Even though videos can really help a business stand out, many local businesses aren’t using them yet, with only a few making use of video marketing. This article will provide advice on how local businesses can use video marketing to create a strong brand. We’ll offer tips on making effective videos and using them in your local brand strategy to help your business stand out in your industry.
Before we delve into the specifics of video marketing, it’s important to first understand what local branding is all about.
What is Local Branding?
Local branding refers to the process of creating and promoting a brand that resonates with a specific local market. It’s about more than just having a physical presence in a particular location – it’s about understanding the local culture, addressing the unique needs and preferences of the local audience, and positioning your brand as an integral part of the local community.
Local branding is crucial for businesses of all sizes. For small businesses, it can help establish a foothold in the market and differentiate them from larger competitors. For larger businesses, local branding can help them connect with customers on a more personal level and foster a sense of community.
Take, for example, a local coffee shop in Charlotte, North Carolina. Their local branding might involve sourcing beans from local farmers, hosting events with local musicians, and incorporating elements of the local culture into their branding materials. This not only sets them apart from national chains but also helps them build a loyal customer base that values their contribution to the local community.
Authenticity plays a key role in local branding. Today’s consumers are savvy – they can tell when a brand is genuinely invested in their community and when it’s just a marketing ploy. Authentic local branding involves more than just slapping a local landmark on your logo – it requires a deep understanding of your local market and a genuine commitment to serving your community.
Local branding can also help businesses build customer loyalty. When customers feel a personal connection to a brand, they’re more likely to stay loyal and recommend the brand to others. This is particularly true for local brands, which can leverage their local knowledge and connections to create a customer experience that larger, impersonal brands can’t match.
The impact of local branding on business growth can’t be overstated. A strong local brand can drive customer loyalty, differentiate you from competitors, and ultimately, increase your bottom line. But to truly harness the power of local branding, businesses need to embrace the digital age – and that’s where video comes in.
The Power of Video Marketing
Business Video marketing has exploded in popularity in recent years, and for a good reason. Video is a versatile and engaging form of content that can convey your brand message in a dynamic and memorable way. Whether it’s a short social media clip or a full-length corporate video, video content can help you connect with your audience and drive your marketing goals.
But don’t just take our word for it – the statistics speak for themselves. According to a 2023 report by HubSpot, More marketers credited video with increasing dwell time, traffic, leads, sales, and reduced support queries than in ANY of their annual surveys since 2015, – while an all-time high number of marketers (92%) told them they get a good ROI on video content, up from 87% in 2022. Also, 96% of marketers agree that videos have helped increase user understanding of their product or service. 87% of marketers feel that video has a direct, positive impact on sales – another all-time high
Video is particularly effective in conveying a brand’s story and values. Through visuals, sound, and storytelling, video can create a multi-sensory experience that engages viewers on an emotional level. This not only helps to create a strong brand identity but also fosters a deeper connection between the brand and its audience.
Consider, for example, a local bakery in Rock Hill, South Carolina. They might create a video showcasing the baking process, from sourcing local ingredients to skilled bakers at work. This highlights the quality of their products and conveys their commitment to local sourcing and artisanal craftsmanship.
Video also plays a crucial role in engaging and retaining customers. According to a study by Wyzowl, 96% of people have watched an explainer video to learn more about a product or service, and 79% say a brand’s video has convinced them to buy a piece of software or app. This shows that video can be a powerful tool for driving conversions and boosting sales.
There are countless examples of effective video marketing out there. One that stands out is the “Shot on iPhone” campaign by Apple. This campaign features stunning videos shot by iPhone users, showcasing the impressive capabilities of the iPhone camera. Not only does this campaign highlight the product’s features, but it also fosters a sense of community among iPhone users and encourages user-generated content.
With the rise of video marketing and the importance of local branding, it’s clear that integrating video into your local brand strategy is no longer just an option – it’s a necessity.
Integrating Video into Your Local Brand Strategy
When it comes to integrating video into your local brand strategy, it’s important to start with a clear understanding of your audience and their video consumption habits. According to a report by Google, 90% of consumers discover new brands or products on YouTube, and over 40% of global shoppers say they’ve purchased products they discovered on YouTube. This underscores the importance of understanding where your audience is consuming video content and ensuring your videos are present on those platforms.
Learn about how businesses can use corporate videos here.
Next, it’s crucial to define your brand’s story and determine how to convey it through video. Your brand’s story is what sets you apart from your competitors and connects you with your audience. It could be the story of how your business was founded, the values that guide your business, or the impact your business has on the local community.
Once you’ve defined your brand’s story, you need to choose the right type of video for your brand. This could be customer testimonials, product demos, behind-the-scenes videos, or educational content. The key is to choose a format that aligns with your brand’s story and resonates with your audience.
Quality is key when it comes to video production. A high-quality video can enhance your brand’s credibility and engage your audience, while a low-quality video can have the opposite effect. Whether you’re hiring a professional video production company or producing videos in-house, it’s important to ensure your videos are high-quality.
Incorporating local elements into your videos can help reinforce your local branding. This could be showcasing local landmarks, featuring local events, or highlighting local stories. For example, a local gym in Charlotte might create a video featuring a popular local park where they host outdoor fitness classes.
Video can also be a powerful tool for highlighting your involvement in the local community. This could be through videos showcasing community events you’ve sponsored, initiatives you’ve supported, or projects you’ve initiated. For instance, a local restaurant might create a video showcasing its efforts to reduce food waste, such as by composting leftovers or donating surplus food to a local shelter.
Customer testimonials can be a powerful form of video content. They provide social proof and can help build trust with potential customers. A local hair salon, for example, might share a video testimonial from a long-time customer who talks about why they’ve been loyal to the salon for years. This not only highlights the quality of the salon’s services but also reinforces its local brand identity.
Showcasing your products or services through video can also be an effective strategy. This could be a product demo, a tutorial, or a behind-the-scenes look at how your products are made. For example, a local brewery might create a video showing the brewing process, from selecting the grains to bottling the final product.
Consistency is key when it comes to branding.
This applies to your videos as well. Whether it’s the color scheme, the tone of voice, or the style of music, ensuring consistency across your videos can help reinforce your brand identity and make your brand more recognizable.
Video can be a powerful tool for driving traffic to your website and engaging your audience on social media. By sharing your videos on platforms like Facebook, Instagram, and YouTube, you can reach a wider audience and drive more traffic to your website.
SEO is another important consideration when integrating video into your local brand strategy. By optimizing your video titles, descriptions, and tags with relevant keywords, you can improve your videos’ visibility on search engines and attract more viewers.
Measuring the success of your video marketing efforts is crucial. This could involve tracking metrics like video views, shares, comments, and the amount of time people spend watching your videos. By monitoring these metrics, you can gain insights into what’s working and what’s not and adjust your strategy accordingly.
Creating Your First Local Brand Video
Creating your first local brand video can be an intimidating experience, but with the right strategy and resources, it can be a very rewarding process. This article will explore the key steps to creating a successful local brand video, from scripting and shooting to editing and distribution.
1. Defining Your Video’s Purpose
The first step in creating a successful local brand video is to define the purpose of your video. Are you trying to share a customer testimonial? Showcase a new product? Increase awareness of your brand. Knowing the purpose of your video will guide all other decisions, from scripting to distribution.
2. Writing a Compelling Script
Once you know what kind of story you want to tell, it’s time to write a script that resonates with your audience and aligns with your brand values. In addition to telling an engaging story, your script should also include a clear call-to-action that tells viewers what they should do after watching the video.
3. Choosing a Location
Choosing the right location for your video shoot is key to conveying your message and reinforcing your brand image. When selecting a location, think about what kind of feeling you want to create with the video, and consider locations that align with this vision.
4. Video Production: DIY vs. Professional
When creating your local brand video, you have two main options: hiring a professional team or producing the video yourself. Hiring a professional can ensure high-quality results but can be more expensive, while DIY production may require more time and effort but can be more affordable. These two options depend on budget, resources, and project specifics.
5. Enhancing Your Video With Branding Elements
Once you’ve shot your video, the next step is to enhance it with branding elements. This could include your logo, brand colors, or even a specific “voice” that reflects your brand identity. Incorporating these elements into your video can make it more memorable and help viewers better recognize and connect with your brand.
6. Optimizing Your Video For SEO
Choosing an appropriate title and description for your video is as important as creating compelling content. Including relevant keywords in both can help your video appear higher in search results. However, don’t forget that titles and descriptions should also be engaging to draw viewers’ attention!
7. Uploading & Distributing Your Video
Once your video is complete, it’s time to get it out there! Uploading your video to various platforms can help you reach a wider audience. This could be YouTube, social media channels, or even your website. It’s important to understand the best practices for each platform and tailor your approach accordingly.
8. Promoting Your Video
Promotion is key when it comes to getting your local brand video noticed. Share it on social media channels and include it in email newsletters. You may also want to consider running paid advertising campaigns with the goal of increasing views and engagement.
9. Measuring & Improving Performance
Measuring the success of your video will help you understand what works and what doesn’t. Track metrics such as views, comments, and watch time to gain insights into viewers’ preferences. Use this data to adjust your strategy and make improvements for future videos.
10. Making Video Production an Ongoing Process
Creating your first local brand video is just the beginning! The video should be an ongoing part of your local branding strategy, with each video building on the last to create a cohesive narrative. With the right approach, you can ensure that your video content resonates with viewers and drives meaningful results for your business.
Case Study: Successful Local Brand Videos
Analyzing successful local brand videos can provide valuable insights and inspiration for your own video strategy. In this section, we’ll look at two local brands that have effectively used video to strengthen their local brand.
The first case study is Charlotte Plumbing Masters.
Charlotte Plumbing Masters effectively utilizes videos as part of their marketing strategy to engage with their audience, showcase their services, and build trust. Here’s how they use videos:
- Service Demonstrations: Charlotte Plumbing Masters creates videos showcasing their plumbing services. For example, they feature sewer line video inspections, rough-in plumbing, sewer line repairs, and main water service repairs. These videos visually demonstrate the quality of their work and the expertise of their team. You can check these on their Charlotte Plumbing Masters YouTube Channel.
- Educational Content: The company provides educational videos to inform and educate viewers about plumbing-related topics. They offer tutorials, explanations of common plumbing issues, and tips for maintenance. By sharing their knowledge, Charlotte Plumbing Masters positions themselves as experts in the field and provides value to their audience.
- Testimonials: Videos featuring customer testimonials are an effective way for the company to build trust and credibility. By showcasing real customers in videos, Charlotte Plumbing Masters creates social proof, reassuring potential customers of their reliability and quality of work.
- Online Visibility: By hosting its videos on YouTube and Facebook, Charlotte Plumbing Masters increases its online visibility. YouTube is a popular platform for video content, attracting a wide audience. This allows the company to reach and engage with a larger number of potential customers who are searching for plumbing-related information.
- Brand Building: Through their videos, Charlotte Plumbing Masters establishes and reinforces their brand identity. They emphasize their commitment to quality projects, prompt service, and customer satisfaction. Consistent messaging and visual branding across their videos help create brand recognition and differentiate them from competitors.
- Website Integration: The videos on their YouTube channel are likely embedded on their website (here on their About Us page), enhancing the overall user experience. By integrating videos on their website, Charlotte Plumbing Masters provides visitors with additional visual content to learn about their services, which can increase engagement and time spent on their site.
The second case study is ViscoSoft. It is a sleep company based in Charlotte, NC that specializes in producing top-rated memory foam mattress toppers, pads, and other sleep products. They use short, compelling videos less than 30 seconds long to showcase their products. Here is one of their videos for mattress toppers that they have embedded on their product page. Judging by the quality of their videos, it’s clear that ViscoSoft has hired a professional video producer for their content creation.
The third case study is Sunflour Baking Company: Dilworth Bakery, a family-owned bakery serving Charlotte since 2009. They have a YouTube channel where they showcase their bakery and café business in Charlotte, NC. They create videos featuring various aspects of their bakery, including making English muffins, unique cakes for occasions like Mother’s Day and St. Patrick’s Day, and seasonal offerings like Valentine’s Day boxes. With a focus on pastries, lunch options, coffee, and Wi-Fi, Sunflour Baking Company highlights its four locations and invites viewers to experience its highly-rated bakery in Charlotte. Their featured video on the channel showcases professional video production.
These case studies provide valuable insights into how local brands can effectively use video to strengthen their local brand. Regardless of your type of business, you can use video to build your brand locally and get your business known on the internet.
Strategies for Small Business Video Marketing
With the right strategies, small businesses can harness the potential of video marketing to enhance brand visibility, engage their target audience, and drive conversions. Here are some effective strategies tailored for small business video marketing:
1. Leverage User-Generated Content (UGC)
User-generated content, such as customer testimonials, reviews, and unboxing videos, can serve as authentic endorsements for your brand. Encourage your customers to share their experiences with your products or services on video. Not only does this build trust with potential customers, but it also fosters a sense of community around your brand.
2. Collaborate with Influencers
Influencer marketing can amplify your brand’s reach exponentially. Partner with influencers whose audience aligns with your target demographic. These influencers can create authentic content that resonates with their followers, introducing your brand to a broader audience and driving engagement.
3. Create Educational and How-To Videos
Position your brand as an industry expert by producing educational videos that address common questions or challenges faced by your audience. How-to videos, tutorials, and explainer videos can provide value to viewers while subtly promoting your products or services.
4. Invest in Quality Production
While content is king, quality cannot be compromised. Invest in good video equipment or consider hiring a professional video production team. High-quality videos are more likely to engage viewers and leave a lasting impression.
5. Engage with Live Streaming
Live streaming on platforms like Facebook, Instagram, and YouTube allows real-time interaction with your audience. Host Q&A sessions, product launches, or behind-the-scenes looks to engage viewers and foster a deeper connection with your brand.
6. Utilize Social Media Platforms
Different social media platforms cater to different demographics. Tailor your video content to suit the platform’s audience. For instance, short, catchy videos might work best on TikTok, while in-depth tutorials could be more suited for YouTube.
7. Monitor and Analyze Performance
Regularly track the performance of your videos using analytics tools. Understand which videos are driving the most engagement, which platforms are most effective, and what times are best for posting. Use these insights to refine your video marketing strategy.
8. Encourage Sharing
Make it easy for viewers to share your videos. Include share buttons on your website and encourage viewers to share your content at the end of your videos. The more your videos are shared, the broader your reach.
Additional Tips for Local Video Marketing
Local video marketing is a powerful tool for building a strong local brand. But to truly harness its power, it’s important to understand the local culture and incorporate it into your videos. This could involve featuring local landmarks, using local languages or dialects, or even collaborating with local influencers.
Partner with Local Influencers and Businesses
Local influencers can be a valuable asset in your video marketing efforts. They have a built-in audience that trusts their recommendations, making them a powerful tool for reaching your target audience and building your brand. Consider partnering with local influencers for video collaborations, interviews, or product reviews.
Leverage Local Events and Landmarks
Collaborating with other local businesses can also be a great way to create engaging video content. This could involve co-hosting events, cross-promoting each other’s products, or even creating joint video content. This not only provides valuable content for your audience but also helps build a sense of community among local businesses.
Local events can provide a wealth of content for your videos. Whether it’s a local festival, a charity run, or a farmers’ market, local events can help you create engaging content that resonates with your local audience. Also, featuring local events in your videos can help reinforce your local brand identity and show your commitment to the local community.
Featuring local landmarks or recognizable locations in your videos can help reinforce your local brand identity. This could be a popular park, a historic building, or even a well-known street. You can create a sense of familiarity and connection with your local audience by featuring these locations in your videos.
Optimize for Local SEO
Local SEO is another crucial aspect of local video marketing. By optimizing your video descriptions and tags with local keywords, you can improve your visibility in local search results and reach more potential customers. For example, if you’re a local bakery in Charlotte, you might use keywords like “Charlotte bakery,” “best bread in Charlotte,” or “Charlotte sourdough.”
Offer Valuable Content to Your Audience
Creating video content that solves problems for your local audience can also be an effective strategy. This could involve how-to videos, educational content, or even product demos. By providing valuable content that addresses your audience’s needs and challenges, you can position your brand as a trusted resource and build a loyal customer base.
Subtitles or closed captions can be a valuable addition to your videos. They make your content more accessible to viewers who are deaf or hard of hearing, and they can also improve your SEO. Plus, with many people watching videos without sound, subtitles can help ensure your message gets across.
Incorporate Subtitles and Language/Dialects
Using local language or dialect in your videos can help you connect with your local audience more deeply. It can make your content more relatable and authentic and help reinforce your local brand identity.
Keep a Consistent Posting Schedule
Regular video content creation is crucial for keeping your audience engaged and your brand top of mind. Whether weekly, bi-weekly, or monthly, having a consistent posting schedule can help you build a loyal audience and improve your visibility on search engines.
Track Video Analytics
Video analytics can provide valuable insights into your audience’s behavior and preferences. By tracking metrics like views, watch time, and engagement, you can better understand what types of content resonate with your audience and adjust your strategy accordingly.
Include a Clear Call-to-Action
A call to action is a crucial component of any video. Whether it’s asking viewers to visit your website, call your store, or share your video, a clear call-to-action can guide viewers on what to do next and help drive your marketing goals.
Finally, staying on top of video marketing trends is important. Whether it’s new video formats, platforms, or strategies, staying up-to-date with the latest trends can help you stay ahead of the competition and continue to engage your audience.
Discover the latest trends for small businesses in our post on Navigating the Future of Video Marketing: 5 Trends for Small Businesses in 2023.
Common Mistakes in Business Video Marketing and How to Avoid Them
While video marketing can be a powerful tool for building a strong local brand, it’s not without its challenges. Here are some common mistakes in video marketing and how to avoid them.
- Not Having a Clear Goal: Having a clear goal is essential for guiding your video strategy and helping you measure the success of your video.
- Ignoring the Importance of High-Quality Video Production: Low-quality videos can harm your brand’s image, so it’s important to ensure that your videos are high-quality whether hiring a professional or doing it yourself.
- Not Optimizing Your Video Content for SEO: Including relevant keywords in your title, description, and tags can optimize your video for search engines and attract more viewers.
- Not Promoting Your Videos Effectively: Simply uploading your video isn’t enough; actively promoting it across multiple platforms can help you reach a wider audience and drive more traffic to your website.
- Ignoring the Importance of a Strong Script: A compelling script is the foundation of a successful video, and should tell a story, convey your brand’s message, and engage your audience.
- Not Measuring the Performance of Your Video Content: Tracking metrics like views, watch time, and engagement can provide valuable insights into how well your videos perform.
- Not Using a Call-to-Action: Including a clear call-to-action at the end of your videos can guide viewers on what to do next and potentially boost conversions.
- Ignoring the Importance of a Compelling Thumbnail and Title: A compelling thumbnail and title can significantly increase your video’s click-through rate. They are the first things viewers see, so make sure they are engaging and accurately represent the content of your video.
- Not Considering the Length of Your Videos: The length of your video can greatly impact viewer engagement. While providing comprehensive information is important, excessively long videos may lose the viewer’s interest. Tailor your video length to your content and audience’s preferences.
- Overlooking the Power of Storytelling: Storytelling can make your videos more engaging and memorable. Incorporating stories into your video content can help connect with your audience on an emotional level, making your brand more relatable and memorable.
Mastering the art of storytelling in your videos is crucial to truly captivating your local audience. Learn more about this in our guide on Mastering Storytelling in Corporate Video Production.
Frequently Asked Questions about Local Video Marketing
In this section, we’ll answer some frequently asked questions about local video marketing.
- What is the ideal length for a marketing video?
The ideal length for a marketing video depends on the platform and the purpose of the video. For example, social media videos are typically shorter (around 1-2 minutes), while educational or tutorial videos can be longer. However, the key is keeping your video concise while still conveying your message effectively.
- How often should I post a new video?
The frequency of video posting depends on your resources and your audience’s preferences. However, regular video content creation is crucial for keeping your audience engaged and your brand top of mind. Whether weekly, bi-weekly, or monthly, having a consistent posting schedule can help you build a loyal audience and improve your visibility on search engines.
- What is the best time to post a video?
The best time to post a video depends on your audience’s habits. You’ll want to post your video when your audience will most likely be online and engaged. This might require some testing and analysis of your audience’s behavior.
- How can I increase engagement on my videos?
There are several ways to increase engagement on your videos. This could involve asking viewers to like, share, or comment on your video, hosting a live Q&A session, or even running a contest or giveaway. The key is to create engaging content and encourage viewers to interact with it.
- How can I use video content in email marketing?
Including videos in your emails can boost engagement rates. You could include a teaser of your video and a link to the full video on your website or YouTube. Or, you could include a short video that complements the content of your email.
- How can I improve the SEO of my videos?
Improving the SEO of your videos involves including relevant keywords in your title, description, and tags, as well as using closed captions and transcripts. Promoting your video to generate views and shares is also important, as these can influence your video’s visibility on search engines.
- How can I measure the success of my video marketing campaign?
Measuring the success of your video marketing campaign involves tracking metrics like views, watch time, shares, comments, and conversions. By monitoring these metrics, you can gain insights into what’s working and what’s not, and adjust your strategy accordingly.
- What type of video content works best for local businesses?
The type of video content that works best for local businesses depends on your brand and audience. However, some effective types of video content for local businesses include customer testimonials, product demos, behind-the-scenes videos, and community involvement videos.
- How can I use social media platforms for video marketing?
Social media platforms are a great place to share your videos and reach a wider audience. Each platform has its best practices for video, so it’s important to understand these and tailor your approach accordingly. You can also use social media to promote your videos, engage with your audience, and drive traffic to your website.
- What are some affordable ways to create high-quality videos?
Creating high-quality videos doesn’t have to break the bank. You could use your smartphone to shoot your videos, use free or affordable editing software, and leverage natural light for filming. You could also consider hiring a local video production student or freelancer for a more affordable option.
To wrap up, marketing your business with videos is a potent strategy for establishing a robust local brand. If your business operates in Charlotte or Rock Hill and hasn’t yet embraced video for local branding and marketing, it’s high time to consider it. While having a website is essential, engaging with your audience through video content takes your brand to an entirely new level. This strategy can rapidly enhance your brand’s trust and credibility, giving you a significant edge in your local market. Thank you!