Recently, Google added the option for business owners to add videos to their Google My Business. This is no surprise, considering that Google owns YouTube and there have been multiple reports of videos on listings in beta.
While video marketing is relatively new to the scene, it's definitely dug it's roots in as a small business marketing staple. Countless studies have shown that videos receive more likes, shares, and clicks than traditional online marketing practices. And the ability of a video to go "viral" just magnifies the importance of video marketing.
First, lets take a look at how to add videos to your Google listing.
How To Add Videos to GMB
Adding videos to your Google My Business (GMB) is surprisingly simple. Log in to your GMB account and click Photos on the left-hand panel. At the top of this page, there is now an added Video option.
You can either click on that tab and upload videos or you can click on the plus sign and simply choose your video.
I'm a little shocked that there isn't a YouTube integration that would allow you to import your existing videos. If you have your videos uploaded on YouTube but not on your computer, you can easily download them from YouTube by going to your Creator Studio and Video Manager. Click the down arrow of the video you want, and choose to download the MP4.
Now you can upload the video to GMB.
Hopefully, in the future, there will be an option to import directly from YouTube and the ability to title, tag, and add a description your videos.
Now that you know how to add videos, lets talk about why you should be adding the videos to your Google My Business listing:
#1) Show Customers Why You're Different
When you're searching for a service online it's hard to differintiate from the slew of companies that all look the same. As a consumer, you generally decide which company to call based on reviews and their website. A video is a great opportunity to show potential customers why you're different than your competitors.
Not only can you talk to them about your company and yourself, you can also build trust by putting a face to your brand.
#2) Show Off Your Work
Sometimes pictures just don't do it justice.
If you just finished remodeling a kitchen, a video can highlight the quality and detail of the project a lot better than a series of photos can. You'll have the ability to point out specific details that people may otherwise miss. You can even explain how the location use to look before you got your hands on it.
The same thing works for landscapers, home builders, hair salons, and more. Showing off your work is a surefire way to earn new business.
#3) Explain Your Products
According to Invodo, 52% of consumers say that watching product videos makes them more comfortable with purchases. If you sell products online or in-store, providing clients with a video of the item will help move them along in their buying decision.
For example, if you sell facial masks or body wraps, you can provide a before and after video. If you sell products such as drones you can provide a video of the item out of the package with details on how to work it.
#4) Videos Convert Clients
Studies have shown that videos increase conversions more than other forms of online marketing.
It's easy enough to scroll past a picture, but a video catches your attention. Also, a sense of humor, music, setting, etc. can all instill certain emotions in a person. Causing them to be more likely to utilize your service if used correctly.
Keep in mind that videos on your GMB listing are not direct advertisements that will link to a sales page. However, after viewing your videos there is a greater chance that the client will visit your website or click the "call" button directly on your listing.
#5) You Could Be the Next Big Thing
Viral videos are a thing. Anyone who uses social media can say that they have seen and shared a viral video. Your brand can harness the power of the viral video by creating something heart-warming or funny that users want to share.
For example, FurKids is a no-kill animal shelter located in Atlanta. In 2016 they released a funny video promoting the adoption of their cats. The video went viral and now has over five million views on YouTube, and that's not including Facebook and Twitter shares.
Digital marketing isn't always about converting new clients, it is also about promoting your brand visibility. Having a video by your brand go viral can increase brand recognition and conversions immeasurably.
#6) Educate Your Customers
I've said it before, and I'll say it again; I'm a firm believer that educating customers about your product or service is empowering them to make the right choices. If you have a product or service that is relatively misunderstood, providing people with answers to common questions about your industry can help build trust, as well as help them choose to use your company.
For example, digital marketing is a confusing industry that not a lot of business owners are involved with. In order to help educate small business owners, Staylisted provides educational videos that explain the basics of marketing. Our goal with these videos isn't to sell. We simply want to help people understand local SEO and how it benefits small businesses.
#7) SEO Loves Videos
You may have heard the SEO saying, "content is king", which is especially true in the case of ranking a website. Unique, relevant content is one of the largest ranking factors in Google's algorithm. Because videos are considered content and Google knows that consumers love videos, they can greatly impact the rankability of your website.
We have personally experienced the ranking boost that videos can provide your website. Articles that I have written that are accompanied by videos rank much quicker than those without.
Although it is soon to tell, I am confident that the presence of videos on a GMB will assist in the ability of your GMB listing to rank in the local-pack.
We already know that Google appreciates businesses who utilize their GMB listing to it's full potential. It is generally believed that listing that have images, posts, and messaging rank better than bare-bones listings.
Video integration being added to Google My Business gives business owners a whole new avenue to market to their potential customers. Not only will adding videos to your listing likely impact your ranking placement, but you'll be able to connect with customers on a whole new level.
Studies have shown that videos not only increase conversions, but the build trust with your company, brand recognition and more. And with the shareability of videos increasing, the chance of creating a viral video is too good to pass up.
Keep and eye out, because I'm sure that videos on GMB will evolve into something even more useful overtime. But while you wait, be sure to upload any videos you have to your GMB and start reaping those rewards.