YouTube Your Local Business: Why Online Video Matters


Thanks to video site YouTube and the availability of video cameras like the Kodak Playsport and those now built into most digital cameras and smartphones, it’s incredibly easy for just about anyone to create and upload online videos in just a matter of minutes.

Online videos you create for your business may not automatically go viral, but they can boost your discoverability on search engines and social media, while also driving consumer engagement, action – and even conversions.

So, what makes online video engaging, and how has it enabled YouTube to transform the way you market your local business online?

Why Video is Effective
Video can make a digital interaction with your brand more engaging for online consumers than just text and images. That’s because video often adds a layer of authenticity to the subject – in this case, your business – showcasing the life of your brand. Plus, with video, there are many options for creating content that’s important to your target audience. People love to see videos that are entertaining, humorous, interesting, or just plain helpful, so by creating and sharing these types of videos, your customers and prospects can connect with your business on a more personal level, driving positive engagement with your brand.

YouTube Can Boost Search & Drive Leads
Perhaps the most powerful benefit of having videos on YouTube is the juice they give your search engine marketing efforts. Chances are, if you’ve conducted a search on Google, you’ve seen YouTube videos in your search results. That’s because YouTube is owned by Google, so its videos are given prime real estate on the Google results page. And, since Google dominates online search, with 65% of the market share, having a YouTube video can dramatically increase your chances of getting found by prospects searching online.

YouTube Drives Awareness
YouTube can not only improve your organic traffic, but it can greatly improve awareness among your target consumers as well. YouTube gets a huge amount of traffic, even without Google’s help: if YouTube was a standalone search engine, it would be number two in terms of traffic, generating more searches than Yahoo! and accounting for 25% of total Google searches. With over 170 million Americans watching more than 30 billion videos per month, having a YouTube channel is a worthwhile way to increase brand awareness and exposure for any business.

Making YouTube Work for Your Business
If you’re focusing efforts on increasing organic traffic, it’s important to optimize your YouTube Videos for search. That means writing a descriptive title and tagging your video with your target keywords so it will index well and rank high on search engines. In addition, you can increase consumer interest and drive people to take action by posting videos to your website, blog, and  social media pages or integrating them into email marketing campaigns. For example, you can embed a YouTube video on your native website or blog, link to it in your email signature, and share it on your Facebook Page to drive engagement. Need some video ideas? Here are a few examples of videos our customers have created to promote their own local businesses.

How are you using YouTube to drive fan/customer acquisition and increase awareness for your business? What types of videos have you shared that get people to engage with your business and take action?

Tamara Weintraub

Tamara is a content marketing manager at ReachLocal with over 7 years experience in B2B marketing and has a nerd-level affinity for software and technology. She specializes in helping local businesses succeed online, writing and learning about Google, search advertising, SEO, and social media marketing. When she's not writing about online marketing, you can find her watching cult TV and hanging out with her Doberman.

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