Local Business YouTube Guide Part 2: Picking Video Topics

Picking Video Topics That Generate Leads

This is Part 2 of Envision Marketing’s Ultimate Guide to YouTube for Small Local Service Businesses

Cheat Sheet
Here are the most important tips covered in this article

• Understand Your Video’s Purpose: Identify the intersection between the videos your customers are interested in and the type of videos you can create to showcase your expertise and services.
• Start with the Title in Mind: Craft engaging, informative, and curiosity-evoking titles for your videos to capture your audience’s attention and improve click-through rates.
• Combine Video Content with Blog Posts: Enhance your website’s organic traffic by pairing educational videos with related blog posts on your site.
• Balance Promotion and Value: Ensure your videos provide value to the viewer while promoting your business’s unique value proposition.

As a small business owner looking to generate leads through YouTube, it’s essential to choose the right topics for your videos. In this part of our comprehensive YouTube guide, we’ll explore various types of videos and provide ideas to help you create content that attracts and engages your audience while driving leads.

Understand Your Video’s Purpose

Before diving into specific video topics, start by identifying the intersection between the videos your customers are interested in and the type of videos you can create. 

Each video should have a clear purpose. Keep in mind that sometimes an idea for a video should be split into multiple videos, while several ideas might be better combined into one.

Three Main Categories of Videos

When picking video topics, consider these three main categories:

1. Promotional Videos: These videos focus on promoting your company’s unique value proposition to drive sales and increase revenue. They work well as ads or as additions to your website’s landing pages but may not be as effective for generating organic traffic.
   
2. Educational Videos: These videos focus on providing valuable information to your audience, demonstrating your expertise, and addressing common questions or concerns. They help improve your organic reach and search engine ranking, while also establishing your business as a knowledgeable resource in your industry.
   
3. Entertaining Videos: These videos engage your audience by offering enjoyable and captivating content. They showcase the lighter side of your business, build stronger connections with viewers, and help create a loyal following by offering a mix of industry insights and entertaining perspectives.

Promotional Video Ideas

For promotional videos, focus on your unique value proposition and include a clear call to action, preferably with an offer. Here are some ideas:

Testimonials

Testimonials build trust with potential customers by showcasing real-life experiences from your existing clients. Collect testimonials by asking customers to share their problem or need before contacting you and how your business helped them. You can repurpose these testimonials in other promotional materials as well.

Product/Service Highlights

Showcase a specific product or service by providing a brief overview and addressing one or two commonly asked questions. This type of video can help potential customers understand the benefits and features of your offerings and encourage them to explore further.

Example: A local plumber might create a video highlighting their 24/7 emergency service and explain how their response time sets them apart from competitors.

Branding Video

A branding video introduces your company and highlights your unique value proposition. By showing your company’s personality and passion for your products or services, you can build trust and create a connection with current and potential customers.

Educational Video Ideas

Educational videos focus on providing valuable information to your audience, demonstrating your expertise, and addressing common questions or concerns. These videos help improve your organic reach and search engine ranking, while also establishing your business as a knowledgeable resource in your industry. Here are some ideas:

FAQ Videos

Create videos that address common questions your customers ask. These videos not only showcase your expertise but also serve as valuable resources for your audience. Pairing FAQ videos with related blog posts on your website can further boost your organic traffic.

How-to Videos

Provide step-by-step instructions for using a product or service, helping viewers understand the process and increasing their confidence in your offerings.

Example: A landscaping company might create a how-to video on winterizing a lawn sprinkler system.

Troubleshooting Videos

Address common issues customers may encounter with your products or services and offer effective solutions. These videos can help resolve problems quickly and demonstrate your commitment to customer satisfaction.

Product Comparison Videos

Compare your products or services to those of competitors, highlighting the differences without directly labeling yourself as “better.” This approach helps potential customers make informed decisions while maintaining a respectful tone toward your competition.

Turn Popular Blogs into Videos

Use Google Search Console data to identify popular blog posts on your website and create accompanying videos. This strategy can help reinforce the content and improve user engagement.

Entertaining Video Ideas

Entertaining videos engage your audience by offering enjoyable and captivating content. These videos can showcase the lighter side of your business, build stronger connections with viewers, and help create a loyal following by offering a mix of industry insights and entertaining perspectives. Here are some ideas:

Expert Interviews

Interview industry experts or influencers to establish your business as a thought leader and authority in your field. These interviews can provide valuable insights for your audience and boost your credibility.

Behind-the-Scenes Videos

Offer unique and engaging perspectives on your business by showing behind-the-scenes footage, such as a day in the life of an employee. This type of content helps humanize your brand and create a more personal connection with your audience.

The Opinionated Expert

Express strong opinions on industry topics to connect with your core demographic. By taking a stand, you can generate lively discussions and attract viewers who share your perspective.

Case Study Videos

Showcase your company’s work for specific customers by creating case study videos. These videos can highlight your problem-solving abilities and the positive impact your products or services have on your clients.

Start with the Title in Mind

Finally, remember that a compelling title and thumbnail are crucial for getting views on YouTube. If you can’t think of a title that would capture your audience’s attention, consider a different topic. A good title should be engaging, informative, and pique the curiosity of the viewer. 

Here are some examples of effective and less effective titles for various types of videos:

Educational Video Titles:

Good:

• “5 Essential Tips for First-Time Home Buyers”
• “How to Choose the Perfect Paint Color for Your Living Room”
• “Mastering the Art of Sourdough Bread: A Step-by-Step Guide”

Less Effective:

• “Home Buying Tips”
• “Choosing Paint Colors”
• “Making Sourdough Bread”

Entertaining Video Titles:

Good:

• “Plumber’s Worst Nightmare: The 3 Craziest Pipe Repairs We’ve Ever Done!”
• “Our Chef Attempts the Spiciest Curry Challenge: Can He Survive?”
• “The Hidden History of Our Town: Uncovering the Secrets of the Oldest Building”

Less Effective:

• “Pipe Repairs”
• “Spicy Curry Challenge”
• “Old Building History”

Promotional Video Titles:

Good:

• “Transform Your Outdoor Space: See Our Landscape Design Process in Action”
• “Discover the Secret Ingredient That Makes Our Coffee Stand Out”
• “Meet the Team Behind Your Favorite Local Bakery: Passion Meets Craftsmanship”

Less Effective:

• “Our Landscape Design Process”
• “Our Coffee’s Secret Ingredient”
• “Our Bakery Team”

 

Remember to keep the title concise, use numbers or lists when applicable, and include power words or phrases that evoke emotion or a sense of urgency. In addition to an engaging title, make sure your thumbnail is visually appealing and accurately represents the content of the video to further entice viewers to click and watch.

Maximizing Your YouTube Success

By following these guidelines and choosing the right video topics, you’ll be well on your way to building a successful YouTube channel that generates leads for your small business. Remember, the key to YouTube success lies in creating content that resonates with your target audience while showcasing your business’s unique offerings and expertise.

Checklist: Picking Video Topics

Here’s a sample checklist to help you keep track of what needs to be done. Try coming up with at least three video topics. Use this checklist to help generate and vet your ideas.

• Identify your video’s purpose:
  • What is the goal of this video?
  • Should this idea be split into multiple videos or combined with other ideas?
• Consider the three main categories of videos:
  • Promotional videos
  • Educational videos
  • Entertaining videos
• Brainstorm video ideas within each category:
  • Promotional Video Ideas:
    1. Testimonials
    2. Product/Service highlights
    3. Branding video
  • Educational Video Ideas:
    1. FAQ videos
    2. How-to videos
    3. Troubleshooting videos
    4. Product comparison videos
    5. Turn popular blog posts into videos
  • Entertaining Video Ideas:
    1. Expert interviews
    2. Behind-the-scenes videos
    3. The opinionated expert
    4. Case study videos
• Create an engaging title and thumbnail ideas for each topic:
  • Is the title informative and curiosity-evoking?
  • Could a thumbnail accurately represent the video content while being visually appealing?
• Prioritize and schedule your video ideas:
  • Which topics are most relevant to your audience and business goals?
  • Create a content calendar to plan the production and release of your videos