Yelp and CitySearch both maintain that having a YouTube video on their listing for your company doubles the likelihood that visitors to your listing will take some kind of action such as a phone call to you or a click to your website. Many local search engines now allow you to upload your video information to their sites, including the king of local search, Google.local.
The most important marketing challenge for local businesses used to be location. For many such as restaurants, hotels, and dry cleaners, location is still a critical part of the marketing decision. One of my clients, PV Bicycle Center in Palos Verdes, California, moved his shop a few block into a larger and more visible location and has seen his business almost double the first year and the second year is on the way to similar increases... and all of that during a recession. The second most important challenge used to be how big of an ad to take in the Yellow Pages. You know, that book you now use as a door prop.
The internet has changed the equation for both of these marketing moves if you are a small, local business. Today your location on the first page of internet searches is commonly more important than your location on main street, and your listing on local search engines is the modern equivalent of the Yellow Pages hard copy edition. The current and future king of local search engines is the map at the top of the page that you see when adding a city or zip code to your business type (e.g. Inglewood marketing consultant or mortgage broker 90025). By sheer force of this map's location on a Google search, being seen next to the map may be the most important driving force for new business clients.
But Google.local is not the only local search engine (LSE). There are at least 60 general websites that fall into subcategories such as directories and mobile directories, and include such names as Yellowpages.com, Superpages.com, Yelp, CitySearch, HotFrog, and MerchantCircle. Your potential customers are using these LSE's and others to find information and reviews about your business before they decide to visit. If you aren't listed, they can't find you. If you are listed and have very little content or that content is not compelling, they may shop with your competitor who has good content. Part of that content is Video.
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