The Euphoria of Video Marketing
There is no more powerful way to promote your brand than video. The best videos are those that are based on your clients’ testimonials about their projects and working with your company. Videos of remodelers showing off their projects are also great for enhancing your company image. There is a high expectation to have lead generation opportunities increased as a result of the efforts placed on video marketing. Some become so euphoric with blending videos into their promotions that it becomes a differentiator that competitors find hard to replicate.
Many remodelers begin with some form of resistance to video marketing. Sometimes you may have a perception that your clients are too wealthy, secretive or simply adverse to participate. Other times owners of remodeling companies second guess themselves and their ability to articulate. These are all self-imposed barriers and one must eliminate all obstacles to making videos since the rewards are beyond comparison to many marketing tactics.
Video Marketing: A Case Study
A few years back we began educating a remodeler named Helton Remodeling Services who was so far behind on all his marketing. We strategized about a range of topics from his Google profile, website, SEO and social media. He was completely on board with everything except when it came to video marketing. So we attacked every aspect of his marketing except the videos. After we accomplished redoing all those other aspects, it was time to get to the video side of the equation. At first it was a little difficult for the remodeler to convince a customer to be his first video testimonial. Then the remodeler was able to get the courage to create his own video when the clients of the next project were too intimidated. He now had the motivation to create videos with or without his customers’ involvement.
As luck would have it, his next remodeling project was in an exclusive area he always aspired to break into. He then was able to use his own abilities and that of his customers, too, to create the best video ever for his business. There was no way he was going to let the opportunity go by to capture the passion of his best project. It took him many years to work up to getting the top remodeling projects in a prestigious community. Now the excitement of that project is captured on video and available for every future opportunity.
A few years ago we wrote a story for this very magazine titled How to Use Video to Market Your Projects. The concept of the story is to remind you that when a remodeler is speaking, s/he is selling, but when a customer does the talking, they are validating. This storytelling by customers creates extremely compelling videos. And when the videos are using correctly with social media, websites and search engine optimization, they can become ideal methods for enhancing your rankings to be found by future customers.
The story from a few years ago focused on logistics of creating videos. Done right, videos create the best 24/7 sales representations for your business. And something else happens that can exponentially grow a company, too. As more videos become available, it becomes easier for a future customer to relate to one or more of your customers. Some prefer to listen to a woman’s opinion, while other’s prefer to listen to a man’s. The more diversity the better. And with this diversity comes the ability to make it even easier to solicit more video reviews.
One such remodeler who has dominated video marketing is Castile Kitchen & Bath. They have embraced video marketing as a standard objective for most projects. It takes them time to plan and make the videos. And it takes them even more time to strategize the use of each video once a project is complete. The results are outstanding since the videos easily help the company be found when someone is searching for a kitchen or bathroom remodeler in Eugene, Oregon. Once they find the company on search, the testimonials page is among the top pages people visit, and they stay on that page for a very long time. This engagement time is imperative to increasing the brand of Castile before they talk to a new potential customer.
Videos provide passion combined with search engine opportunities that go well beyond any other form of online marketing. With videos, projects that may have been long forgotten can now live on as if you just completed it yesterday. Like Castile Kitchen & Bath, once you get the momentum going, the euphoria to get more and more videos will never subside.
—By Brian Javeline, president of MyOnlineToolbox, an industry leader for online marketing education and strategy planning
