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Unleash YouTube’s Power for Your Local Business
YouTube is an incredible resource for local businesses, offering a powerful way to connect with your community and grow. My recent chat with marketing partner Obasi Scott proved just how achievable this can be. We discovered that a few simple strategies can transform how you build your brand and attract customers.
Your Local Identity is a Winning Asset
First, your brand is more than just a name; it’s a reflection of your community. People feel a genuine sense of pride in their hometown, and by tapping into that feeling, you can build a powerful connection. Think about the loyalty people have for a local sports team—that same spirit can fuel your business.
As Obasi pointed out, this local connection is the first step in the “know, like, and trust” sequence. People may already know you as a person in the community. By starting a business, you’re giving them a reason to “like” you, because you’re one of their own. By demonstrating your expertise, you build “trust.” This small shift from being a generic business to a “local marketer right here in Gwinnett” makes your business feel friendly, familiar, and trustworthy.
Authenticity is Your Secret Weapon
In today’s digital world, genuine content stands out. With the influx of AI-generated content, people are drawn to what feels real and honest. Fortunately, YouTube is the perfect platform for showing the authentic side of your business. In fact, we discussed how YouTube is even starting to crack down on rapidly produced AI content, making authenticity your best advantage.
You don’t need a massive budget or a Hollywood production. In fact, a polished commercial can sometimes feel impersonal and is often skipped. Instead, focus on creating content that shows the human side of your work:
- Go Behind the Scenes: Show what you do every day. A baker can film a fun time-lapse of them decorating a cake. A mechanic can share a quick tip on car maintenance. This type of content is easy to create because you’re simply doing what you do. It requires no script and demonstrates your expertise naturally.
- Share Your Bloopers: Don’t be afraid to show your mistakes! Blooper reels are a fantastic way to make people laugh and feel a connection with you. As Obasi said, laughter creates a feel-good connection to your business. When people see that you’re human, they’re more likely to feel comfortable and trusting.
The power of this unpolished content is real. I shared the example of my 85-year-old dad who watches live streams of a bulldozer moving dirt or a guy fishing with a worm. He’s not watching for a high-quality production; he’s watching because it’s real and entertaining.
Give Value, Get Sales
To turn viewers into loyal customers, focus on providing real value in your videos. Don’t use the platform like a traditional commercial; instead, offer helpful information that people will appreciate.
- Create Educational Content: These are your “evergreen” videos. Obasi explained that educational content lasts much longer than entertainment. A local gardener could share a video on “The Best Plants for Gwinnett’s Climate.” This kind of video helps people solve a problem and keeps your business top of mind for years to come.
- Use Both Long and Short-Form Content: Use YouTube Shorts to capture attention quickly and guide people to your main channel. These short, engaging clips act as a “filter” to attract a broad audience. Then, your longer, more detailed videos can truly showcase your expertise and build a strong relationship with your audience, leading to a conversion or transaction.
Let SEO and Community Involvement Work for You
Getting your videos seen by the right people is simple. Just use Search Engine Optimization (SEO). This means using local keywords in your titles and descriptions. Instead of just “tree service,” use “tree service in Ellijay, GA.” By “riding the coattails” of bigger, more popular local keywords, your business can significantly increase its visibility.
Finally, remember to get involved in your community. Obasi gave a great example of a client, Jenny, who hosts a monthly sound bath event in collaboration with a local juice bar. She only charges half price, but it brings people from the community together for a social event. These are the kinds of events where real connections and deals are made, not just in a formal business setting. When you invest in your community, your community will invest in you.
Final Advice
Don’t let the idea of making videos scare you. As Obasi suggested, you can even use tools like Chat GPT to get simple content ideas. Don’t fall for the old “fire hose approach” of just blasting content everywhere.
The most powerful strategy on YouTube is to be authentic and share your passion. Your unique perspective is what makes you stand out. The best way to get started is to simply turn on the camera and show the world what makes your business special.
For more resources, visit us at ShepherdsLoft.com, where you can get a free “fix-it scorecard” and a website analysis.