Whether it is because people have short attention spans or simply engage more readily with moving images, video has become a marketing force of its own. If you haven’t included video in your marketing strategy, now is the time to start.
Media consumption by the construction industry increased by 3% from 2014 to 2015. That may not seem like much, but it still means around 45% of contractors report using social media, which includes a heavy dose of video. Of those who report using social media, 38% report using YouTube, the whale of the online video experience.
You can use video to increase revenue, lower costs, and improve customer satisfaction, all while showing off your products or services, engaging about industry news, or showing a little company personality.
Creating a video
Put the same thought into your video as you do any other piece of content.
- Make it relevant
- Make it clear and concise
- Use an effective call-to-action (CTA)
Create a video that addresses the problems your customers want to solve. Dive right into the subject matter to begin engagement immediately. Focus on defining your value and don’t use a lot of jargon or complicated descriptions.
Speak in the language of the customer, whoever it may be.
Plan ahead. Create a publishing calendar and schedule the videos well in advance so you access the best resources, both internal and external. Working ahead will also make it easier to come up with topics and refine them. A publishing calendar will also let viewers know when to expect the next video.
Provide highly relevant keywords in the video description and identify a unique CTA for each video. (YouTube provides a place for the description on the publishing screen.)
Make a variety of videos
Separate your ideas for videos into different categories and subcategories because you should make more than one construction video. You can classify videos based on your core products and services and the biggest issues your customers face.
Another way to classify videos is by goal depending on whether you want the result to be brand awareness, an increase in conversions, or an increase in customer satisfaction.
Build brand awareness and traffic with a viral video. The word “viral” is a bit of a mismatch; “going viral” is supposed to indicate a highly popular video that is quickly and widely shared. There is no way to guarantee a video will go viral like that, but you do want to create something that catches viewers’ attention.
Create buzz and put the personality of your company on display in this video. It can be humorous or not, but make it something your brand advocates will be likely to promote. They will do your marketing for you and lower your advertising and PR costs.
A conversion video increases lead generation and, of course, conversions. A conversion video is mean to provide the incentive for a prospective lead to offer some information in exchange for viewing the video so you can continue to engage.
Conversion is whatever you define a prospect becoming a lead or a customer. It can be when you get a name and email address, a phone call, or any other action that indicates this individual is receptive to further communication with you.
Educational videos can also be conversion videos, but they are also excellent customer satisfaction tools. Videos that show how to use your product or service, or how a construction project comes together advances the customer’s understanding of how you will do business together. If there is an industry issue that is generating a lot of questions, your video could help answer them or clarify the issue.
Some common educational video topics are case studies focusing on a specific problem, product demonstrations, how to perform maintenance or operations in the new structure, or seminars and events with a link to an online FAQ. Educational videos can take some of the heat off customer support because there is another source of information available.
All three types of videos are useful as supports to a marketing campaign and help build your brand.
Sharing your videos
Once your video is complete, you need somewhere to put it where people can see it. You also want viewers to be able to share your video with others to expand your marketing.
There are several free websites to place your video. The biggest of those is YouTube. It is the most popular video site. You can create your own YouTube channel to place multiple videos. Others include DailyMotion, EngageMedia, and Veoh. All are easy to use and provide the opportunity to reach thousands or millions of people.
These sites let you embed separate links to other videos or specific web pages or landing pages so you can increase your traffic and get conversions.
Facebook, Google’s Display Network, and various industry media websites can also host your videos. Display Network includes over two million websites. You can reach contractors or potential customers on huge networks like Fox News or CNN if you want. Just put the video behind a form and make the social media sharing buttons prominent.
Don’t forget to place videos on your website and blog.
It does no good to do something and then not check to see if it works. Like any other marketing, you need to monitor the performance of your videos to see which topics seem to have the most resonance with your audience as well as what doesn’t work.
Analyze the data and metrics like:
- How long customers view the videos
- Whether they are clicking on the embedded links
- Which video gets the most social shares and likes
- Which topic brings the most comments
Use the information to guide future topic selection and video style.
Video is no longer the province of TV and the movies. Today’s technology makes it easy to create and even easier to share. Gather up your staff and plan out some topics to cover. Put the videos where they are easily found and put them behind a landing page so you can get information to let you continue to market to an individual.
You can say in a video what could take several white papers to cover in an entertaining and informative format. Many people prefer watching a video rather than reading a paper. You will save marketing costs and effort with a set of short videos your prospects can watch, share, and use to help them with their new building.