It’s not enough to attend multiple trade shows and conferences, distribute hundreds of business cards, and then hope for the best. That’s not how marketing works nowadays.
Statistics show that business cards do increase sales by 2.5% for every 2000 cards distributed. But that means that you have to make the cut first. About 88% of business cards will be thrown out within the first week, so your chances are pretty thin.
Video marketing may be one of the ways to distinguish yourself from your competition.
The average decision maker is quite busy. And one way that they make decisions is by checking your online presence for videos of you in order to get a feel for who you are and what you do.
This may explain why by the end of 2017, video watching will account for 74% of all web traffic.
According to research:
- 50% of executives look for more information after seeing a product or service in a video
- 90% of internet users find product videos useful in their decision making process
- Enjoyment of video ads increase purchase intent by 97% and brand association by 139%
Based on the statistics above, it is safe to say that video marketing is the way to go professionals in the construction industry.
So what should you do to market yourself via videos? Where should you start?
As it so happens, you have a number of options:
- Video Adverts
Photo Credit: Make video ads that people will find interesting
Video ads are a direct way to advertise your construction and renovation services. They need to be short, and clear about your business, the services, and how people can reach you.
It is important however to pay attention to which kind of video ads do better. According to a 2013 Statista Report on which type of videos does better:
- 52% of internet users watched funny clips
- 46% watched movie clips
- 39% of people would watch music clips
- 35% watched videos on current events
It’s also worth noting that more people in the 18-49 age range tune into YouTube than all the top 10 TV shows combined.
Don’t despair. There is nothing wrong with adapting to these consumer habits to get people to watch your video ads.
So, what’s stopping you from creating a funny ad that shows how you solve a certain construction issue using your business expertise? You could create a silent Charlie-Chaplin style funny movie clip to that effect. You could also use appealing music within your advert with help of doublejump.media to outline your services and provide facts about your business in form of a musical video-infographic.
Just use your imagination and you will do just fine.
- How-to Instructional Videos
There are very many internet users out there who use video platforms like YouTube to learn new skills. In 2015, how-to video searches rose by 70%. And videos that dealt with home improvement were among the most popular that year. This may be attributed to homeowners looking to cut renovation costs.
And while you may see this as a bad thing if you run a construction and renovation business, it really isn’t.
For one thing, homeowners are not professionals. They cannot do everything that you show them. But the fact that you take the time to create instructional how-to videos will boost their trust in you. And when they need a professional to help them out, yours will be the first name that they recall.
Another thing to remember is that videos that people like are more likely to be shared. Studies show that social videos generate 1200% more shares than text and images combined! This is free marketing done on your behalf that enables more people to become aware of your brand and what you stand for.
It’s also much easier for people looking for construction and renovation businesses in their locale to find you via search engines if you make use of videos. Videos have been known to drive up to 157% more organic traffic via search engines and twice as many conversions. What this means is that you will be getting more website visitors who are already amenable to purchasing your products and services.
- Video Interviews
Photo credit: Accept video interviews. They are great for business.
There are plenty of bloggers and vloggers out there who would appreciate a video interview with professionals in their chosen field.
When someone reaches out to you for a video interview, do seriously consider accepting. You do not even have to talk about construction or renovation. You can talk about other aspects of your business like talent management and customer care.
Remember these people have a lot of influence on what potential consumers think. According to one report by Tubular Insights, the top ten most-watched YouTube channels alone pulled in 5.6 billion views! Can you believe it?
What these video interviews do is introduce your brand to a new and very large audience. And that’s not all; interviews give you an added boost with regard to your professional reputation. People in search of construction services in your locale will come across your brand and remember an interview that you did. That may be what distinguishes you from competition.
The same can be said of decision makers- people with the authority to determine whether you get a large project or not. Around 59% of executives would rather watch videos than read, which means that you have a higher chance of grabbing their attention using videos than written content. If you impress them, you may just get a new high-end client to work for.
- Virtual Tours
Photo credit: Drones can be used to film virtual tours
If your business is involved in not only providing construction and renovation services but also buying, developing and then selling properties, then virtual tours of the said properties should be a priority. You can also ask your customers for permission to feature the before and after video tours of their properties that you have renovated for them.
Research shows that real estate listing with videos will receive 403% more inquiries than those without. A 2015 Google study on virtual tours also shows that 67% of potential clients wanted business listings to include virtual tours. And those who used them were twice as likely to buy a business product. Remember, not everyone can see things the way you see them, which is why virtual tours rock and can be very effective in reaching undecided customers.
So, before you spend more money on hundreds of business cards, and lots of time biting your nails wondering why you are not getting clients, invest in video marketing.
Please visit Ellie Matama at https://www.linkedin.com/in/elliematama/.
Featured Image Photo Credit: This is a new era-video marketing is here to stay