by Sam Beiler | Last Updated on 11.30.2018
Be the instantly recognizable brand in the neighborhoods you serve with a strong digital advertising game that engages with video.
Consumers’ content preferences have been shifting toward video. Experts estimate that by 2020, as much as 80% of all consumer internet trafficwill be video.
If you want to build a name that makes you the go-to service provider in your area, it’s worth the time to create and promote engaging video content.
The factors that made up a good video 10 years ago aren’t always the same as what goes into a quality video now. For many years, an attention-getting marketing video practically demanded specialized equipment and an experienced production team.
Now, you only need a few basics, including the must-have you probably already have in your pocket. Here’s what you need:
(As your video strategy grows, you can put somewhat more investment into higher-end cameras and microphones.)
The 4th thing you need for awesome video: authenticity. Consumers tend to engage with more authentic–somewhat less polished–content that helps build a connection. Think a YouTube video or vlog.
So don’t let something like a fear of appearing on camera hold you back from the opportunity video offers your business. It’s natural to worry: How will I look? What if I make a mistake? Those concerns are actually assets because they make you highly relatable to the viewer, and that helps create a stronger relationship between you and them.
Brand Promo Video
The basic type of video most small business pros start with is the brand promo. Often it finds a home on the company’s website or as something shared on Facebook and other social media.
Because it’s used to build brand awareness, it’s harder to pinpoint the ROI on this type of video in contrast to others. Yet a good brand promo is a foundational video piece that gives potential clients insight into your professionalism, whether it’s embedded into your website or shared on social channels.
Customer Problem-Solving Video
This type is an authentic way to give prospects the inside scoop on how your business solves their problems. For instance, a plumber who’s just fixed a homeowner’s leak, might ask that client to talk briefly on video about their problem and how you saved the day.
Questions That Help Make a Great Customer Story Video
These types of questions help you position your business as the hero ready to save the next homeowner’s day. They also let you build a natural storyline that sounds less like a polished marketing piece and more like what one neighbor would tell another about your services.
This type of inside scoop also engages because you’re educating the viewer about how their problem can be fixed. That can be super-helpful with a service in which they feel completely unfamiliar: think of the homeowner who might only shop for roof replacement a couple times over their lifetime.
Most viewers aren’t going to spend 3 or 4 minutes watching a customer story video on Facebook or YouTube. So maximize the time you do get by keeping videos to about 20-60 seconds long.
Two of the most effective channels for local businesses are Facebook and YouTube. Facebook tends to deliver more impressions, placing your video in front of more people. While YouTube typically provides a better user experience.
With both platforms, you can put the video to work organically by posting it to your page or channel.
But advertising is a more powerful way to leverage videos on Facebook and YouTube. And, because of the nature of these platforms, consumers tend to favor content that’s more authentic and less polished than a slick, high-budget video.
Say you shot a one-minute customer story featuring a homeowner who just had their roof replaced. Upload it to your YouTube channel or Facebook page, and then create a targeted campaign around that customer’s neighborhood, perhaps within a radius of 1-3 miles.
This digital ad reinforces the traditional branding you’ve already done in that area, from the yard sign on the customer’s lawn to your branded trucks driving down the street.
Over the length of the campaign, whether it’s a few weeks or a month, you can measure results so you’re ready for the next targeted digital push.
Facebook and YouTube give you cost-effective channels to publish and promote authentic, engaging videos you produce yourself.
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