The increasing popularity of digital video content is undeniable.
Platforms like Facebook, YouTube, Instagram, and TikTok, which prioritize video content, are leading the social media landscape.
For many younger audiences, these platforms and various streaming services have become their primary sources of entertainment and information, often considered as the next generation of search engines, though this remains a topic of debate.
Similarly, video marketing is on the rise, with many marketers viewing it as an ideal way to engage with their target audiences. However, local business owners still seem somewhat hesitant to fully embrace this medium. This might be due to a lack of time or resources, common challenges for small business owners who are busy managing their businesses. There could also be a fear of not creating a “polished” product.
It’s important to remember that one of the key aspects of video marketing is authenticity; videos don’t need to be perfect. We’ll explore this further in a moment.
So Why Video?
Before diving into the types of video content that local business owners might consider, let’s review why video has become such a crucial marketing tool for many.
- Video is easy to consume and highly visual by nature, making it an engaging and entertaining content format.
- Due to its engaging nature, video content is easily shared via social media and other channels, extending the reach of your marketing message.
- Creating video content is relatively easy these days. While some videos might require a script, an effective message can often be as simple as turning on your phone’s camera and just talking.
- Video can be shared across multiple platforms and embedded into other content like web pages and blogs to enhance their appeal.
- Digital video content can be a differentiator. Many small business owners are slow or reluctant to adopt video marketing, presenting an opportunity for those who do to stand out.
- Video, particularly on YouTube, increasingly appears in Google’s organic search results, given that Google owns YouTube. Moreover, YouTube itself is a significant search engine with millions of daily users. Videos can and should be optimized to appear in search results.
- Video content is authentic and allows business owners to demonstrate their expertise, both of which are important factors in Google’s E-E-A-T guidelines, contributing to organic search visibility.
- Video adds incredible value on multiple levels for those willing to experiment and explore.
Now, For The How
With the importance of video in the marketing mix established, the question becomes, “What type of videos should I create?”
This depends on a few factors, including the type of business and services/products offered, the target audience, budget, and your creativity. Video quality should not be a major concern as the days of requiring overly directed, produced, or polished videos are behind us.
Simple, off-the-cuff videos are often seen as more authentic and real, particularly by younger audiences. Don’t hesitate to start recording and introduce your audience to your business and its offerings. Here are a few types of videos that might be suitable for your local business and customer base.
Service Or Product Overviews
Businesses can use video to highlight and describe their unique offerings. For example, a landscaper can create walkthrough videos of lawns or gardens they’ve worked on, while a med spa owner might demonstrate a new treatment. Featuring willing customers in these videos for authentic testimonials can build trust with your audience and encourage content sharing.
Promotional Videos
Brand advertising naturally complements video content. Local business owners familiar with TV or radio ads can leverage digital video platforms for unlimited possibilities. Create commercials incorporating customers, staff, or business partners and use your imagination for entertaining promos.
Customer Testimonials
Customer testimonials are powerful video content. Positive client reviews serve as user-generated content, providing a significant stamp of approval. Video testimonials enhance trustworthiness and can be shared online to boost credibility.
How-To Videos
Some services naturally lend themselves to how-to videos, adding value and demonstrating expertise. For example, a plumbing company could share a video on preventing clogged pipes, establishing themselves as a go-to resource when issues arise.
Ask Me Anything Or FAQs
Video can be an effective way to address common customer questions, incorporating short demos or visuals for clarity. Recording FAQ videos can save time and be added to your website for SEO benefits.
Behind The Scenes Footage
Behind the scenes footage can give customers insight into how processes work, which is often interesting for them. These videos might go into more detail about techniques or products unique to your business, setting you apart from the competition.
Webinars Or Live Event Recordings
Hosting or sponsoring live webinars or events can build brand recognition and community. Recordings of these events can be shared on your website or social media channels, with unique hashtags for awareness and SEO benefits.
Video Optimization
Digital videos, like other content, can be optimized for better search visibility. Consider the following when creating, publishing, and sharing videos:
- Incorporate relevant keywords into the video filename, title, description, and hashtags based on the platform.
- Add a call to action and link to related content near the top of your video description for visibility.
- Include calls to action and embed relevant links in videos shared on platforms like YouTube and Instagram.
For video length, less is more. Aim for one to three minutes to maintain engagement, with even shorter videos on platforms like TikTok and YouTube “Shorts.” Ensure full engagement from start to finish for optimal ranking on YouTube.
And — Action!
With all the potential of video content, are you ready to start creating and sharing videos? The accessibility and authenticity of mobile-created video content make it a powerful tool for local business owners.
Incorporating video into a digital marketing strategy is no longer just a trend; it’s essential. Video content helps communicate messages more effectively, connect with the local audience personally, and stand out digitally.
Understand your audience and the types of videos and platforms they prefer. Start recording, optimize for search, share, and see what resonates. Creativity and authenticity will set your business apart.
So, grab your camera or smartphone, brainstorm creative ideas, and let video propel your business forward.
You might even go viral! #videorocksin2024
More resources:
- Adapting Your Digital Marketing Strategy To Local Events And Seasons
- How Can Small Local Service Businesses Use AI To Improve Their Digital Marketing?
- A Guide to Local SEO
Featured Image: Juan Pablo Olaya Celis/Shutterstock
