Your small business is a labour of love. You started it because you believed in what you were doing, and you have stayed the course because you still believe in it. You saw a niche or a need, and you took a chance. It has probably been a lot of work to get to where you are, and it continues to be so, but you can (and should) capitalise on your story to help further your narrative and grow your business. Here are some tips to help you take action.
Use Video Production Services
Videos elicit a strong response from viewers. Through action sequences and active storytelling, you can share your story, vision, and dream with millions of viewers. When video production content is well done, it is powerful. It takes people along for the ride with you. It makes them want to learn more, be a part of the story, help you, and buy from you.
Instead of leaving video content off the table or leaving it to chance, your best bet is to work with a professional video production company. They know the best practices to show you in the right light, quite literally. They understand how to tell a story through creative video editing to craft a compelling narrative. And that is what your company needs to stay relevant and keep moving forward.
Know Your Own Story
Before you sit down with the video production team, you should sit down with yourself. Take a retrospective look at your own story. While you may have lived it, you should clarify the timeline so you come prepared for the video session.
Start by knowing your why – why did you start your company? What is your mission? Why are you still in business? What gets you out of bed each day, and what keeps you awake at night? It is unlikely that you experienced a smooth trajectory. You probably experienced your fair share of ups and downs. Share those with your viewers. They are not perfect, and they want to see something similar to their lives reflected back at them. They want to know that you made it, despite your struggles and missteps, so maybe they can, too.
Your story is not yours alone. You never would have made it without your customers. Highlight their importance and how your valued consumers helped grow your business through interest and loyalty. People appreciate being acknowledged, even if it is not directly.
Display Your Story
Once you have crafted and cleaned up your story, you need people to see it. The About page on your website is an obvious first landing site for the content. When people want to learn more about the company, a single click will tell them everything they need to know. Embed your new video there to add rich content and generate more interest.
Another vehicle for sharing your story is in company emails. Give subscribers to your exclusive email newsletter a first look at your content, and then send it out across your other channels in the days afterwards. When people see something that they cannot access, it will increase awareness and interest in your company, which, in turn, may lead to more email subscription sign-ups. The end goal is more user engagement that eventually results in purchases.
Tell More Stories
Over time, your story will remain relevant, but you can find more stories to highlight to increase your company and brand visibility. If you have employees who have been with you since the beginning, start with them. Hire the video production company you used to tell your own story. Ask your valued employees to share their whys and motivations for staying with the company all these years. A nice bonus that is unrelated to marketing value is to acknowledge those steadfast employees with a bonus of their own. Employee loyalty is meaningful. It is the backbone of why your company works.
Another strategy you can use is to take a video of your loyal customers. Look at the company’s consumer purchasing data points and find consumers who have been with you for years. Track their purchases and spending on your website. Take note of their social media platforms and analyse how often your company or products are mentioned. These people might be your super consumers. Approach them and ask if they will be willing to go on camera and discuss what they like about the company and products. Of note, you need to carefully consider whether or not you wish to compensate them for their efforts, as this might be construed as a paid review.
Highlight the Products
The products your company makes and sells are a story in and of themselves. Their existence gives your company its purpose. Without the products, there is no business. If you have products that have multiple uses, why not create informative and how-to videos on them? Show people how much value these products will bring to their respective lives.
Another approach is to create videos that show exactly how to put one of your items together. This will be especially helpful around the holidays if there is effort involved in constructing them. It might even encourage would-be buyers who are put off by the prospect of putting anything together. People always appreciate a little extra help – especially when they did not even realise they needed it.
Telling your company’s story is not only a smart marketing tactic, but it is also a way to preserve its history. You worked hard to get to where you are today. People should know your story. Create powerful videos with the help of professional video producers to engage people and bring them in. Grow your audience by highlighting your employees and showing their value and importance to the business. Ask your loyal customers for on-camera testimonials. Always create instructional videos when your products are a bit confusing. A little help will go a long way toward making positive connections with the people who buy your products.
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