Video marketing deep dive: 10 practical tips for small & local businesses

Video marketing has become one of the most effective ways for small and local businesses to build visibility, trust and connection online. As people spend more time watching content across websites, search results and social platforms, video is no longer optional. Used well, it helps potential customers understand who you are, what you offer and why they should choose you.

Below are ten practical ways to approach video marketing in a way that feels achievable, authentic and aligned with your wider digital strategy.

Start with your audience, not the platform

It’s tempting to begin by deciding whether a video is for Instagram, TikTok or YouTube, but the strongest video content always starts with the audience. Understanding what your customers need, what questions they ask and what concerns they have will shape videos that feel genuinely useful rather than promotional.

This mirrors the same approach you should take with written content on your website. Creating content that answers real customer questions builds trust and keeps people engaged for longer, whether that content is written or filmed. You can see this principle applied in Kyeeni’s guide to writing content that focuses on user needs rather than sales language:

Learn more:

• How to write website content that answers customer questions and doesn’t waffle about your business

• HubSpot offers a helpful overview of video marketing fundamentals.

Focus on storytelling, not selling

Video works best when it tells a story rather than delivers a hard sell. People want to understand the people behind a business, how it operates and what makes it different. Sharing your journey, your process or the problems you help customers overcome creates a more emotional connection.

This is particularly important for local businesses, where trust and personality often influence buying decisions just as much as price or convenience. Story-led content also aligns well with brand-building, helping reinforce the values and tone you communicate elsewhere online.

Learn more:

• Storytelling in web design: How to make your brand feel human online

• Google’s Think With Google platform has excellent insights into why storytelling is so effective in video content:

Repurpose one video across multiple channels

Creating video content doesn’t need to be time-consuming. One well-planned video can be reused across multiple channels, helping you maintain consistency without constantly filming new material. A longer video can live on your website or YouTube, while shorter edits can be shared across social media or embedded into blog content.

This approach supports a more joined-up digital presence and ensures your effort goes further. Repurposing is especially useful when you’re working with limited time or resources but still want to remain visible online.

Learn more:

• 8 cost-effective ways to create awesome video content for your local business

• The Content Marketing Institute explains how repurposing content helps businesses scale without burnout

Use short-form video to grab attention quickly

Short-form video has become one of the most effective ways to capture attention online. Platforms now favour quick, engaging clips that deliver value immediately. For businesses, this means focusing on one clear message per video rather than trying to explain everything at once.

Short videos are ideal for answering common questions, sharing tips or highlighting a specific service. They act as an introduction, encouraging viewers to explore your website or learn more about what you offer.

Learn more:

• Hootsuite regularly publishes up-to-date insights on short-form video trends and performance:

Always use captions and clear audio

A large percentage of videos are watched without sound, particularly on social media. Captions ensure your message is still understood and make your content more accessible. They also help keep viewers engaged for longer, which can improve performance across platforms.

Audio quality matters just as much. While you don’t need professional equipment, recording in a quiet space and ensuring your voice is clear can dramatically improve how your video is perceived.

Learn more:

• Inclusive design for local businesses: Making websites accessible to everyone

• For accessibility best practice, WebAIM provides clear guidance on captions and inclusive media

Mix video types to support different goals

Not all videos serve the same purpose. Some help educate, others build trust, and some are designed to encourage action. By using a mix of formats, you can support your audience at different stages of their decision-making journey. This complements broader digital strategies such as UX, branding and content structure, all of which work together to guide users towards conversion.

Learn more:

• Shopify offers useful examples of video formats that support different business goals

Optimise videos for search and discovery

Video can also contribute to your SEO efforts when it’s properly optimised. Clear titles, helpful descriptions and relevant keywords make it easier for your videos to appear in search results and on social platforms. When videos are embedded on your website, they can also improve engagement and time on page.

This works particularly well when combined with strong on-page SEO and clear content structure, areas already explored in Kyeeni’s blog on making sense of SEO and other digital marketing terms:

Learn more:

• Cutting through the jargon: Making sense of SEO, PPC & other digital buzzwords

• Backlinko provides a detailed guide to video and YouTube SEO best practice

Track performance and learn what works

One of the biggest advantages of video marketing is the ability to measure performance. Reviewing metrics such as watch time, engagement and click-throughs helps you understand what resonates with your audience and where improvements can be made.

Over time, this insight allows you to refine your content and focus on the formats and topics that deliver the best return on effort.

Learn more:

• Google explains how to evaluate video performance using analytics

Integrate video into your wider digital strategy

Video should never sit in isolation. It works best when it supports your website, SEO, branding and content strategy as a whole. Embedding videos into key website pages, linking them to blog posts and using them within email marketing helps create a more engaging and cohesive user experience.

When video is aligned with strong UX and clear messaging, it becomes a powerful tool for building trust and driving action.

Learn more:

• Wistia shares excellent examples of how businesses integrate video into their websites effectively

Practice makes perfect

Video editing may seem daunting and expensive if you are new to it but there’s nothing really to be worried about. There are plenty of free software packages out there which are available, iMovie, CapCut, Clipchamp and Edits for example have tonnes of features and online resources to rely upon. Don’t be afraid to taking some footage and editing yourself. There’s lots of paid for programs out there as well, like Canva and Adobe Premier Pro which offer fancier features and better out-of-the-box functionality, however only opt for one of these products if you know you will use it. Get feedback from your friends and family, and tweak. Go on, give it a go!

Final thoughts

Video marketing doesn’t need to be polished or perfect to be effective. What matters most is clarity, consistency and relevance. By focusing on your audience and integrating video into your wider digital strategy, you can create content that genuinely supports your business goals.

If you’re unsure where to start, Kyeeni can help you plan and integrate video in a way that fits your business and your resources.