How Local Businesses Use Video Marketing to Grow

While many businesses operate online, the local business profile is still very prominent too. Local businesses operate throughout cities large and small providing goods and services to customers and clients in their hometowns. For many local businesses, the use of video represents a key marketing tool. Learning how local businesses use video marketing to grow their brands is important, especially if you’re a local business owner that’s trying to figure out how to reach local clients, beat your competition, and make a stance locally for your brand!

Local business video marketing is an essential for many business owners, representing a means of growing audience awareness, boosting organic rankings to generate more digital traffic, and engaging customers or clients. Figuring out how local businesses use video marketing to grow is essential, particularly if you’re a business owner that’s wondering what steps you should take toward growing your own local brand!

Building Awareness & Attracting New Customers

The use of video to build awareness around a local business is one of the most common ways how local businesses use video marketing to grow. These businesses can use a variety of different types of video to build awareness around their brand, the products and services they provide, or individual promotions that they might be offering.

Local businesses can boost awareness with a sizzle reel, a brand spotlight video, explainer videos, and video blogs (Vlog). The use of these types of videos to boost awareness of your locally owned and operated business can help you to achieve your new customer goals online and offline!

Nurturing Leads in Email Funnels

Learning how local businesses use video marketing to grow and nurture their email funnels is another interesting focal point for entrepreneurs. Particularly, the use of video in email marketing campaigns can increase click-through-rates and boost conversions substantially. Many local business owners choose to use video to nurture leads in their email funnels by incorporating the following types of videos into their emails:

• Product demo videos.
• Educational videos.
• How-to style videos.
• Branded story videos.
• Corporate culture videos.
• Testimonial videos.

Depending on the email funnel, and the point in which your customer or prospective customer is at within the funnel, you may choose any of these types of videos to include as a means of nurture your leads to help move them further down the funnel toward a sale. 

Building Trust Among Prospects

The use of customer testimonial videos are one of the easiest ways to build trust among prospective clients or customers, but they are not the only option! Building trust among prospective customers can also occur through things like delivering consistent explainer videos and educational content which helps your audience to see your local business or brand as an authority on a particular subject. 

The use of company story videos are great for building trust if you’re operating an ecommerce business that operates online without a local store. These are particularly helpful in regards to humanizing the business or brand so that prospective customers can resonate with members of your company.  

Product demonstration videos can also build trust. Specifically, these videos are ideal when used to show prospective customers how your product outshines the competitor’s products. Consider the use of side-by-side product comparisons and demo videos that showcase the unique features of your products to build trust among your audience.

Engaging Visitors & Creating a Unique Customer Experience

Figuring out how local businesses use video marketing to engage visitors and create a unique customer experience can help you to further determine ways of engaging your own audience. Warming leads and convincing them to become customers requires engagement, and video is one of your best opportunities to get this done! 

Consider the use of behind-the-scenes videos that can create memorable connections between your audience and your brand as well as Q&A videos that help your audience to better connect with your local business for maximum customer engagement. Just because you’re a local business owner that’s meeting with clients face-to-face does not mean you can’t have a website full of the most common questions that your audience has complete with answers, too!

Creating Strong Customer Retention Strategies

Videos are used throughout the sales funnel, but figuring out how local businesses use video marketing to grow the number of retained customers that they add to their lists each year is also important. Many local businesses are able to create strong customer retention campaigns with video. Consider the following videos to improve customer retention:

• Demo videos that help customers get the most out of features included in the products they purchase.
• Tutorial videos that help customers understand unique features of a service they’ve purchased.
• Brand awareness videos that highlight details that customers would appreciate about your business. 
• Corporate social responsibility videos which showcase the different things that your local business is doing to be responsible as a brand.  These types of videos help you show your customers that you care about more than just money, you care about others, too.

As you can see, when we look at how local businesses use video marketing to grow there are a variety of options and opportunities. Local brands can incorporate video into a variety of marketing initiatives and campaigns to maximize trust, engagement, and interaction among their core audience generating exceptional revenue for their corporation.