Regardless what business you’re in, it’s probable that your customers are viewing online video content, at higher rates than ever before. MarketingProfs, a respected reference source on internet marketing published a great article, with an accompanying infographic, that has only become more significant in the two years since it was first published. According to Cisco Systems, they expect the number of people watching online video worldwide to hit 1.5 billion by 2016!
Videos are a great way to convey a lot of information efficiently, and research validates that video can hold attention longer than audio or text alone. That said, businesses of all sizes are still struggling with how to use video effectively, and, especially for smaller companies with limited resources, this can seem like an overwhelming task.
The barriers to broader adoption of video by small-to-medium-size businesses (SMBs) can be broken down into the following categories:
Resources – A small business is not always equipped with an articulate spokesperson willing to step in front of a camera. And while big companies have ‘evangelists’ who routinely do this, with an SMB, this more often falls to a product manager, marketing VP, or the business owner him/her-self, all of whom usually have “full plates” of other tasks. In addition, SMBs often lack personnel that can aid in the technical aspects of video production.
Technology – SMBs likely don’t have the necessary technical equipment, including high-quality cameras, microphones and good lighting, which contribute to a well-produced video. Many also lack the marketing savvy to effectively distribute that video content. And if you can’t get your content out, what’s the point?
Cost – SMBs continually wrestle with limited resources and often can’t afford to hire a professional to produce video content. Time is also not necessarily an SMB’s friend; they are “time challenged” and often forced to direct energy and resources on other high-impact priorities—like the day-to-day operation of the business.
Fortunately for SMBs, integrating high-quality video content into marketing initiatives doesn’t have to be beyond reach. Several short form videos can go a long way to inform interested parties about your business and what sets you apart from your competition. These could include:
- An “about us” video to replace or enhance the written content on your website.
- “Explainer” videos to explain processes unique to your business
- Presentation of the company mission and/or vision
- Webinars to convey timely information
And as I’ve said in other blog posts and my short promo, none of these projects have to ‘break the bank!’
SMBs can further leverage their investment in video content by chopping it into “digestible” segments and repurposing it on multiple locations. Think of “episodic TV” and you’ll get the idea!
Audience demand for video is growing rapidly, and the businesses that can respond will win and win big!
Sources: MarketingProfs; Cisco Systems, Inc.; ON24
First Impressions Video 
Another great article by Mr. Terry Wall with insight on “break through” advertising; esp. for SMB.