• Kimberlee Martin

Oh No, not VIDEOS!

As I mentioned in a previous post, social media posts with a visual aspect perform better than those without them. Check out some of the stats here:


You’ve got lots of options for including visual elements in your posts, including:

  • Photos

  • Illustrations

  • Video

  • Infographics

  • Charts

  • Graphs

Out of all of those, is video the most stress-inducing for you? Does it seem out of reach? It did to me, but I've discovered that it doesn’t have to be intimidating. You don’t have to spend a lot of money producing professional-quality videos for your small business marketing efforts. In fact, a rustic video shot on your cell phone can be an effective marketing tool, making the customer feel connected to you in an authentic way.

At a minimum, all you need to create your own marketing videos is your smart phone. Most modern phones have a high-quality built-in camera. You can record yourself and then upload to your platform of choice (Facebook, LinkedIn, etc.) right from your phone.

To keep things simple, plan to keep your videos short. When I’m recording a video, I usually don’t use any editing software. That means that I’ve got to get all of my content right the first time. If I make a mistake, I have to stop and start over.

This method works great for videos that are less than two minutes long. I’ve even successfully made videos of 4 or 5 minutes using this method. But if you record for 4 ½ minutes, and then make a mistake at the end, its frustrating to start over. So keep it short.

What sort of video should you make? The possibilities are just about unlimited, but here are a few suggestions to get you started:

  • Staff introductions. Record yourself of your staff members introducing themselves to your customers and prospects. Tell them a little bit about your background, your specialty, and maybe your personal life. This type of video creates a personal connection with the viewer, making them feel like they know you already.

Tip: tell a story. Viewers love stories, so frame your intro as a "how I got here" type of story, for example.

  • Tips and tricks. Record a brief video offering a tip or a trick related to your product or service. If you’re an accountant, for example, you might create a video about commonly forgotten business write-offs. If you offer Excel consulting services, you can mention an Excel function that most people don’t know about.

Tip: Use Google Trends to find popular search terms in your industry. Those may be good topics!

  • How-tos. Pick a topic that you are often asked about, and explain it on video. If you’re selling a sewing machine, create a video that shows how to change the needle, for example. You’re an expert in your field, so let your knowledge shine!

Tip: What's something you're good at that other people often ask you to explain? That's your topic.

Videos can be a great way to engage your audience, to don’t be afraid to step into this arena!

About the Author

Kimberlee Martin is a Communication Specialist at North Port Marketing with 30+ years of business experience. She has consulted with dozens of small companies, observing their strengths and weaknesses, and has built a marketing program that addresses their unique needs. Kim's passion is helping entrepreneurs define strategies that resonate with their target audiences, driving new business their way, and paving the road for success.

Contact Kim at kmartin@northportmarketing.com.

#smallbusiness #marketing #success

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