How video marketing can boost your company’s online brand

Updated on 15 May 2014

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How video marketing can boost your company's online brand


With online marketing becoming so popular, it would make sense that small businesses also include video marketing in their internet marketing strategies as a viable marketing and advertising tool.

Taking the leap
Videos allow brands to create and share content with their audience in a way that print cannot match. Not only is video a great visual medium but it places minimum demand on viewers attention and allows them to multi-task while watching.
With YouTube reporting as much as 4 billion views a day, and 78% of people viewing videos at least once a week and 55% every day, video marketing can expand the reach of your brand to a larger audience.

Marketing to a local market
South African small business owners should also consider getting into the mix. With the recent surge of smartphone usage, more people are able to access websites like Youtube, Facebook and Twitter and watch video online. Recent statistics from Effective Measure demographic report for March 2014 showed that South Africa’s top websites attracted 27 million unique browsers and that the biggest internet users earn an average monthly income falling between R20 000 and R39 999. This is an attractive group that businesses can market their products to.
The recent MasterCard Online Shopping Behaviour Study (conducted between November 2013 and January 2014 across 25 countries in Africa) showed that the number of online shoppers in South Africa is growing.  Online shoppers grew from 2.1 million in 2012 to 2.3 million in 2013.
Even with South Africa’s fair share of connectivity issues like limited network coverage and unreliability, business owners should not be deterred from venturing into videos.
Susan Solovic, is a small business expert and New York Times, and Wall Street Journal best-selling author. In the video below, she highlights video marketing tips which small business owners can use to boost their businesses.

Susan Solovic’s 5 tips for effective video marketing:

1. Don’t be intimidated by the process
Solovic explains that you don’t  need to be an expert to put together a video. “The internet is forgiving” she says. With the advent of smartphones and sophisticated cameras, it has never been easier to produce video. The video doesn’t need to be long but the content still has good.

2. Engage your audience beyond the transaction
It’s important to keep in mind that your video content should not just be about your product, but rather give customers and fans a sense of what your business is about. This can include behind-the-scenes content or answers to customers questions on your product or business. This will not only give your customers more information about your business but it can help foster brand loyalty, which in turn can only boost the value of your brand.

3. Your video should add value to your product
Small business owners should provide video content that resonates with their market. Your videos should enhance and compliment your product. This is why it is so important you produce content of high quality, badly produced videos which are of no use to your customers can detract from brand and your product.

4. Look everywhere for content
Don’t worry about running out of clever concepts for your video, says Slovic, good ideas are everywhere. With proper research and an effective video strategy, business owners should be able to come up with ideas that are both interesting and informative.

5. Become the source of quality content
By providing interesting and quality videos content business can establish themselves as market leaders and experts in a particular field, the benefits of which include greater brand recognition and exposure. This can also translate into an increase in followers on various social media platforms.

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