How To Use Localised Web Video Marketing Tactic To Get More Business
As a local business owner, you are probably aware that video marketing can skyrocket your sales. But maybe you are dilly-dallying whether to jump on board or don’t know how to use it effectively in business? Perhaps you need some guidance? Then check this out.
By the way, there’s also a complementary blog post that we published recently about five major types of Video Marketing Avenues for business growth. You can access that post through this link here.
But in terms of using localised web video marketing tactic to actually generate more business, then go through the two-part information below:
Part 1 – Script & Produce High Converting Video
Script and produce your video with high conversions in mind. Whether you would do it yourself or get and instruct someone else to do it for you, getting this part right is crucial. There is no point having a professional looking video that will not convert targeted traffic into sales. To properly script and produce your video, for example….
Create a short character message/story:
This should be about your local business service that emotionally connects with your target market. Make it sound like you are talking or relating directly to them about their needs. You see, people buy on emotion and use logic to justify their buying decision.
Highlight what prospects stand to gain:
Your video script should clearly communicate what problem your prospects deeply need fixing. Then agitate that problem. Then confirm you have the solution to their problem or what they stand to gain should they take you up on your offer. Highlight the key benefits of using your service. Give specific reasons why you are the best choice locally to do business with…..instead of your competition.
Add to your script a clear Call to Action:
Always script the end of your video with a clear ‘Call to Action’. In other words, telling your prospects what action you want them to take e.g. ask them to contact you, click a link in your video to make a purchase, link to your website for more details and so on.
Include highly complementary visuals:
If you add images, photos, sketch scenes, animations etc. (inside your video), ensure they are highly complementary or relevant to your script. This way, you create a message that’s not only engaging, but very easily connects emotionally with your target market.
Provide human voice for your script:
Include a human voiceover or a spokesperson inside your video to narrate your script. Because this gives your video more perceived quality, boost your credibility and provides interactive personal touch. Your video will also be more attention-grabbing to viewers. And studies have shown that adding human voiceover to your videos actually provides better conversion rates than videos with no voiceover.
Keep script and video duration short:
Try not to make the duration of your video too long. Having a web commercial or marketing video of 1 minute duration is usually long enough for high conversions. This equates to approximately 125 – 150 words of script.
KEY TAKEAWAYS ON SCRIPTING: Just to summarise, your video script should sound like you are speaking or relating directly to your prospects’ emotional needs. Really trigger their pain points. Then offer your relevant solution to fulfil their needs. Make sure your solution for your prospects or your offer to them is benefit driven. In other words, highlight the WIIFT (What’s in it for them). And remember to conclude your script with a clear ‘Call to Action’. By producing (a well scripted) video, you will surely be on the road to make very healthy sales.
Part 2 – Upload & Optimise Your Video
Once you already have a video for your business, you now need to upload and optimise it for exposure on your own web properties and across the internet. More importantly, you also require using the number one and most popular video platform (which is the good old Youtube) to best optimise your video for best results…
Upload and optimise on Youtube:
There’s really no better platform to upload and optimise your video (for marketing) than on Youtube. As they are currently in the top 3 biggest search engines in the world. If you don’t already have an account, you need to visit Youtube.com to set one up for your business. It’s very easy to do. You’ll find tutorials on Youtube about how to easily set one up. Search on their site using the keywords ‘Set Up Youtube Account’.
Make video keyword-optimised:
Make sure your video uploaded on Youtube is (local keyword–optimised). This means your video File Name, Title, Description, Tags and so forth must include keywords relevant to your business industry, locality and offer.
Imagine what keyword phrases your prospects will use to search (on the internet) for your type of business? Put yourself in their position. You can do some research to come up with relevant keywords that are 2 or more words long using ‘Google Keyword Planner’ research tool.
Let’s use a Plumber as an example….
A local Plumber can optimise their video on Youtube for keywords such as Emergency Plumber (+ Area Name), Plumber (+ Area Name), Blocked Drain in (+ Area Name), Need a Plumber (+ Area Name), Best Plumber in (+ Area Name). I hope these examples give you some ideas to come up with the right keywords for your own local business. Also ask your customers what they searched for online to find your business. Because your customers can provide you with some valuable keywords.
Google own Youtube. And if you properly optimise your video within your Youtube account with the right localised keyword search terms, your video can highly show up in both Google and Youtube’s localised search results…
Your keyword-optimised video can therefore be easily found in both Google and Youtube’s search results by potential / existing customers.
Choose a captivating thumbnail:
Once your video is live on Youtube, they allow you to choose 1 thumbnail out of 3 provided. A thumbnail is a small clickable image of your video that will appear on websites or in the internet search results. Make sure there is a benefit-related headline displayed on your thumbnail image – because this would easily attract the attention of your target audience and make them watch your video to find out more information. Besides, choose the most eye-catching thumbnail within your Youtube account in order to stand out and effectively attract viewers across the web.
If any of the 3 thumbnails provided for your video in your Youtube account is not ideal, you can simply create a custom thumbnail image that fits the purpose as described above. Then add your custom thumbnail to your Youtube account and then select it for your video.
Paste in your video embed code:
Youtube provide ‘Embed Code’ which allows you to paste your video on your site and across the web. This is a very easy process. Search on their site (for tutorials) using the keywords ‘Embed Youtube Video’. The fact is having videos on websites massively increase conversions. So, put your local business video marketing message on your own web properties and also on relevant external websites as much as possible to further optimise visibility in front of your target market.
OPTIMISATION FOOD FOR THOUGHT: You can even optimise for a variety of videos, with different keywords and a different offer or the same offer for each one. By using this approach, you’ll widespread your video rankings as well as your visibility especially in both Google and Youtube’s localised internet search results. Imagine optimising for a variety of videos and they all show up in the localised internet search results, in front of your target market. That would be great…..right?
Scripting, producing, uploading and optimising web videos as actually described (in parts 1 & 2 information) above is definitely one of the most results-driven tactics in terms of using this powerful marketing medium to generate more business.
If you are not applying Web Video Marketing as a strategy to move your local business forward, then you are missing out on a great opportunity right now! There are of course other key strategies for success using this medium which we have not covered in this post. If you need help, please feel free to get in touch. And to learn about five main types of video marketing avenues for business growth, click the button below.
