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Writer's pictureMark Appenzellar

Transforming Your Small Business through Visual Content Marketing

The digital era has completely revolutionized the approach that businesses take when it comes to the use of visual content marketing in the small business realm.


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Every small business owner devotes time to finding new ways to establish or scale their business, and video is one of the most effective and versatile tools for helping them achieve those goals.


Less than a decade ago, video in the small business realm often seemed more of a novelty than a vital ingredient for growth. During the formative years of social media, the advent of new platforms certainly streamlined the process of getting visual content in front of many eyes. However, some entrepreneurs still need help finding relevant ways to embrace video. This scenario changed dramatically during the years of the pandemic, when much of the business realm suddenly shifted to an online presence, and video began to play a more significant role in how companies presented their goods or services to would-be purchasers.


How video is integrated into the small business marketplace today also deviates tremendously from the standard roles it filled in the past decades. In traditional marketing and advertising, the formula had previously been for the entrepreneur to allocate operating capital toward developing communications through formal legacy channels such as radio, television, and print. One of the advantages of this approach was that the creation of the message was left to the auspices of industry professionals with the expertise and experience necessary to craft solid, relevant communication. An inherent drawback of this was that some of the involvement from the third party could inadvertently end up distancing the entrepreneur from the details of the finished product.


The digital era has completely revolutionized the approach that businesses take when it comes to the use of visual content marketing in the small business realm. Coupled with the fact that most people automatically incorporate video consumption into various facets of their daily lives, it has tremendously broadened the viability of embracing video in small business operations. Well beyond the confines of mere marketing and advertising, video has increased so much that its influence can be keenly felt throughout the marketplace. A significant contributing factor to this exponential increase in the use of video is the wide availability of high-quality smartphone cameras. The average phone is now capable of capturing 4k video and augmenting it with features that would have belonged solely to high-end cameras just a few years ago.


And yet, even with the benefits of having access to quality video creation, many small business owners can still feel that this is the best of times and the worst of times. Creating visual content without paying someone else to be involved in the video capture aspect is undoubtedly advantageous from the expense perspective. However, some entrepreneurs struggle with learning to edit all that video once it’s been shot. Editing can seem overwhelming at first, but there are many options for editing software that run the gamut from open-source freeware to highly customizable paid versions. YouTube contains many tutorials for these various editing options, so learning the basics need not take excessive time or effort.


For entrepreneurs looking at the possibility of integrating video into the fabric of their business, the first logical area to consider is marketing. According to Wyzowl.com, approximately 86% of companies utilize video in their marketing efforts. When it comes to the DIY approach, one of the great benefits is that you can create content in the moment to address your needs as quickly as possible. Coordinating with an external partner to make this happen can deter getting your message before the right eyes at precisely the right time. If you need to promote a product or service or to alert your clients or customers about an upcoming sale, taking the creative content reins can help you strike while the iron is hot.


Social media platforms are some of the most obvious outlets for video production in a small business setting. The very nature of these entities is very much in the DIY mode, creating a degree of informality that welcomes self-created video expression. Because one of social media’s most attractive aspects is the personal touch, anything put into the video realm gives the viewer some direct interaction with the content creator. A key element to establishing the relevance of your small business is to help your potential clients, or customers feel that you care about serving their needs. Especially if you’re a sole proprietor, you are the face and voice of your business.


It’s also important to realize that you need not limit yourself to the confines of social media when creating visual content. Embedding videos on your website will instantly transform what would usually be a static environment into an immersive experience for those who visit. It’s much easier to hold someone’s attention via video than merely through text and still images, and doing so will become a valuable building block for communication with your audience. Being able to experience your personality in video form gives dimensionality and substance to what your business is all about and helps humanize your product and service offerings.


Whether through a platform such as YouTube or within the parameters of your website, “explainer videos” are a powerful tool for providing clarity to those you’re trying to attract as customers or clients. Your products and services may seem straightforward to you, but people seeking what you have to offer are bound to have questions they need answered to be convinced that your business is the best choice for them. Through video, you can provide a rich backstory to not only your offerings but also to your business itself. When someone hears the narrative of what led an entrepreneur to launch a company in the first place, there’s added credibility to what’s being offered. Would-be purchasers will appreciate the deeper context in which to frame their decisions about whether or not to patronize your business.


Video can even play a major role after someone has done business with you. There’s great benefit in offering additional tips and guidance for how customers can get the greatest possible benefit from the products you offer. If your enterprise is service-based, you can create visual content that helps your clients be aware of other ways to meet their needs. Another area worth exploring is creating educational videos, born out of your entrepreneurial experiences, specifically linked to your particular niche in the marketplace. You will automatically become adept in the subject matter, which is a direct byproduct of whatever your business does, and this can become a networking element as you share your expertise with others on a similar journey.


Perhaps the single most powerful aspect of video in the small business sphere involves what’s referred to as social proof. This concept is usually linked to customer or client testimonials in the entrepreneurial setting. If someone is unsure or skeptical about what your business offers, hearing organic, unscripted feedback from people who have already availed themselves of your services can help alleviate concerns and build trust. Any time you have a particularly successful interaction, you can create a testimonial video that will help tell that story to prospective clients or customers. When someone agrees to participate in a testimonial, they’ll appreciate that you value their opinion and maybe even more likely to continue promoting your business through word-of-mouth.


Video is one of the most impactful types of media, so always take advantage of that emotional connection to offer a “call to action” for the viewer. Your visual content can inspire, educate, and motivate individuals to pursue what you have to provide to better their situation. The small business setting can be a perfect environment to tell your story in a manner that shows people what you’re all about. Video can be one of the most effective tools for ensuring that you leave a meaningful and lasting impression.

 

Looking to transform your small business through visual content marketing? Let ValorExcel guide you in creating compelling videos that captivate your audience and drive growth. Contact us today to learn more about our expert services and take the first step toward transforming your business. Visit our website at https://www.valorexcel.com/book-online, to book your power hour session where you’ll meet with ValorExcel staff to get started. Or, call 240-329-9387 or email us at info@valorexcel.com, Also, don't forget to check our recent videos on YouTube by clicking HERE. #VisualContentMarketing #SmallBusinessGrowth #VideoMarketing #ValorExcel


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