In a time when grabbing attention as a local service is tougher than ever, using video in your digital marketing can help your message pack more of a punch. It’s not just about getting noticed—it’s about engaging and persuading.
From customer testimonial videos to service explanations and helpful tips, the goal is for your content to resonate with your audience. Still not convinced video content is changing the game? Here are a few reasons to give it a fair shot.
Collecting and Using Video
Collecting and leveraging video for your marketing content can take getting used to, but it’s a valuable addition to the strategy for any local service. The key is to create content that is both informative and engaging.
That way, you’re helping potential customers understand what you offer and why they should choose your services, plus providing continued value to satisfied customers. To start, think about the types of videos that would best showcase your expertise and appeal to your audience, like:
- How-to Videos – Demonstrating simple tasks or answering common questions. Doing this helps you position yourself as an industry expert and draw in new, curious traffic.
- Customer Testimonials – Customer-created videos highlighting positive experiences from past services can build trust and credibility.
- Service Demonstrations – Show your team in action, whether it’s performing a repair, providing a consultation, or delivering a service.
Once you’ve created your videos, it’s impactful to use them in your broader marketing strategy – let’s talk about why.
1) Get Attention
Capturing user attention is hugely important and can take some creativity in a crowded online space – video content is one of the most effective ways to do it. Videos are dynamic and engaging, making them more likely to catch someone’s eye compared to static images or text.
People naturally gravitate toward moving images and sound, and for a local service business, this is a golden opportunity. According to a study by Insivia, viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading it in text. That means your message is more likely to stick with them in a video.
2) Boost Visibility and Reach
Search engines prioritize content that keeps visitors engaged, and videos are perfect. They encourage longer page visits, which can lead to higher rankings on search results.
Beyond the SEO boost, videos are highly shareable, which helps extend your reach beyond the immediate audience. For example, if you create a video with practical tips for natural pest prevention, viewers who find it valuable may share it with a friend. Optimize your videos with relevant keywords, engaging descriptions, and proper tagging to enhance their visibility on platforms like YouTube and search engines.
You’re not only increasing the likelihood that more people will see your content but also helping establish yourself as a trusted authority.
3) Connect and Build Trust
Trust and emotional connection are key components of strong customer relationships, and video content can help with both. It allows you to present your services and team in an authentic and relatable manner.
A video highlighting real employees interacting with customers or explaining your service approach can make your business more approachable and trustworthy. Authentic content like that resonates with viewers, helping them feel connected to your brand.
4) Convert Viewers to Clients
Video in marketing isn’t just good for attracting attention—it’s also effective at transforming viewers into service customers.
Demonstrating your services in a video provides a clear and compelling way for potential clients to understand what you offer. A video detailing the steps of an appliance repair process, for instance, can show the thoroughness, professionalism, and value of your service.
Clarifying what customers can expect helps reduce uncertainty and build confidence in your offerings. Offer a visual explanation of your services, making complex information more accessible and easier to digest.
5) Help Simplify Big Topics
Videos are a fantastic way to break down complex information into easily digestible content. They can transform intricate topics into simple, clear visuals and explanations, which is especially beneficial for businesses offering specialized or technical services.
Visually demonstrating each step and explaining the benefits, you help potential customers understand what’s involved without overwhelming them with jargon. This helps you clarify something complex while also showcasing your expertise in a relatable way.
6) Versatile and Cost-Effective
Creating video content is more accessible and affordable than ever before, so high-quality videos can be produced with just a smartphone and basic editing software. That affordability means you can consistently produce and share valuable, professional-looking videos without straining your resources.
Plus, videos have a long shelf life and can be repurposed across multiple platforms, maximizing their value. A single video can be used on your website, shared on social media, included in email newsletters, and featured in online ads. Adapt them to suit different formats and marketing needs, from short clips to longer, in-depth videos for your website.
7) Competitive Edge
Many businesses have yet to fully embrace video marketing, so using videos intentionally can really help you stand out. Showcasing your services, team, and customer experiences sets you apart.
Highlight what makes your business unique, whether it’s your customer service, expertise, or innovative approach. As video content becomes increasingly popular, you’ll already be ahead of the curve with a robust video strategy.
Tracking Over Time to Improve
After incorporating videos into your site and other content, monitor their effectiveness so you can continually improve your approach. Start by tracking key metrics like view counts, watch time, engagement rates (likes, shares, comments), and conversion rates. These numbers give you a clear picture of how well your videos are connecting with your audience.
Focus on identifying which types of videos are most successful. Are your how-to videos getting more views and shares? Are testimonials driving more conversions? Then, you have a bit more information to guide future content creation, doubling down on what’s working and rethinking what isn’t.
Experiment with different video formats, lengths, and styles to find the best fit. Don’t forget to engage by asking for comments and feedback, and then responding professionally!
Tips and Tools for Getting Started
Once you’ve decided to make the change to your strategy, start with the right tools and tips so the process is smooth. Beyond what we’ve covered already, here are some reminders as you get going with video marketing for your service:
- Start Simple – You don’t need expensive equipment to begin creating video content. A smartphone with a good camera and a tripod can produce high-quality videos. Focus on clear audio, good lighting, and a steady shot.
- Optimize for SEO – As we touched on above briefly, when you upload videos, use relevant keywords in the title, description, and tags. Include a clear call to action to guide viewers on the next steps.
- Plan and Script – Outline the key points you want to cover, draft a simple script to keep your content focused, and make sure you convey your message clearly.
- Diversify Formats – Don’t be afraid to try different types of videos, such as live streams, Q&A sessions, or behind-the-scenes footage. This variety can keep your content fresh and engaging for your audience.
- Social Media – Share your videos across all relevant social media platforms to maximize exposure. Tailor your video content to fit the platform’s format and audience expectations, whether it’s a quick tip on TikTok or a detailed tutorial on YouTube.
- Editing Software – User-friendly editing software like Adobe Premiere Rush, iMovie, or DaVinci Resolve can help polish your videos and enhance the content.
- Use Analytics Tools – Platforms like YouTube Analytics or Google Analytics can track the performance of your videos. Pay attention to key metrics to understand what resonates with your audience and where you can improve content.
Local service website with relevant, engaging videos on the home page
Conclusion
Video content in marketing for a local service goes beyond just getting noticed–get connected with your community, share your story, and demonstrate the real value you offer.
Whether you’re simplifying complex topics or showcasing your team behind the scenes, videos can help you stand out to a potential customer. With simple tools and a clear strategy, you can create engaging content that resonates to transform casual viewers into loyal customers.
Ready to elevate your marketing with compelling video content? At Wolfpack Advising, we can help with the strategy, the content, and pretty much anything else – schedule an online consultation today.
