The rise of digital technology has leveled the playing field in marketing, bringing powerful tools previously reserved for big corporations into the hands of local businesses. Among the most influential of these tools is video marketing.
However, just because the medium is available doesn’t mean it’s easy to master. There are potential pitfalls and best practices that can significantly impact the effectiveness of your video campaigns.
The Dos of Local Video Marketing
Tell a Local Story: Local businesses have an edge that multinational corporations often struggle with – a deep, inherent connection to the community. Leverage that. Showcase your town’s festivals, integrate local landmarks into your narratives, or share tales of how your business has become a part of the community fabric. Authentic local stories resonate deeply, making them more shareable and memorable.
Engage with Your Audience: Video isn’t a one-way street. The most successful local businesses foster a sense of community around their brand. Encourage comments, shares, and likes. But don’t stop there – engage with this feedback. Respond to comments, join local online groups, and be active in discussions related to your industry or locality. This doesn’t just boost your video’s visibility; it positions your business as a community hub.
Prioritize Quality Over Quantity: You don’t need to pump out videos every day. It’s better to produce one high-quality video that truly resonates with your audience than several that fall flat. Invest time in planning your content, ensuring you have good lighting and clear audio. These elements often matter more than the content itself, as they affect watchability.
Optimize for Search: What good is a brilliant video if no one sees it? Incorporate local keywords relevant to your business and community in your video titles, descriptions, and tags. This optimization ensures that your content appears prominently in local search results, whether on search engines or platforms like YouTube.
Use What You’ve Got: You don’t need a Hollywood budget to produce compelling video content. In fact, the smartphone in your pocket, whether it’s an iPhone, Samsung, or another modern device, is equipped with a camera capable of capturing high-quality video. Couple that with basic editing apps, and you’re more than equipped to start your video marketing journey.
Incorporate User-Generated Content (UGC): Encourage your local customers to share their experiences with your business on video. Whether it’s a review, testimonial, or a fun moment at your location, UGC can provide authentic endorsements and create a community around your brand.
Stay Updated with Trends: The world of video marketing is ever-evolving. From trending video formats to popular social challenges, being in the loop can give your content a timely and relevant edge, making it more appealing to your local audience.
Plan a Consistent Posting Schedule: Consistency can help build and retain an audience. While you don’t need daily content, having a predictable posting schedule lets your audience know when to expect new videos, creating anticipation and regular engagement.
And Now… The Don’ts
Avoid Overly Promotional Content: While the end goal is to promote your business, your content shouldn’t come across as a relentless sales pitch. People are more likely to engage with content that adds value to their lives, whether that’s through entertainment, information, or emotional connection. Strive for a balance between promotion and value addition.
Don’t Neglect Thumbnails and Descriptions: A compelling video is of little use if no one clicks on it. Thumbnails are often the first thing people notice. Make sure they’re engaging and relevant to the content. Similarly, video descriptions should be clear and enticing, drawing viewers in and giving search engines context for indexing.
Steer Clear of Long Intros: You have mere seconds to capture a viewer’s attention. Prolonged introductions risk losing a sizable chunk of your audience. Dive straight into the meat of your content, ensuring viewers are hooked from the get-go.
Don’t Disregard Analytics: Platforms like YouTube offer in-depth analytics. These numbers aren’t just for show. They provide insights into viewer behavior, preferences, and engagement. By neglecting these analytics, you miss out on vital information that could inform and refine your future video marketing strategies.
Don’t Assume One Size Fits All: Your local audience isn’t monolithic. Different segments may have varying preferences. A one-size-fits-all approach to video content might not resonate with everyone. Segment your audience and, if possible, tailor content to different groups for more personalized engagement.
Don’t Post and Forget: Simply posting your video isn’t the end. Engage with your audience, monitor the video’s performance, and adjust future strategies based on this feedback. Regularly revisiting and evaluating past content can provide invaluable insights for future campaigns.
Don’t Neglect Other Platforms: While platforms like YouTube might be the giants in video content, don’t overlook the potential of other social platforms like TikTok, Instagram, or even LinkedIn (depending on your business). Each platform has its own unique audience and content style.
Video marketing offers a powerful avenue for local businesses to connect with their community, tell their story, and grow their brand. However, like any tool, its efficacy depends on how you use it. By understanding and implementing the dos, and steering clear of the don’ts, local businesses can ensure they’re harnessing the full potential of video in today’s digital age.