Do you want your local business to stand out and attract potential clients? Then you need to try the power of video marketing! With attention spans shrinking by the day, video marketing may help your company generate interesting content that captivates its audience.
Let’s look at the compelling reasons why local businesses should use video and practical techniques for integrating it into their digital marketing mix.
The Allure of Video Marketing for Local Businesses
- Over 86% of businesses now use video marketing [Source: RiseFuel]
- Consumers are 85% more likely to buy a product after watching a video about it [Source: WordStream]
- A website with a video is 53% more likely to show up on the first page of Google search results [Source: RiseFuel]
Benefits
Here’s an overview of the primary benefits video provides for local companies.
- Increases Engagement and Brand Storytelling: Text-heavy material may struggle to catch attention. Videos, on the other hand, are intrinsically entertaining, allowing you to display your brand’s personality, team, and the value you provide through visuals and storytelling.
- Connects with customers on a deeper level: Videos help to humanize your brand. You can introduce your team, give customer testimonials, or take visitors behind the scenes, creating a sense of connection and trust that text alone cannot provide.
- Improves Local SEO: Videos tend to perform better in search results, especially when they are optimized with relevant keywords and descriptions. This can dramatically improve your internet exposure and attract new customers looking for local businesses similar to yours.
- Increases Conversion Rates: Product demos, explainer videos, and client testimonials can effectively demonstrate your offerings’ value proposition, increasing the likelihood of conversions.
- Customer Education: How-to videos, explainer videos, and FAQs in video format can educate customers about your products or services, allowing them to make more educated decisions and building long-term brand loyalty.
Creating a Successful Video Marketing Strategy for Local Businesses
Now that you understand the “why” of video marketing, let’s look at the “how” for local businesses:
1. Define your goals and target audience:
Understand your goals before you begin producing. Do you want to raise brand exposure, boost sales, educate customers, or highlight client testimonials? Knowing your target audience is equally important. Tailor your video content to meet their interests and demands.
2. Select the appropriate video format:
There is a video format for every purpose.
- Customer Testimonials: Allow your delighted customers to speak your praises, which will increase trust and trustworthiness.
- Product demonstrations: Show your products in action, emphasizing their features and benefits.
- How-To Videos: Teach your audience how to use your products or services successfully.
- Behind-the-Scenes Videos: Showcase your company’s culture, team, and values, building a relationship with viewers.
- Community-Focused Videos: Highlight your participation in local events or partnerships to show your dedication to the community.
3. Keep it simple and high-quality.
While videos of excellent quality are remarkable, even simple smartphone recordings can be useful. Concentrate on clear audio, enough lighting, and intriguing content. Authenticity is often more effective than a polished but impersonal video.
4. Optimize for search engines.
Use relevant keywords in your video titles, descriptions, and tags to boost search engine visibility.
5. Promote Your Videos Across Multiple Channels:
Share your videos on your website, social media channels, local internet directories, and email marketing campaigns. Consider using paid advertising on social media to attract a larger audience.
6. Use Local SEO:
Optimize your video descriptions with local terms (city, neighborhood), and consider geotagging your videos to improve local search results.
7. Keep track of your results and adapt:
Use analytics tools to track your video’s success and determine what resonates with your audience. This data can help you fine-tune your video marketing approach and develop even more effective content in the future.
Embrace the Power of Video Marketing: A Local Business Success Story
Consider a local bakery making a short movie demonstrating their excellent pastry chefs creating their distinctive treats. This video, shared on social media and their website, could:
- Introduce viewers to the bakery’s talented staff, fostering trust and expertise.
- Visually highlight the delectable treats, enticing viewers to visit the bakery.
- Emphasize the bakery’s dedication to excellent ingredients and skill.
Related: Social Video Marketing: Ignite Your Brand’s Reach
This is one example of how a small business may utilize video marketing to interact with its customers, establish brand loyalty, and grow sales.