Business Theory & Practice

Video: The Emerging Must Have for Effective SMB Marketing

Video: The Emerging Must Have for Effective SMB Marketing

As an unpaid disciple of Hubspot, I’m continually finding that when a question appears in my brain about improving the marketing at 1stel, an article or series of articles that provides answers is waiting for my review on And so it goes with this question, “how important is the use of video marketing for small-medium (SMB) businesses?” According to a June 14, 2016, article by Lindsay Kolowich, 31 Video Marketing Statistics to Inform Your Strategy, video has emerged as a powerful must-have for communicating a brand story, explaining value propositions, and building relationships with customers and prospects. Below are just a sampling of the statistics illustrated in the article:

  • Video in an email leads to a 200%-300% increase in click-through rates.
  • 50% of executives look for more information after seeing a product/service in a video.
  • 39% of executives contact a vendor after viewing a video.
  • 64% of viewers are more likely to buy a product online after watching a video.
  • 96% of organizations marketing to businesses use video in some capacity in their marketing campaigns.
  • 59% of executives would rather watch video than read text.
  • 90% of users say that product videos are helpful in their buying decision process.
  • 92% of mobile video consumers share videos with others.

These are certainly compelling metrics for integrating video into your sales and marketing efforts. But how to get started? Jennifer Lonoff Schiff, writing in CIO, How to Make Video Marketing Work for Your Business, recommends 12 simple steps:

  1. Know who your target audience is and consider how the video can help your businesses end-user, either a prospect or a customer.
  2. Script your video like an architect builds a blueprint for a house. Making changes in the script before production are much easier than making changes during filming.
  3. Develop and highlight a call to action that clearly states what you want people to do after viewing the video, i.e. sign up online, call a representative, or visit in person.
  4. Film the video in a quiet place away from machines, large crowds, and traffic noise.
  5. Light the video extremely well to ensure the appropriate “mood” is portrayed in the video.
  6. Remember to integrate music into the video and choose the correct type of music to create the proper mood for the intended audience.
  7. Minimize the use of special effects in the video.
  8. Shorter videos work best. Strive to tell your story in less than 90-seconds. Viewers increasingly use mobile devices when watching videos and are easily distracted.
  9. Promote your customers as main characters in videos especially if they are well known or social media influencers.
  10. Humor sells. Use humor where appropriate to make a point.
  11. Include a video sitemap on your business website. A video sitemap is critical to ensure that Google is able to index the video. Google video search best practices can be found here.
  12. Don’t hire a Hollywood studio to produce your video. While it’s an excellent idea to hire a professional video production agency, it’s not a requirement that you spend millions to communicate with prospects and customers. 1stel’s Customer Success Stories are professionally produced by werkLab Studios. We highly recommend their services.


Randall Smith – 1stel Marketing Analyst

About the author

Randall Smith

Randall Smith

Randall Smith is the Marketing Analyst for 1stel and weekly contributor to the 1stel blog.

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