I’ve been on the soap box for months now telling my contractor clients to start recording, producing and publishing/sharing videos NOW. Videos online are also called “video blogging.” Why? Because videos can be optimized for search engines, just like a blog. The videos don’t have to be a hollywood production either. All you need is a good high quality Flip Cam, Smartphone or HD Camcorder, editing software such as iMovie or MovieMaker and a YouTube account to get started. YouTube is free and owned by Google, so it is a great place to begin. Once you start seeing some fruit from your labors, you can upgrade to some of the more powerful video hosting sites: Viddler, Squidoo and Vimeo to name a few.
What Kind of Videos Should I Be Producing?
You can produce many types of videos. To start things off, publish a few how to videos and a few before and after videos of jobs you are doing. Keep them short 1-3 minutes as visitors get bored after 3 minutes. The only way you can get away with a longer video is if you are doing more of a “Webcast” educating folks live. Oh and don’t be afraid of How To Videos. If you have not figured it out by now, the web is public, very public. If you post something online, your competitors might see it. You just have to be the leader, the company people look to as the experts in remodeling, painting, HVAC, and so on. Post those How To Videos: the more the better! Also, consumers like them. You might get a few people looking to do things themselves, but many consumers use the web to research and educate themselves so they don’t look like an idiot when they talk to a contractor. Think about it, how many times have you been in a prospects home discussing their kitchen remodel or paint colors and the homeowner seems to know a lot about the latest products, appliances or paint brands? The web is making people appear smarter. So give them what they want. You’ll become their education source. Your goal is that they will bookmark your website, Youtube Channel and/or share with their friends.
One final piece of advice about videos: make sure they are halfway decent and that you are proud of your work. I’ve seen a few videos online recently that were done well but the work was not so hot. Videos can help or hurt your brand, so choose your videos wisely. If you want to learn more about why videos are good for promoting your business and getting leads, read or listen to Crush It! by Gary Vaynerchuk.
A few videos done by BIG companies (there is a reason they are investing in videos…so watch and do likewise)
Customer Feedback by Outback Steakhouse
Product Success Video & Case Study (Toro)
Behind the Scenes Look at Designing a Car (Ford Motor Company)
Fiesta Product Demonstration (Branding to The Right Audience) This one was funny
How To Remove Acoustic Ceilings
No Ugly Doors (Good How Tos)