We live in a fast-paced business world, where standing out from the crowd is more important than ever. This is especially true for diverse-owned businesses looking to catch the eye of corporate partners. Enter video marketing—a powerful tool that can help you share your unique story and win those coveted corporate contracts. Let’s take a little dive into how you can leverage this medium to take your business to the next level.

Why Video Marketing Matters for Diverse-owned businesses

First things first—why should you care about video marketing? Well, in a world where attention spans are shrinking faster than ice cream on a hot day, video has become the go-to medium for capturing and holding people’s interest. It’s engaging, it’s memorable, and it’s shareable—all qualities that can give your diverse-owned business a serious edge.

But here’s the kicker: video isn’t just about grabbing attention. It’s about telling your story in a way that resonates with your audience. And for diverse-owned businesses, that story is often your superpower. Let me say it again and louder. YOUR STORY IS YOUR SUPERPOWER!

Crafting Your Video Story

So, how do you create a video that’ll make corporate decision-makers sit up and take notice? Here are some key ingredients:

1. Authenticity is key: Don’t try to be something you’re not. Corporate partners are looking for genuine businesses with real stories. Share your journey, your challenges, and your triumphs. Let your unique perspective shine through.
2. Highlight your diversity: Your diverse background isn’t just a checkbox—it’s a valuable asset. Showcase how your unique experiences and perspectives can bring fresh ideas and innovation to the table.
3. Demonstrate your expertise: While your diversity is important, it’s not the whole story. Use your video to showcase your skills, experience, and track record. Prove that you’re not just diverse—you’re also the best at what you do.
4. Keep it concise: Remember those shrinking attention spans we mentioned? Aim for videos that are 2-3 minutes long. If you have more to say, consider creating a series of shorter videos instead of one long one.
5. Call to action: Don’t leave your viewers hanging. End your video with a clear next step, whether that’s visiting your website, scheduling a call, or requesting a proposal.

Types of Videos That Win Contracts

Now that you know the ingredients, let’s look at some video recipes that can help you win those corporate contracts:

1. Company overview: This is your “elevator pitch” in video form. Give a quick rundown of who you are, what you do, and why you’re the best choice for the job.
2. Client testimonials: Nothing builds trust like hearing from satisfied customers. Feature testimonials from your current clients, especially if they’re well-known companies.
3. Behind-the-scenes: Take viewers on a tour of your operations. This can help build trust and show that you have the capacity to handle big contracts.
4. Team introductions: Put a face (or faces) to your company name. Introduce key team members and let their personalities shine.
5. Case studies: Walk through a successful project from start to finish. This shows potential partners exactly what you can do for them.

Getting Your Video in Front of the Right Eyes

Creating a great video is only half the battle. You also need to make sure it reaches your target audience. Here are some tips:

1. Optimize for search: Use relevant keywords in your video title, description, and tags. This will help your video show up in search results.
2. Share on social media: LinkedIn is especially good for reaching corporate decision-makers. But don’t neglect other platforms like Twitter, Facebook, or even TikTok, depending on your target audience.
3. Include in proposals: When you’re bidding on a contract, include a link to your video (or better yet, embed it directly in your proposal if possible).
4. Email marketing: Send your video to your email list or use it as a way to reach out to new potential partners.
5. Events and presentations: If you’re giving a presentation or attending a networking event, your video can be a great conversation starter.

Measuring Success and Iterating

Like any marketing effort, it’s important to track how well your video is performing. Keep an eye on metrics like views, engagement (likes, comments, shares), and most importantly, how many new contracts or partnerships you secure after launching your video.

Don’t be afraid to experiment and iterate. Try different types of videos, different lengths, or different distribution strategies. The beauty of video marketing is that you can quickly see

Common Video Marketing Objections

Despite the clear benefits of video marketing, many business owners still hesitate to take the plunge. Let’s address some common objections and show why they shouldn’t hold you back:

1. “I’m not photogenic enough”: Listen, at some point or another, we’ve all had moments of feeling we don’t look good on camera. But authenticity trumps perfection. Corporate partners are more interested in your expertise and unique perspective than your movie star looks. Plus, you don’t always have to be on camera—you can use animation, screen recordings, or voice-overs if you’re camera shy.
2. “Video production is too expensive”: Yes, high-end video production can be costly, but it’s not always necessary. Many smartphones now shoot in 4K, and there are plenty of affordable or free editing tools available. Start simple and upgrade as you see results.
3. “My industry doesn’t use video”: That’s exactly why you should! Being the first in your industry or category to embrace video marketing can give you a significant competitive edge. Plus, video can work for any industry—it’s all about finding the right angle.
4. “It’s too difficult or time-consuming”: Like any skill, video production gets easier with practice. Start with simple videos and gradually increase the difficulty. You can also outsource parts of the process or hire freelancers to help.
5. “There’s not enough ROI”: Video marketing can actually provide excellent ROI. It can increase engagement, improve brand recall, and boost conversion rates. Plus, a well-made video can be repurposed across multiple platforms, giving you more bang for your buck.

Remember, the biggest risk you face is not taking any risks at all. By overcoming these objections and embracing video marketing, you’re positioning your business to stand out and win those contracts.

The Bottom Line

To wrap this up, video marketing isn’t just a buzzword—it’s a powerful tool that can help diverse-owned businesses stand out, tell their unique stories, and win valuable corporate contracts. By creating authentic, engaging videos and getting them in front of the right people, you can open doors that might have previously seemed closed.

(Full disclosure: I often use personalized videos in follow-up emails to people I’ve met at conferences and tradeshows.)

Don’t let common objections or your own insecurities hold you back. With a bit of creativity and persistence, you can create compelling videos that showcase your business’s unique value. So, what are you waiting for? Lights, camera, action—it’s time to start telling your story!

Want more tips on using video to market your business? Download our infographic, “5 Steps to Launching a Video Marketing Campaign.” You won’t regret it.