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4 Ways To Win With Video

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4 Ways To Win With Video

Since the emergence of YouTube in 2005, the prevalence and impact of video marketing have skyrocketed.

YouTube changed the game by allowing everyday users to upload, publish, and market their video content directly within the search engine.

Today, over 2.6 billion people use the platform.

And YouTube isn’t the only player in town.

Vimeo, TikTok, Facebook, and Instagram all have powerful video marketing capabilities to help businesses get found.

Local businesses can use video marketing to drive traffic, reach more customers, and grow online.

Here are four strategies to build your local video marketing strategy.

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The Value Of Video Marketing For Local Businesses

Video is a powerful medium for local businesses.

While many might assume that video marketing is more in the domain of online businesses, there are many benefits of video marketing in the local sector.

Benefits Of Local Video Marketing

  • Website traffic: Publishing videos online and optimizing for clicks can drive more users directly to your website.
  • Revenue growth: Video marketing can influence buying decisions and increase revenue for your local business.
  • Brand awareness: Video exposes your business to more users across a wider range of platforms, helping drive visibility for your business
  • Trust and authority: Posting valuable content can build trust with your audience and lend authority to your business.
  • Search Engine Optimization (SEO): Embedding videos in your web pages and articles can help your site appear in Google organic or image search.
  • Backlinks: Videos can add value to your content and encourage other websites to link back to your website, which is good for SEO and referral traffic.
  • Email marketing: Videos make great additions to your email marketing campaigns, driving more engagement and clicks.
  • Advertising: Many video platforms offer paid advertising opportunities to generate even more clicks and revenue for your business.
  • Local presence: Publishing videos about your community or local events can help you attract more customers in your area, even if advertising online.
  • Relevance: Creating relevant and engaging videos can further support your existing marketing campaigns, teach users about your business, and improve your digital footprint.

How To Win With Local Video Marketing

Recent studies show that 70% of viewers have bought from a brand after seeing their video content on YouTube.

The opportunity is ripe for video marketing, even for local businesses.

Here are a few ways to make video work for your local business.

1. Drive Traffic With Educational Videos

Many small businesses struggle to drive organic website traffic due to having limited resources and reach. Your local business can potentially drive more visitors through SEO with educational video content.

Users are actively searching for information online.

If you can publish and market educational content suited to their interests, you can use the power of search engines like Google and YouTube to grow your website traffic.

Tools such as Semrush and TubeBuddy allow you to research the keywords users search for on Google and YouTube.

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Based on the terms’ volume and competition level, you can create videos targeting these topics.

Say, for example, you are a small law firm.

You can create educational videos around:

  • “tips for hiring a divorce lawyer” (260 searches per month).
  • “divorce mediation tips and tricks” (170 searches per month).
  • “adoption laws” for your state (390 searches per month).

You’ll want to optimize your video title, description, and tags on YouTube for the target keywords you hope to rank for.

You can then publish your video on YouTube and embed the video on your website.

This can help drive organic traffic to your website and increase your website’s authority within your industry.

2. Build Trust With Product Highlights

Today’s consumers are becoming increasingly skeptical of “scams” and false advertising claims.

Educated consumers are more likely to invest in brands they know and trust.

Video marketing can be a great way to build trust in your brand.

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Product demos and tutorials allow you to demonstrate the benefits and features of your products.

You can show potential customers how they might enjoy your product, use specific features, and apply it to their everyday lives. Sometimes, showing is better than telling!

Where web page copy or blog articles don’t suffice, adding product highlight videos can encourage customers to buy from you.

So, if someone visits your shop and later checks out your website, a helpful video may be enough to entice them to make a purchase.

Further, if you can find keywords to target in your video, you may be able to rank your video on Google and YouTube.

If you have eCommerce functionality, this can be a good way to drive online sales.

3. Repurpose Video Content Across Social Media

Small, local businesses face unique challenges when it comes to marketing.

Often, the market is smaller and local competition can be fierce.

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Add in the fact that many small businesses are tight on marketing resources, and it’s even more important to get the best bang for your buck.

That’s where content repurposing comes in.

You can essentially “reuse” your video content across platforms rather than making unique video assets with repurposing.

Here’s one example of how this works:

  • You conduct a Facebook Live video session via your local business’s Facebook page.
  • You then download the Facebook Live video to your computer to later upload to YouTube.
  • You edit your video and publish it to YouTube while also saving individual video clips on social media.
  • You re-share these video clips on LinkedIn, Instagram, Twitter, and Facebook.
  • Once live, you embed your YouTube video in your latest blog article.
  • You then link your blog article to your email marketing campaign.

In this case, you are turning a single video into multiple pieces of content to use across seven different platforms (YouTube, Facebook, Twitter, LinkedIn, Instagram, website, and email).

You can see how this is a significant time (and money) saver in your video marketing efforts.

4. Increase Connection With Company Bios And Testimonials

Customers often want to feel a close connection with the brand they hope to buy from.

This may be particularly true for local businesses closer to their local community.

Video content can help nurture this connection.

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There are a few types of video ideas to build relationships with your customers:

Team Bios

Have your business’s team members share interesting facts about their passions, experience, and hobbies to build a connection between users and your company.

Testimonials

Ask existing customers if they’d like to offer video testimonials reviewing your products or services. This can help build trust with potential customers.

Interviews

Host an “ask a [profressional]” session so prospective customers can learn more about your industry, offerings, and/or company.

Tutorials

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Show your service or product in action with expert-led walkthroughs (can be live or pre-recorded)

Event recap

If there’s a popular event in your local area, consider recording your experience and adding your commentary for a post-event recap. The event may be searchable on Google or YouTube depending on its popularity.

Community engagement

Does your business host volunteering events, scholarships, or otherwise get involved in your local community? Show your team in action by recording your work and showcasing it on your Community Initiatives page on your website.

Facebook Live

Facebook Live offers the real-time engagement you can’t get on many other platforms. This allows users to comment, ask questions, and engage with you in a live, digital setting.

Video content adds a personal touch to your marketing.

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Nurture that connection with prospective customers and it may inspire a visit to your local business or online shop.

Use Video Marketing To Reach More Local Customers

Video marketing isn’t just the domain of online businesses.

Local businesses can also benefit from the video in unique ways.

While the goal may not be online sales, video marketing can nurture connection, trust, and engagement with prospective customers.

There are many creative ways to use video marketing in your local business.

Whether through educational videos, team bios, Facebook Live, or another medium, video is a great way to bolster your online and local presence.

More resources:


Featured Image: fizkes/Shutterstock

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Top 6 Free Survey Maker Tools For Marketers

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Top 6 Free Survey Maker Tools For Marketers

The number of online surveys has risen dramatically in the past decade, according to the Pew Research Center.

From short social media polls to lengthy feedback forms, it’s never been easier to survey your target audience and find out what exactly they’re thinking.

When it comes to free survey makers, you have plenty of options to choose from.

That’s the good news.

The bad news is you have to wade through your options to figure out the best survey tool for you.

In this article, I’ve done that dirty work for you.

Below I outline the top six free survey makers, with a simple bulleted list of their pros and cons, so you can quickly select the best one for your needs.

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But first up, the caveats.

What You’re Missing With Free Survey Makers

When something’s free, there’s usually a catch. The same goes for free survey makers.

Free survey tools, or the free plan offered by a paid survey tool, often come with the following limitations:

  • Limited export options. You may not be able to export your survey data for review in Excel or Google Sheets. There may be a PDF-only export option or no export ability at all.
  • Limited analytics. Free survey tools often skimp on the analytics. You may be left to your own pivot tables and Excel expertise if you want to create anything fancy from your survey data.
  • Limited survey functionality. This runs the gamut, from a limit on how many respondents or questions you can have per survey, to only allowing so many question types (e.g., multiple-choice, long-form, etc.).
  • Limited extra perks. By perks, I mean those other features that make software from good to great. With survey makers, that might mean easy-to-access support, the ability to embed surveys in email or webpages, multiple user accounts, or integration with other email marketing or CRM software.
  • No branding. Free survey makers give you their tools for free. In return, you provide them with free brand awareness. Don’t expect to be able to swap out their logo for your own. You’ll probably be stuck with their branding, along with a prominent link to their site throughout the survey or on the thank you page (or both).

If any of the above is a dealbreaker for you, you should plan to drop a little dough on a paid survey tool. That’s why I’ve also included the starting price for all six of the tools featured below.

In case you end up having to upgrade later, it’s easier to do so from a tool you’re already familiar with.

Top 6 Free Survey Tools

Without further ado, I present the best free survey makers you’ll find today. These are listed in no particular order.

1. Google Forms

Screenshot by author, June 2022

Do you live and die by your Google Drive?

Great news: Google also offers free survey software via Google Forms.

Alright, I know I just said these were presented in no particular order, but I’ll openly admit Google Forms is my personal favorite. Just look at all of the features they include in their free plan!

All you need is a free Google account to get started.

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Here’s what’s included in the free plan:

  • Unlimited surveys.
  • Unlimited questions.
  • Unlimited responses.
  • Export to Google Sheets.
  • Survey logic (ability to skip or trigger questions).
  • Ability to embed images and YouTube videos.
  • Ability to embed the survey on your website and share to social media.
  • Survey analytics, updated in real-time.
  • Integration with Google Docs, Sheets, Slides.
  • Unlimited collaborators.
  • Customizable survey templates.
  • Free branding.

What’s missing from the free plan:

  • Enhanced security and collaboration options.
  • Integration with your existing Google Workplace account.

Price: Completely free. Google Workplace pricing starts at $6 per user per month.

Best for: Anyone and everyone, for business or casual use.

2. SurveyMonkey

surveymonkeyScreenshot by author, June 2022

SurveyMonkey is the online survey tool. Established in 1999, it’s still the most well-known online survey software.

Despite the limitations of its free plans, SurveyMonkey continues to be popular thanks to its intuitive interface and brand recognition. Notable clients include Allbirds, Tweezerman, and Adobe.

One nice perk is that you can test out any of the paid features with your free plan. (You just won’t be able to actually use it in your live survey until you pay up.)

Here’s what’s included in the free plan:

  • Unlimited surveys.
  • 10 questions.
  • 15 question types.
  • 100 responses per survey.
  • Over 250 customizable survey templates.
  • Ability to embed the survey on your website.
  • Mobile app.
  • One user.

What’s missing from the free plan:

  • Unlimited questions, question types, and responses.
  • Data exports – this is a biggie!
  • Custom branding.
  • Survey logic (ability to skip or trigger questions).
  • Team collaboration.
  • Advanced security (single sign-on, HIPAA compliance).
  • A/B testing.

Price: Freemium. Paid plans start at $16 per month for individuals, $25 for teams.

Best for: Those who want a tried-and-true survey maker with all the features you could ask for.

3. Typeform

typeformScreenshot by author, June 2022

Many online survey tools are designed for the general public.

Readers of Search Engine Journal will be happy to hear that there’s a survey tool created just for us. Typeform was built specifically with marketers, UX researchers, and business owners like us in mind.

Here’s what’s included in the free plan:

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  • Unlimited surveys.
  • 10 questions per survey.
  • 10 responses per month.
  • Basic question types.
  • Basic reporting and analytics
  • Ability to embed the survey on your website.
  • Integrations with MailChimp, HubSpot, Trello, Google Sheets, Zapier, and more.

What’s missing from the free plan:

  • Unlimited questions and responses.
  • Custom thank you screen.
  • Custom branding.
  • Survey logic (ability to skip or trigger questions).
  • Team collaboration.
  • Ability to accept payment.
  • Ability for survey respondents to upload files.
  • Integration with Facebook pixel and Google Tag Manager.

Price: Freemium. Paid plans start at $29 per month.

Best for: Enterprise users, UX researchers, and marketers hoping to track customer behavior.

4. Zoho Survey

zoho surveyScreenshot by author, June 2022

Zoho Survey is part of the same Zoho suite of apps that caters to sales, HR, IT, finance, and virtually any kind of business user you can think of.

Given their tenure creating SaaS software for business, their survey tool is just as robust as you might expect. Customers include big names like Netflix, Amazon, Facebook, and Change.org.

Here’s what’s included in the free plan:

  • Unlimited surveys.
  • 10 questions per survey.
  • 100 responses per survey.
  • Ability to embed surveys in email or website, or share to social media.
  • Export to PDF.
  • 250 survey templates.
  • Password protection and HTTPS encryption.
  • One user.

What’s missing from the free plan:

  • Unlimited questions and responses.
  • Ability to export to XLS or CSV.
  • Survey logic (ability to skip or trigger questions).
  • Custom branding.
  • Team collaboration.
  • Real-time responses.
  • Multilingual surveys.
  • Integration with Google Sheets, Tableau, Shopify, Zendesk, Eventbrite, and others.

Price: Freemium. Paid plans start at $25 per month.

Best for: Zoho users, or anyone who needs an extra level of security for their surveys.

5. Alchemer

alchemer survey makerScreenshot by author, June 2022

Alchemer is an advanced survey maker developed for the enterprise client.

Paid features include custom coding so you can customize every single element of your survey, from the survey URL to the form logic.

They stand out among free survey makers for being one of the few (besides Google Forms) to offer unlimited questions and Excel exports in their free plan. Clients include Disney, Salesforce, Verizon, and The Home Depot.

Here’s what’s included in the free plan:

  • Three surveys at a time.
  • Unlimited questions.
  • 100 responses.
  • 10 question types.
  • Export to Excel.
  • Customizable templates.

What’s missing from the free plan:

  • Unlimited surveys.
  • Unlimited responses.
  • Unlimited question types.
  • Survey logic (ability to skip or trigger questions).
  • Custom branding.
  • Ability to embed surveys in websites.
  • Export to PDF, PowerPoint, or Word.
  • Ability for survey respondents to upload files.
  • Survey analytics and reporting.
  • Ability to accept payment.

Price: Freemium. Paid plans start at $49 per month.

Best for: Enterprise users needing to create long surveys with advanced logic and question types.

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6. Jotform

jotform survey makerScreenshot by author, June 2022

With over 10,000 templates, Jotform takes the cake as the survey maker with the most form templates on our list.

Jotform also stands out for letting you accept payments with the free plan (although you’re limited to 10).

This popular survey maker includes clients as wide-ranging as AMC and Nickelodeon to Redfin and the American Medical Association.

Here’s what’s included in the free plan:

  • Five surveys.
  • 100 questions per survey.
  • 100 responses per survey.
  • Ability to embed surveys in email or website.
  • Export to PDF or Excel.
  • 10,000 survey templates.

What’s missing from the free plan:

  • Unlimited surveys.
  • Unlimited questions and responses.
  • Survey logic (ability to skip or trigger questions).
  • Custom branding.
  • HIPAA compliance.

Price: Freemium. Paid plans start at $29 per month.

Best for: Users who want a template for every kind of survey possible.

Which Survey Tool Will You Use?

There truly is a survey maker for everybody.

The above options are all solid choices. Which one works for you may depend on your organization’s needs and your personal preferences.

Take advantage of the free trials and see which one you like best.

More Resources:

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Featured Image: Prostock-studio/Shutterstock



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