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Why Your Small Business Should Be Doing Video Marketing



Why Your Small Business Should Be Doing Video Marketing

If you’ve spent any time at all learning about marketing, hopefully one thing that has jumped out to you is the focus of video marketing. It makes sense. We all carry in our pockets everything we need to create, edit, and publish our own video content. 

Prior to the smartphone, the cost of producing and distributing video was immense. Most small businesses couldn’t afford to do video marketing. Video was dominated by major brands that had the budgets to make professional videos and air them during commercial time on TV.

In so many ways, the smartphone changed the rules of the game. And for once, it stacked them in favor of the little guy, not massive corporations. No where is that more evident than with video. 

Now, a small business owner can create and publish a video in a matter of minutes and reach hundreds, thousands, or even millions of people.

In this article, we’ll discuss why video is so effective for small businesses and ways your small business can take small steps to begin video marketing.

Do Your Customers Really Care About Video?

While video marketing can be low effort, it’s certainly not no effort. And let’s face it, as a small business you already have more on your plate than you can handle. 

Why should you invest your time and resources into video marketing?


The answer is simple: because you’ll get more customers if you use video.

We recently conducted a survey to try and better understand how, why, and where consumers went about researching and ultimately patronizing small businesses. We wanted to hear from the consumers themselves what was important to them, so that we could help small businesses better understand where they should focus their limited resources.

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One of the most startling insights we gleaned from the survey was just how important video is for most customers.

51% of consumers said they were more likely to patronize a small business if they were able to watch videos introducing the company and/or highlighting their products/services. Only 16% of respondents said the opposite.

So whether you are a retail store selling jewelry, a catering business selling wonderfully curated meals, or a dentist selling healthy teeth and gums, video should be a part of your marketing strategy! 

Why is Video so Effective?

Clearly video works, but why? Much of it has to do with how our brains are wired. 

Video can elicit an emotional response that other mediums simply can’t and studies indicate as much as 95% of purchasing decisions are done subconsciously on an emotional level. 

Reason No. 1: We Process Images Faster Than Words

One clear reason video works better than other forms of communication is that our brains can process images much faster than words. In fact, MIT researchers discovered the human brain can process an image in just 13 milliseconds.

Not only that, but our brains can process images simultaneously, whereas it processes words in a linear manner. Why does that matter?


Because if it’s easier to process information, it’s easier to retain information. 

Studies show that we retain 95% of information from video versus only 10% from text. And when it comes to advertising, what good is it if they don’t remember it?

Reason No. 2: Seeing People’s Faces Evokes Empathy

Again, it comes down to how we are wired. Our brains have what are called mirror neurons. These neurons fire when we observe the facial expressions of others, causing us to empathize with them. 

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We basically see ourselves in their shoes. 

And speaking of shoes, now do you see why Nike commercials are so powerful? For a few brief seconds, you can literally feel greatness because they so artfully portray people and acts of greatness. 

Here’s a great example of a small business creating the same psychological effect. How can you not envision yourself enjoying this winery after seeing the joy on the faces of their customers in the video?

How Can Your Small Business Get Videos In Front Of Potential Customers? 

Before we jump into the how-to’s, let’s be clear: videos don’t need to be professionally produced and edited. This article isn’t about creating a commercial for TV. We’re talking about making and distributing videos where your customers are most likely to be found. Unlike the good ol’ days of TV dinners, consumers are likely not glued to the TV screen during commercial breaks.


Understand Who Your Customers Are

Hopefully you’ve already created a customer avatar and understand who your customer is. Understanding who your customer is is the first step in understanding where they spend their time.

For example, a CPA offering tax services for wealthy individuals has an audience that looks vastly different from someone selling beauty products directly to consumers. 

Who They Are Informs Where They Are

Once you know who your customers are, you can then start to understand where they spend their time online. 

In the example above, which small business owner is better served creating a weekly insights & advice video series and promoting it on LinkedIn?

And which owner should be pumping out quick video testimonials of happy customers and product reviews on Facebook and TikTok?

Remember, video is a form of content marketing, which is designed to attract and retain an audience. That way, when it comes time to buy, you’re top of mind. 

That can’t happen if you don’t get your video in front of the right people.

So Where Are Customers These Days?

While there’s well over a billion websites online these days, the reality is that a majority of people’s time online is spent in one or multiple of the following places:

  • Google
  • Youtube
  • Facebook
  • Twitter
  • Yahoo
  • Reddit
  • Email inbox
  • TikTok
  • LinkedIn
  • Pinterest

All of these channels provide the ability for you to reach your audience en masse with whatever videos you wish to create. There’s no shortage of resources out there to help you understand how to optimize your video strategy to reach more of your target audience for each of these platforms. Make sure you understand the best practices for whichever platform(s) you choose.

What Types of Videos Can Your Small Business Create to Attract New Customers?

Now you know why videos work. You’ve done your homework to find where your customers spend their time. You’ve even educated yourself on how best to get your videos in front of them. Now you need to decide what type(s) of videos you want to make.

Here are 4 of the most effective low cost and low effort videos you can produce:

Demo/Explainer Video

If your small business sells products, create short demo videos allowing people to see how those products solve their problems. Video is the perfect way to explain how those products work, so that people can see them in action.

Testimonial Video

Remember when we talked about potential customers putting themselves in the shoes of the person in the video they are watching? What better way to sell your products or services than to allow potential customers to imagine themselves in the shoes of one of your happy customers. 

Next time you’re with a happy customer, plop out your cell phone and ask a couple of simple questions about their experience with your company.

Informational Video

These can be great if your small business offers a service of some type. As a service professional, you obviously have a wealth of knowledge that people pay you for. Offering up some of that knowledge in the form of a video allows people to better understand their situation, but also allows them to see you know your stuff. 


When it comes time to hire a professional, you will have already created a level of trust with the potential customer that makes it more likely they will come to you for help.

Company Story Video

Especially when it comes to small businesses, people buy from people. You aren’t some massive, stale corporation. You’re a small business with a unique story to tell. Use video to tell customers…

  • Who you are
  • Why you are so passionate about your business
  • What they can expect from you

Let them see and feel how much you love what you do. There is simply no better way to do that than with video!

Now It’s Time To Push Record

So what are you waiting for? While diving into video can feel daunting, there’s no better time than the present to begin. Your customers prefer video over other mediums. And you can create a huge advantage amongst your competitors by making the type of content they want! So get that iPhone out, press record, and start having more meaningful engagements with your potential customers.

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How clean, organized and actionable is your data?



90% of marketers say their CDP doesn't meet current business needs

A customer data platform (CDP) centralizes an organization’s customer data, providing a single 360-view of each consumer that engages with the company. Yet there are still data-related considerations that organizations have to make beyond what the CDP does.

“[CDPs] were designed to fill a need – to enable a marketer to easily get to the data they need to create their segmentation and then go on and mark it from that point,” said George Corugedo, CTO of data management company Redpoint Global, at The MarTech Conference. “But the issue is that CDPs really don’t take care of the quality aspects of the data.”

Maintaining data quality also impacts segmentation, campaigns and privacy compliance challenges for marketing teams that use this data.

Data quality

The data in a CDP depends on the quality of where it came from. Therefore, an organization using a CDP must also consider the quality of the data sources and reference files used to build out the CDP.

“The inevitable question is going to be, how good is this data?” said Corugedo. “How much can I trust it to make a bold decision?”

This is something that has to be on every organization’s radar. For instance, when identity resolution is used, the issue depends on the quality of the third-party reference files. If they are provided by a telecommunications company or credit bureau as the data partner, those files might only be updated quarterly.

“It’s just not an optimal solution, but every single CDP on the market uses some form of reference file,” Corugedo stated.


It’s up to the data scientists and other team members working within the organization to own the accuracy of these data sources.

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Read next: What is a CDP?

Segmentation and other actions

The quality of the data using specific reference files and sources will vary and will impact the confidence that marketers have in creating segments and using them when deploying campaigns.

Marketers have to make this decision at a granular level, based on the trustworthiness of data from a particular lineage.

“If they have a campaign that is reliant on suspect data, they can actually delay that campaign and say maybe we wait until that data gets refreshed,” said Corugedo.

Otherwise, marketers are just “spraying and praying.”

Using rules instead of lists

The advantage of having a CDP is unification of all data. But the data is being updated all the time. Instead of deploying campaigns based on a fixed list of customers, the use of rules to define segments allows marketers to update who they engage in the campaign.

“A list, as soon as it’s detached from the database, starts to decay because it doesn’t get any updates anymore,” Corugedo, adding that using lists takes longer to execute a campaign.


Lower quality from data that isn’t updated can have serious implications for healthcare and other industries, where accuracy is essential. 

“Instead, rules are passed through the campaign just like they would be with a list, but those rules reevaluate every time there’s a decision point to make sure that only the qualified people get the particular content at that point,” Corugedo explained.

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Privacy and regulatory compliance

Maintaining data quality through a Redpoint Global dashboard, or a similar combination of tools and data personnel, will also help an organization manage privacy.


The crucial point is that people on the team know where the data came from and how it’s being used in campaigns. The stakes for sending out relevant messaging are high. Privacy and compliance issues raise the bar even higher.

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If you’re using a CDP, you can save headaches and extra labor by using a tool that has compliance and privacy baked in, so to speak.

“What we’ve done is embrace some of this complexity and absorb it into the environment, so the marketer never even sees it,” said Corugedo. “What we do is with every implementation, we will implement a PII vault that keeps PII data super secure, and we can anonymize the marketing database.”

This way, personal information of individual customers (PII) is never violated.

“Marketers ultimately don’t necessarily need to have visibility to PII,” Corugedo explained “They like to see it for testing purposes and making sure that it looks right and everything, but the truth is we can do that in other ways without revealing PII.”

Having a handle on data quality adds to the confidence marketing teams have in creating segments and executing campaigns, and it can also help protect the customer’s privacy and guard against regulatory infringements.

Facts not fiction: Beyond the CDP from Third Door Media on Vimeo.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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