Using Video in your Small Business Marketing

by | May 16, 2022 | Business Building Musts, Sales, Social Media

Are you using video in your digital marketing to engage your retail customers?

As digital marketing evolves, video is now EVERYWHERE – especially on social media platforms like Instagram and Facebook who are competing with TikTok for the digital edge.

If you are ever in doubt that you need to be using more video in your marketing to engage with your customers, consider the following statistics: –

  • 85% of the internet audience watches video online
  • 92% of mobile video viewers share videos with others
  • 51% of marketing professionals worldwide name video as the type of content with the best ROI (return on investment)

It’s no surprise to savvy small business owners that they need to use video more often on social media and on their websites.

However, I completely understand that this can seem daunting. Sometimes it’s just either getting around to it or understanding what to say or do or what your customers might be interested in watching, that creates the roadblocks with actually creating video content!

So, to help with your creative juices, here’s a few suggestions that will help you create amazing video content (either live or pre-recorded video) to attract new customers, engage existing customers and nurture your tribe: –

  • Send a quick, personalised video filmed specifically for a customer. It could be to show their special order item has arrived, send a birthday or anniversary message or to show a repair of their item has been done.

Remember in the old days when we kept card files on customers? They had the notes listing the client or customer likes and their purchases and we’d give them a call when something we thought they’d be interested in came into the store. Well now use video to do that!

Send a quick video to them – make it personal and remember – showing is better than telling.

  • Post a “HOW TO” video on your social media, website or YouTube channel.

Never underestimate what you know that your customers need to know.  It could be as simple as: –

  • How to use a product from your store
  • How to perfectly wrap a gift
  • How to look after a product
  • How to grow a plant or bulb
  • Answer a commonly asked question from your clients

Creating great HOW TO content also sets you as the expert in your field, so you become the “go to” person – which keeps you top of mind with your clients and customers, so that you are the business they come to in order to have their problem solved!

PS – HOW TO videos can be How NOT to’s also – now that creates a whole new dimension to ideas, eg/ how NOT to take down a hornet’s nest, how not to make a mess of your email inbox!

  • Go LIVE on social media. It can seem a bit daunting, but doing a quick live or dropping a couple of stories so convenient, especially if you have a new product in store or service on offer. Some ideas include:
    • A product demonstration
    • A new merchandising display
    • Share a challenge or win for the day
    • Showcase a staff member
    • Something that’s happening in the business that day or coming up in the near future
    • Putting up of seasonal decorative elements in store
    • The unboxing of new, highly anticipated, exciting stock
    • A behind the scenes look at your business
    • A sale that’s happening now – like the “red light specials” that happen instore but instead create an online buzz to get in now for “these bargains” going on sale in 30 minutes or from an upcoming date
    • Answer your customers most frequent questions. This is a great on where you can use Instagram or Facebook stories to put up question/ask boxes, and then answer them (this is great for engagement). Or simply answer the questions you already know your customers want to hear the answers too (because we are always listening to our customers to help build our business!)

The list is endless really – try to think outside the square!

  • Create some video content that showcases your business, who you are, your passion, your staff (if you have them!), your culture, even as simple as where you are and what you do. For a potential customer or client who has never been in your business before, it might be just enough to attract them to come and shop or book in with you  Make these fun, interesting and entertaining.

Once you have made all these great videos on your business ensure you keep repurposing them.

Share them on your other social media sites, turn them into social media posts or blogs, share them in emails, place them on your website and build a library of them.

If a picture is worth a thousand words, then a video is worth a thousand pictures!

So, embrace video in your digital marketing, start small, just with one idea and one video and build from there.

Let video help you build your community – your tribe who not only want to hear what you have to say, but want you to show them too!

One place that is so great to get inspiration for your digital marketing, is my Like Minded Business Owners Facebook group! I’d love for you to come over and share with us your latest video marketing so we can go and cheer you on!


If you are looking for some guidance or clarity in tackling the digital marketing for your business, then Book a discovery call with me here!

And as a reminder, please head over and join my Like Minded Business Owners Facebook group! The sharing of experiences and expertise with other small business owners makes it such a supportive community.

Or you can DM me on Instagram or send me an email

I wish to acknowledge the Traditional Custodians of the land, the Yorta Yorta People, on which I conduct my business today and pay my respects to their Elders past and present. I extend that respect to Aboriginal and Torres Strait Islander peoples reading this blog post today.

About the Author:

Jenn Donovan of Social Media & Marketing Australia.  Jenn’s a coach and mentor from rural NSW and is all about empowering business owners to earn what they’re worth so they can make a bigger difference in the world.  The Founder of Buy From a Bush Business, Co-Founder of Spend With Us – Buy From a Bush Business Marketplace and host of the very popular podcast Small Business Made Simple, Jenn is all about community and humans interacting with humans!  H2H Marketing – human to human marketing. Jenn talks the talk but importantly walks the walk! Jenn’s online community is over 320,000 with her famous Facebook Group currently at almost 351,000 members and still growing every day.  She’s the major of her own little online city!

Get in touch –

On Instagram – @jenndonovan_

On Facebook – Jenn Donovan

Or on LinkedIn as Jenn Donovan


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Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!

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