The Power of Video Marketing for Local Businesses

Local businesses can gain significant advantages from incorporating video into their digital marketing strategies. Video content has become a major force in online marketing, with platforms like Facebook, YouTube, Instagram, and TikTok leading the way. These sites are among the most popular social media platforms due to their video-centric nature.

For younger audiences, these platforms and various streaming services have largely replaced traditional media as their go-to sources for entertainment and information. There is ongoing debate about whether these platforms could even rival search engines in the future.

Video marketing is increasingly popular, with many marketers recognising it as an effective way to connect with their audiences. Despite this, local business owners often hesitate to fully embrace video marketing.

This reluctance may stem from limited time or resources, a common issue for small business owners who are focused on daily operations. Additionally, some may fear that their videos won’t meet high production standards.

However, authenticity is a key benefit of video marketing. It doesn’t have to be perfect to be effective, and we will discuss this further.

 

So Why Video?

Before diving into specific video content ideas for local businesses, it’s important to understand why video has become a crucial marketing tool.

Video is easy to consume and visually engaging, making it a popular format for audiences. Its engaging nature also makes it highly shareable on social media and other platforms, which helps to broaden your marketing reach.

Creating video content has become relatively simple. While some types of videos might require a script, many effective videos can be made with just a phone camera and a clear message. Video content can be shared across various platforms and integrated into websites and blogs, enhancing their effectiveness.

For many small businesses, the slow adoption of video marketing presents an opportunity to stand out. Videos, especially on YouTube, often appear in Google search results, as Google owns YouTube. Optimising video content for search is essential, as YouTube serves as a major search engine itself.

Video also offers authenticity, allowing business owners to showcase their expertise, which is important for Google’s E-E-A-T (Experience, Expertise, Authority, and Trustworthiness) and can boost organic search visibility. Exploring and experimenting with video can add significant value to your marketing efforts.

 

Now, For The How

Having established the importance of video marketing, the next question is: “What types of videos should I create?”

The answer varies depending on several factors, including your business type, the products or services you offer, your target audience, your budget, and your creativity.

Don’t worry too much about video quality. Nowadays, highly polished or professionally produced videos aren’t necessary. Many audiences, especially younger ones, find spontaneous, low-budget videos to be more genuine and relatable.

Start by simply recording videos that introduce your business and showcase your products or services. It’s an effective way to begin.

Here are some types of videos that could work well for your local business and resonate with your customers.

 

Service Or Product Overviews

Any business, whether product-based or service-oriented, can effectively use video to highlight and explain its unique offerings.

For example, a landscaper could produce videos that provide a detailed tour of various projects, such as transformed lawns, vibrant gardens, or stylish patios they’ve worked on. Similarly, a med spa might create videos demonstrating the latest skin-tightening treatments, showing the process and results to potential clients.

Including satisfied customers in these videos to share their genuine testimonials can significantly enhance trust and credibility. Authentic feedback from real clients can help build confidence in your services and encourage viewers to share your content across social media and other platforms.

In recent years, especially following the pandemic, there has been a strong trend of consumers supporting local businesses. This shift presents an opportunity for local service providers to leverage video content as a way to connect with their community and showcase their value.

 

Promotional Videos

Brand advertising is a perfect match for video content.

Local business owners are likely familiar with traditional advertising methods like TV or radio ads. However, digital video platforms now offer far more opportunities to reach audiences in creative ways. With video, you can create dynamic commercials that capture attention and convey your brand message effectively.

Consider involving customers, staff, or business partners in your videos to add authenticity and personal touch. This approach not only makes your content more engaging but also builds trust with your audience. Use your creativity to craft entertaining and memorable promos for your services, products, or special events. Whether it’s showcasing a new product, highlighting a special offer, or promoting an upcoming event, video allows you to present your brand in a lively and impactful manner.

 

Customer Testimonials

Customer testimonials are among the most effective types of video content you can create or obtain.

As a form of user-generated content (UGC), which is widely popular on social media, positive video reviews from clients serve as a strong endorsement for your business. While online reviews are already known to impact local businesses, authentic video testimonials can significantly enhance your credibility.

People tend to prefer buying from businesses they trust, and many use reviews and testimonials as evidence of reliability. By acquiring, publishing, and sharing genuine video testimonials, you boost your trustworthiness and provide potential customers with the proof they need to choose your services.

 

How To Videos

Certain businesses can effectively use how-to videos to add value and attract customers.

For instance, a plumbing company might produce a video offering tips on preventing clogged or frozen pipes. By sharing this video on their website or social media, they provide useful advice for free, which helps build trust with their audience. When viewers encounter plumbing issues, the company will be top of mind and easily accessible.

Additionally, how-to videos showcase the business’s expertise, which can positively influence search engine rankings and enhance credibility.

 

Ask Me Anything Or FAQs

Videos can be an effective way to address frequently asked questions from your customers, providing clear answers and, if needed, including brief demonstrations or visuals for better understanding.

Recording these videos helps reduce the need to repeatedly answer the same questions. You might also involve your audience by having them submit their questions, which you or your team can then answer in the videos.

Adding short video FAQs to your website can complement existing written FAQs. This approach not only improves user experience but also enhances your site’s SEO, boosting your authority in the process.

 

Behind The Scenes Footage

Television shows such as “How It’s Made” highlight a strong public interest in seeing behind-the-scenes processes. People are curious about how various products and services are created and delivered. This fascination extends to their preference for understanding the inner workings of the items and services they use daily.

You can tap into this interest by creating similar behind-the-scenes videos for your business. Instead of just providing a standard overview of your products or services, dive deeper into the specific techniques, methods, or unique aspects of your offerings. This approach not only educates your audience but also showcases the care and expertise involved in your work.

By offering detailed insights into your processes or demonstrating how your products are made, you can engage customers who seek more information. This level of transparency can set your business apart from competitors and enhance your credibility. It also helps build trust with potential customers by showing them the value and quality behind your products or services.

 

Webinars Or Live Event Recordings

Local professional services businesses can enhance brand recognition and strengthen community ties by hosting or sponsoring live webinars and in-person events.

Attendees of these events are likely to find value in having access to recorded versions for future reference. These recordings can be shared on your website’s events page and through relevant social media channels.

When posting these videos on social media, use specific hashtags, such as “#[Location]TaxAdvice2024.” This approach helps in several ways: it boosts awareness of your brand or event, improves searchability, and integrates relevant keywords for better SEO.

 

Video Optimization

Digital videos, like any other content, can be optimised for better organic search visibility. Here’s how to enhance your video content:

• – Use relevant keywords in the video filename, title, description, and hashtags based on the platform where the video will be hosted or shared.
• – Include a call to action and a link to a related product or service page near the top of your video description on YouTube for easy access and visibility.
• – Add calls to action and embed links to relevant products, services, event pages, or other related videos within your content on platforms like YouTube and Instagram Stories.

Keep video length in mind: shorter is often better. Today’s consumers, especially younger ones, have short attention spans. Aim for videos that are between one and three minutes long for optimal engagement. 

For platforms like TikTok, videos often run under 30 seconds, and YouTube’s “Shorts” are limited to 60 seconds. Also, remember that engagement time—whether viewers watch your videos to the end—is a key ranking factor on YouTube. Aim to keep viewers engaged from start to finish.