Why Video Content is Crucial For Small Business Lead Generation

While I wouldn't say that I was ahead of the curve, I recognized the growing need for digital content as more and more small businesses sought to revamp their marketing strategies for the 21st century. It's worth keeping in mind that this was around 2011 when Facebook (now Meta) was still the dominant platform, Twitter was on the cusp of giving rise to the first set of notable influencers, and Instagram, a simple photo-sharing app, had yet to be acquired by Meta. In the early 2010s, many small businesses were trying to figure out how to transition from older direct mail and print strategies to digital marketing. Making the switch required significant effort and strategic planning to ensure success.

Although the cost of accessing video production tools and software is still somewhat prohibitive, advances in consumer technology have made it easier for people to create content directly from their smartphones or tablets. Anyone, especially small business owners, can use their phones to create content that feels personal while remaining informative. Video marketing has become an essential tool for businesses of all sizes. Unlike large businesses that have firmly established their brands, small businesses need video to help elevate their reach against competitors in the marketplace.

Audiences are constantly bombarded with numerous ads and messages from various sources, making it harder for businesses to stand out in the market. Video can be a key differentiator by taking all the relevant information about your business and delivering it in a high-impact, time-conscious visual asset. This helps generate leads and raises brand awareness.

According to a recent report from Hubspot, nearly 90% of marketers say that video marketing has generated positive ROI. The report goes on to mention that more than half of all audiences prefer video content versus other forms of content when learning about various brands. Video can also help establish trust and credibility, increase overall brand awareness, boost search engine optimization and search engine rankings, and increase social media engagement.

In conclusion, video is a powerful asset in your marketing arsenal. It can have many positive effects that can help small businesses increase their bottom line, but more importantly, it's a great content vehicle to deliver high-value information to consumers. As technology continues to advance, and audiences have ever-shorter attention spans, creative video marketing will become an increasingly important strategic tactic.

My name is Taylor Durham and I’m the Director of Marketing at Venture Lab, the University of Pennsylvania’s entrepreneurship hub for student venture development and the co-founder and chief creative officer at HoneyBlossom, a digital marketing company that works with small business owners to provide comprehensive creative and marketing services. In writing this series of articles, I’m hoping for one particular reason - to provide a set of accessible information on branding, digital marketing, and creative design. In this series, you’ll find various articles that provide tips, tricks, and best practices that any startup can apply with little to no cost.