Phil Risher says local businesses should answer specific customer questions instead of chasing viral videos. A remodeling company got 100-200 views on targeted content about basement costs and timelines, which turned into actual customer inquiries, while their earlier viral skits got thousands of views but zero leads.
You don't need to go viral, you need to go local. We had a remodeling company that we were working with. They were creating all the skit videos, likes and shares, and hopefully they were going to get some customers out of that. We said, try to do some more authoritative content. Answer the frequently asked questions. How much does something cost? How long does it take? What's the best thing? This versus that type of content. And what ended up happening was customers started seeing their content and then sharing it with other people. And they had a customer directly come through one of their content pieces that was talking about basement remodels and what you should and should not do. And that turned into an opportunity for their business. When you go with likes and shares, it's virality all over the place. You get hundreds of thousands of views, but no customers. When you go very narrow with local people with real issues, you might get 100, 200 views, but that's 200 people that are watching this content that have that exact problem because they stayed for the whole thing.
