Computer & Internet · December 28, 2019

Make the Most of Video Marketing for Your Construction Business

Why Video Should Be Part of Your Marketing Strategy and How to Implement It

Video once used to be just a small part of your overall marketing plan. But now, it has become an integral part of it. Almost any channel you think of supports video. Video continues to grow in significance and popularity, which means that you need to know how to make the most of video marketing for your construction business. Most videos nowadays are not even made with fancy equipmentAnything as simple as a camera phone can be used to shoot highquality videos. This means that video marketing is also an extremely cost-effective way to do marketing. 

What is video marketing?

Video marketing, as the name suggests, uses video to promote a product or service to attract prospects and turn them into leads. Video marketing can greatly increase your search engine optimization (SEO) ranking. Google owns YouTube, and videos from the platform often rank high in search results. Video marketing also greatly helps with conversion rates. Moreover it is easily accessible on many platforms, provided that the viewer has a good internet connection, and the site is optimized. 

Why use video marketing for your construction business

  • Aberdeen Group reported that video marketers get 66% more qualified leads every year and see a 54% increase in brand awareness. 
  • According to Twitter business, video advertising is Twitter’s fastest-growing advertising tool. Tweets with video attracted 10x more engagement than Tweets without video.
  • Video is the fastestgrowing type of content on LinkedIn, according to LinkedIn Business, and the most likely type of content to start conversations.

Get started with video marketing for your construction business

First thing is first. Perform a competitive analysis of your competitors and see what kind of videos they are uploading to their website and social media accounts. Identify which videos have higher numbers of views and make a note of what the contents of the video are. If you can find any similarities between the videos with higher number of views. Use those elements in your own videos. 

Next, identify the goals you hope to achieve from your video marketing. Your goals should be SMART – specific, measurable, attainable, relevant, and time-based. After you have established your goals, you should create a video marketing strategy. 

Read more: Why it is Not that Easy to Create a Social Marketing Strategy for a Construction Company

Different audiences require different types of videos

Creating targeted videos based on your buyer’s journey may be more conducive than creating the same type of video for all of your audience. Your audience will be at three stages of the marketing funnel – awareness, consideration and decision. 

In the awareness stage, attention-grabbing videos, product demos, and company brand videos work best. In the consideration stage, you should have webinars, customer testimonial videos, vlogs, expert guides, and FAQ videos. For the final decision stage, thank you videos, and customer videos should be made. 

Types of video to Use for Construction Marketing

Video is extremely versatile. You can make a video with literally anything  slides with text, images, and of course, video itself. Facebook, YouTube, LinkedIn, Instagram, and Twitter are the best platforms for you to share your video content. The power of video is further reinforced by the fact that YouTube is the world’s second most popular website after Google. Below are some ways that you can make the most of video marketing. 

Landing page videos

Landing pages are notorious for not converting if they don’t resonate with your audience. Placing a video on your landing page, on the other hand, is a great way to help increase conversions – by many estimates, 80%! You can either have the video be the hero of the page or have it work along with your copy and images. Great videos to include here are testimonial videos and explainer videos. As with all landing pages though, be sure to conduct A/B testing with different video lengths or different CTAs. Whatever you choose, ensure that the video is optimized and loads quickly. 

Live videos

Live video streaming platforms like Facebook Live and Instagram Live are great places to host live videos. LinkedIn Live was introduced at the beginning of 2019, and broadcasters are seeing 7x more reactions and 24x more comments on average compared to regular video content. Live video is simply more engaging for your audience.  

Behind the scenes videos

Post videos from behind the scenes (BTS) for different projects. This could be updates on projects that you are working on, a team on the job at a construction site, how a blueprint is drawn up, a meeting between higher management, accomplishments, and funny moments. These kinds of videos humanize your company and triggers actions such as liking, sharing and commenting.  

Webinar videos

Webinars are great places for your audience to hear from construction industry experts, learn something educationally foundational, or to see a demo of a new product. All of these do well as webinars and are a great way to establish yourself as a construction industry expert and build trust. YouTube is a great place to share long videos. The IGTV app launched by Instagram can be used to post one-hour long videos, and since many webinars tend to be longer than 20 minutes, they can be easily posted here. 

Email marketing videos

While embedded videos are not supported in emails across most email clients, you can still get your audience to view your video even if it’s not directly from their inboxes. Use a thumbnail image to link to a video on a landing page, your website, YouTube, or elsewhere. You could even use a static image and put a play button on top. This kind of marketing will greatly benefit your sales teamPutting the word “video” in your subject line will also greatly increase open rates. Click-through-rate is dependent on the email open rate.  

Those are the video marketing tips that we hope will be able to help with your video marketing. Text alone may not always be able to drive conversions and going by the numbers, video drives sales significantly better. So you should make the most of video marketing for your construction business. 

Video has the immense power of being able to convert and drive sales. You could use video marketing tools or use CMGurus’ video marketing services to cater to your digital construction marketing needs.