Category Archives for "Video"

video marketing for contractors
Sep 15

Everything You Need to Create a YouTube Channel That’s Ready to Grow

Video

Despite being over a decade old, YouTube still acts as a ripe garden bed for audience growth. Brands looking to interact with audiences in current, relevant ways will find that video marketing content is one of the most effective methods they have at their disposal. They’ll also find that YouTube still remains one of the best platforms to host this content.

While big social media platforms like Facebook and Twitter are shrinking, YouTube pulls in over 1.8 million unique users every month. That figure, by the way, ignores all of the views that come from people who aren’t logged into a Google or YouTube account. YouTube’s traffic volume is so large that it is the second biggest search engine after Google and likely the most common platform for embedded videos seen around the web.

Creating a YouTube channel is therefore one of the best methods for earning traffic and engagement from audiences. By making smart moves and structuring your YouTube channel properly, your video content marketing campaigns can be poised for excellent growth. You’ll also be positioned to easily share and embed video content in order to grow your viewer base. It’s the perfect recipe for branded exposure!

You can start your business’s YouTube channel off on the right foot by following these steps to create a channel and give it the most growth potential.

1. Decide on Your YouTube Channel’s Video Marketing Positioning and Strategy

social media marketing for contractors

Your channel’s “position” is a name for basically everything that makes it distinctive. The idea is to not only have a channel that matches your branding principles but that can also meet your goals for audience building, lead generation, engagement, awareness and more.

The first step is to determine exactly who your audience segments will be, along with a few actions you want them to take in response to your content.

For example, maybe you are in an exciting industry like online retail for motorcycle apparel and accessories and you want everyone to come to your channel weekly for reviews and news on the latest products. Or, maybe you are a law office that wants to pop up first when people search for answers to their legal questions.

As another alternative, maybe you want to create highly shareable videos that generate brand awareness and drive traffic towards your site.

Your goals and your audience will significantly affect how you decide to run your channel, including:

  • Your style and approach (e.g., formal or conversational)
  • The format of your videos, such as an ongoing “show” vs. how-to videos vs. quick Q&A sessions
  • How long your typical videos will be
  • How often you will post new content
  • Who your target audiences will be, and how you intend to reach them
  • Your amplification strategy for getting maximum views on your new content, such as sharing new videos on Facebook or through your email list

All of these factors come together to make your YouTube channel unique compared to others. And being unique is important considering that over 400 hours of new content are uploaded on YouTube each minute. Being unique also means that your channel is as prepared as it can possibly be to appeal to your chosen audience and accomplish your chosen goals.

2. Decide on a Channel Name and Icon

 

marketing plan for contractors

Your next step is to start filling in the blanks for your new channel. Specifically: what’s your name going to be? And what image will you use for your channel icon?

These two seemingly minor things can have a gigantic impact on your ability to attract audiences. Your channel name serves as both your brand and your initial pitch to potential viewers.

You can choose a descriptive name, such as “DUI Law Q&A,” which already promises what type of content the channel will contain.

Or, you can go for a long-haul strategy and create a unique brand name for your channel that allows it to build a presence as it builds an audience. Channels like Smosh and Dude Perfect have titles that are as recognized as any pop culture movie or show.

Plenty of people choose to use their business name or even their personal name as their channel’s title. This strategy provides the benefit of immediate association. As your channel gains strength, you can rely on more people knowing who you are or what your company is, thanks to the shared name.

Once your name is chosen, decide on an icon that reads well on a small screen. Keep in mind that over half of all YouTube views come from mobile devices. You might not be able to use your logo or cram a bunch of text into your shrunken down profile picture.

Settle on something that’s easy to comprehend, such as a few letters or your host’s face. You can also use some sort of iconographic representation of your channel’s purpose. For instance, the fictional motorcycle gear review channel mentioned earlier could have a helmet or a gloves gripping handlebars.

3. Come Up With Channel Art, a Description, and a Trailer

marketing ideas for contractors

Some channels stand just on the strength of their content. They earn views through shares and YouTube algorithm suggestions, and eventually someone might connect the dots to realize several of the things they’ve watched come from the same channel.

Smaller channels, especially business-focused ones, often come under much more scrutiny. Someone may wonder “what are these people all about?” and take a look at their channel to learn more.

This instinct to inspect actually benefits your business. When they read your channel description, they can learn how the channel connects to your brand, for instance. They might even follow a link back to your official website.

Above all else, they’ll get a first impression that helps them decide then and there whether they’ll bother to ever check out your channel again. Accordingly, your channel’s “home page” elements better make one heck of an impression!

Start with your description. It should be short, exciting, and explain exactly why they should tune in to your channel regularly. Avoid talking too much about yourself or your business unless you think those elements hold inherent interest.

For instance, a personal injury law office might not want to bore people with local peer awards they won in the precious channel description space. On the other hand, they might want to throw out a number like “we’ve earned our clients nearly a billion in injury settlements.” Wow! That’s something they can get interested in.

Consider your channel art a supplementary description of what your channel offers. Maybe you have an image of a handsome host dressed smartly next to some of the informative topics they’ll cover. Or, maybe it’s an image of an awesome project your business has completed, such as a sandwich shop showing a record-breaking hoagie.

Keep your channel art simple and readable. Think of it like a billboard you have to read while whizzing past at 60 mph; if you cram too much on there, it’s just going to be a distracting mess. Limit the amount of text you use to a dozen or so words. Balance any “busy” graphics with blank space to give them air.

Finally, you’re going to want to create your channel’s trailer. This is a video that ideally gets someone hooked on first view. Far too many channels instead approach the trailer as a show-and-tell. “Hi I’m Bob this is my channel we have many exciting things to share with you…”

Instead, think of your trailer as a highlight reel of sorts or an actual TV show trailer. Yes, you want to tell people what you’re about, but you can do that by showing rather than telling.

If you aren’t 100 percent in love with any of these elements, then let that motivate you to revisit them over time. Your channel trailer in particular will evolve as your skills, content, and familiarity with techniques improve.

Getting Ready to Launch Your YouTube Channel

After you have all the main elements of your channel in place, you will want to prepare for its launch as a sort of grand opening. Consider that this is your chance to debut with flash and gather an early audience. If they get a bad impression, you’ve sown the seeds for an uphill battle to convince them to come back.

Ideally, you will have several videos’ worth of content for them to peruse—including your channel intro. You should also have the next months’ worth of videos queued up on your backburner so that you can ensure your channel posts regularly. Channels that post sporadically tend to lose audiences. They also have a more difficult time getting visibility via suggestion algorithms compared to more-active channels.

These are just the ingredients to the recipe for YouTube success; it’s up to you to make them work! If you need help with any aspect—including content creation—do not hesitate to contact an experienced digital marketing company to ensure your YouTube marketing meets with success.

video marketing for contractors
May 18

How To Grow Your Contractor Business With Video

Video

Video is quickly becoming the dominant form of content online. Views, shares and uploads of video are accelerating at a breakneck pace. Many forms of existing content, such as blog posts and how-to articles, are also pivoting to video rather than text-based formats.

People simply can’t get enough of video!

For business owners, video content can be a key part of their strategy to earn new customers and grow their company. Video marketing has started to offer incredible returns on investment for companies of all sizes. Adding a video to your website product pages can increase conversions by 80%! That’s probably why 83% of business owners say that video offers great ROI.

To help your company get started using video effectively and using it to grow your revenues, consider the following five helpful tips below. You’ll learn why video is such an important asset and how to use it in a way to maximize your positive results.

Start Simple With Slide Shows

online marketing for contractors

Some business owners may think they don’t have the resources to even bother with video. These limited resources can include time, money, creativity or even patience.

What these entrepreneurs should realize is that video does not have to be a big-budget affair in order to be highly polished and visually appealing. In fact, you can start instantly making videos for free right now and have them ready to upload in seconds.

There are dozens upon dozens of free video makers online designed for this exact purpose. Many offer options for combining text and images to create a dynamic slideshow. These videos are nearly effortless to make, yet they are still immersive and look professional.

Great options to get started making your own slideshow style videos include Renderforest and Adobe Spark Video. Both are free with a registered account. They also utilize great-looking templates, so you don’t have to be Spielberg-level genius to create your first videos. Simply pick from the options, input your own text or photos, and let the program do the rest.

Examples of great text-based videos include:

  • Repurposing existing blogs or content pages as short videos
  • Creating a quick explainer to get people excited about what you have to offer
  • Revealing interesting information or “#MondayMotivation” style inspiration related to your area of business
  • Giving a “thank you” to your existing customers
  • Announcing big things on the way, such as a new product or event

Creating videos like these can get you in the habit of thinking visually rather than textually, which can help you earn more views and raise interest in your business offerings.

Create Product Reviews or Descriptions of Your Core Services

contractor marketing services

Once you feel comfortable to start investing more into your video content, descriptive videos are the way to go. Short 1-2 minute videos giving an overview of the products or services you offer can significantly improve awareness and interest.

According to Hubspot, people who watch a video reviewing or explaining a product are 64% more likely to buy that product later on. Using an explainer video on your homepage can similarly double your conversion rate.

When reviewing products, stay focused on features and key selling points the consumer is most likely to care about. Think about it as a resource, not an ad. Do your best to compare this product to others, helping your customers get an idea of the range of options available to them.

For a great example, check out motorcycle accessory retailer RevZilla. Pages for products like this $300 backpack explain exactly what the product is supposed to be used for, what its most notable features are, and what separates it from other available options. After watching a video like that, someone may not only understand why they might want a $300 backpack but have a serious desire to buy one after realizing just how much it offers.

For service-oriented explainer videos, try to think of it as a presentation. You’re walking the visitor through what your service offers and how it benefits them. Many of these videos start off by revealing a specific pain point that the product solves before moving into key benefits or competitive differentiators.

If you need a way to warm up to this type of content, try doing it live. You can broadcast a Facebook Live post, for instance, where you have a Q&A with your audience or offer a live demonstration of what you do. Going through the motions in a low-stakes environment like this can give you an idea of what to do for a more polished version down the road.

Personify Your Brand Through Video Marketing Content

Video content isn’t just good for information — that’s why only a slim margin of movies are documentaries, after all! The rest aim to give viewers an emotional experience or to tell an engrossing story.

Video is particularly great at these emotion-focused concepts because it combines several of our senses at once. Through powerful images, mood-appropriate music, and clever editing techniques, you can communicate the soul of your brand in surprisingly subtle ways.

To see what we mean, take a look at this charming ad from the tourism board for the Faroe Islands. It manages to reveal many things that make the Faroe Islands and its people so special without ever stepping into outright advertisement. The subject is interesting, it’s well filmed, and something people can relate to instantly.

Videos like these are great for solidifying your branding and generating awareness from your audiences. Since people are able to remember 95% of what they see in a video — compared to just 10% of the text they read — videos like these help keep your business top-of-mind. That way, you earn more recommendations and sales while forging strong positive associations to your unique brand values and personality.

Use Video to Climb to the Top of Search Results

People love video, and search engines want to accommodate people. So, naturally, search engines now love video!

According to one study, you are 53 times more likely to show up as the first result on Google when you have a video embedded in your page. It therefore makes a huge amount of sense to accompany each new page or blog you submit with a short, relevant video.

Make sure the video offers value to the audience and not just the search engine, though. “Tricky” practices like just shoehorning content into a poorly made video show up on Google’s behavioral data, and over time the algorithm will likely be refined to punish such habits.

So, create good videos that fit naturally within your content, and reap benefits from both audiences and the increase in traffic thanks to search engines.

Be Your Own Harshest Critic

contractor marketing tools

Producing video can help you quickly stand out among your competitors, but that can mean “standing out” in a negative way if your quality is poor.

Here’s a few simple tips to help improve your video quality:

    • Use a tripod. Even smartphone cameras can look great when they have a stable mount.
    • Provide lots of light sources on your subject. Cameras look much less blurry when they’re focused on something bathed in light. Use floor lamps or professional lighting setups to get the look you need.
    • Be aware of your background. Modern cameras are so easy to use because they auto-focus, but this can mean focusing on the wrong subject if you have something distracting or more brightly lit in the background.
    • Have great sound quality. Poor sound can sometimes hurt a video worse than poor camera quality. Invest in a clippable mic or a directional make, and don’t film in locations with lots of background noise or echo.

Fortunately, there are lots of other resources available to help you learn how to create high quality video content with a professional look. You can get started with this enlightening Hubspot article or rely on communities like Facebook for Creators, for instance.

Be patient, experiment, and set lofty goals to improve your content over time. If you can do that while caring about your audience, you are setting the stage for your business’s video marketing success!

video marketing for contractors
Mar 02

50+ Eye-Opening Video Marketing Statistics for Contractors in 2018

Video

The internet is quickly reaching a point where contractors need to embrace video marketing in order to survive. In just a few years, ignoring video content will be on par with not having a business website.

To explain why this will be the case, we’ll let the small business video marketing statistics do the talking.

Consider the following eye-opening statistics when weighing your options for incorporating video content in the year ahead.

The Unstoppable Popularity of Online Video

online marketing for contractors

The first concept worth grasping is just how dominant of a media form video has become in the past few years. Thanks to our handy mobile devices, we can consume video anywhere at any time. Increasing bandwidth also makes video more viable than it’s ever been in years past.

By looking at the following statistics, you can see just how high the demand is for video.

  • Video made up 73% of global internet traffic in 2016; Cisco predicts it will make up 82% by 2021 (Cisco)
  • By 2021, the equivalent of 5 million years of video content will be watched every month (Cisco)
  • Live video will grow 15x by 2021, making up 13% of all internet traffic (Cisco)
  • In 2015, US adults spent an hour and 16 minutes of every day watching video online (eMarketer)
  • 69% of people worldwide watch video online, but 86% of those 18-26 do (eMarketer)
  • 71% of teens 13-18 say they watch mobile video (eMarketer)
  • The average person spends around 30 minutes watching video on their smartphones every day (Quartz)
  • Mobile video use grew 35% in 2017 (The Drum)
  • 55% of people watch a video online every single day (Forbes)

Social Media Is Driving Digital Video Consumption in Huge Ways

The big winners on the video scene are clearly social media platforms. Including Youtube, social apps take up the majority of our online time. They’ve also been driving huge growth in our video consumption, especially Facebook video.

  • Youtube is the second-most popular mobile app; 71% of all mobile users have it installed (recode)
  • Youtube claims that mobile video consumption increases 100% each year (Forbes)
  • 300 hours worth of video content are uploaded to Youtube every minute (Statistic Brain)
  • 8 billion videos — equal to 100 million hours worth of content — are watched on Facebook daily (Social Media Today)
  • 500 million people watch video on Facebook each day (Forbes)
  • Snapchat users watch 10 billion videos every day (Social Media Today)
  • Over 500 million hours of video are watched on Youtube every day (Social Media Today)
  • Twitter’s video views grew 220x between 2014 and 2015 (Social Media Today)
  • 45% of people say they watch over an hour of video on Facebook or YouTube every week (WordStream)
  • People upload more video content in 30 days than what has been created by major US TV networks in the past 30 years (WordStream)
  • 92% of people who watch mobile video say they share videos with others (Forbes)
  • Video content on social media generates 1200% more shares than text content and image content combined (Forbes)

Since most videos autoplay on mute, and many people browse Facebook in a public setting, 85% of Facebook videos are watched without sound (Digiday)

Digital Video’s Effectiveness, and How Much People Prefer It to Other Content

best marketing ideas for contractors

As a result of our ravenous video consumption habits, people have come to expect a larger portion of content created to be video. When people do see video content being offered, they respond in favorable ways by engaging more readily. They are also more likely to convert to the next stage of a purchase after watching branded video content.

  • 4x as many people would prefer to watch a video about a product rather than read about it (Social Media Today)
  • When making a purchase decision, 4 in 5 millennials look for video content as a form of research (Social Media Today)
  • 70% of millennials say they’re likely to watch a branded video while shopping for products online (Social Media Today)
  • 96% of video viewers say they find video content useful when weighing a purchase decision (Vidyard)
  • 75% of executives say they watch branded videos related to their job at least once a week, and 65% end up visiting the website of the brand after viewing (Vidyard)
  • People are 10x more likely to engage with and share a post if it includes a video (Vidyard)
  • 43% of people say they want to see more video content from marketers (Hubspot)
  • Half of internet users say they search for videos related to a product or service before visiting a brick and mortar store (Vidyard)
  • One in four consumers say they lose interest in a business if it doesn’t have video content for them to watch (Vidyard)
  • When asked about the type of marketing asset they’d like to see more of from brands, North American consumers ranked video #1 (Vidyard)
  • 59% of consumers say video footage of testimonials help them decide whether they want to buy from a company (Vidyard)
  • Over a third of video viewers watch the video in its entirety (Hubspot)
  • 80% of consumers remember a video they’ve watched in the past month (Forbes)

Creating Video Content Leads to Higher ROI for Marketing Campaigns

contractor marketing ideas

Since people are eager to watch videos, and videos can be highly effective branding or selling tools, creating video assets can pay for itself in significant ways. By converting more people, earning more leads and reinforcing other marketing campaigns, video content helps business owners achieve better ROI.

  • Adding a video to a landing page can increase conversion rates by 80% (Forbes)
  • Companies that create video content earn 41% more traffic from search engine results than those that don’t (Forbes)
  • Marketers using video earn 66% more qualified leads every year and earn a 54% higher lift in brand awareness (Optinmonster)
  • 76.5% of small business owners and marketers get positive results from their video content campaigns (Optinmonster)
  • 83% of business professionals using video assert that it gives them good ROI (Dreamgrow)
  • 82% of businesses consider video a key part of their marketing strategy (Optinmonster)
  • 97% of businesses that create explainer videos feel that leads understand their business better after viewing (Optinmonster)
  • 81% of businesses say that video has helped them effectively increase sales (Optinmonster)
  • Using embedded video on your website makes you 53% more likely to show up on the first page of search results (Dreamgrow)
  • 61% of all businesses now use video content (Dreamgrow)
  • Video spending increased 53% in 2016, and mobile video spending increased a staggering 145% (AdAge)
  • Mobile video ad spending is predicted to surpass desktop video ad spending in 2018 (recode)
  • 67% of marketers run video ads on YouTube, and 51% use Facebook video ads (eMarketer)
  • 83% of marketers say they are “confident” that their Facebook video ads will help them earn more purchases (eMarketer)

The Power and Potential of Live Video Marketing Is Growing

For our final set of small business video marketing statistics, consider the power of live video marketing. Since Facebook and other platforms launched the ability to stream video live a few years ago, the format has taken off. Consumers adore live video for its immediacy and exclusive feeling. If you’re not watching the video live, you missed out.

Marketers have been using this enthusiasm for live video to their advantage, helping them earn engagement and get conversions.

  • People spend 3x more watching Facebook Live videos, on average, compared to a typical Facebook video (Facebook)
  • Live videos earn 10x the amount of comments compared to pre-recorded videos (Facebook)
  • 81% of people watched more live video in 2016 than 2015 (livestream)
  • 80% of people would rather watch a live video stream from a business than read its blog (livestream)
  • 87% of people want to watch more behind the scenes video content (livestream)
  • 67% of viewers say overall quality is the most important component of a live video stream (livestream)
  • 36% of internet users have watched a live video, but 63% of millennials have, and 42% have created their own live video stream (eMarketer)
  • The live streaming platform Twitch has 665 million viewers — a bigger audience than subscribers to HBO, Netflix, and ESPN streaming services combined (The Motley Fool)
  • Streaming service Twitch achieved a record 737,000 concurrent viewers in Q3 2017 (The Motley Fool)

Let These Small Business Video Marketing Statistics Inspire You to Create More in 2018

Video content, and especially live video, is set to grow and grow in the years ahead. Modifying your strategy and investing in video will therefore only pay bigger dividends. As you improve and audiences grow, you can achieve your marketing goals more easily than ever before while enhancing the performance of your other marketing channels.

Now that’s something worth watching!

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.