With social distance regulations in place, local home shows postponed, lunch-and-learns with architects, designers and construction companies practically gone, and the added consumer sensitivity to meet in person, there has never been a more crucial time than now for decorative concrete contractors to start using videos to attract business.
While videos can’t replace a personal connection, they can surely help create a deeper connection. They can also build trust and create authority with your prospective clients.
HubSpot reports that 72% of customers would rather learn about a service by way of video. WordStream reports executives agree if there are both text and video on the same topic, people will likely choose video. According to G2, social videos generate 1,200% more shares than text and image content combined.
With so many options, contractors often feel intimidated by what to create on video and how to get started. In this two-part article, you’ll learn about four videos your decorative concrete company needs to create for social media. All can build trust and authority … without a high production budget.
The WWW video
This is one of the most essential videos to attract business for decorative concrete contractors. With a wide variety of services available to beautify concrete surfaces, you need to clarify to prospective clients WHO you are, WHAT you do and WHO you do it for. A confused mind can never decide. If prospects don’t really know who you are or what you offer, they might shy away from reaching out.
The WWW stands for the three main sections covered in a 30- to 60-second video. The first W stands for WHO. Who are you as a company? In the who section, introduce yourself, your company and how long you have been in business in your service area.
The next W stands for WHAT. What do you do? Here’s where you describe the services and applications in detail, while highlighting some of the benefits of using your services.
The last W also stands for WHO. Who do you service? Talk about the types of clients you work with such as residential, commercial, condos, estates or architects. Follow this with information on how to contact you for an estimate or consultation.
Load up your marketing arsenal
The WWW is the Frank’s RedHot Sauce video in your marketing arsenal. Use it on your website to engage new prospects and routinely share it on social media. You can also run it in your service area as a Facebook ad or YouTube ad. This video format should be short, sweet and to the point. Encourage interested prospects to take the next step in their journey to contact you.
The WWW video doesn’t need to be professionally produced to make an impact. In fact, the more realistic the video appears, the more engagement it produces when reaching consumers via social media.
When marketing to businesses, contractors and architects, ideally you should invest in a more professionally edited video. However, it’s not necessary. Showing and sharing your craftsmanship and passion will deliver the special touch.
Tips and best practice videos
Today, consumers are interested in learning about products and services via video. Consequently, concrete contractors should build and maintain a video content library of tips and best practices for their craft.
This is the time to share realistic expectations.
Joshua Broad, from Real Help Decorative Concrete, created a video series for a social media channel. Called “Morning Coffee with Real Help Concrete,” the series features Broad regularly sharing tips and best practices. These one- to five-minute videos have helped him build his brand locally and continue to attract many business and referrals.
One of his best videos, “Choosing the Right Contractor,” focuses on tips. It addresses very basic and oftentimes what contractors feel are the “too-common questions that everyone should know the answers to.” Subsequently, the video helps build trust and instills confidence in the business.
Coming up with ideas
What should you talk about in the tips and best practices video? Take out a notepad and write down the top-five most frequently asked questions you get from prospective clients. Write down the five things your potential clients should know about the service you deliver.
Whether it’s concrete staining, metallic epoxy, concrete sinks or vertical concrete, there are things potential clients should know but don’t. Lastly, write down the five most-common mistakes you see clients make when hiring a decorative concrete contractor.
Having trouble coming up with topics? Go to Google.com and search for one of the services you offer. More often than not, you’ll see a “People also ask” section in the middle of the search results. Tweak those and use them for video content.
Tips and best practices videos make great posts to upload and share on YouTube, LinkedIn and Facebook. Keep in mind, they are best recorded in landscape mode. Use key phrases in the video’s title and description and keep them one- to five-minutes long.
These videos also make a great addition to your website blogs. Optimize with keywords and search phrases for what potential consumers are looking for.
Coming up in Part 2:
Job-site and testimonial videos