How to Promote Your Local Business on YouTube

At Lillian Purge, we specialise in Local SEO Services and provide practical strategies in How to promote your local business on YouTube, showing you how video can bring new customers right to your door.

When I look at how people discover local businesses today I genuinely believe YouTube is still one of the most underrated tools available. Most small business owners tell me things like “I am not great on camera” or “I would not know what to post” which I completely understand. In my opinion though YouTube is one of the best ways to show your personality, prove your expertise and build a local brand that people actually feel connected to before they ever call or visit your website.

Below is a practical, step by step guide on exactly how to promote your local business on YouTube. I will walk through the basics, the equipment I would buy, how to set up a channel properly, how to come up with content ideas using AI, how to take inspiration from story driven creators like Mat Armstrong, how to grow subscribers and how to plug your videos back into your website and wider local SEO.

Step 1: Decide what you want YouTube to do for your business

Before you think about cameras or editing I believe you need one simple decision. What do you actually want YouTube to achieve for you locally?

For most local businesses it will be one or more of these:

• Get more enquiries or bookings

• Build trust so people feel confident choosing you

• Educate people so they understand your service

• Build a brand people recognise in your town

If you are a solicitor that might mean videos explaining tricky legal topics in plain English so nervous clients feel more comfortable calling you. If you are a plumber it might mean quick “what to do before I arrive” videos that position you as the helpful expert. A gym might use YouTube for beginner workouts and local success stories.

Once you are clear on the outcome every other decision becomes easier.

Step 2: Buy only the equipment you actually need

In my experience you do not need a studio full of gear. For a local business YouTube setup I would focus on three things: clear sound, decent picture and stable video.

Here is what I would buy.

1. A good microphone

People will forgive average video quality but they will not tolerate bad sound. In my opinion audio is the first thing to get right.

• A simple lapel mic (wired or wireless) that plugs into your phone

• Or a small USB microphone if you are filming at a desk

Aim for your voice to be close to the microphone with as little echo as possible.

2. A tripod or stand for your phone

Most modern smartphones are more than good enough for YouTube. The problem is shaky footage. A cheap tripod and a phone clamp solve this instantly.

3. Lighting

Natural light from a window in front of you often works perfectly. If you film a lot indoors I would add a simple ring light or softbox so your face is evenly lit.

4. Optional extras

As you grow you might add:

• A mid range camera if you want a more cinematic look

• A basic light panel for consistent lighting

• A more advanced wireless mic

I would start with a phone, lapel mic and tripod. That is enough to create professional looking videos that feel personal and clear.

Step 3: Set up your YouTube channel properly

Setting up the channel correctly is important because it becomes an extension of your local brand.

1. Use a business Google account

Create or use a Google account owned by the business not your personal one. This keeps everything clean and transferable in future.

2. Choose a channel name that matches your brand

Use your actual business name so everything lines up with your website and Google Business Profile.

3. Add branding

Upload:

• A clean logo as the profile picture

• A banner that clearly states what you do and where you are based

  • For example “Family Law Solicitors | Bedford & Surrounding Areas”

4. Complete the About section

Write a short description in natural language that includes:

• What you do

• Where you are based

• Who you help

• A link to your website

For example:

We are a family run plumbing company based in Bedford helping homeowners with boiler repairs, heating and emergency leaks. On this channel I share simple tips, behind the scenes repairs and honest advice to help you look after your home. Visit our website for bookings and free quotes.

5. Add links

Add links to your website, booking page and key social profiles. These appear on your channel banner and in your About section.

Step 4: Plan content using AI so you are never stuck for ideas

In my experience the hardest part for most people is not filming, it is deciding what to film. This is where AI becomes incredibly useful. You can treat it like a brainstorming partner that understands your industry.

How I would use AI to plan YouTube content

Open your AI tool and ask something like:

“I run a local [type of business] in [town]. Give me 30 YouTube video ideas that help local customers understand my service and feel confident contacting me.”

You can refine the ideas:

• Ask for beginner friendly topics

• Ask for short videos under 3 minutes

• Ask for more story based ideas

• Ask for FAQs you can answer on camera

You can also paste common questions from emails or DMs and ask AI to turn them into video titles.

For each idea you like you can ask:

“Write a simple bullet point script outline for this video, aimed at local customers in [town], using calm, friendly language.”

You now have a list of titles and outlines ready to record.

Step 5: Study story driven channels like Mat Armstrong

In my opinion one of the best examples of story based YouTube is Mat Armstrong. His channel is about cars and rebuild projects but what he really does is tell stories.

What you can learn from someone like Mat Armstrong:

• He builds a clear narrative. There is always a journey, not just a random clip.

• You see stakes and emotion. There is risk, reward, setbacks and wins.

• You see personality. People come back as much for him as for the cars.

You do not need to copy his style but you can borrow the principles.

For a local business that might look like:

• Filming the journey of a full kitchen renovation from start to finish

• Documenting how you help a client go from mess to solution

• Showing the process of rescuing a legal case or saving a property sale (while keeping client details private)

• Following a gym member over 8 weeks as they change their lifestyle

Think in stories rather than isolated videos. People remember stories, they rarely remember a single random tip.

Step 6: Choose your first 5 to 10 videos

To make this practical I would plan the first batch of videos in a mix of formats.

For example, for a local service business:

1. “Who we are and who we help in [town]”
   Short introduction to you, your team and why you do what you do.

2. “What to expect at your first appointment”
   Great for solicitors, dentists, therapists and gyms. Reduces anxiety.

3. “Top 5 mistakes people in [town] make with [your service]”
   Position yourself as the guide who helps avoid problems.

4. “Behind the scenes of a real job in [area]”
   Show the process from start to finish with simple commentary.

5. “Answering your most common questions about [service]”
   Take questions you get all the time and answer them on camera.

6. “A day in the life of a [your profession] in [town]”
   Light, personal and very relatable.

7. “Client story: how we helped [type of client] solve [problem]”
   Keep it general if confidentiality is an issue.

8. “3 things to check before you hire a [your profession]”
   Provide value while naturally showing why you meet the criteria.

You can use AI to write outlines or even draft full scripts then adjust them in your own voice.

Step 7: Film your videos simply and consistently

I believe the biggest trap is trying to be perfect. For a local business it is much better to be clear and consistent than polished and sporadic.

Practical filming tips:

• Film in a quiet room with light in front of you not behind you

• Clip your lapel mic close to your mouth

• Put your phone in landscape for normal YouTube videos

• Look slightly above the screen directly at the camera lens

• Imagine you are talking to one client not a crowd

You can record in one take and cut out mistakes later or just pause and restart a sentence. Authenticity matters more than perfection.

Step 8: Edit and upload your videos

You do not need advanced editing. Basic trimming, adding simple titles and maybe your logo at the start is more than enough.

Tools you can use:

• Free apps like CapCut or iMovie

• Built in editing on your phone

When you upload each video, pay attention to five things.

1. Title

Make it clear and useful. Include your service and location where relevant.
For example: “Probate Explained | What Happens After Someone Dies in Bedford”.

2. Description

Write a short paragraph explaining the video, then include:

• Your name and business

• Your town

• A link to your website

• A line inviting people to contact you

3. Thumbnail

Create a simple thumbnail where your face and the main topic are readable even on a small screen. You can use Canva for this.

4. Tags

Add a few relevant tags including your service and location. Do not overthink this.

5. Playlists

Group related videos into playlists such as “Family Law Tips” or “Boiler Advice for Homeowners in Bedford”. This encourages people to watch more than one video.

Step 9: Grow your first subscribers and views

At the start most of your views will come from people you already know. That is perfectly fine. I would do the following for each new video:

• Share it in an email to existing clients or leads

• Post it on your business Facebook, Instagram and LinkedIn

• Add it as a post on your Google Business Profile

• Ask close contacts to watch, like and comment to give it early engagement

As your library grows you will start to see views from YouTube search and suggested videos. The key is to keep posting regularly so the algorithm has enough content to work with.

To gain subscribers in a natural, local way:

• Ask viewers to subscribe at the end of each video

• Remind them that you post regular local advice or behind the scenes content

• Keep your channel focused. If people know what to expect they are more likely to subscribe.

Subscribers matter less than you think at the start. What really matters is that the right local people watch your content and feel they know you.

Step 10: Turn YouTube into a local trust machine

Over time your videos will do three things for you:

1. Warm up people before they contact you.

2. Filter out people who are not a good fit.

3. Prove you know what you are talking about.

In my opinion you should treat YouTube as part of your local sales process. If someone is hesitant you can send them a video that answers their concerns. If someone is unsure what will happen at a first meeting you send them your “what to expect” video. This saves you time and builds confidence.

Step 11: Implement your YouTube videos into your website

This part is where YouTube and SEO work together beautifully.

Here is how I would do it.

1. Embed relevant videos on your service pages

If you have a service page about conveyancing, embed a video where you explain the process. If you have a page about boiler repairs, embed a video where you show a repair. This increases time on page, strengthens trust and helps Google see that your page is rich and useful.

2. Create blog posts based on your videos

For each video you can write a blog post that summarises the content with extra detail. Embed the video at the top then provide the written version underneath. This helps people who prefer reading and improves your search engine coverage.

3. Add videos to your About page

A simple “meet the team” or “who we are” video on your About page can make a big difference. People often check this page before getting in touch.

4. Link to key videos from email signatures and follow up emails

For example: “Not sure how probate works? Watch our short explainer video here.”

Step 12: Integrate YouTube with your local SEO

To fully connect YouTube to your local marketing:

• Mention your town and area in your videos and descriptions

• Embed videos on location pages or local landing pages

• Share new videos as posts on your Google Business Profile

• Use video thumbnails as images in social and blog content

Over time your name, your town and your expertise start to appear together across multiple platforms. That combination is exactly what you want for strong local presence.

Step 13: Review performance and refine your content

YouTube Studio gives you detailed analytics. Once you have a few videos live I would check:

• Which videos people watch the longest

• Which titles get the most clicks

• Which topics seem to generate comments or enquiries

You can then make more videos on what works and stop guessing. In my experience YouTube is a constant feedback loop. The more you post the more you learn what your audience actually wants.

My thoughts on YouTube as a long term local asset

When I put all of this together I genuinely believe YouTube can become one of the most powerful long term assets for a local business. It lets people meet you before they meet you. It builds trust while you sleep. It supports your Google rankings when embedded into your site. It gives you content you can reuse across email and social media. It lets you tell stories like Mat Armstrong does in his world but adapted to your own.

You do not need viral numbers. You just need the right local people watching enough of your videos to feel confident that you are the obvious choice in your town.

We have also written in depth articles on How to monetise youtube and How to repurpose YouTube content for social media as well as our YouTube Hub to give you further guidance.