Video Marketing for Local Business is a 3 part series to help small businesses gain a basic understanding of how video marketing can help grow their business and how to get started. Part 1: Getting Started, Part 2: Local SEO, Part 3: Getting Going.
Let’s get going!
OK. You’ve learned how and why video marketing for local business is an effective tool to have in your marketing belt. You’re sold on the idea, have drawn out a basic video marketing plan and are ready to jump in. But what kind of videos does a dentist office make? What about a local restaurant or retail store? Sure, if you are a large company, you probably have a entire department that can create a concept for a marketing video and carry it all the way through to final product. The reality is, most local businesses do not have this luxury. The intent of Video Marketing for Local Business Part 3: Getting Started is to give you ideas on some of the types of videos you can make or inspire you to come up with your own concepts.
Here are a few concepts to help your local business get going with video:
- How-To Videos Educational videos are a great way to establish credibility and convert viewers into customers. If you sell products, show people different ways they can use that product or helpful maintenance tips. For example, if you sell clothes, show people a tip on how to care for a piece of clothing or how to combine colors. If you sell a service, teach viewers how to use your service or how to choose a qualified service provider in your industry. Let’s say you are an accountant. Try explaining the differences between two different filing statuses. Or if you are a roofer, demonstrate what to look for when determining if you need a new roof or not. Every product or service has some nuances about it that people may or may not know about. How-To videos are a great way to demonstrate your knowledge and expertise on the product or service you offer.
- Process Videos This is especially beneficial to service providers, but can also be useful for retailers. Process videos can help set your business apart from your competition. Do you use a unique technique or do you go above and beyond in customer service? Just the act of explaining the process of what you offer and your ideology behind that process gives people a sense of who you are, rather than just seeing a picture of you “in action”.
- Testimonial Videos Nothing inspires confidence more than a review or testimonial. Just look at the number of sites dedicated to reviewing products, the product rating system on just about every online shopping site, and the amount of YouTube videos of someone doing their own personal review of a product. People trust testimonials. They don’t have to be long and grand. Think about what you consider to be an authentic testimonial about a product or brand and try to achieve that in the ones you are offering your customers.
- Interview-Style Videos This can be similar to a testimonial video, but creates more of a conversation between 2 people, where you ask directed questions in order to guide their responses towards specific topics. You can interview a customer or an expert in your industry to offer information from a 3rd party.
- Action Videos Action videos are great for demonstrating products. A kitchen blender, nail gun, rain jacket, furniture, etc. Any object or item can be shown “in action”. Whether it is the product itself that performs the action or if it is something around the product, action videos give your customer a sense of experiencing the item. A model train running down the tracks or a family sitting on a couch playing a game are both examples of a action. Showing the product in use.
Once you’ve come up with a few ideas of the type of video you want to make, here are some basic tips to keep in mind as you move forward:
- Keep It Short Believe it or not, studies have shown that people have an attention span of about 30 seconds. When you throw into the equation the amount people that are on tablets and mobile devices, it just reinforces the notion of “short and sweet”. Don’t feel like you need to cram everything into one video. A series of short videos will not only keep you at one topic per video, but will ensure that your viewer is actually watching the whole thing.
- Combine Video and Still Images Mixing footage and stills of your product, employees, location and anything that you believe will interest your potential customers will add variety to your video.
- Add a Personal Message This message can be from you or one of your employees, or it can be a testimonial or recommendation from one of your customers.
- A Little Humor Never Hurts Sometimes your own gaffes in making the video make it even more appealing.
- Include a Call To Action Make it clear what the viewer should do after watching your video. Do you want them to call you, buy a particular item or product, sign up for a specific service? Be sure to let them know and make it easy for them to do so. As an option, try adding a special offer or coupon.
- Be Sure You Can Be Found It may be obvious, but don’t forget to make your presence as easy as possible to remember. Include your website, physical address (if applicable), phone number, email and any other contact information that you feel is important.
- Distribute Your Video Everywhere Promote your video through an online ad campaign, e-mail, social media, YouTube and even your own website.
Hopefully, this 3 part blog series has persuaded and inspired you to try video marketing for your local business. If you have anything to add or ideas that you have tried, feel free to add them in the comment section below.
Real Digital Productions is a full service production company and can help your business create professional marketing and branding videos for your business from concept to distribution. We have worked with businesses small and large, local and global.