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Why And How Local Businesses Should Incorporate Video In Their Digital Marketing
Discover how local businesses could benefit from digital video marketing. Learn the most effective strategies to make use of digital video content to achieve successful marketing online.
The growing popularity of digital video is undisputed.
Facebook, YouTube, Instagram, and TikTok, all of which are heavily video-oriented, stand at the very top of the social media ladder. This is because videos are more engaging, shareable, and can convey a message more effectively than text or images.
For many younger viewers, these platforms have become the go-to for entertainment and information. The wide array of streaming options has overtaken traditional services, making them the primary source of engagement and knowledge.
There’s a fascinating debate underway, with some even positioning these platforms as the future of search engines. It’s a topic that’s sure to pique your interest.
Additionally, video marketing is increasing in popularity, and many marketers have come to consider this an ideal method to connect with their intended audiences.
But, on the local level of business and for local business owners, it seems like there’s a bit of an aversion towards fully embracing this crucial medium.
Maybe this is because of a lack of time or resources. This is a common problem for small-scale entrepreneurs who are trying to manage their businesses.
Maybe, for some people, there is a worry about not creating a “polished” product.
But, one of the most important elements that video advertising has is the authenticity of it. It doesn’t have to be flawless. We’ll get into this more in the near future.
Why Use Video?
Before we dive into the kind of content that local businesses could think about making, let’s take a look at the reasons video is now an essential marketing tool for many.
- Video is simple to consume and highly visual by nature. It is an entertaining and engaging content format.
- Since video is so captivating, it lends itself to sharing via social media as well as other channels, thus increasing the potential reach of your advertising message.
- Nowadays, videos are fairly simple to make. While you may need scripts for certain kinds of video – which we’ll be discussing in the coming days the process of creating a powerful message is as easy as turning on the camera in your phone and getting started to speak.
- Video is able to be shared across various platforms and integrated into other media, such as blogs and websites, to boost their impact.
- Digital video content could be a distinct advantage. Because, as mentioned, many small-sized entrepreneurs are hesitant or slow to implement video marketing, it presents a chance for those who are able to make a mark.
- Videos, and in particular YouTube the videos are increasingly appearing in the organic results of Google’s search results, which is not surprising considering that Google is the owner of YouTube. Additionally, YouTube itself is a search engine where millions of users conduct search queries on a regular basis. Videos should be designed to show up in the search results.
- As previously mentioned, video content is genuine. It allows business owners to showcase their knowledge and expertise, both of which are crucial elements in Google’s E-E A-T and are major factors in the visibility of organic searches.
- Video can be extremely valuable on numerous different levels for those who want to experiment and explore.
How To Get Started
In the wake of establishing the significance of videos in your marketing strategy, the most important question that many will ask is “What type of videos should I create?”
Answer: it’s dependent on a number of variables like all decisions in marketing, such as the type of business you operate and products or services you provide, your intended audience, budget and your own imagination.
The only thing that should be cause for concern is the quality of video. The days are gone of videos that had to be terribly edited, produced or refined.
- For a lot of people, and especially younger viewers, lower-cost, off-the-cuff video clips are believed to be more authentic, which is what they often are.
- Don’t be afraid to begin recording and introduce your audience to your company and the services that you provide. This is a fantastic first step.
- Below are some types of videos that could be appropriate for your local company and base.
Overview of Services or Products
Every business that sells products or services has the potential to harness the power of video marketing. By presenting and explaining your unique offerings through videos, you can effectively communicate your value to your audience.For instance, landscaping professionals can create videos that walk through lawns or gardens they’ve built, and an owner of a medical spa could explain how the newest and most effective treatment for tightening skin performs.
By inviting your customers to share their authentic experiences in these videos, you not only build trust with your audience but also show your customers that their opinions are valued. This can encourage the dissemination of content on various channels, including social media.
Since the pandemic began, there’s been no shortage of consumers who are willing to support their local providers of services.
Creating Promotional Videos
Brand advertising is naturally suited in the form of video.
Local businesses are quite familiar with commercials on radio or television. However, online video technology has opened up the door to endless possibilities.
Enjoy yourself and make your commercials with staff, customers or business partners.
Make up your engaging promotions for your products, services or even special occasions.
Showcase Customer Testimonials
One of the most effective kinds of video content that you can make or acquire is a testimonial from a customer.
User-generated content (UGC) that is very well-liked on social network platforms – an honest review from a customer is a glowing seal of approval for both you and your company.
The impact of online reviews on local companies is widely known. However, the process of acquiring, publishing, and sharing genuine video testimonials can boost your credibility to the next level.
People prefer to purchase from reputable businesses, and most depend on testimonials and reviews as evidence.
Instructional Videos
Certain businesses provide products that can lend themselves to producing informative videos.
For instance, plumbing companies might make and publish videos on their site or social channels that explain how to avoid freezing or blocked pipes. This is free guidance.
If pipes do become blocked or frozen, they’ll be at the top of their list for their clients and will be an email or phone call, just a phone call away.
How-to videos also have the advantage of demonstrating the experience that Google is known for.
Ask Me Anything (FAQs)
As with how-tos, videos are a fantastic tool to answer your customers’ most frequently asked or most urgent questions. It can also be a great way to answer their inquiries and, if needed, add short demonstrations or other relevant images to help them understand.
By recording a video, you will save yourself from having been able to respond to the same question over and over.
You might want to get your audience engaged by allowing them to pose questions with you or other staff members responding.
Videos of short FAQs could be added to improve the written FAQs you have on your site. FAQs, in essence, are SEO-friendly content that will give an organic boost to your credibility.
Behind-the-Scenes Footage
The popularity of the television show “How It’s Made” proves that people want to peek behind the curtain and behind the scenes and see the way certain processes operate and create the product or service they purchase.
These videos are like a product or service overview, but they may take a step further into the details for customers who require more.
Unveil and demonstrate a method or product that is unique to your company. This will set you apart from the competition, both online and offline, and pique the curiosity of your audience.Webinars Or Live Event Recordings
For local businesses offering professional services, sponsoring or hosting live webinars or other in-person events can do more than just create branding. It can foster a sense of community, making your audience feel connected and valued.Any person who attends these kinds of events may be interested in recording the event for later reference.
The recordings are able to be shared on a site’s events page, and also on suitable social media platforms.
When sharing video events on social media, consider using unique hashtags, such as ‘#[Location]TaxAdvice2024.’ These serve multiple purposes: increasing brand and event awareness, improving search visibility, and incorporating relevant product or service keywords for SEO benefits.
Optimizing Videos
Digital video, like any other kind of content, should be optimized to achieve optimal organic search results. When creating, publishing and distributing these videos, take into consideration the following:
- Include relevant keyword phrases in your filename for the video, followed by the title, description, and hashtags in accordance with the platform to which the video is hosted or shared.
- Include a call-to-action and a link to a similar webpage for your product/service close to the beginning of your description on YouTube, and it will be easily viewed and clicked.
- Incorporate calls-to-action as well as embed hyperlinks to related web products, services, events pages, or other videos related to them within the videos via YouTube, Instagram Stories, or other platforms.
One tip for the length of videos: The rule of thumb is less is more.
Videos, just like images, are worth a minimum of 1,000 words. We all know that our customers today, particularly those of the younger generation, are not able to pay attention for long periods.
When possible, the length of videos should be kept within the one to three-minute range, and the shorter the video, the more effective it is in ensuring the highest level of engagement.
On platforms such as TikTok there is no common to see videos that are less than 30 seconds. Moreover, YouTube is now offering “Shorts,” which are restricted to 60 seconds.
Another of the factors that determine rankings on YouTube is the time it takes to engage, i.e., whether videos are being watched in full, and you must ensure that your viewers are completely engaged from beginning to end.
And — Action!
With all the possibilities is there for you, are you willing to create and share videos?
As mentioned, the accessibility and the heightened authenticity of videos created using mobile devices allows every local business owner to benefit from this powerful medium quite quickly.
Integrating video into a local business’s digital marketing plan isn’t just a fad but a necessity.
Video content allows businesses to convey their message more effectively to connect with local audiences on a more personal level and stand out in an increasingly crowded digital world.
The first step, just like in every marketing campaign, should be to gain an understanding of your target viewers, as well as the kinds of videos and platforms they use.
You can then begin recording and optimizing your content for sharing, searching and watching to see what is resonating.
If you are creative and authentic, You will be able to set yourself and your company apart.
So, take out your phone or camera and start thinking of creative ideas, then let video drive your local company ahead.
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