Reach Your Community With Local Video Marketing

February 19th

2024

Marketing statistics show that consumers consistently prefer video over other types of content. According to Social Pilot:

55% of viewers watch videos every day
72% of consumers would rather learn about products and services from video
84% of viewers say videos have influenced their purchases
51% of marketers report that video has the best ROI of all content

Using local video marketing to build awareness, familiarity, and trust with the community can bring these benefits to your small business.

Increase Awareness With Local Video Marketing

Video marketing is a smart way to introduce local customers to a new business. It shows people around the region what you do, what your location looks like, and who they can expect to interact with on their first visit. Short, engaging videos get consumers’ attention and encourage them to stop in.

If your business is well-established, video reinforces your brand’s presence and attracts new customers. By reminding the community what you do and regularly exposing them to your brand, local video marketing increases the chances that consumers will choose you when they need your products or services.

Foster Familiarity With Local Video Marketing Stories

Consumers connect with videos that feature real people who share their problems or concerns. As a local business owner, you have the unique opportunity to interact with your community and learn which concerns to address in your video marketing.

When customers visit your business, you get additional information about how they shop and buy. If you also sell or generate leads online, you can combine in-person observations with digital data to clarify what messaging will likely prompt purchases.

Conveying those messages through video stories creates a sense of familiarity in several powerful ways:

Emotional responses. Stories can elicit laughter, surprise, delight, empathy, or self-reflection.
Deep connections. Consumers associate your brand with the emotional experience of your content.
Appreciation. Consumers see how you serve their neighbors and start to think of your business as a reliable source of help.

The combination of emotion and personal connection makes videos memorable. It can position your business as a household name around the community.

Consumers Trust Authentic Video Marketing

Stories also convey authenticity, which is critical for reaching today’s consumers. According to Exploding Topics, 92% of consumers trust referrals from family and friends over other forms of marketing and advertising.
When consumers can’t get a direct referral, they’re likely to look for video testimonials. Influencer Marketing Hub reports that:

79% of people turn to testimonials to learn more about businesses, products, and services
37% of people see video testimonials as more authentic than branded pitches
2 out of 3 people are more likely to buy from a brand after seeing a video testimonial from a person like them

Testimonials leverage the power of familiarity and authenticity to build trust with a local audience. Include video testimonials on your homepage, social media channels, and product or service pages to show potential customers how your business benefits others in the community.

5 Types of Local Video Marketing to Try

Testimonials are just one way to convey stories and build connections. The community can learn about your business through several versatile video formats:

Demo videos provide an overview of your product or service, how it works, and the outcomes customers can expect. Use demos to simplify complex topics and present essential information.
“How to” videos educate customers about key topics related to what you sell. Create how-tos that address their specific questions and concerns or demonstrate how to solve a problem step by step using your products or services.
Branded advertising is a cheaper, highly shareable alternative to TV ads. Get creative with these short videos to engage consumers, show off your brand’s personality, and build brand recognition.
Collaborations with other local businesses extend your reach into new audiences and markets. Partner with business owners whose products or services complement yours to create fun, interactive videos with broad appeal.
Streaming, live, and event videos showcase your company’s involvement in the community. Bring customers into your world and show them how you participate in community events or support local charities. When they’re ready to buy, they’ll feel like they know you like a neighbor.

Ready to see how video can bring more local customers to your business? Get in touch with Vibrant’s creative team today!