The popularity of digital video content is undeniable.
Facebook, YouTube, Instagram, and TikTok all use video heavily and are at the top of the social media spectrum.
For many young viewers, these platforms, along with numerous streaming services, have usurped other platforms as their primary source of entertainment and information.
Some are advertised as the next search engine. This is still hotly debated.
Similarly, video marketing is on the rise, with many marketers now considering it the preferred way to engage with their target audience.
However, there still seems to be some resistance at the local corporate level and local managers to fully embrace this important medium.
Perhaps this is due to lack of time or resources, a common challenge for small business owners who are busy just running their business.
Or you may be worried that you won't be able to produce a “sophisticated” product.
However, one important aspect of video marketing is its authenticity. It doesn't have to be perfect. More on this later.
So why video?
Before we explain what kind of video content local business owners should consider creating, let's take a look at why video has become an important marketing tool for many.
- Videos are easily available and highly visual in naturethe content format is engaging and fun.
- The video is very attractive, Suitable for sharing via social media Expand the reach of your marketing messages using channels such as
- Creating video content has become much easier these days.. While certain types of videos may require scripting (more on this later), you can create an effective message by simply turning on your phone's camera and starting speaking.
- Videos can be easily shared across multiple platforms Embed it in other content, such as web pages or blogs, to make it more appealing.
- Digital video content can be a differentiator. As mentioned earlier, many small business owners are slow or reluctant to adopt video marketing, so this presents an opportunity for businesses to stand out.
- Videos, especially YouTube content, are increasingly appearing in Google's organic search resultsThis is not surprising considering that Google owns YouTube. Additionally, YouTube itself is a search engine, and millions of users search for it every day. Videos can and should be optimized to appear in search.
- As mentioned, Video content is authentic and allows business owners to demonstrate their expertiseboth are key elements of Google's EEAT and important determinants of organic search visibility.
- Videos offer incredible value on many levels For those who like to explore and experiment.
Now, about the method
Now that the importance of video in your marketing mix has been clearly established, you may be asking, “What types of videos should I create?”
The answer to this question is that, like any marketing decision, it depends on several factors: the type of business and service/product you offer, your target audience, your budget, and your imagination.
You don't need to worry about relative video quality. Gone are the days of videos that required over-the-top production, production, and polish.
For many viewers, especially younger viewers, low-budget, impromptu video messages come across as more authentic and real. This is common.
Don't be afraid, simply start recording and introduce your audience to your business and the products and services you offer. It's a great first step.
Below are some types of videos that may be appropriate for your local business and customer base.
Service or product overview
Services or product-based businesses can easily highlight and explain their unique offerings with the help of video.
For example, a landscaper might create a walk-through video of their lawn, garden, or patio, or a medical spa owner might demonstrate how the latest and greatest skin tightening treatments work. not.
Having people willing to appear in these types of videos and provide authentic feedback will help establish trust with your audience and encourage them to share your content on social and other channels. It helps a lot.
Since the pandemic, consumers have continued to want to support local service providers.
promotion video
Brand advertising is a natural fit for video content.
Many local business owners are accustomed to running TV and radio ads, but digital video platforms have opened the door to endless possibilities.
Have fun and create your own commercials incorporating your customers, staff, or relevant business partners.
Use your imagination to create fun promotions for your services, products, or special events.
customer's voice
One of the most powerful types of video content you can create or acquire is customer testimonials.
It is a type of user-generated content (UGC) and is very popular on social media. Positive reviews from clients are a glowing seal of approval for you and your business.
We already know the power of online reviews for local businesses, but capturing, publishing, and sharing authentic video testimonials takes credibility to another level.
People like to buy from companies they trust, and many rely on reviews and testimonials to prove that.
how-to videos
Some companies offer services suitable for creating valuable how-to videos.
For example, a plumbing company might create a video on how to prevent pipes from clogging and freezing as free advice and share it on their website or social channels.
That way, if those pipes become clogged or frozen, they're a top priority for your viewers and are just a click or call away.
How-to videos also have the added benefit of demonstrating expertise, which Google loves.
Ask Me Anything or Frequently Asked Questions
Similar to how-tos, videos are a great way to answer your customers' common or most pressing questions, and include short demos or other relevant visuals for clarity if needed.
Recording a video also eliminates the need to answer the same or similar questions repeatedly.
Again, you can consider involving your audience by having them ask questions and have you or an appropriate staff member provide the answers.
You can enhance the written FAQ on your website by adding a short video FAQ. FAQs are, by definition, powerful SEO-oriented content that naturally increases your authority.
behind the scenes footage
The popularity of TV shows like “How It's Made” proves that people like to pull back the curtain, go behind the scenes, and get a glimpse of certain processes, especially the ones that create the products and services they consume.
These videos are similar to product or service overviews, but with a little more detail for customers who need to know more.
Describe and demonstrate a technology, product, or process in which you specialize or that is unique to your business. This allows you to differentiate yourself from your competitors both online and offline.
Recording a webinar or live event
Local professional services firms can build important brand awareness and a sense of community by hosting or sponsoring live webinars or in-person events.
Anyone attending this type of event will be interested in recording it for future reference.
These recordings can be naturally shared on your website's event page and through appropriate social media channels.
If you broadcast these video events and then share them on social media, be sure to include a unique hashtag.[Location]TaxAdvice2024” serves multiple purposes including brand/event awareness, important search keys, and the opportunity to incorporate product or service related keywords for SEO purposes.
Video optimization
Digital videos, like any other content, can be optimized for optimal organic search visibility. When creating, publishing, and sharing these videos, consider the following:
- Incorporate relevant keywords into your video's filename, title, description, and hashtags. It depends on the platform where the video is hosted or shared.
- Add a call to action and a link to a related product or service page. It's near the top of the video's description on YouTube and is immediately visible and clickable.
- Include calls to action and embed links to relevant website product, service, and event pages. or other related videos in videos posted to YouTube, Instagram Stories, or other platforms.
A quick tip about video length: shorter is better.
Like images, videos are worth at least a thousand words. We all know that today's consumers, especially younger consumers, have limited attention spans.
If possible, most videos should be in the 1-3 minute range, and shorter is better to ensure optimal engagement.
However, on platforms like TikTok, it's not uncommon for videos to be less than 30 seconds, and YouTube currently offers “Shorts,” which are limited to 60 seconds.
Additionally, one of YouTube's ranking factors is engagement time, or whether the video was watched in its entirety, so you want to make sure your viewers are fully engaged from start to finish.
And — action!
With all the possibilities, are you ready to create and share your videos?
As previously mentioned, the accessibility and reliability of video created on mobile devices allows virtually any local business owner to take advantage of this powerful medium relatively quickly.
Incorporating video into your local business’s digital marketing strategy is more than just a trend. It's a must have.
Video content allows businesses to more effectively communicate their messages, connect with local audiences on a personal level, and stand out in a crowded digital landscape.
As with any marketing campaign, the first step is understanding what types of videos and platforms your audience prefers.
Then start recording, search, share, and optimize to see what resonates.
Being creative and authentic allows you to distinguish yourself and your business.
Pick up your camera or smartphone, start brainstorming creative ideas, and advance your local business with the power of video.
You might even find yourself going viral. #Video Rock Shin 2024
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Featured image: Juan Pablo Olaya Celis/Shutterstock
