In the dynamic world of small business marketing, video content has become a cornerstone for engagement and promotion. We’ve gathered insights from CEOs and marketing directors, among others, to share their top strategies. From spotlighting customer success stories to embracing authenticity in videos, explore the diverse ways these eighteen professionals have integrated video marketing into their businesses. Here are 18 tips for using video marketing in small business promotion:

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  • Spotlight Customer Success Stories
  • Leverage Instructional Video Content
  • Embrace Video Storytelling
  • Utilize Instagram Reels Effectively
  • Combine Employer and Client-Centric Videos
  • Engage with Informative “How-To” Videos
  • Tailor Video Marketing to Client Needs
  • Guide Prospects with In-Depth Videos
  • Keep Marketing Videos Short and Punchy
  • Distribute Product Demonstrations
  • Showcase Brand Authenticity
  • Establish Credibility with LinkedIn Ads
  • Show Solutions to Customer Pain Points
  • Transform Testimonials into Sales Drivers
  • Create Quirky YouTube Shorts
  • Optimize with A/B Testing
  • Adjust Your Strategy with Analytics
  • Embrace Authenticity in Videos

Spotlight Customer Success Stories

We try to spotlight our support heroes who are growing their businesses with our tools versus product feature checklists.

Authentic customer stories resonate. We interview long-time users about spreading inbox access across fast-scaling teams, integrating chat channels seamlessly, and customizing workflows to automate tedious ticket routing.

These real-life cases, presented as chats rather than stiff corporate testimonials, share hard-won insights on overcoming churn and complexity by harnessing Helpmonks.

Chopped snippets optimize social reach as pre-roll ads, while full versions nurture leads if watched for just 2 minutes. Nothing grabs B2B attention like peers describing their own growth.

My advice? Avoid hard sells; rather, focus on the journey.

Nitai Aventaggiato, Founder and CEO, Helpmonks

Leverage Instructional Video Content

Video can be so much more than ads. I’ve used it as instructional content, and that works incredibly well. Clips are posted on social media, and that draws people to my page for the full content. The content shows people how to do something with the products, and that leads to more conversions. 

The best piece of advice for those wanting to use video is to focus on customer service rather than the video itself. You want the purpose of the video to help people. That comes across in the video. Sales from it come naturally because people trust your intention and you.

Baruch Labunski, CEO, Rank Secure

Embrace Video Storytelling

In our small business, we’ve embraced video marketing as a storytelling tool. I firmly believe that if a single image can speak volumes, then a video can tell an entire saga.

Storytelling is a powerful way to convey messages, and video is an ideal medium for it. We construct our videos with a clear narrative structure: a beginning that introduces something novel, a middle that builds tension with challenges, often rooted in some past struggle or crisis, and an end that brings the narrative to a satisfying resolution.

I often tell others, make sure your video marketing isn’t just a bland showcase of your product. Spin a tale. Videos offer a rich canvas for storytelling, so take advantage of that. It’s not just about selling a product; it’s about crafting a message that resonates with your audience, that tells them who you are, not just what you sell. Use the power of video to share your journey, to connect on a deeper level with your customers.

Precious Abacan, Marketing Director, Softlist

Utilize Instagram Reels Effectively

For all our finished and successful projects, we create Reels for Instagram. While Instagram is usually considered a platform for still imagery, it is currently trying to compete with TikTok, and therefore the Instagram algorithm favors video content and serves it more effectively to larger audiences. Hashtags are incredibly important and are integral to getting your video content in front of the right customer base. 

Whatever your business is, you can create simple and quick video content to expand your exposure on Instagram. Instead of posting a single photo, consider using a mobile app to edit together a slideshow of images in order for your content to qualify. These simple steps will help your content go much further.

Ryan Stone, Founder and Creative Director, Lambda Films London

Combine Employer and Client-Centric Videos

We have experimented with video marketing in two primary ways: to strengthen our employer branding efforts and to position ourselves as a client-centric content marketing agency.

As part of our employer branding initiatives, we create several videos for LinkedIn and Instagram that feature the stories and experiences shared by our employees. These videos are meant to offer a sneak peek into the exciting and dynamic workplace culture at WrittenlyHub and attract potential applicants to a work environment that’s fun and growth-oriented.

On the client side, we create videos featuring our customer success executives, people who are at the forefront of managing and sustaining client relationships. In these videos, our executives share their insights on how we as a company strive to ensure client success.

Both these kinds of videos have proven to be a great addition to our overall marketing efforts, allowing us to leverage the popularity of video content for our specific goals.

One piece of advice that I’ll give to businesses trying their hands at video marketing is that you don’t have to invest in expensive or fancy equipment to get started. A good phone camera, a high-quality mic, and a video editing tool may be all that you need initially. Start with basic audio/video equipment, and invest in more resources as you get into the groove of it.

Astha Verma, Co-Founder and CEO, WrittenlyHub

Engage with Informative ‘How-To’ Videos

Integrating video marketing into our promotional strategy was a game-changer for my small business. The key approach we took was to create informative and engaging “how-to” videos related to our industry. These videos not only showcased our expertise but also provided real value to our audience. By uploading them on platforms like YouTube, our website, and social media, we were able to reach a wider audience and drive more traffic to our site.

My best piece of advice for others is to focus on storytelling. People connect with stories much more than with straightforward sales pitches. In our videos, we always try to tell a story that resonates with our target audience, whether it’s the journey of a client we helped or a walkthrough of solving a common problem. This approach helps to engage viewers and create an emotional connection, making them more likely to remember your brand and engage with your content.

Remember, your videos don’t have to be Hollywood-quality. Authenticity and relevance to your audience matter more than high-end production. Start with what you have and focus on delivering value and a compelling narrative. This can set your brand apart and make your video marketing efforts more successful.

Joe Davies, Co-Founder and CEO, FATJOE

Tailor Video Marketing to Client Needs

We’ve successfully integrated video marketing into clients’ overall marketing strategies by tailoring approaches to each client’s unique needs. We’ve leveraged video across various channels, including social media content, website enhancements, and embedded emails. These initiatives have proven instrumental in fostering audience engagement, enhancing brand visibility, and driving conversions.

My best advice for small businesses looking to incorporate video marketing is to prioritize KPI tracking and analyze performance. Understanding what resonates with your audience allows you to optimize the cost-effectiveness of your video marketing efforts. Whether it’s informative tutorials, emotionally compelling narratives, or engaging interactive content, the key lies in adapting and refining your approach based on data-driven insights. 

This iterative process ensures that every video produced not only aligns with your business goals but also establishes a meaningful connection with your target audience, ultimately contributing to the overall success of your marketing efforts.

Taylor Caplan, Marketing Manager, Duckpin

Guide Prospects with In-Depth Videos

We integrate videos into our campaigns to provide in-depth information and guide prospects through their buyer’s journey. This adds a personal touch that written content often lacks.

We’ve also found video to be effective in communicating our value proposition clearly by simplifying complex concepts into digestible content for our audience.

Speaker engagements help enhance our credibility and authority in the industry, so we create snippets of the most interesting or eye-opening parts and post them online instead of the whole event footage, which is usually long. Short-form video is king right now.

Find creative ways to incorporate video in your marketing, like using them in emails and ads, or even embedding them on relevant blog posts or landing pages.

The best advice I can offer is to provide value in every video you share; whether it’s meant to be informative or for entertainment purposes. Find ways to showcase the human side of your business too—it’s what your audience will likely relate to.

Last but not least, keep your videos as short as you can. The average human attention span is now shorter than that of a goldfish!

Elsie Achieng, Director of Paid Media, Reactionpower

Keep Marketing Videos Short and Punchy

Keep marketing videos short, sweet, and punchy. Nothing over 60 seconds if you can help it, especially for social media platforms. Short-form videos are the ideal format if you want to leverage social media sites like Instagram, Facebook, and YouTube, which are fertile grounds for marketing campaigns. 

Always put the most important and attention-grabbing information in the first 15 seconds before you lose your viewers’ attention span to the myriad distractions on the internet.

Luciano Bellacci, Head of Marketing, Group Online

Distribute Product Demonstrations

In order to integrate video marketing, I started making interesting product demonstrations, client testimonials, and educational materials. I circulated the videos using email campaigns, social media, and my website. Videos should be brief, visually appealing, and consistent with the storytelling aspect of your brand. 

The best advice I can provide you is to consciously prepare your video content, emphasizing audience value and storytelling. Try a variety of video formats without fear, and monitor the results to fine-tune your approach. Note that engaging your audience and boosting business growth are greatly aided by being genuine and creative.

Daniel Florido, Chief Web Development and Director, Pixelstorm

Showcase Brand Authenticity

I’ve woven video marketing into my small-business strategy like an essential thread, recognizing the power it holds in today’s digital landscape. Embracing authenticity, I’ve crafted videos that showcase the human side of my brand, from behind-the-scenes glimpses to heartfelt stories. My advice to fellow entrepreneurs: Be genuine. 

People connect with realness, so let your brand’s personality shine. Whether it’s a product demo or a day-in-the-life snippet, authenticity resonates. Keep it relatable, share your passion, and let your business story unfold naturally—those are the keys to creating engaging video content that leaves a lasting impact.

Jon Torres, CEO, Jon Torres

Establish Credibility with LinkedIn Ads

We’ve integrated video marketing into our small business’ promotional strategy by leveraging LinkedIn Video Ads. Our approach focuses on thought-leadership videos that aren’t direct sales pitches but rather content that establishes our credibility and expertise in our field. These videos address industry trends, insights, and tips, subtly positioning our brand as a knowledgeable and trustworthy source.

The best piece of advice we can offer is to prioritize value and relevance in your video content. Avoid overt sales messages. Instead, concentrate on what can benefit your audience, like insights and solutions to common industry challenges. This approach not only engages your target audience more effectively but also fosters trust and authority in your brand, which, in the long run, is far more valuable than any direct sales pitch.

Jaya Iyer, Marketing Manager, Teranga Digital Marketing LTD

Show Solutions to Customer Pain Points

In our experience at CodeDesign, one effective way we’ve integrated video marketing is by creating short, informative videos that showcase our services or products in action. These videos are designed to be easily digestible, visually appealing, and tailored to highlight the unique value proposition of our offerings.

A key piece of advice for others looking to integrate video marketing is to focus on storytelling. People connect with stories much more deeply than with straightforward sales pitches. Your videos should tell a story about your brand or your product that resonates with your audience. This could be a customer’s journey, the story behind the creation of a product, or how your service solves a specific problem.

For instance, we created a series of case-study videos where we highlighted how our digital marketing solutions solved unique challenges faced by our clients. These videos were not only informative but also told a compelling story of transformation and success. They were shared on our website, social media platforms, and in email newsletters, significantly increasing user engagement and reinforcing our brand image as a solution provider.

The takeaway here is to leverage the power of video to tell stories that captivate and engage your audience. Keep your videos concise, visually appealing, and focused on delivering value. Remember, in today’s fast-paced digital world, the ability to tell an impactful story in a short video can set your small business apart in a crowded market.

Bruno Gavino, Founder, CEO, CodeDesign

Transform Testimonials into Sales Drivers

We have used video marketing to promote clients’ small businesses. Our client owns a small business in the fashion industry, a saturated industry with high competition. They needed a way to connect with their customers on a deeper level and stand out. We suggested a video marketing promotional strategy focused on user-generated content. We used existing video testimonials and transformed them into powerful sales drivers. We saw a 14% boost in site conversion post-campaign, a +17% conversion rate with their videos, and 4,498 hours of on-site time, which showed deeper customer engagement.

Video marketing has become a go-to promotional strategy for small businesses, and for good reason—it tells stories, evokes emotions, and drives engagement. My advice: Forget the polished. We often showcase happy testimonials but include video reviews with constructive criticism. Authenticity is key, and showing dissatisfied customers too makes your brand more relatable.

Valerie Lavska, CMO, Promodo

Create Quirky YouTube Shorts

We’ve integrated video marketing into our promotional strategy focusing strongly on YouTube Shorts. From our experience, this platform offers an incredible opportunity to reach a wider audience in a format that’s both engaging and accessible. The key to our success with YouTube Shorts has been a blend of quirky, fun-to-watch videos that capitalize on strong characters and topical trends.

Our approach involved creating short, captivating videos that often featured relatable characters or humorous takes on current trends. This not only made our content enjoyable but also shareable. We found that when we struck the right chord with humor and relevance, our videos gained traction rapidly. For instance, we created a series of Shorts that parodied common digital marketing blunders in a light-hearted way. These videos resonated with our audience because they were entertaining yet insightful.

My best piece of advice for others looking to delve into video marketing, especially through platforms like YouTube Shorts, is to focus on storytelling and relatability. People enjoy content that either tells a story or that they can see themselves in. If you can incorporate these elements while staying on top of trends and maintaining your brand’s unique voice, you’re more likely to engage your audience effectively. 

Also, don’t shy away from experimenting. The beauty of YouTube Shorts is the freedom to try different styles and topics to see what resonates best with your audience.

Bhavik Sarkhedi, Growth Head and CMO, Content Whale

Optimize with A/B Testing

Continuous optimization is vital for a successful video marketing strategy. I suggest implementing A/B testing by creating variations of your video content, such as different thumbnails, titles, or video lengths. 

Analyze their performance to discover which elements engage your audience and drive desired actions effectively. This experimentation allows you to fine-tune your approach over time. Remember that A/B testing provides valuable insights into what resonates with your viewers.

Hardy Desai, Founder, Supple Digital

Adjust Your Strategy with Analytics

There are many ways to incorporate video marketing into your small business’s promotional strategy to enhance brand visibility, engagement, and overall success. 

First, develop high-quality, engaging videos. These videos must tell a story that aligns with your brand and focus on providing value to your audience. Some examples include how-to videos, product demonstrations, customer testimonials, or behind-the-scenes glimpses. Next, be sure to optimize your video for search engines. Use relevant keywords in titles, descriptions, and tags to improve discoverability. Also, create compelling thumbnails and optimize video metadata to enhance search engine rankings. 

After that, share your videos across popular social media platforms where your audience is active. Each platform has unique features, so tailor your content accordingly and encourage viewers to share, comment, and engage with your videos. Then, consider other areas where you could use these videos, including in your email campaigns, on your website, with influencer engagements, and through third-party marketing partnerships. 

Finally, be sure to leverage analytics tools to track the performance of your videos. Analyze metrics such as views, engagement, and conversion rates. Adjust your strategy based on the insights gained to continuously improve your video marketing efforts. Video can be a very powerful marketing tool for your business, as long as you use it effectively across all your marketing channels to reach your target audience.

Elyse Flynn Meyer, Owner and Founder, Prism Global Marketing Solutions

Embrace Authenticity in Videos

When implementing video marketing for my small business, I adopted a straightforward principle: Embrace Your Quirks. Instead of creating a shiny image for the brand, we chose to reveal our raw essence. 

Our flaws, the unscripted moments, and peculiarities of our team, as well as the products, became an essential part of the story we told. Authenticity became our North Star. My advice to fellow business owners is simple: authenticity resonates. Do not skip over the moments of randomness that make your brand genuine. 

Whether it is an informal discussion among team members or a sneak peek into the behind-the-scenes, these organic elements establish a bond with viewers. Authenticity is a strong strategy to develop trust and establish fruitful customer relationships.

Marty Aghajanyan, Founder and CEO, JBoard