Let’s face it: if you're not using video in your local marketing strategy, you're missing out big time. Today, video isn’t just the future—it’s the present. People are consuming more video content than ever before, and businesses that understand how to leverage video in every step of the marketing funnel are the ones seeing the most growth.
Think about it this way: would you rather read through a long blog post about how to fix a leaky faucet, or watch a 2-minute video that breaks it down step-by-step? Yep, that’s what I thought. Video is the ultimate engagement tool—it’s fast, it’s visual, and when done right, it drives results.
Here’s the kicker: integrating video at every stage of the local marketing funnel isn’t just about creating content; it’s about creating strategic content that moves potential customers closer to making a purchase. So, let’s break down how you can use video at each step of your local marketing funnel and get your business in front of the people who matter most.
Top of the Funnel: Attract and Educate
At the top of the funnel, it's all about grabbing attention. Your potential customers know they have a problem, but they may not be fully aware of the solutions available to them. This is your chance to introduce them to your brand by creating videos that educate them on common issues they face.
For example, if you’re running a local pest control business, you might create a video titled "How to Spot the Early Signs of Termites in Your Home." The goal here is to provide value and solve a problem without pushing for a sale. This type of content builds trust and positions you as the go-to expert.
“People don’t buy what you do; they buy why you do it,” says Simon Sinek, and it couldn’t be more true in this context. At this stage, you're introducing the why behind your business.
Middle of the Funnel: Build Trust with Solutions
Once you've got potential customers' attention, it's time to move them further down the funnel by showcasing how your business can solve their problem. These middle-of-the-funnel videos should focus on demonstrating your product or service in action.
Take, for example, a local landscaping company. A video featuring a quick before-and-after of a drought-tolerant garden transformation is a perfect way to show off what your business can do. This is your opportunity to build trust and credibility by showing real-world solutions that address your customers’ pain points.
Remember: people are more likely to buy from a brand they trust. So, keep these videos informative, practical, and, most importantly, relatable.
Bottom of the Funnel: Seal the Deal
Now that you've educated and built trust with your audience, it’s time to seal the deal. Bottom-of-the-funnel videos are all about showcasing proof that your business delivers results. Case studies, customer testimonials, and product demonstrations are your secret weapons at this stage.
Let’s say you're a local contractor. A short testimonial video from a satisfied customer talking about how your team transformed their kitchen is worth its weight in gold. It’s not just about talking up your business—it's about letting your happy customers do it for you.
Don’t overthink it. Keep these videos simple, genuine, and focused on the results. The goal here is to push that final decision button for your audience.
Pro Tips for Video Success
Now that you know the type of content you should be creating for each stage of the funnel, here are a few pro tips to get the most out of your videos:
Optimize for SEO: Make sure your titles, descriptions, and tags are loaded with relevant keywords. If you're a local business, don’t forget to include location-based keywords. This will help you rank higher in both YouTube and Google search results.
Keep It Short and Sweet: Attention spans are short, so hook your audience in the first 10-15 seconds and aim to keep your videos under 3 minutes.
Use Calls to Action: Don’t leave your audience hanging. Always include a clear call to action at the end of your video, whether it’s to visit your website, download a guide, or schedule a consultation.
Repurpose Content: Got a blog post that’s performing well? Turn it into a video! People love consuming content in different formats, and repurposing your most popular content is a great way to keep the momentum going.
Leverage Your Google My Business Listing: Don’t forget to upload your videos to your Google My Business page. This not only boosts local SEO but also increases your visibility to local customers searching for your services.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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