Local Video Marketing Tips
4 out of 5 consumers use search engines to find local businesses.Read the article to learn local video marketing tips for your business.That’s great news for businesses that embrace local online marketing. However, the local online space can be incredibly competitive, especially in larger markets. Read the article to learn local video marketing tips for your business.
Video offers a way to differentiate yourself from your competition and stand out in the search engines results. As you will see below it can also be a powerful sales tool to transform visitors to your website into buying customers.
Here are five local video marketing tips to improve your results in local search.
1. Select the right types of videos
Once you have determined the business goals you need to select the videos which are best suited to achieve them. At the top end of your sales funnel you will be looking to attract targeted prospects who are likely unfamiliar with your business. One type of video that can work well for local businesses is to create tutorial videos. For example, a mechanic could create videos which provide advice on car maintenance or a landscaper could produce videos featuring gardening tips.
As your prospect moves into your sales funnel it is a good idea to expose them to an explainer video. Explainer videos detail the key features and benefits of your product or service, ending with a call to action to compel the viewer to take the next step, whether that is filling in a contact form or hitting the buy button. When surveyed 90% of people said that watching a video about a product was helpful in making a purchasing decision. To learn more about why you might want to create an explainer video take a look at this article.
Animation has been a popular choice in recent years for explainer videos. That said live action can also work very well for local business, especially if it features the owner of the business. Some small business owners have hesitations about appearing on a camera. This is where a professional video production company can really help. They will be able to coach the owner on their presentation and delivery to put them at ease and elicit the best possible performance. They will also use high-quality HD cameras and edit the video so that the owner looks great on camera, positively reflecting the quality of their brand. You can find out about the different types of explainer videos that you can use here.
Finally, you should consider including testimonial videos. People want to hear from the experience of previous customers. This can significantly increase the trust factor in the company and increase conversion rates. According to People Claim having customer reviews create a 74% increase in sales conversions. Testimonials from satisfied customers, industry experts or local celebrities can all work very well.
2.Define the purpose of your video
You need to know how your video is going to fit into your overall marketing strategy. What is that you want your promotional video to achieve for your business? Typically you will find that one video is not ideal to achieve all of your local marketing goals. Producing individual videos to achieve a specific goal can be much more effective. This approach can actually be less expensive than you might imagine. By producing multiple videos at the same time you can usually reduce your overall costs. Footage for the videos can be captured on a single day then using this footage multiple different types of videos can be produced. Make sure to define what edits you are going to need before filming so that your video production company is fully briefed. This will allow them to plan the logistics of ensuring all of the right shots are captured for the post-production process.
3.Target the right keywords
An important step in creating local business videos is to target the right “keywords”. Keywords are the search phrases people use when they are looking for a particular product, service or solution. If you are creating tutorial or how-to style content, then you want to know what kind of words or phrases people use when they are searching for answers to these problems. Conversely, if you are creating an explainer video then you want to know what terminology people use when they are searching for your product or service.
So how do you do this? The easiest way is to use Google’s free Keyword Planner tool. To use the tool you simply need to register a free account. You will then be able to enter a seed keyword. To use an example of a flower shop in London. We could then enter the keyword “London Flower Shop”. Next check to see what variations of search terms people use when looking for a flower shop in London. If you were looking to create tutorial content for an accounting service you might want to use a search term like “payroll tax advice”. You could then see what type of questions people are asking in regards to payroll taxation.
4.Consider the impact of mobile
The importance of mobile cannot be overstated when creating a video for local search. People are increasingly looking for local businesses when they are on the go. Whether it’s looking for the nearest place to a get bite to eat or where they can drop their clothes off at the dry cleaners, people are finding businesses using their smartphones. In fact, it’s estimated that 50% of people who conduct a mobile search will visit a store within a day of their search. Consequently, if you are investing in local video marketing you want to be sure it is mobile friendly. As a general guideline for mobile videos, short is generally better (under one minute is a good guideline) and use plenty of clear visuals that will display well on the smaller screen. Because mobile video is often viewed without sound it is best if the video can deliver its marketing message with both sounds on and off. This can be achieved by adding on-screen text and a clearly written call-to-action.
5.Add your video to your Google My Business page
Finally, make sure to add your videos to your local Google My Business page. Google My Business is a free service offered by Google which enables you to list your business and occupy more online real estate in the search engine listings. One of the easiest ways of adding video to your Google My Business page is to first create a YouTube account and then upload your video there. Then link your Google My Business page to your YouTube account. When you add new videos to your YouTube page they will automatically populate your Google My Business page. You will also gain additional exposure for your video from YouTube’s own audience. Follow these instructions to link your Google My Business page to your YouTube account: