Contractors can benefit from video marketing with YouTube and their company websites. In 2022, consumers are more likely to invest in services that establish trust with visual content. As a result, every local contractor must consider adding videos to their yearly marketing strategy.
What is Contractor Video Marketing?
Contractor video marketing uses video to promote your services and increase brand engagement. Common platforms to publish videos include YouTube, Instagram, and Facebook. Furthermore, contractors often embed YouTube videos directly onto their company website.
Video Marketing Benefits for Contractors
Before investing resources into any marketing endeavor, contractors should project return on investment and the overall benefits to their promotional campaign. Below, Contractor Webmasters cites several statistics that highlight the impact of video marketing for contractors.
One study found that placing videos onto a landing page increased conversions by over 80%. So whether you are running Google Ads, Facebook Ads, or organic SEO campaigns, you can optimize your landing page conversions with video embeds. WordPress makes it simple to embed a YouTube video onto the page within their on-page editor.
It’s clear by the number of people consuming video content each day that visual media is increasingly popular. However, video is for more than just entertainment purposes. For example, 54% of surveyed consumers prefer to see more video content from a brand or business they currently support. Therefore, publishing more videos impresses existing clients and consumers.
One study found that viewers retain 95% of a message from video content, compared to just 10% from text content. As a result, consumers will retain messaging 85% more with video content than a text equivalent. Driving home your brand message is crucial to generating leads and keeping clients for contractors. Video content best relays your message in 2022.
Types of Marketing Videos for Contractors
Like all forms of content, there are good and bad ways to produce assets. For example, creating a slideshow video with stock images will pale compared to a branded video with live footage of your staff at work. To simplify the video marketing process for construction companies, we break down the different types of marketing videos for contractors.
Brand videos are self-explanatory since they showcase your brand. These videos are like commercials for your business and should showcase your logo, owner, and central messaging. Brand videos are a powerful marketing asset to publish on your website Google Business Profile and other social media channels.
Event videos showcase your company at an event, like a trade show. You can have a videographer follow you around big-time marketing or networking events and edit the footage for marketing purposes. These videos help customers get a better feel for your company on a more personal level.
How-to videos are like visual blogs that help viewers solve a problem. You can target common keywords by producing how-to videos for your contractor business. The cool part is that these videos can rank for keywords on YouTube and Google. Publishing how-to videos are a great way to drive organic traffic to your contractor website.
Satisfied clients willing to praise your company on camera can work wonders for your reputation. Testimonial videos are great to publish on your websites’ review section along with your Google Business Profile. Like text reviews, video feedback helps prospective clients form an opinion about your services. Visual testimonials have an even more significant impact than traditional reviews.
Video Marketing Platforms for Construction
Once you produce videos, you must know where to publish the files. There are several great spots to push your videos, and many of them work as cross-promotional tools. For instance, you can post a YouTube video and embed it onto your company website using the WordPress block editor.
YouTube is the best place for your videos because you can expand it to different parts of your marketing strategy. For example, you can upload your video to YouTube and rank for standard YouTube searches. In addition, you can embed your YouTube video directly onto your WordPress website using the WordPress block editor.
Remember, YouTube videos can also rank on Google search results, so make sure you target keywords within your video title. Your chances of ranking increase when you embed your video onto a topically relevant page or post optimized for the same keyword.
We mentioned how you could embed YouTube videos onto your WordPress website. Most company websites use WordPress as their content management system. If you use another CMS like Duda or Wix, you can still embed YouTube videos. We noted how embedded website videos help you rank for relevant keyword terms on Google organic searches.
Facebook is the #1 social media platform based on total users. As a result, you should upload your marketing videos on your Facebook Business Page. You can use these videos in your Facebook and Instagram Ads to drive more consumers to your business and generate consistent leads.
You also have the option to embed a YouTube video on Facebook.
Instagram is another great place to publish your contractor videos. You can cut your videos into smaller sections and upload them as part of your company’s Instagram story. An IG story is a series of videos or images that users can follow throughout 24 hours. IG stories help keep your followers engaged while giving them inside looks into your operation.
What Contractors Need to Produce a Video
Recording a video in 2022 is easier than ever before as most smartphones capture high-quality video with the ability to export files to another device. But, of course, you can spend a lot more depending on your budget and how professional you want your marketing videos to look in 2022.
Most modern cameras record at either 4K or 1080p video quality. You can research the different models for months but sifting through Amazon reviews is more trouble than it’s worth. If you already have a newer smartphone, your best bet may be going with what you have now.
If you decide to spring for a separate video camera, consider Canon and Sony options. Both have models starting around $1,000, which should fit into most company’s marketing budgets. One technical consideration will be megapixels which should be over 12 for a professional-looking video.
Audio quality is often a more critical factor from a viewer’s perspective than video. Users will exit immediately if they can’t decipher the audio or present disturbing sounds that ruin the entire viewing experience. That’s why investing in a quality microphone will really help your process.
Most built-in mic’s fail to pick up spoken word unless positioned directly in front of the speaker. Conversely, hand-held mics or clip-on mics often capture the audio more clearly. A solid microphone usually starts at around $150 but can climb into the thousands if you obsess over quality.
Video Editing Software
Editing software is critical for video marketing. You won’t engage internet users with raw footage that you upload from the device to YouTube. Instead, you must spend time editing your video and inserting brand overlays, creative cuts, and more. Furthermore, each social platform like YouTube, Instagram, and TikTok require different video lengths.
The most popular editing tools are Final Cut Pro X and Adobe Premiere Pro. Both software cost multiple hundred dollars to purchase, but you will notice a significant improvement in your engagement. However, be aware that both tools have a learning curve and will take time to master for editors.