Why Every Local Business Should be Doing Video.

And not just pictures in video format! Come on, you know who you are. In all seriousness, if you are going to do video, it doesn’t really work to do slideshows and post them as video, when we talk about video here, we are talking moving image, and will explain some of the ways local business owners can use it without having to become the next YouTube sensation, or reportage the house because you hired a whole crew to interview you, Bob and Josie in the office.

Studies reveal that video content is not just preferred, but expected now by consumers (really, how dare they?) Yup, according to HubSpot (and they are always right, we can attest) 54% of consumers want to see more video content from brands or businesses they support. There is a more impressive one, from more than one study, that says over 90% of people remember more from a video than they do from most other forms of advertising and marketing. So, if you are not doing video in some way, you are missing a trick.

Video Marketing offers numerous advantages, but the main two in our experience of using video to market products and services for clients, and ourselves are: Enhancing visibility across digital platforms and fosters a deeper connection with your audience. So, here are some tips on how to use, and make the most of video for your business.

Boosting Engagement on Social Media

Short-form videos

We love these: Platforms like Instagram Reels, TikTok, and Facebook Stories are perfect for short, engaging clips that can quickly capture attention, Short-form videos are ideal for highlighting promotions, behind the scenes looks, or quick tips related to your business.

Long Form videos: Use YouTube or IGTV for more detailed content such as tutorials, in-depth product reviews or customer storytelling, building trust and authority.

If you don’t want to star in any, there are ways of making what is called ‘faceless’ videos, where stock video can be used to create slideshows, special occasions videos and explainers. The trick is that if you put something in video format, it must be a video – so many people are using reels and stories for static images, which is a bit of a waste, however attractive they look.

Enhancing your website with video

Embedding video on your homepage or product pages can significantly reduce bounce rates and increase time spent on the site. Videos showcasing your products or services in action, explainer videos and customer testimonials are particularly effective. 

Top Tip: Get someone who has reviewed your business to record themselves saying how amazing you are, or you film them. You will be surprised at how helpful, and camera hungry people can be, and then viola – you have a review video.

Videos that work well with audiences:

Certain types of video content have proven to be more effective in engaging audiences and driving action:

How-to Videos and Tutorials

Educate your audience while showcasing your products or expertise.

Testimonials and Case Studies: Build trust by sharing real-life success stories.

Product Demos: Show your product in action, highlighting its benefits and features.

Live Streams: Engage in real-time with your audience, offering Q&As, product launches, or behind-the-scenes looks.

Getting Started with Video Marketing

For local business owners ready to dive into video marketing, here are actionable steps to embark on this journey:

Define Your Objectives: Whether it’s increasing brand awareness, driving website traffic, or boosting sales, having clear goals will guide your video content strategy.

Know Your Audience: Tailor your content to the interests, needs, and browsing habits of your target audience.

Start Simple: You don’t need high-end equipment to start. Many smartphones can capture high-quality video. Focus on good lighting and clear audio.

Optimise for Each Platform: Adapt your videos’ length, format, and style to fit the norms and expectations of each social media platform.

Promote Your Videos: Share your videos across all your digital channels, including email newsletters and social media profiles, to maximize reach.

Measure and Adapt: Use analytics to track the performance of your videos. Pay attention to engagement metrics, and don’t be afraid to adjust your strategy based on feedback and results.

So, there is enough there to get you started, but you don’t have to spend hours, days and loads of money getting a video. You can leverage Ai, like Invideo.io who you can give some instructions to, and they will make you a decent video, or Canva AI they will do the same. It’s always a good idea to learn a little about this AI before starting, so that you get the right videos, and it doesn’t defeat the object of trying to connect with your customers by being robotic. 

And there is one more bit of advice – have fun! Injecting humour into videos makes you human, and people connect so much deeper with people who like to laugh or can make them laugh.

Challenge yourself to do one video, however small this month, and get some friends and family involved. Try to avoid getting mowed down by your teenagers when they see the content and decide to disown you (Kidding, see, humour) Start small, work your way up, and before you know it you will be creating content that connects, and helps you to engage with, and sell to your customers.

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