to 5 p.m. Oct. 17.

For information on this event or other business topics, call 979-230-3380. You can also schedule a confidential meeting at no cost with a Brazosport College SBDC business adviser.

Janice Goines is the director of the Brazosport College Small Business Development Center. Contact her at 979-230-3380 or janice.goines@brazosport.edu.

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