How SMBs Can Use Video to Drive Sales

Use Video to Drive Sales

In today’s digital-first landscape, video isn’t just a marketing trend. It’s a necessity. For small and medium-sized businesses (SMBs), video offers a powerful, cost-effective way to showcase products, build trust and drive conversions. Whether you’re selling software, consulting services or handcrafted goods, video can help you cut through the noise and connect with your audience in a way that static content simply can’t. Let’s explore how organizations like yours can use video to drive sales.

Why Video Works for SMBs

Video marketing delivers unmatched ROI. Studies show that viewers retain 95 percent of a message when watching a video, compared to just 10 percent when reading text. That’s a game-changer for SMBs operating with lean budgets and limited resources.

Here’s why video is especially effective for SMBs:

• Authenticity wins: SMBs can lean into their personality and story—something big brands often struggle to do.
• Mobile-first audiences: With people watching 19+ hours of video weekly on smartphones, short, engaging clips are more likely to reach your audience.
• SEO boost: Video content increases time-on-site and improves search rankings, helping SMBs compete with larger players.

How Long Should Your Videos Be?

The ideal video length depends on your goal and platform. Here’s a quick guide:

Short-form video is especially powerful on platforms like TikTok, Instagram Reels and YouTube Shorts. These formats thrive on authenticity and relevance—not polish. So don’t worry about studio-quality production. A smartphone and a clear message are often enough.

Creating Videos that Convert

Here’s how SMBs can create compelling videos that actually drive sales:

1. Start with strategy: Before hitting record, define your goal. Are you trying to:

• Generate leads?
• Drive traffic to your site?
• Increase product sales?
• Educate your audience?

Use SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) to guide your content.

2. Tell a story: People don’t buy products. They buy solutions. Use storytelling to show how your offering solves a real problem. Structure your video like this:

• Hook (first 3 seconds): Grab attention with a bold statement or visual.
• Problem: Describe the pain point your audience faces.
• Solution: Show how your product/service solves it.
• Proof: Include testimonials, stats or demos.
• CTA: End with a clear call-to-action.

3. Keep it real: Audiences today crave authenticity. Behind-the-scenes footage, founder stories and customer interviews feel more genuine than polished ads. Instead of chasing perfection, SMBs should focus on documenting their journey. Audiences respond to real moments, not rehearsed ones. A quick behind-the-scenes clip or a candid customer interaction often resonates more than a polished ad. The goal isn’t to impress. It’s to connect.

4. Optimize for each platform: Don’t post the same video everywhere. Tailor your content.

• Instagram/TikTok: Vertical format, fast-paced, captions on
• YouTube: Longer form, educational or storytelling
• LinkedIn: Professional tone, thought leadership
• Email: Embed short videos or GIFs to boost click-through rates

Crafting a Call-to-Action (CTA) that Drives Sales

Your CTA is the bridge between engagement and conversion. Here’s how to make it count.

Be clear and direct. Avoid vague phrases like “Learn more.” Instead, use action-oriented language like these:

• Book your free demo today.
• Get 20% off—limited time only.
• Download our guide to boost your ROI.
• Schedule your free consultation in minutes.

Match your CTA to the corresponding funnel stage.

• Top of funnel: Subscribe for tips. Follow us on (insert social channel.)
• Middle of funnel: See how it works. Watch the full demo.
• Bottom of funnel: Buy now. Schedule a call.

Make it easy. Include clickable links, QR codes or linked buttons. If your video is on social media, add the CTA in the caption and on-screen text.

Use urgency and value. People act when they feel they’ll miss out. Try time-sensitive or space limitations in your CTAs. A few examples are:

• Offer ends Friday!
• Only 3 spots left!
• Get instant access.

Tools and Tips for SMBs

You don’t need a Hollywood budget to incorporate video into your marketing efforts. Here are some tools to get started:

• Filming: Your smartphone + tripod
• Editing: Canva, CapCut, InShot, Adobe Express (I personally like Canva.)
• Hosting: YouTube, Vimeo, Wistia (We recommend YouTube because Google owns YouTube and we’ve seen success with using more of Google’s tools.)
• Distribution: Buffer or Hootsuite for posting to multiple social channels and Mailchimp for email newsletters and cross-promoting on social

Remember: consistency beats perfection. Posting one authentic video per week or month can build momentum and trust over time.

Video marketing isn’t reserved for big brands with big budgets. For SMBs, it’s a golden opportunity to showcase your value, connect with your audience and drive real results. Start small, stay consistent and always lead with authenticity.

Want help crafting your next video strategy and support with developing videos to drive sales? Let’s brainstorm together. Contact us to schedule a virtual meeting to get started today.