Let me stop you right now. You’re probably thinking, “Wait—I need more than one video? One is expensive enough!” You’re running a small Business, after all; you can’t afford to break the bank on marketing. But what if we told you that the more videos you create, the more money you can actually save?

There’s plenty of information about how beneficial video marketing is for your business, including its powers to help improve SEO, capture leads, and convert sales. The best way to unlock all that potential? Invest in multiple videos.

Though every business is unique and not all video styles will work for every objective, we used our expertise to review the essential video types for your most small business and explained how they can be useful in meeting your marketing goals.

Let’s get started!

The Company Mission Statement Video

This should be an obvious one—so obvious, in fact, you may already have one. But it does need to be said: in order to promote your small business, you’re going to need to tell your brand’s story. How you do it is entirely up to you, but the best way is with a brand video.

Brand videos are how you share your company’s mission and founding story, introducing your viewers to “they why” behind your company. You’re addressing a problem that you saw needed a solution.; you want to make a difference in a community or an industry where you have a personal connection. Maybe you’re a family business with multiple generations working together—highlight that!

Above all else, this video is for attracting new customers by connecting them to your brand story, your brand style, and your brand mission. Post your brand video on your website, share it periodically on your social accounts, run it as a video ad to attract new viewers, use it in email marketing campaigns, or use it to cross-promote your company in a guest post. Without one of these videos, you’re missing a crucial selling point of your small business.

The Product Video

The product video is another essential video for your small business. A product video is a video focused on a specific product or service. If you only sell one product, this should come easily. If you sell multiple products, pick your top seller or one you want to better promote, and dedicate a video solely to that one product.

Product videos are typically less aspirational than brand videos, but that doesn’t mean they have to be all tech specs and buzzwords. There are plenty of ways to bring product videos to life with unique style and vision.

Their main purpose? To engage online visitors and nurture prospective clients or customers by succinctly summarizing how your product or service works, especially if you’re running an e-commerce company.

The product video can be a vital part of your sales funnels, a great tool for explaining how a product works in your Amazon or Shopify store, or even a solid piece of content to engage brand advocates on social media.

The Customer Testimonial

It’s been said before, but the best way to sell your business is to let your customers do the talking. And because video is such a powerful medium, there’s no better way to share what your customers have to say!

Customer testimonial videos are powerful tools for a small business, especially when you don’t have the brand recognition of bigger companies to back you up. There’s no better way to nurture leads into potential customers than providing them value, and customer testimonial content does just that, moving leads from the consideration to decision stages.

Customer testimonials can look a few different ways: they can be in the form of a customer spotlight video, where the video is all about the customer and how your company helped them with their problem; they can be a before and after video, where you show your client or customer before your service, and then again after; or they can be an event video, where you capture real-time reactions from fans and customers who want to gush about your business on camera.

The How-To Video

Viewers of all ages are using YouTube to figure out how to do everything from change a tire, install an app, write an article, become rich and famous, break up with an ex, and more. This means your business should consider this video style when promoting your products or services, especially if you work in a niche industry,

How-to videos are especially good for engaging prospective leads looking to learn more and delighting current customers. Consider topics your business could cover. You can create how-to videos on topics related to your company’s products or industry, or what about a video on how to deal with issues your potential customers face on a daily basis?

The Welcome or Thank You Video

Good business is all about building strong relationships. That’s why welcome videos, where you on-board a customer and explain next steps, or thank you videos, where you thank a customer for choosing you or simply for their loyalty over the years, are great tools for building stronger brand-customer relationships.

While they might not result in driving immediate sales, this type of video content is aimed at delighting customers. When customers have a positive experience with your company, they’re more likely to come back, which is why welcome and thank you videos can be so successful at turning a one-time sale into a life-long customer. A little goes a long way, and showing you care by providing content even after they’ve handed you their money can do wonders.

The Main Takeaway? Create a Video Series!

Gone are the days of creating a single explainer video, slapping it on your homepage, and calling it a day. Instead of investing a massive amount in a one-time commercial, why not create a series of multiple videos that you can use across multiple platforms and mediums to reach your marketing goals?

There’s tons of benefits to having a long-term video production partner, including the ability to save on costs over time. Many companies will be willing to offer discounts with continued work, with a deeper understanding of your brand resulting in better results, as well.

Looking for a video production partner to help you get your video marketing game up to snuff? Lemonlight can help! Schedule a call with one of our creative producers today and we’d be happy to explore what the perfect video production package looks like for your small business.

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