The most important thing to consider when creating a video strategy for a small local business is to understand the business KPI's. Whether is it leads, sales or phone calls, understanding what performance indicator is important is crucial. Once it is established the video marketing strategy can be built to achieve these performance indicators. 

For example, if phone calls to the business are the main KPI then the video marketing strategy needs to be built to drive phone calls. This means including the phone number in the closed captions and clearly defining in the message that the consumer should call the business. 

We always use the strategy for every marketing video we create. We set a goal and then build the video USP's and messaging to achieve these goals.