If you’re a contracting company owner, there’s a good chance you’re always looking for new ways to bring in more business. After all, more business means more money in your pocket, which is never bad. What you may not realize, however, is that there’s a powerful marketing tool at your disposal that you may not be using to its full potential: video marketing.
Video marketing is simply using video to promote or market your services. It can be used in various ways, such as customer testimonials, “how-to” guides, answering customer FAQs, or even employee introduction videos that can be put on your website’s “About Us” page.
When used correctly, video marketing can be an extremely effective way to reach your target market and grow your business.
Why Marketing Videos Are Vital
You should incorporate video marketing into your business strategy for several reasons. For one, it’s an excellent way to reach your target market.
According to a recent study conducted by Cisco, online videos will now account for 82% of all internet traffic in 2022.
That’s a significant chunk of the pie and will only continue to grow as time goes on. If you’re not using video as part of your marketing strategy, you’re missing out on reaching a large portion of your potential customer base.
In addition to being an excellent way to reach your target market, video marketing is highly effective at inciting emotion and generating results. In fact, according to another study conducted by Comscore, 64% of internet users are more likely to buy a product after watching a video about it. So video marketing is the way to go if you’re looking for a way to increase sales and conversions.
Video marketing is also excellent for building trust and credibility with potential customers. Premier Ponds, one of the top pond contractors in the country, has embraced video since 2014. Almost every time they show up to a new project, the homeowners already know the entire crew by name. This helps increase transparency into who will be working at their house, which is very important for prospects that may be a bit nervous.
Using video marketing, you can show potential customers that you’re an expert in your industry and a company they can trust. Additionally, Google is starting to really prioritize video content since Google owns Youtube.
Having video on your website adds transparency to your company which increases conversions. We put videos on our own website for this exact reason!
How Does Video Marketing Work?
There are a lot of different video marketing strategies out there. Some work very well for the contracting space, while others do not. What’s important to understand is what video content your ideal client will actually consume. More and more of your prospects want to watch online videos.
Different videos should be used on different social media platforms. Keep in mind that not all videos are created equally. Simply checking the box of “I posted a video on TikTok” doesn’t mean you’re going to get flooded with eyeballs. This stuff takes practice.
Here are the 3 different stages in your marketing/sales process that video can help with:
1. How to get prospects into your world
Using shorter videos that are entertaining in nature that are easy for people to consume. Reels, Shorts, and TikTok videos are easy to watch (and share).
2. How to get prospects bought into your service
Just because people know you doesn’t mean they want your services. A project walkthrough can be a mini version of an HGTV show where it showcases a project you’ve completed.
This gets people fired up about having that project done in their home.
3. How to get prospects bought into you providing that service
This is your time to educate prospects on why they should pick you. From client testimonials to discussing FAQs, this is your opportunity to establish authority in your market.
Unfortunately, step 3 is also where most contracting companies put all their energy marketing-wise. Not just with video marketing but in all marketing efforts.
Video marketing works; it now just becomes a game of producing quality video content for your company.
How To Get Started With Video Marketing: Video Content Creation Overview
Here’s the gist of what you should think about when creating video content for your new marketing strategy!
Decide What Type Of Videos You Want To Create
The first step in making video marketing work for your business is deciding what type of videos you want to create. There are many options, from service demonstrations to customer testimonials to behind-the-scenes footage.
This blog will review the six videos you need for your contracting company.
Invest In Basic Video equipment
You don’t need to break the bank to produce quality videos, but you need to have some equipment to make all of this happen. We advise using your phone as your camera since you’ll likely always have it on you. In addition to your phone, you’ll also need a tripod and a microphone for the audio.
Create An Outline For Your Videos
Creating a video without a framework or outline is a recipe for disaster. Before you start filming, take some time to write out what you want to say (or at least have a general idea of what points you want to hit). This will not only make your videos more coherent, but it will also make them shorter and more focused—two things that are essential for keeping viewers engaged.
Film Your Videos
Filming your marketing videos should be pretty straightforward. The biggest things to consider are:
- Angle the camera so you can see at least from the stomach up to 12″ above their head. You can always zoom in when editing the video, but you can’t zoom out.
- Film in a backdrop that makes sense to your industry. If you’re in ponds/landscaping, consider filming outside. For interior work, sitting in a kitchen works because it’s kind of the catch-all backdrop
Lastly, turn your phone horizontally when filming.
Edit Your Videos
Editing is arguably the most important part of the video-making process. A good editor can take raw footage and turn it into a polished piece that tells a story and engages viewers. If you’re not confident in your editing skills, plenty of editing programs are relatively user-friendly (like iMovie or Adobe Premiere Rush).
Or, if you’d rather leave it to the professionals, plenty of affordable video editing services (like Fiverr or UpWork) can get the job done for you.
We advocate for having an in-house videographer within your company to reduce the friction of producing videos.
What Videos You Need For Your Contracting Company
Now that you know why you should be doing video marketing let’s talk about how to get started. The first step is to decide what kind of videos you want to create. In the contracting space, we’ve found six videos to be the most important:
- About The Company
- Employee Introductions
- “Our Process” Video
- Project Profiles
- Client Testimonials
What’s nice is that the first four videos only need to be created once, and you’ll be set for years (unless you constantly change your process or have a lot of employee turnover). The final two videos will need to be created as you complete projects.
You’ve seen them all over the internet, those little helpful videos that answer common questions related to a company or product. They’re called FAQ (Frequently Asked Question) videos. And chances are good that you’ve watched one or two (or a hundred) when you want to learn more about something before purchasing.
Think of these as service explainer videos.
You’ll want to create an FAQ for each service you provide. Here’s how:
1. Write down a list of questions that you commonly get asked about your business, product, or service. If you’re unsure what these are, ask your customers what questions they had when they began looking into the service you provided them. You can also ask whoever does sales for your company what questions they are commonly asked.
2. Once you have a list of 5-10 questions, start thinking about which would be best answered with a video that applies to 80% of your prospects. Some questions may be one-off questions that are not frequently asked. I would not suggest including these because it only applies to a couple of prospects. If you can’t come up with a list of questions, I would suggest beginning with the questions below.
3. Create an outline for your video by answering each question in a few sentences. This will help keep you focused when it comes time to shoot the video and ensure that you cover all necessary information.
4. Choose someone from your team to be the “interviewer” and someone to be the “interviewee” of the video. The “interviewer” will stand behind the camera and feed questions to the “interviewee” sitting in front of the camera. Most of the time, the “interviewee” is the business owner or the salesman.
The “interviewee” should be comfortable speaking on camera and be able to deliver the information in a clear, concise manner. Remember, getting comfortable on camera is a skill, so if you don’t knock it out of the park on the first try, that’s ok.
5. Find a quiet place to shoot the video where you won’t be interrupted, and makes sense for your industry. For example, a remodeler can get set up in their showroom or even in their own kitchen. A landscaper can use a nice outdoor living space as their video set.
Next, set up your camera so that it is level with the host’s head and shoulders. If possible, use natural lighting rather than artificial light to avoid creating shadows or making the host look washed out.
6. The interviewer will ask the interviewee each question on the list one at a time. Start by repeating the question aloud, then pause for a few seconds before providing the answer. This will help people follow along and make it easier to find specific information later on if they need to reference the video again.
7. Once you’ve answered all the questions on your outline, thank viewers for watching and let them know how they can get in touch with you if they have any additional questions.
8. Edit the video to its most essential parts; viewers shouldn’t have to sit through more than 10 minutes of footage to get all the necessary information. If necessary, hire a professional editor to help you put everything together into a cohesive final product.
9. Upload the finished video to YouTube or another popular video streaming site (Wistia, Vimeo, etc.) and include a link to it on your website or appropriate blog post. You can embed the video directly onto your website if you prefer (which we suggest).
10. Share the video on social media platforms like Facebook, Instagram, and LinkedIn to help promote it and reach even more people.
About The Company Video
After a prospect is bought into the product you sell, they’ll want to learn more about your company. After all, people hire people, not businesses, in the small business contracting space. You know how important it is to have an “About the Company” video on your website.
But what should that video say? How can you ensure it’s engaging and informative without sounding sales-y or boring?
While each “About the Company” may be a bit different based on the company, here are five elements to consider discussing in a compelling “About the Company” video:
1. The People Behind the Company
Your viewers want to know who they’re doing business with. So one of the most important things to include in your “About the Company” video is information about the people who run the company. Introduce any key players on the team, and talk about their experience in the industry.
As a rule of thumb, include anybody who will be client-facing. This will help build trust with your viewers and give them a sense of who they’ll be working with if they choose to do business with you.
2. The Company’s History
Another important element to include is a brief history of the company. How did it get started? What has it accomplished over the years? This will help viewers understand where you’ve come from and give them a sense of where you’re going. The past is just as important as the future.
3. The Problem You’re Solving
Your “About the Company” video is also a great opportunity to talk about the problem you’re solving for your customers. What need does your service fix? Are you only installing a new patio or helping to give families a space to have dinners together during summertime? Why do your customers need what you’re offering?
Answering these questions will help your viewers understand how you can help them and why they should do business with you.
4. Your Unique Approach
Now that you’ve discussed the problem, it’s time to talk about how you’re solving it. What makes your approach unique? Why are you better than your competition? The more concrete an answer you can give, the more you’ll stand out amongst your competition.
For example, every contracting company says they “provide an amazing experience” to customers. How is your experience different than others? Answering these questions will help your viewers see how you’re different and why you should be their go-to choice when they need what you’re offering.
5. A Call to Action
Lastly, don’t forget to include a call to action at the end of your video! Let your viewers know what step they should take next, whether browsing the rest of your website, giving you a call, or something else entirely. Guide them on what to do next!
Employee Introduction Videos
It’s important to introduce your employees to your clients professionally and engagingly. They’ll be in your customer’s home, and the more their reputation precedes them, the more trust a prospect will build with your contracting company.
Employee introduction videos humanize your brand. Too often, businesses (especially contracting companies) are seen as faceless entities. This can make it difficult to connect with potential customers personally.
By introducing your team, you are showing that there are real people behind your brand. This can make it easier for potential customers to connect with you and see you as more than just a company – but as a group of humans with their own unique stories and backgrounds.
Additionally, an employee introduction video can help you attract top talent. In today’s labor shortage within the trades, setting yourself apart from other companies looking to hire the best and brightest employees is important.
A well-made employee introduction video can show your company culture and help you attract top talent to your business.
Similar to the videos previously mentioned, this video will be filmed interview-style. The employee will be the “interviewee,” and someone else, preferably someone comfortable on camera themselves, will be the “interviewer.” Here’s what to cover in the video:
1. Introduce Themselves
Who are they, and what do they do for the company? By highlighting their day-to-day prospects can start to form a story in their mind about how the company functions operationally. This is amazing for building trust.
2. Motivation For Working At The Company
This is where employees get to brag about why they like working for the contracting company. Everyone would rather hire a company whose employees are happy because that usually means they’ll be able to provide better customer service. Happy employees lead to happy customers!
The motivation behind why an employee works at the contracting company will attract more talent to apply to work there.
3. What Makes Them Special
Who is that employee outside of work? There’s a human behind the employee that makes them special and unique. At Premier Ponds, one of their owners went to Ohio State and is a big fan. Customers who like Ohio State like to bring it up to him. Funny enough, customers who like Michigan also like to bring it up to him! It humanizes everyone even more.
Our Process Video
Showing prospects what they can expect when working with your company can be perfectly executed in a “The Process of Working With Us” video. By walking them through the process step-by-step, you can give them a good idea of what to expect and build trust simultaneously.
Start by explaining what will happen once they get in touch with you and how the project will unfold from there. Include key milestones along the way, so they know what to expect and when.
In addition to outlining the steps of the project, it can be helpful to give viewers a glimpse into your team’s workflow. This will give them a better understanding of how you operate and how their project will fit into the bigger picture. If you use any special tools or software (like project management software), mention them here.
Adding in the b-roll of the task being done will show the proof is in the pudding. Although it may feel silly, showing a video of you pretending to be on the phone with a prospect while talking about the part in your process where you have an initial call with prospects is important.
Project Profile Video
For your customers to fully understand your company’s scope and quality of work, you’ll need to put together a project walkthrough video. This video overviews a specific project that highlights key elements and details for the viewer.
It’s important to include certain elements in your video so that viewers come away with a clear understanding of what your company does and how it benefits them.
This video is probably the most visual of the six discussed in this blog. Instead of talking about the project, actually show what’s happening. Capturing b-roll during the project is key! Here’s an overview of what to include in a project walkthrough video.
1. Project Overview
The first thing you’ll want to do is provide an overview of the project. This will give your viewer a general understanding of what the project is all about. You’ll want to include information such as the project location, the size of the project, the scope of work, and the timeline.
2. Project Goals
Next, you’ll want to go over the project’s goals. What are the objectives that you’re hoping to achieve? What are the end goals that you’re working towards? By laying out the project’s goals, you’ll be able to provide your viewers with a clear understanding of what you’re trying to accomplish.
3. Project Timeline
Once you’ve gone over the basics of the project and laid out the goals, you’ll want to provide a timeline for the project. This will give your viewers an idea of how long the project is expected to take and what milestones need to be met along the way.
Customer Testimonial Video
You’ve just completed a big project, and the customer is ecstatic. They tell you that you did an amazing job, and they would recommend you to anyone. They offer to be a testimonial for your company. You know that customer testimonials are valuable, but you’re not sure how to make a video testimonial that will sell your services.
A customer testimonial video is a short video featuring a satisfied customer of your business. These videos are a great way to build social proof and trust with potential customers. When potential customers see that other people have had a positive experience with your company, they are more likely to do business with you.
Here’s an overview of what to include in your video:
- Name and location of the person being interviewed
- A brief description of their experience with your company
- What specific service they hired you for
- What they liked best about working with you
- Any results or benefits they experienced as a result of using your services
Similar to the project walkthrough video, having b-roll video showing what your happy customer is talking about is important here! Imagine if an HGTV show never actually showed the work being done. That’s the importance of having video footage of the actual project your customer is discussing!
Video Equipment Needed
“The best camera is the one most readily available to use” – Casey Neistat
Pro tip: Do not overcomplicate the video creation process at first. You don’t need a GoPro, a drone, or a $2k camera. The contractors that jump right into wanting to add a lot of complicated variables to the videos are usually the ones that never produce more than a couple of videos per year.
Every video created back when I did the video marketing at Premier Ponds from 2014 – 2019 was filmed using an iPhone or a GoPro. As phone cameras improve, the need to buy a really expensive camera diminishes.
A tripod and phone clip to connect your phone to the tripod is hugely beneficial. This will help stabilize the video (so it’s not shakey) and allow you to record video when working in the field. You can purchase both of these from Amazon.
The other half of this equipment equation is the microphone. When producing a video, the visual aspect must be at least a 6 out of 10. The audio, however, needs to be closer to a 9 out of 10. We’ve been through many different microphones over the years, and the DJI mic is hands down the best one we’ve used. It’s a wireless microphone and connects to your phone, so you don’t need to do any special editing to sync up the audio.
Video Editing Software
There are a few different types of editing software out there. Similar to our approach for using your phone as the camera, the best video editing software is the one you’re most likely to use. We’ve had clients go out and buy unnecessary, expensive software only to be frustrated by how confusing it is. As you can probably guess, they end up not using it and videos do not get produced.
We suggest beginning with either iMovie or Capcut (tutorial coming soon). Both have an app for your phone and computer, although iMovie is only available on Apple products.
Editing Your Videos Using iMovie
iMovie is a free app that comes with all Apple devices. If you don’t have an iPhone, iPad, or Mac computer/laptop, you won’t be able to use iMovie.
Editing Your Videos Using CapCut
CapCut is a free app that is available on most platforms. If you don’t have an Apple product, or even if you do, this will be an awesome editing software to use.
How To Create A YouTube Channel
There is a ton of power associated with YouTube for your contracting company. Not only is it a search engine where anybody can find your videos, but you can also upload videos to YouTube to manually send them out to prospects.
All the videos discussed in this article should be uploaded to your YouTube channel.
Helpful Resources To Continue Learning About Video Marketing
Video marketing is here to stay and will continue to become the norm. In addition to the resources on this page, there are a couple of books that I have all of our contracting clients read:
- The Visual Sale by Marcus Sheridan
- Building a StoryBrand by Donald Miller
Several contractor clients told me they “haven’t read a book since middle school” when I told them to read these books. They’ll return two weeks later and tell me they’ve already finished them. These books are that impactful.
If all of this sounds amazing, but you want help getting started, we offer video marketing services for your contracting company here at CGN.