Video is a really good way to connect with your audience. This format has the power to engage most of the human senses. Apart from helping you create awareness about your business, it can significantly support other marketing goals. 85% of internet users in the US watch online video content on any device .
This shows you how fast and widespread video consumption is. As a local business, it is crucial to include video as part of your marketing efforts. Even if your business is currently thriving, you’ll need to stay ahead of your competitors. Video, which is a modern way of marketing, will help you achieve this.
Internet users consume video content every day and on various platforms. From social media platforms like Instagram and YouTube to websites and emails, video is thriving. Videos are also the number one-way consumers discover a brand or product before purchasing . Considering the effect of the Pandemic, people now spend more time online, discovering places and things. So, if you’re looking to grow your audience or customer-base, video marketing is the way to go.
Benefits of Video Marketing for Local Businesses
Whether you’re a local business owner or marketer, it’s important to know the benefits of video marketing.
Attracts new customers
Video is a great way to boost awareness about your business and therefore attract customers. Whether these customers are the locals or tourists, sharing engaging videos can help your business gain new customers. Creating and sharing quality videos isn’t reserved for just the big companies anymore. As a small or local business, you can utilize social media platforms to share content online.
Builds trust and loyalty
People often patronize businesses that they trust. As a marketer or business owner, effective video marketing efforts can greatly benefit you. Through videos, people can easily connect with a business, which dictates their decisions whether to buy or use the products or services.
Unlike formats like blog posts and articles, video actively engages the senses. It’s easier for a potential customer to connect and engage with your video than a write-up. Through video sharing, you can actively convey your personality as well as your business’. People like to see the face behind a business, so video helps you do just that.
Explains your offerings to your customers effectively
Video helps you show and tell. This format also keeps users more engaged. With this, you can imagine that people are more likely to pay attention to your message. Through video, you can show your potential and existing customers your product or service, the features, uses and how these can benefit them.
Increases conversion and sales
It’s normal for conversion and sales to be at the core of business practices. With the ever-growing internet use, people are increasingly using the internet to search for offerings within their vicinity. 64% of consumers make a purchase after watching a branded social video  so you can imagine the impact this makes on sales.
How Local Businesses Can Utilize Video Marketing
Create engaging social media content
Social media platforms are a direct way to connect and engage with customers. Through video sharing, you can actively and effectively reach your target audience. Beyond growing a follower base, it’s also important that you build relationships with them. Platforms like Facebook, Instagram, Twitter and YouTube are important in your video marketing strategies. Depending on the platform, the videos can range from 10-second clips to 15 minutes and above.
Share customer testimonial videos
Testimonials are a fantastic way to get people to trust your business. Customers are important ambassadors and their reviews can make or break a business. When people walk into your store, you can politely ask willing customers to share their experience. This helps to make a lasting impression on other customers.
Show behind-the-scenes footage
Behind-the-scenes videos give people a peek into the inner working of a business. People like seeing the faces behind a business and this type of content targets that curiosity. For a local fast food, for instance, behind-the-scenes footage can build trust in the food-making process. People have become increasingly conscious of hygiene and such practices due to the Pandemic. By using videos to take people along your processes, they begin to trust and patronize you.
Create teaser videos
Teaser videos help to generate hype around your products or services. They get people interested in what you have to offer. As a local business or a marketer, focus on sharing engaging buzz videos about upcoming products or services, events and promotions.
Checklist for Videos that Connect and Convert
- Provide value
- Show the team behind the business
- Highlight how your products or services benefit the customer
- Prioritize quality over quantity
- Use keywords in captions and video transcripts
- Mobile optimization is a must
- Use an attention grabber to begin your videos
- Include a call to action
Videos are effective content formats. They help you effectively tell your business’ story. Regardless of if your business sells online or not, an effective video marketing strategy makes all the difference. From reaching locals to excited tourists, the right strategy will place you as top-of-mind.
 Statista. Online video penetration in selected countries 2018
 Animoto. 2018 state of social video: Consumer trends
 Tubular Insights. 64 percent of consumers purchase after watching branded social video content.
The hardest part of Video Marketing is how to choose a niche for video. One that speaks to you and your viewers, and doesn’t get enough love. If that’s the case, you need to rethink your approach and do more research on smaller niches. Once you find a small market with sufficient subtitles, pick an attractive topic, optimize your titles with keywords for or related to targeted keywords, create quality content people want to watch – add social sharing buttons at the beginning and end – post it online!