Let's be real: your prospect's inbox is a battlefield. After a year of relentless, often terrible outreach (yes, I'm talking "our product is as hot as the California wildfires" bad), everyone's guard is up. So, how do you break through the noise and actually connect with people? You stop typing and start talking. A smart smb video marketing strategy is your secret weapon. It’s how you genuinely prospect smb leads and build real rapport. Forget the cringe-worthy emails. Using smb video is about showing up as a human, making a real impression, and ultimately, crushing quota.
There were 124% more sales emails sent and, tellingly, responses plummeted by nearly one-third.
What’s now clear though is out of all these new tactics, personalized videos shone through like a beacon of hope. When inboxes transformed into veritable steel bunkers, videos busted through with a polite, personal knock.
Video is the next best thing to visiting onsite. It broadcasts your winning personality and helps you be memorable and forge lasting connections in ways that text alone cannot. Below, I share some creative ways to crush your quota using video that came out of the rubble of this past year.
What is SMB Video Marketing?
Let's start with the basics. Video marketing for small-to-medium-sized businesses (SMBs) is all about using video to connect with your audience, share your message, and ultimately, grow your business. It’s not about creating Super Bowl commercials or viral sensations. Instead, it’s a practical strategy to improve your online presence, explain what you do more clearly, and build real relationships with potential customers. Think of it as a powerful tool in your marketing toolkit that helps you stand out in a crowded digital space, making your brand more memorable and approachable.
Defining SMBs and Their Unique Marketing Needs
SMBs operate in a different world than large corporations. You’re likely working with a leaner team, a tighter budget, and the need to wear multiple hats. Your marketing has to be efficient, effective, and deliver a clear return on investment. This is precisely why video is such a great fit. It allows you to create high-impact content without needing a Hollywood-sized budget. For SMBs, marketing is about building trust and demonstrating value quickly. Video accomplishes both by putting a human face to your brand and showing, not just telling, how you solve your customers' problems.
Why Video is a Game-Changer for SMBs
If you're still on the fence about video, let's talk about why it's not just a "nice-to-have" but a fundamental shift in how successful businesses connect with customers. Video has a unique ability to cut through the noise and make a lasting impression. It works because it taps into the core of how we communicate and build relationships. For an SMB, this isn't just about following a trend; it's about leveraging a powerful medium to build trust, get found by more people, and communicate your message in the most effective way possible.
Video Builds Trust and Drives Purchases
Trust is the currency of business, especially for SMBs. Video is one of the fastest ways to build it. When potential customers can see the real people behind your business, hear your voice, and see your passion, it creates an immediate human connection. According to Clarke and Clarke, this transparency helps build trust quickly. This isn't just about warm feelings; it directly impacts your bottom line. A customer who trusts you is far more likely to buy from you. Video testimonials, behind-the-scenes looks, and personal messages make your brand feel authentic and reliable, which is a massive advantage.
It Gives Your SEO a Serious Edge
Want to show up higher in Google search results? Video can help you get there. Search engines love video content because users love it. Including a video on your website can significantly increase the time visitors spend on your page, which is a strong signal to Google that your site provides valuable content. Plus, Google owns YouTube, the second-largest search engine in the world. By creating and optimizing videos on YouTube, you’re not just reaching a new audience; you’re also increasing your chances of ranking in standard Google searches, giving your business a valuable edge over the competition.
Our Brains are Hardwired for Visuals
Our brains process visuals incredibly fast. In fact, some studies suggest we process them up to 60,000 times faster than plain text. This means your message is more likely to be understood and, more importantly, remembered when it's delivered in a video. Think about explaining a complex product or service. A short, engaging explainer video can do the job much more effectively than a dense page of text. Video captures attention, simplifies complex ideas, and makes your information stick, ensuring your message lands exactly as you intended.
Planning Your SMB Video Strategy
Jumping into video without a plan is like going on a road trip without a map—you might have some fun, but you probably won't end up where you want to be. A solid strategy ensures your efforts are focused and your videos achieve specific business objectives. Before you even think about hitting the record button, taking the time to outline your goals, understand your audience, and craft a compelling narrative will make all the difference. This planning phase is what separates videos that get results from those that just take up space on your YouTube channel.
Set Clear Goals and Define Your Audience
First things first: what do you want your video to accomplish? Are you trying to generate leads, increase brand awareness, or educate existing customers? Each goal will require a different type of video and a different call to action. Before you record, decide on the core message you want to send and what you want viewers to do after watching. Knowing your audience is just as critical. What are their pain points? What kind of content do they find engaging? Tailoring your video to a specific ideal customer profile ensures it will resonate and inspire action.
Learn From Your Competitors
You don't have to reinvent the wheel. Take a look at what your competitors are doing with video. What topics are they covering? Which of their videos get the most engagement? Analyzing their content can spark new ideas and help you identify gaps in their strategy that you can fill. As Salesforce suggests, this isn't about copying them, but about learning what works in your industry. You might discover a customer question they aren't answering or a unique angle you can take to differentiate your brand and capture attention.
Craft a Compelling Story
Facts tell, but stories sell. The most effective videos connect with viewers on an emotional level. Instead of just listing your product's features, tell a story about how it helps someone. Share your founder's journey, showcase a customer's success, or give a behind-the-scenes look at your company's mission. These narratives make your brand more relatable and memorable. People are more likely to connect with and share a video that tells a compelling story, turning passive viewers into active brand advocates who feel a genuine connection to your business.
Essential Types of Video Content for SMBs
Now that you have a strategy, it's time to think about the types of videos you can create. The good news is, you don't need a massive production to make an impact. For SMBs, the most effective videos are often the ones that are the most helpful, authentic, and human. Focusing on content that answers questions, builds trust, and showcases your unique value will provide the best return on your time and effort. Here are a few essential video types that are perfect for getting started and delivering real results for your business.
Explainer and FAQ Videos
Do you find yourself answering the same customer questions over and over? Turn those answers into short, helpful videos. Explainer videos are perfect for breaking down what your product or service does in a simple, digestible way. FAQ videos can address common concerns or obstacles, removing friction from the buying process. These videos are incredibly valuable because they provide immediate solutions for your audience, positioning you as a helpful expert and saving your team valuable time that would otherwise be spent answering repetitive inquiries.
Behind-the-Scenes and Company Story Videos
People want to do business with people, not faceless corporations. Behind-the-scenes videos are a fantastic way to humanize your brand. Introduce your team, show how your product is made, or share a day in the life at your company. These glimpses into your world build authenticity and make your brand more relatable. Similarly, telling your company's origin story can create a powerful emotional connection. Sharing the "why" behind your business gives customers a reason to root for you and choose you over a competitor.
Customer Testimonials and Success Stories
There's nothing more powerful than a happy customer sharing their positive experience. While written reviews are great, a video testimonial takes social proof to a whole new level. Hearing a customer describe in their own words how your business solved their problem creates a strong, emotional connection and builds immense trust with potential buyers. These success stories are authentic endorsements that feel more genuine and persuasive than any marketing copy you could write, making them one of the most effective sales tools at your disposal.
Video Production on an SMB Budget
One of the biggest myths about video marketing is that it has to be expensive. Let's clear that up right now: you don't need a huge budget or a professional film crew to create effective videos. Thanks to modern technology, high-quality video production is more accessible than ever. With the smartphone in your pocket and a few affordable tools, you can start creating polished, professional-looking content that connects with your audience and drives results. The key is to focus on what really matters: a clear message, good lighting, and crisp audio.
Getting Started: Gear and Sound Quality
You can get started with the camera you already have: your smartphone. Modern phones shoot incredible high-definition video. The most important investment you can make, however, is in audio. Viewers will forgive slightly shaky video, but they won't tolerate poor sound. A simple, affordable lavalier microphone that clips onto your shirt can dramatically improve your audio quality. Add in some good natural light from a window, and you have everything you need to shoot a great-looking and great-sounding video without breaking the bank.
Production Options: DIY, Pro, or Hybrid
You have a few options when it comes to producing your videos. The do-it-yourself (DIY) route is the most budget-friendly and gives you complete creative control. It's perfect for authentic, behind-the-scenes content or quick social media updates. On the other end, hiring a professional videographer ensures a high-end, polished final product, which might be ideal for a homepage video or a key customer testimonial. A hybrid approach also works well—you can shoot the footage yourself and then hire a freelance editor to handle the post-production.
Simple Tools for Editing and Scripting
The post-production process doesn't have to be intimidating. There are plenty of user-friendly tools that make editing simple. Apps like CapCut and Descript, or even the video features within Canva, offer intuitive interfaces for trimming clips, adding text, and incorporating music. When it comes to scripting, AI tools can help you outline your ideas and generate talking points. These accessible tools empower you to turn raw footage into a compelling final video, often right from your phone or computer, making the entire process manageable for any SMB.
How to Share and Promote Your Videos
Creating a fantastic video is a huge accomplishment, but your work isn't done yet. A video can't deliver results if no one sees it. The final piece of the puzzle is a smart distribution and promotion strategy to get your content in front of the right audience. Simply uploading it to YouTube and hoping for the best isn't enough. By strategically sharing your video across different platforms and optimizing it for discovery, you can maximize its reach and ensure your hard work pays off.
Leverage Social Media and Your Website
Your own channels are the best place to start. Embed your videos directly on relevant pages of your website, like your homepage, product pages, or blog posts. This not only makes your site more engaging but can also keep visitors there longer. Then, share your video across your social media profiles. Don't just post a link—upload the video natively to each platform (like Facebook, LinkedIn, and Instagram) for better performance. Tailor the caption to fit the platform and encourage your followers to watch and share.
Repurpose Content for Different Platforms
Work smarter, not harder. A single video can be repurposed into multiple pieces of content. For example, you can take a 10-minute customer testimonial and cut it into several 60-second clips perfect for Instagram Reels or LinkedIn posts. You can pull out a key quote and turn it into a graphic. You could even have the audio transcribed to create a blog post. This approach allows you to extend the life of your content and reach different audience segments on the platforms they prefer, all from one initial video shoot.
Optimize for Search and Accessibility
Help people find your videos by optimizing them for search. Use relevant keywords in your video titles, descriptions, and tags on platforms like YouTube. A descriptive title that matches what users are searching for can make a huge difference in visibility. It's also crucial to make your videos accessible. Add closed captions to all your videos. Not only does this help viewers who are hearing-impaired, but it also caters to the many people who watch videos with the sound off, ensuring your message gets through no matter how they're watching.
Actionable Ways to Use Video in Your Sales Process
Video isn't just a top-of-funnel marketing tool; it's a powerful asset throughout the entire sales cycle. For sales professionals, personalized video can cut through the noise of a crowded inbox, build rapport, and move deals forward faster. It’s a powerful way for SMBs to build trust and get noticed without needing a huge budget. Integrating short, targeted videos into your outreach and follow-up can make your communication more personal and memorable, helping you connect with prospects in a way that text-based emails simply can't.
Start by recording quick, personal introduction videos for key prospects instead of sending a standard cold email. Use a screen-recording tool to walk a potential client through a proposal or a customized demo. After a meeting, send a short video message to recap the key points and outline the next steps. Once you've created these valuable video assets, you can use tools with AI-powered workflows to automatically send them to prospects at just the right moment in their journey, ensuring your message lands with maximum impact and keeps the conversation moving forward.
Use Social Video to Explain What You Do
Your peers want to send you referrals—many just don’t know exactly what you do or who you want to talk to. Tell them in a video. In particular, explain how your service can help businesses that are reeling from the economy and lockdowns, and ask them to pass it along to people who could use it.
Stand Out with Personalized Video Emails
Salespeople sent 93% more videos in 2020. The reason? It works. Using video can increase response rates 3x.
There is one catch, however—you have to personalize those videos. That is, you must record it just for that prospect and demonstrate that it’s personal by A) including their name in the thumbnail (possibly by holding up a whiteboard) and B) show you’ve done your homework. This is because the power of video isn’t just that it’s a video—it’s the fact that recipients can see they’re dealing with another person, and it’s not just an email marketing robot.
End your personal video with a cliffhanger like Matt Hall at Woodway UK does and you’ve got a surefire response:
Related Post: 13 Tips for Using Sales Automation to Hit Quota
Humanize Your Outreach with Video Sequences
Now, you will find that some of your videos are so good, you’ll want to repeat them. Save and add them to your sequences. These tend to be videos like feature-explainers, walkthroughs for specific verticals, or a joke or gag that tends to grab attention.
With a sales automation platform like Mixmax, you can easily insert videos from your library, and string several emails together into a sequence.
Qualify Inbound Leads Faster with Video
Do you have a repeatable set of questions you use to qualify inbound prospects? Record a video where you talk through them, and help prospects understand if what you offer is a right fit, or if it doesn’t work for particular types of companies. Add that video to your “Thanks for booking a meeting!” email and help some leads that aren’t the right fit qualify themselves out.
Book Meetings Directly From Your Video
With the Mixmax and Vidyard integration, you can insert your Mixmax calendar link as a button within your video. Prospects can book a meeting without leaving the video. (This requires the paid version of both platforms.)
Nail the Post-Event Follow-Up with Video
The first thing many prospects do after an event is brace for the tsunami of “just following up” emails from the event’s sponsors. You should send one too, but stand out by including a personalized video with the word “Video” in your subject line, which alone, can increase opens 6%.
Send Clearer Meeting Recaps with Video
Recap your most important points and next steps with a video they can watch over and over, or share with their team.
Close Deals Faster with Mini Video Demos
For prospects who are in a hurry, send a pre-recorded mini demo where you walk through some (but not all) features.
Re-Engage Cold Leads with a Personal Video
Throw out your “just checking in” email template and replace it with a personal video. Video lets you pull on your prospects’ heartstrings. It shows you’re just a helpful person trying to do their job who’s waiting on them for an answer—an answer they promised they would give. As many sellers from 2020 can attest, it works.
"Vidyard is by far our highest converting channel to get prospects into the funnel and a very strong re-engagement tool for stalled opportunities,” says Nikita Ovtchinikov, CRO of Spectrum Labs. “In the era of Covid, I don't know how we'd do without Vidyard videos.”
Create a Seamless Handoff with Video
Speed up your post-sale handoffs with the same videos that helped close the deal. In a remote world, videos help you introduce their new account manager in a much more personal way to start the relationship off right.
How to Measure Your Video Marketing Success
Creating all this great video content is a fantastic start, but how do you know if it's actually moving the needle? It's easy to get caught up in vanity metrics, but what really matters is whether your videos are helping you connect with prospects and close deals. Measuring your success is about more than just counting views; it's about understanding the impact on your pipeline and proving the value of your efforts. Let's break down how to measure what counts, so you can refine your strategy over time and double down on what works.
Track Key Metrics on Social Media and Your Website
When you first share a video, you'll want to keep an eye on the initial engagement. On social media, this means tracking metrics like likes, comments, and shares to see if your message is resonating with your audience. On your website, you can use tools like Google Analytics to see if your videos are bringing more people to your site and encouraging them to take the next step, like booking a meeting. These engagement metrics are valuable indicators of brand awareness and audience interest, giving you a clear picture of what content captures attention. Think of them as the first handshake—a sign that you've made a good first impression and earned the right to continue the conversation.
Connect Video Engagement to Sales in Your CRM
While likes and shares are great for gauging interest, the ultimate goal is to generate revenue. This is where your CRM becomes your best friend. By integrating your video platform with your CRM, you can connect video views directly to sales outcomes. You can see exactly which contacts are watching your videos, how much they watch, and whether those accounts move forward in the pipeline. This data is pure gold. It shows you which videos are influencing deals and helps you understand your ROI. Seeing the real people behind your business through video builds trust, and tracking that engagement in your CRM proves its impact. With Mixmax, you can even use these viewing habits to trigger AI-powered workflows, ensuring you follow up at the perfect moment.
Ready to Crush Your Quota with Video?
Word to the wise: Start practicing your video skills now. Just as businesses everywhere realized they didn’t need as much office space and will let people work from home with greater flexibility, sales organizations have found that video is an essential tool. The sooner you start building your comfort on camera (take a look at Vidyard’s Video Selling Master Class), the further ahead of the curve you get—and the more quota-crushing time you get in before everyone figures this strate
Frequently Asked Questions
I’m not a video expert. Do I really need expensive equipment to get started? Not at all. The best camera to start with is the one you already have: your smartphone. Modern phones shoot excellent video. Your most important investment, which is still very affordable, should be in clear audio. A simple clip-on microphone will make a huge difference. Viewers are much more forgiving of slightly imperfect video than they are of hard-to-hear audio, so focus on sounding crisp and clear.
This sounds great, but how do I find the time to make videos on top of all my other sales activities? You don't have to create a new video for every single interaction. Start by identifying one repetitive part of your process, like answering common qualification questions or recapping a demo. Record one great video for that purpose and reuse it. You can add these videos to your sequences and use AI-powered workflows to send them automatically, which actually saves you time while making your outreach more effective.
How do I know if my videos are actually helping me sell? While views and likes are nice, the real measure of success is in your pipeline. The key is to connect your video engagement directly to your CRM. This allows you to see which specific prospects are watching your videos, how much they watch, and if those accounts are more likely to move forward. This data shows you the direct impact on revenue and helps you understand which messages are truly resonating with buyers.
What’s the best type of video to make first if I’m just starting out? A great place to start is with a short, personal introduction video. Instead of sending a typical text-only cold email, send a 30-second video where you introduce yourself and mention something specific about the prospect or their company. It’s a low-pressure way to practice being on camera, and it immediately sets you apart from the competition by showing there’s a real person behind the email.
Is a generic company marketing video good enough for sales outreach? While a polished company video has its place on your website, it’s not the most effective tool for direct sales outreach. The power of video in sales comes from personalization and human connection. A prospect needs to see that you made a video just for them. This shows you’ve invested time and done your research, which builds trust far more effectively than a generic, one-size-fits-all marketing video ever could.
Key Takeaways
- Humanize your outreach to build real connections: Video allows you to show up as a real person, not just another email. This approach cuts through inbox clutter, builds genuine trust with prospects, and makes your message far more memorable than plain text.
- Prioritize a clear message over a big budget: You don't need a professional film crew to create effective videos. Start with your smartphone, focus on clear audio and good lighting, and create helpful content like explainers or testimonials that solve problems for your audience.
- Weave video into your entire sales process: Use video for more than just initial outreach. Send personalized demos, recap meetings, and re-engage cold leads with short, targeted videos to keep deals moving forward; you can even use AI-powered workflows to deliver them at the perfect moment.
