Category Archives for "Video"

video marketing for contractors
Dec 15

Video Marketing 2018 — Four Trends Every Contractor Should Know

Video

In 2018, use of video among contractors will mature and solidify into a “must have” marketing component. Businesses able to make strategic use of video will seize critical opportunities for sales lift and market share.

Many marketers hailed 2017 as “the year of video,” and with good reason. Video marketing, video advertising and overall video consumption boomed in the past 10 months.

61% of all businesses now use video content in their digital marketing plans. Two out of every three of these businesses are newcomers to video.

Additionally, video consumption continues to rise online. Estimates from this summer predict that overall video consumption via mobile will increase by 35% by the end of this year.

All of these developments foretell a new year where digital video will be more important than ever for contractors'’ success. Those who take advantage of the following four video marketing trends in 2018 will likely be in for a great year ahead.

Video Content Marketing Becomes a Must-Have for Contractors

contractor digital marketing

Consumers’ preference for video has steered most content strategies towards a video-heavy portfolio. Business owners who steer towards video find tremendous value in the form of boosted returns.

For one, people complete video content more frequently than the average non-visual, text-based blog article. According to Vidyard, over a third of all video viewers (37%) make it to the end of the video’s run time.

Nearly all of mobile users who watch video (92%) have a tendency to share video content with others. Simply Measured also says that video gets shared around 12x more frequently than content links or text.

Other studies show that audiences retain video in messaging better than text.

With all of these advantages, businesses putting video content out there will see higher levels of engagement,  shares and conversions into their marketing funnel. Having a video component to your digital marketing strategy will therefore become a competitive differentiator in the months ahead.

Contractors looking to get into video can start by transforming existing content assets into a short (around 2.5 minutes or less) summary. Look to the assets with the most views and shares for inspiration.

Video Becomes an Integral Part of the Sales Pipeline

Video not only generates awareness, it can help nurture sales in both B2C and B2B industries. 65% of business decision-makers will visit a startup’s website, claims ComScore.

Offering video content helps turn what could be a pushy and person-intensive sales process into a self-service nurturing pipeline. Interested prospects can view video content hosted on websites or shared via social to learn more about products and features. As they educate themselves, they move towards the end of the sales funnel with minimal person-to-person contact.

Self-guided lead nurturing not only reduces employee overhead, it also results in a more pleasant experience for leads. 19% of prospects claim they only want to hear from a company rep when they are actively considering a purchase. 40% of prospects want to be able to buy without talking to anyone at all.

Meeting this need involves considering how video assets can provide value at every stage of the sales/marketing funnel.

contractor marketing tools

For instance, contractors can cultivate awareness by creating emotional or intriguing video advertising assets.

Video content marketing assets provided on their website next to text content can help buyers at the nurturing stage. In-depth explainer videos can help lay out different buying options or the final steps in the procurement process for those ready to close the deal.

“When you incorporate video into your sales processes, customers get what they want: a frictionless, self-serve experience on their time, and on their terms,” says WireBuzz.

Think about buyer needs that were once traditionally met with person-to-person interactions and imagine how video can replace these needs with a self-service, video-heavy customer journey.

Websites Expand Use of Product and Explainer Videos

Vamping off the point above, even retail consumers expect video content during their sales journey.

According to Business2Community, “25% of consumers will lose interest in your brand if you don’t have a video explaining your product or service.”

If you sell retail goods online or even exclusively in-store, your customers will want to see live demonstrations and rundowns of product features.

For a good example of how you can showcase product videos on your ecommerce or business website, take a look at RevZilla. They include a video summary with most new products and all of their best sellers to keep buyers informed and engaged.

Live Video, 360° Video, Slideshows and Other Video Formats Gain Traction

best marketing tools for contractors

Live video presents an easy, low-budget and low-concept way to create more video content for audiences. Brands can engage with audiences in a way that feels authentic and like a 1:1 conversation.

Peppering live video into your content marketing and social engagement strategy can therefore quickly round out your assets without a massive up-front investment.

On the other end of the spectrum is 360° video. These assets use a special camera setup to capture a full spherical range of images. Audiences can then use a smartphone headset like the Google Daydream to tilt and move their head as the video plays, changing their viewpoint as one might in real life.

360° video results in a truly immersive and memorable experience. But the high cost of equipment and production means businesses require an airtight strategy for converting 360° videos into measurable returns.

contractor marketing tips

Somewhere in between live video and 360° are alternative video formats:

  • — Slideshow video — A series of connected images played in a sequence to convey motion or a story
  • — 6-second video — Taking a page from the Vine format, these short videos communicate messages quicker than text and in a more-engaging way than static images

Formats like these lower production costs for video — especially video ads — while still providing higher levels of engagement. Best of all, they can communicate well even without sound.

Since 85% of Facebook videos are watched without sound, slideshow and short-form video assets provide substantial returns with a relatively minimal investment.

In 2018, Video Marketing Trends Will Define Contractor Success

If 2017 was a year of pioneering growth for video, 2018 will be the year people expect business owners and contractors to give their video marketing campaigns some structure.

By using the above trends in combination with intelligent strategy and dutiful measurement of KPIs, contractors can bring in bigger audiences than ever before.

video advertising for contractors
Nov 28

6 Reasons Why Contractors Should Consider Video Advertising

Video

The benefits of digital video advertising have quickly switched it from a “nice to have” for larger contractors to a “must have.” Now, this status has begun to trickle down to smaller home service contractors.

Brands already embracing video ads have have a distinct advantage over their competition.

Soon, video advertising for contractors could become table stakes for all construction and home service business owners. Without it, they may not be able to viably compete for new customers and overall sales.

In other words: video ads provide so many advantages that contractors without a video marketing strategy may get left behind.

Discover the benefits of video advertising and learn about six huge reasons your contracting company should consider video ads by reading on.

1. Digital Video Has Runaway Growth with No Signs of Slowing Down

First, contractors should know that digital video is not just a “fad.” It’s a legitimate trend that reflects our evolving use of technology.

Online video has become an absolute monster in the past few years with no signs of slowing down. People watch over 500 million hours of video on YouTube each and every day. An estimated one-third of all online activity is spent watching video.

Video uploaded to newer platforms has also quickly caught traction. Since introducing native video for Facebook users in 2013, the platform has grown to have over 500 million people watch at least one video in a given day.

There are many reasons behind this upsurge in video production and consumption, but mobile is one of the most important to keep in mind. As smartphone adoption rates rose and device owners gained access to cheaper data plans, the simultaneous explosive growth in content production and attentive audiences created a full-blown phenomenon.

Contractor Video Marketing

Mobile video brings entertainment to people anywhere at any time.

Over half of video content is now viewed via mobile device, and mobile video saw 20 percent consumption growth last year.

Altogether, these facts show that if your business invests in video, it won’t be stuck with something no one uses five years from now. Instead, not using video advertising could actually make your business feel like a dinosaur.

2. Most Marketers Are Buying into Video Ads, And They’re Seeing Real Results

While more consumers are watching videos, more marketers are also spending more money on video advertising. Comparing 2016 to 2015, marketers spent 53 percent more on digital video ads — $9.1 billion in total. Looking just at mobile video ad growth, spending increased 145 percent year-over-year during the same period.

And while video ads made up just 12.5 percent of overall digital ad spending last year, digital advertising as a whole eclipsed traditional TV advertising. TV has long been the king in the ad world since the 1960s. That fact that digital can unseat it is a big deal.

Also, many brands have begun to give video the lion’s share (56 percent) of their ad budget, signalling a larger sea change in the handoff between digital and traditional pay TV.

Overall, people have begun to pay less attention to traditional media outlets like broadcast TV and more attention to digital video. Contractors using video ads will find bigger and bigger audiences over time. Those who stick to older forms of ads will have shrinking audiences.

This trend has strongly motivated marketers to pay attention. Currently, over 67 percent of brands say that they purchase video ad inventory on Facebook. The majority intend to spend more on video in the next year.

Since “programmatic ad platforms” can automatically match your video ad with people most willing to buy, the tremendous appeal of video content has helped marketers find big, high-value audiences and better conversion rates.

3. Video Sharing Helps Your Ads Go Viral and Expand Reach

Video is not only appealing but also highly sharable. In fact, traffic to video sharing sites has more than tripled. Also, 92 percent of mobile video viewers report that they regularly share videos with others.

Because video is so sharable, a single ad placement can turn into free exposures from people sharing your ad with friends and associates. Video ads therefore help contractors get more value for their dollar.

Additionally, video ads that are blatant advertisements can still hold a high amount of appeal to buyers. According to one recent survey, four times as many people would prefer to watch a product-focused video compared to reading about it.

4. Video Communicates More Than Words or Images Alone

Video content combines sight and sound with motion to create a deeply engrossing experience. By combining moody imagery with soothing music, for instance, contractors can make viewers feel emotion more effectively than images or text can by itself.

Contractor Video Advertising

The absorbing qualities of video appeal to broad audiences of all ages.

Consider that a two-minute explainer video can be capable of delivering over 200 words of script. It will also show deeper information with animations, visual cues and things like editing. Maybe this is why people say that if a picture is worth 1,000 words, 1 minute of video must be worth 1.8 million!

Additionally, people tend to remember video far more clearly compared to text. The average viewer claims to remember 95 percent of what they saw in a video compared to just 10 percent of what they read through text.

For contractor marketing, these benefits mean that video does more with less. Your viewers will get more of your message, enjoy it as an experience, and remember it better overall.

5. Video Helps Contractors Rank Higher for SEO and Social

Google’s search index gives video approximately a 50 times higher chance of appearing on the first page of results compared to any content page that just uses text. Video search results also tend to show at the very top of SERPs (search engine results pages) or near the top-five overall results.

Video SEO For Contractors

These video results appear at the top of the SERP above most text-based web pages and just below the Maps section.

By having your video more likely to appear in search results, you can get more clicks from search users directly in the SERPs. Having your video appear on the SERPs can also increase organic traffic by 157 percent compared to text-based webpages.

Each video you make can generate more business with less effort.

6. Video Can Drive Serious Conversions

The addition of video to your existing campaigns can help convert more people more quickly. For instance, including a video on a landing page can increase conversions by over 80 percent. Similarly, including a video in the first email of your drip campaign can increase your subscriber click-through rate by 96 percent.

On top of this, using video anywhere on your website can drive engagement overall. According to studies, the average user spends 88 percent on websites that contain video. Additionally, blogs incorporating video tend to earn around three times as many inbound links compared to text-only posts.

Contractors using both paid video ads and non-ad-related video content will therefore have an easier time finding more leads from multiple sources.

Some Tips for Incorporating Video Advertising for Contractors into Your Marketing Strategy

  1. Start with a short 1-3 minute video explaining your company’s primary product or what makes you different than competitors.
  2. Testimonial video, also known as Review Commercials, serve as social proof to help win new customers still considering your services.
  3. Consider uploading a few videos a month in lieu of text content to educate your customer base and help solve pain points related to your industry.
  4. Facebook video advertising has been shown to lead the market in growth and share potential. Even a <12 second ad loop can draw the eye and drive engagement compared to a static image.
  5. Product demonstrations comfort buyers who want to see the product in motion. This applies particularly to goods like electronics, clothing, fashion, jewelry and products like vapes. Even if you are demonstrating a product you don’t exclusively carry, you can earn traffic by providing video demos where others don’t.
  6. Answering frequently asked questions about your specific services/products or your industry as a whole can be an amazing way to drive engagement.
  7. You can always use content for longer videos as roll material for shorter, more compact ads.
  8. Use video to introduce your team or show a glimpse behind the scenes of your company. This approach can help you win affinity and earn audience trust. Facility tours tend to be particularly entertaining when tightly edited together.
  9. Consider reporting on industry-related developments, including new products, regulations, major brand announcements and the like.
  10. Feel free to simply entertain rather than educate! Old Spice commercials have become a viral sensation shared even by those who tend not to use their products, still growing their reach and overall brand awareness.
Video Marketing For Contractors

Having audiences meet your team makes you more approachable and memorable.

So, there you have it — six compelling reasons to jump on the video advertising bandwagon as well as 10 quick ideas to serve as inspiration. Remember that you can start small with just a person talking into the camera, and since every computer and mobile device has a camera now, your production budget can be as low as $0.

If you need more insight on how to use video marketing & advertising effectively, take a look at our other contractor marketing resources to help you find success for your contracting company.