If you manage a local business, video is one of the most effective forms of content marketing – not just commercials.
YouTube channels, social media posts, and customer testimonials are all valuable assets for your business. They help your videos get seen by more people, help you build brand awareness for your company, and generate more interest in your products and services. All you need is a smartphone, and you’re on your way to crafting a scroll-stopping video campaign.
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Save a CopyIn this post, I’ll explain how small business owners can get started with local video marketing. I’ll share tips from Thryv’s social media team and discuss the benefits of using video for local advertising.
What is local video marketing?
Small business owners use local video marketing to increase customer engagement. They create videos that promote their products, services, or brands, then distribute them to an audience of new or existing customers.
Traditionally, that would mean filming commercials and paying to advertise on TV. But now, small business owners have multiple options when it comes to sharing videos, like:
- YouTube, Vimeo, etc.
- Social Media
- Websites
- Online Advertisements
- Document Management Software
Creating videos has also never been easier. Smartphones have built-in cameras capable of recording high-quality videos, and sites like YouTube have mobile apps that make it easy to share them online. There are also plenty of AI tools that can help you edit your content, so you don’t have to be a Hollywood filmmaker to create professional-looking advertisements.
Benefits of Local Video Marketing
Video’s biggest advantage is brand awareness. We all have our favorite commercials, and YouTube is home to millions of videos that entertain or teach us something new.
If you aren’t using video marketing, here are a few reasons you should consider it:
- 90% of marketers have said that video marketing has produced a good return on investment.
- 93% of people say that video is as effective as any other type of content marketing.
- People spend more time watching online videos than watching TV.
- One case study found that brands that created sponsored videos saw a 21% increase in sales.
Now that we’ve made the case for video marketing, let’s discuss how small business owners can benefit from it.
Local Video Marketing Tips
Here are seven ways to create an effective video marketing strategy for local businesses. We gathered these tips from experts who create videos every day.
1. Tell a story.
Whether your goal is entertaining, informing, or updating, your video should tell a compelling story. It should match your brand persona and resonate with your customers’ values. It should also grab people’s attention and align with who you are as a company.
Thryv’s video producer, Cailyn Hoag, recommends creating a “brand story” video. It will give customers a peek behind the curtains into your life as a business owner and personify your brand.
Here’s an example of an effective brand story video from Caterpillar. Notice how the company tells a story using real images of its products around the world. It shows off what the equipment does and highlights how the company has changed over the years, yet maintained its commitment to its customers.
2. Use multiple distribution channels.
When we think of video marketing, it’s easy to jump to thoughts of your favorite Super Bowl commercials or ads with catchy slogans.
TV is an excellent channel to build brand awareness — if you have the resources. If you don’t, there are plenty of other platforms you can use to share your content. Using a mix will increase your reach and help you engage a larger audience.
YouTube is a great start. You can upload videos to your channel and share them on your website; these can be how-to videos, customer testimonials, and product demonstrations that directly promote your company.
There are also video-based platforms like TikTok, Snapchat, and Instagram where you can advertise as well. Make sure your content is engaging and captures your audience’s attention immediately. Since people can pass on your video with a single swipe, you have to be interesting and entertaining right off the bat, like my coworker, Ed, is in this video:
@getthryv No missed appointments? Sounds like a home run to me ⚾ #smallbusinessesmatter
3. Build an online following.
If you run a local business, you don’t need to go viral for your video to be a success. For example, if you’re a tree trimmer, people aren’t going to fly across the country to book your services.
Instead, leverage video to build a local following your business. I would recommend targeting local Facebook groups, tagging businesses in your area, and responding to comments and mentions from customers on your content.
Another idea is to upload a video tour of your business to Yelp or Google Business Profile. It will help your SEO, which will make your business easier to find on search engines. It will also give customers a sneak peak at your company if they’ve never worked with you before.
4. Take advantage of free video production tools.
Most of our smartphones have built-in cameras that are capable of recording high-quality videos. But, there are also plenty of free tools you can use to edit your content and make your videos even better.
For example, Veed is one of my favorite video editing tools. It works through a browser on a website, so you don’t have to download an app or install new software. It’s easy to use and has tons of cool features, like an AI voiceover tool. I’m no producer, but I’ve spun up plenty of great videos using this app (and very little budget). Here’s an example:
Here are some other tools you can use:
- Adobe: Adobe offers a free online video editor that’s similar to Veed. It has pre-made video clips that you can add to your content.
- Canva: Canva has a free video editor that works within the app. Its drag-and-drop features are user-friendly, especially if you’ve used a Canva before.
- Invideo AI: Invideo AI is a free AI tool that creates a video based on your description.
Pro Tip: Need a voice actor? You can use AI to record a voiceover for you.
5. Find your niche.
The best way to build your online audience is to find a niche for your business. Participate in trends, create how-to videos, and play with in-app sounds and effects. It’ll take some time to figure out what you do best and what your audience likes.
You should also consider live streaming and webinars. These allow you to speak directly to your customers and teach them something new about your business or industry. For example, a dog groomer could host an online class that teaches pet owners about the products for keeping their dogs’ coats healthy between appointments. It would help people manage their pets and give the groomer a chance to promote their expertise, which helps them build trust with customers.
Pro Tip: Don’t try to participate in every trend — not every one will be a fit for your business. Our Head of Content, Amanda Zantal-Wiener, offers this advice:
6. Measure your success.
One of the best parts about video is that you can measure how effective it is. Most platforms have built-in reporting tools that tell you how many people watched your video, how long they watched it, and if they shared it on different platforms.
Another solution is a tracking phone number and email address. By adding these points of contact to your video, you can measure how many customers saw your video and called or emailed your business. That will help you calculate ROI and create better videos over time.
7. Don’t overcomplicate it.
The one tip that all of my teammates agreed on? Keep it simple. There’s no need to overcomplicate your video marketing strategy.
Don’t take yourself too seriously, and have fun sometimes. Remember that auto shop that went viral for that funny cat video?
@clancysautobody Job market is tough rn 😒 #bodyshoplife #shoplife #autobody
The key is to just keep going and learn what you can from each video. Social media expert, Nicole Phillip, offers this advice:
The more consistent you are, the more people will get to know your business. That will help establish your niche and build a recognizable persona online.
Lights. Cameras. Video Marketing.
Video marketing might seem like a big production, but it’s more achievable for local businesses than you think. You just need an iPhone and a good story to get people’s attention, and the right channels to share your messages.
Use these tips to kickstart your video marketing strategy and keep at it over time to build a local brand that people recognize.
