Today we’re talking about using video effectively in small business; all the different ways of using video effectively and as engagingly as possible, and with the highest return on investment.

At Pickford Media we love video, but it can be really confusing evaluating and even proving a video’s return on investment. 

So, I’m hoping this is your little bit of plain talk (it’s probably very much needed!) about using video effectively and what types of videos you should be considering if you have a small business and you’re looking at starting to use video.

The first one is brand storytelling.

This type of video is perfect for your website or your social media channels, whether that’s telling your brand’s origin, your brand’s mission, or your brand’s values.

It could be a really good way to immerse your audience in what you do, and what your brand does.

The next one is homepage explainer videos.

Once upon a time, video was used only to explain really complex products or complex solutions, but now they’re just as likely to give an overview of your value proposition on your website’s homepage.

But on top of that, video plays a really big role in the health and discoverability of your website (which I’ll talk a little bit more about in a few paragraphs) but it can also easily integrate into different site pages or into blog pages, and so it’s a really good idea to anchor videos with other content, whether that’s a blog page or an article, or a landing page instead of having a resource library. Although I will recommend having a resource library as well!

The third type of video is advertising.

Obviously video advertising is a massive and effective way to use video.

You can run ads on LinkedInYoutube, and Facebook, just to name a few of those social channels, which can lead to your white papers or your videos and complement your additional content marketing.

Customised landing pages.

Similar to a home page a video, a customised landing page can be extremely valuable to your customer as it can really succinctly match your call to action.

A customised landing page can be extremely valuable to your customer as it can succinctly match your CTA


You could really even make hundreds of different customised videos – we’re actually working on a little project at the moment that we’re making a lot of customised videos based on the same template, and it’s an idea that I’d really recommend giving a go.

On top of that, according to a study by Unbounce, having a video on a landing page can increase conversion by up to 80%.


SEO is hugely important in small business, it’s about getting your website discovered.

Videos can really improve your website’s SEO so it’s an extremely effective use of video.

Videos can highlight some key points of a gated white paper for example, and increase its reach and its search engine ranking in two different ways:

  • The first is producing a video and publishing it on Youtube to get the maximum reach and earned views. The video itself is very searchable due to Google favouring Youtube videos since they own Youtube, and then the call to action at the back of the video can potentially lead customers back to that gated white paper, whether that’s a lead generational form or some different kind of conversion that you’re measuring.
  • The second way is to host the video on your site. The video and supporting text on your site will help that page rise up in the search engine rankings and it will also mean that your audience can stay on your website longer, because there’s not that distraction of other Youtube videos in the sidebar.

Another video to consider is educational content.

Tutorials, explainers, how tos, guides – these are all perfect pieces of content to teach an audience about a subject for an audience that’s really looking to learn about something.

Your potential audience is already searching for the solution on how to do something, so educational content is an effective and engaging use of video.

These types of videos can live on your blog, they can live in a learning resource centre on your website, or they could serve as a teaser for further content, so you might put a short version of that video on Instagram or on Facebook.


Email is another great place to put videos and exemplifies the idea of showing and not telling.

Video is a really effective way to break through the email noise.

I know we’ve all got hundreds and hundreds of emails, different subscriptions, newsletters that we subscribe to, so simply by using a little “Video Inside!” in the email subject line, your audience is much more likely to click on that video for the value that’s inside.

Research by Brainshark shows that a video included in a newsletter can provide a 20% boost in email open rates. Videos in newsletters show higher rates of clicking through to your website as well.

About Us.

About us or about the team videos are incredibly effective and engaging.

Customers are really interested in who you are as well as what you do or how much your product costs. If your customer is seeing two similar products for similar price points, they’re going to be more likely to purchase from the person they know more about, the person they trust more. That trust can build from providing videos about who you are, about your business, your brand, your story.

For customers looking at two very closely matched products or services, matched in price and quality, that perceived trustworthiness and commitment to a service can really help push your product over the edge, and video of course is a really good way of building that trust, or even just putting a face to the company. 

Customers are far more willing to purchase from someone as rather than some big corporation.

Public Relations.

My final video to consider is one where you keep up your PR with your audience.

Although text is a really easy way to communicate with your audience, it leaves the tone open to interpretation. Video allows you to combine your tone and your words, as well as direct viewers through pieces of content at the pace you like with emphasis on where their eyes or ears should be at any given time.

Those are a few video types to consider; I think those ones are the most engaging, they’re the most effective, and they’re the best return on investment.

I would really implore you to give one of those a go if you’re just starting out. (Or all of them a go if you really want to get into it and start using video effectively!)

For 52 specific video ideas tailored to your business, check out our 52 Video Ideas package here.

Thanks for watching our video about using video effectively in small business! For more videos about using video in your business, subscribe to the Pickford Media Youtube channel!

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