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Solid Branding: Tips on Video and Content

Decorative concrete can be complicated, and there is a lot that goes into a successful installation. But at each project’s finale, you move onto the next job where you’ll save the day for another customer. Historically, this call to heroism has occurred through word of mouth, a phone call or perhaps an ad in the newspaper. Today, however, “content is king” and we are fighting a “context war.”
Photo courtesy of Vrandon Farmer

Decorative concrete can be complicated, and there is a lot that goes into a successful installation. But at each project’s finale, you move onto the next job where you’ll save the day for another customer. Historically, this call to heroism has occurred through word of mouth, a phone call or perhaps an ad in the newspaper. Today, however, “content is king” and we are fighting a “context war.”

Context, in other words, is engagement. It’s scaling interactions and associations with your company or product to a point where trust is developed with your brand. Incorporating marketing materials into your business and keeping them current is an important step in keeping the decorative concrete industry relevant, understood and appreciated. With the right context, your audience will grow. Clearly communicating complex solutions encourages potential and current customers to appreciate your craft. It will inspire them to hire you.

If getting information out into the digital stratosphere is one of the most important ways to drive new business, what are some of the ways you can do it? How do you develop content? And why is it so important?

Videos are a must
Video production and distribution were once bulky and expensive processes, but those days are long gone. For small businesses, there’s no need to hire a camera crew or an audio guy or to rent bulky lighting just to create video content. Simply point and shoot with your phone.

Video is taking over the internet and online viewers prefer relevant subject matter over a high-end production. What’s important is that you get your presence out there. If you can manipulate your phone well, you’ll be surprised at how much this can help your business. Smartphone cameras today can go toe-to-toe with video cameras from just five years ago.

If you feel the need, you can raise the quality significantly by investing somewhere between $600 to $1,800 for a digital single-lens reflex camera or digital video camera. Regardless of which equipment you use, distribution is just a couple of clicks away and it’s no longer controlled by a few media conglomerates. Posting your videos to top video sites such as YouTube, Vimeo, Facebook or Instagram allows you to reach people all over the world, for free!

To target a specific audience, you can step it up a notch with paid advertising through those sites. Linking these same videos on your website, social media pages and affiliate sites will help increase views and traffic. It will also improve the search ranking of your website through Google.

Your audience will watch if a video speaks to their interests and answers their questions. Popular approaches include how-to videos, installation projects and FAQs. Keep videos short, about two to three minutes each, and be sure to include a call-to-action at the end, such as encouraging viewers to visit your website or give you a call.

Post regularly on social media
There are many ways to help your content stand out from the crowd, but the simplest and most effective ways are authenticity and consistency. Post regularly to various social media channels and create content that genuinely adds value to the audience you’re hoping to attract.

Post items such as tips and tricks, how to pick the right color for your project or go over different types of products like epoxies or overlays. Keep the posts coming, and people will find you. You’ll stand out like the brightest color in a metallic epoxy floor.

Instagram is great for decorative concrete because of its community of craftsmanship, intriguing visuals and artisanship. LinkedIn, a business-oriented site where you can address informational topics, attracts a more professional audience where you can reach decision-makers and business owners. Facebook is good for organizing training events or for more casual social engagement.

The modern consumer trusts transparency and content when given freely. The operating word here is “given.” Resist the urge to try to get something out of their engagement, like an email address, event sign-up or buying a sale item. Just put the information out there and it will attract potential customers. In social media marketing, good guys finish first.

Make sure your social media channels all share the same look and feel. They should be consistent in branding, content and tone of voice. Where appropriate, tailor your posts and messaging slightly, as certain demographics use LinkedIn differently than Facebook, and vice versa. There should, however, be consistency in your content and messaging enough for people to recognize and relate to your brand, regardless of where you post. Above all, make sure your profile photo is clear, not too small and accurate to your company logo.

Closing thoughts
Whether someone is looking for tips on their own DIY project or a professional for hire, they stumbled across your content and you’re now their expert. Videos, articles, social media posts, brochures and other marketing materials build trust with current and potential customers.

Essentially, by putting content out there, you’re demonstrating to both potential and current customers that you are the right person for the job. You exemplify the benefits of working with you and show how you are professional, easy to talk to and knowledgeable.

Brandon Farmer is founder and creative director at Pixter, a small company specializing in video, design and brand development. His resourceful philosophy and cost-effective approach has helped many decorative concrete companies and contractors strengthen their brand without breaking the bank. He can be reached atbrandon@pixtermedia.comor (801) 810-7085.

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