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Small Businesses Need Video Marketing in 2010

There are still debates going on about how business owners can use social media marketing, but the number of CEOs using social media to engage customers is still very low, even among technology companies.

In the past year it seems that executives have become more comfortable with platforms like Twitter and Facebook. For instance, there are many impressive CEOs using Twitter to reach out to consumers by creating a personalized touch to their business. Tony Hsieh of Zappos and Guy Kawasaki or Alltop are widely known for their interactions on Twitter, which has lead to success in their businesses.

With all of the talk about how CEOs are getting social, we were curious to see how many CEOs are also branching out into web video. If we take a look around the internet we can see how these CEOs and owners are taking advantage of web video to engage and educate consumers.

Once again, we found that the number of executives active in the web video space, as in the social media space, is quite small. For the small number of businesses taking a lead role in video marketing, their success is easily noticeable. The following is a collection of 9 CEOs and founders leveraging video marketing to boost their small businesses.

1. Tom Dickson, Founder & CEO, BlendTec

Tom Dickson, Founder and CEO of BlendTec, a commercial and residential appliance production company specializing in blenders, is the host of popular the YouTube series Will It Blend? In the series, Dickson tests his blenders on everyday items to see if they will blend. Popular items that were blended include an iPhone, a vuvuzela, and an iPad just to name a few.

Dickson’s YouTube series is a massive accomplishment. With just over 100 videos submitted, total video views currently total almost 131 million. We’d be amazed if that level of visibility wasn’t affecting the bottom line.

2. Gary Vaynerchuk, Founder, Winelibrary TV

Gary Vaynerchuk is the founder and host of Winelibrary TV, where he video blogs about wine reviews, updates and news to interested viewers.

Vaynerchuk makes use of Viddler to post his daily video updates, and he also maintains an active personal account on Viddler, where he uploads videos on social media, technology, and branding, among a assortment of other topics.

Business owners with large personalities should pay attention Vaynerchuk’s openness to be straightforward. His message is to the point with a honest opinion. That’s what keeps his fans coming back for more.

3. Mitchell Harper, Co-Founder & Co-CEO, BigCommerce

BigCommerce is an e-commerce platform that provides on line stores for businesses big or small. Mitchell Harper, co-founder and co-CEO of BigCommerce, posts videos to BigCommerce’s YouTube channel around once a week, making it a point to speak on topics of interest to his main market, e-commerce gurus. Primarily the videos carry an educational subject matter while maintaining simple, professional tones. He says:

“I think it’s important to use a whiteboard to explain concepts, and it’s kind of become my trademark in the videos. I could use a proper studio but I want the videos coming off as genuine and not professionally made. Even when I make a mistake, I don’t edit it out, because I feel it takes away from the authenticity of the message.”

Harper seems to be adding value to both his community and business. Since starting the channel about six months ago, they have gathered nearly 420,000 video views.

4. Tim O’Reilly, CEO, O’Reilly Media

O’Reilly Media, a media company that publishes books, magazines, websites, and produces conferences on technology topics. With 1,000 videos and 2.5 million video views, the O’Reilly Media YouTube channel is a constant source for the organization.

The channel frequently has messages by and interviews with O’Reilly. We respect O’Reilly Media for repurposing helpful content that might have otherwise been lost in the great unknown.

5. Kevin Rose, Founder & CEO, Digg

Kevin Rose, founder and newly appointed CEO of Digg (Digg), a social news website, co-hosts a weekly video podcast named Diggnation, alongside Actor Alex Albrecht, where they discuss the top stories from Digg. Diggnation currently has over 3.3 million video views, demonstrating that marketing your small business can sometimes be as easy as shooting videos that discuss what is happening in your community.

Rose keeps his Youtube and Vimeo sites up-to-date as well with information that explores technology, travel, food, and hosts The Random Show with Tim Ferriss, author of The 4-Hour Work Week.

6. Aaron Patzer, Founder & CEO, Mint.com

Aaron Patzer is the founder and CEO of Mint.com, and now the vice president & general manager of Intuit’s Personal Finance Group, since Mint.com was recently acquired by Intuit (makers of the popular personal finance apps Quicken and TurboTax). One of the best contributions that a company can make to an online community is educating its users on how to use its products. For video, that doesn’t always mean uploading a ton of videos on every little feature.

Mint.com’s YouTube channel does a great job of providing valuable information on how to use its products. With just over 20 videos uploaded, many of which Patzer appears in, Mint.com has garnered nearly 700,000 video views. Congrats to the Mint.com team for always keeping it minimalist while still increasing video views. Their videos are a prime example of how quality means more than quantity.

7. Pam Liebman, CEO, Corcoran Group

There are numerous real estate professionals diving into social media, and Corcoran Group, the largest residential real estate firm in New York City, is on top of the pack. Corcoran has an extensive social media presence, and their video presence spans to YouTube, Vimeo and blip.tv.

The videos feature CEO Pam Liebman responding to issues posted by Facebook and Twitter followers relating to the state of the housing market and New York living tips. For example, in the video above, Liebman answers a question posted by Inman News’ Rob Hahn via Twitter. These types of videos allow the Corcoran team to truly engage with potential customers, as well as showcase their expertise in New York City real estate.

8. Rob Banks (Co-Founder), BuildDirect

Rob Banks, Co-Founder of BuildDirect, a manufacturer and wholesaler of flooring and building materials, has a very active role in the companies marketing strategy. He can be found in hundreds of videos on BuildDirect’s YouTube channel, speaking about various flooring and building materials. The videos often also feature Jeff Booth, President and CEO of BuildDirect.

BuildDirect’s mission for the YouTube channel is clearly stated: “We want to educate, to entertain, and to let you know who we are as a group of people.” The occasional Pancake Day video certainly gives us a glance into their lively company culture.

Video Marketing can be a powerful tool for your business strategy and with resources to drive traffic to these videos your brand could be placed in front of thousands.

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TOC 2010: Tim O’Reilly, “The Future of Digital Distribution and Ebook Marketing”

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