3 Examples of Videos for Small Business Marketing

Small businesses are particularly well suited to video marketing campaigns, as I wrote about in “How Videos Boost Your Small Business Marketing.” Usually, the founder or employees are personable characters, which result in compelling and memorable videos.

To give you inspiration, here are three marketing videos I produced for clients.

Small Business Marketing Video Example

Watch the video: What Happens if You Don’t Winterize Your Sprinkler System

In this video for TriState Water Works, the founder of the company provides a dramatic example of failing to winterize a sprinkler system.

Small Business Marketing Video Example

Watch the video: Make these 2 Easy and Amazing Treats for Your Dog

Marketing videos don’t always need to feature the founder. Often, customer-facing employees make excellent videos that customers really relate to. In Grady Veterinary Hospital’s video, a receptionist shares healthy recipes for dog treats.

Small Business Marketing Video Example

Watch the video: Don’t Let the Wealthy Widows Get Away!

Marti Barletta is a speaker, so she always looks for opportunities to have her keynotes filmed. In this way, we turn a one-time event into an ongoing marketing campaign. In this speech to financial advisors, she shares details about how to earn business from affluent widows.

These three video marketing examples are quite different, but they have something in common: they are each extremely relevant to the organization’s customer target. And because of that focus, they have been very successful elements of my clients’ small business marketing efforts.

Know Your Customer

An effective marketing team knows their customers. They know where to spend their marketing dollars to get the most effect and what messages will resonate with different groups. This customized marketing approach yields a valuable return-on-investment.

However, a one-size-fits-all approach to marketing guarantees marketers will spend more money for less effective results. When they don’t know their customers and their preferences, they must send a variety of messages using many different media.

Yet, many businesses don’t put much effort into learning about their customers.

Below are three examples of differences in customer behavior. You can see how different marketing strategies could be taken to meet their preferences and needs.

  • If your customers are primarily women, you need to know they behave differently from men. Marketing to women expert Marti Barletta writes about consumer behavior frequently, but in one particular post, “Guaranteeing Sales Success with Women,” she emphasizes that women are risk-averse and value warranties and guarantees more than men do.
  • If your customers are young, from 18-33, 80-89% of them can be found on social networking sites. But of those 74 or older who use the Internet, only 10-19% engage in social networking sites. This information is from Pew Internet.
  • If your customers are older and affluent, they might be choosing an urban lifestyle rather than a retirement community. Boston Consulting Group’s Michael Silverstein reports on his firm’s research that these consumers enjoy cooking at home and increasingly have more time to learn new hobbies.

How well do you know your customers? How many of them are women? What age groups buy from you the most? What are their incomes? Being able to answer these questions will help you customize your marketing plan with strategies that will reach your customers without wasting time and money on people who won’t buy from you.

Email Marketing: How to do it right

Email marketing should be alive and well in your marketing plan. You may ask, “What about Facebook/Twitter/LinkedIn? All the marketing buzz is about social media!” It’s true that social media is growing in popularity and marketing potential, as 61% of all Internet users visit these sites. But the same 2010 Pew Internet Research Poll shows that 92% of all Internet users send or receive email. With a great email marketing campaign, you can reach practically the entire Internet population.

Some assert that younger consumers are eschewing email, but Pew Internet research shows that’s not the case. No matter which generation your customers are, 80-90% of the ones using the Internet are using email. Considering that Older Boomers spend more than their younger counterparts, this knowledge could be particularly profitable.

Since email marketing is such an important marketing tool, I want to give you some tips for doing it right. Businesses can’t just blast coupons to all their past customers and expect success. Let’s use this Pillar to Post marketing email I received as an example of how to run a successful email marketing campaign:

See the full size Pillar to Post email here.

Pillar to Post is a home inspection company. Home inspection not a service customers often need to purchase. The company’s email marketing strategy does a great job of keeping in touch with past customers and helping them remember who to call if they (or their friends and family) need a home inspection.

I’ve analyzed the Pillar to Post email to help you learn how they did it. Following are some email marketing tips you can start using today in your own marketing:

Send emails that fortify your brand and your customers will care about. Share information that will be useful, interesting or funny. Coupons or other promotions can be great, but they can’t be your sole strategy. For customers to be eager to open your emails, you need to give them something to be excited about.

The first day of summer was June 21, and most homeowners perform their home maintenance on a seasonal schedule. Knowing this, Pillar to Post shared a fairly thorough Summer Maintenance Checklist with their customers. This information is not only helpful to homeowners, but it establishes Pillar to Post as an expert in the field of home maintenance as well.

Mind your timing. Communicate with customers too often, and they will unsubscribe from your list or mark your emails as spam. Pillar to Post sends quarterly emails, each with season-specific advice. They recognized their customers’ natural home maintenance patterns and customized their approach for them.

Keep your content fresh. Avoid sending duplicate emails, even if they are months apart. Customers have a knack for remembering when they’ve read something before and will unsubscribe if they believe a company is putting forth a lackluster effort to engage them.

Design a clean, easy-to-use template. The Pillar to Post example email isn’t the most beautiful or effective design the company could have developed, but it is simple and easy to read. It has the added benefit of using as few images as necessary- images don’t always load in your customers’ email inboxes, so avoid placing text in an image.

Depending on your type of business, your email marketing strategy could be markedly different from Pillar to Post’s. Pillar to Post has a long sales cycle- a customer likely will go years before needing a home inspection. A retailer, on the other hand, might expect customers to make purchases seasonally, monthly or even every single day. Your sales cycle determines your messages and frequency.

Take inspiration from this great email marketing example to refresh and revitalize your email marketing (or to start email marketing, if you haven’t already!).