Should You Invest in Video Marketing?

April 2019
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Do artisan contractors and construction professionals need a video marketing strategy?

Consider this:

  • YouTube is the second most popular website after Google.
  • 6 out of 10 people would rather watch videos online than watch TV.
  • People retain 95% of a message they watch on video, but only 10% of what they read.
  • 81% of businesses use video as a marketing tool.

Video is an engaging, memorable, and popular form of storytelling. If you’re building a brand, then video is a highly effective tool that can help get you there. And the good news is, creating high-quality videos can easily be done on your smartphone.

Contractors who aren’t taking advantage of video are missing an essential tool to help grow awareness of their business, find more leads, and build their business.

A Contractor’s Guide to Video Marketing

More than 50% of consumers want to see videos from brands, more than any other type of content, according to a report by Hubspot.

But what does that mean for contractors?

Contractors can implement video as part of their overall marketing strategy.

  • Videos can be used on your website - videos attract 300% more traffic and help nurture online leads.
  • Videos can be a part of your social media marketing content - social media posts with video get 48% more views.
  • You can even include videos in your email marketing efforts - adding video to emails can increase click rates by 300%.

So we know that video marketing works, but what sort of videos should you be making to help market your artisan contractor business?

Demonstration videos: demo how to do, well DEMO! Or painting, plumbing, tiling, anything. Show people how to do small DIY projects at home themselves and you’ll become a trusted resource.

Educational videos: show real-life examples of the damage done by mold or the dangers of remodeling without a licensed contractor.

Live videos: take viewers (virtually) along in real time as you work, pick up materials, or reveal a completed project.

Here’s how you can get started making your first video today:

1. Start with a Strategy

Before you get out your smartphone or setup a video camera, take some time to jot down your strategy and intent. Having a clear understanding of why you’re making the video, what your goal is, who you’re talking to, and even writing down a script will result in a superior finished product.

What are you trying to accomplish with your video? Don’t make videos for the sake of making videos. Every video should have a purpose and align with your overall marketing strategy.

Who is your target audience?
Who will be watching your video? What are the types of problems, questions, or concerns your audience has that you can solve? Your video should be geared towards a specific persona/ problem.

What is the goal for the video?
Do you want to increase awareness of your contractor business? Are you trying to get people to follow you on social media, or are you trying to get leads to contact you? Remind your audience what the goal is throughout the video.

What would you like to say in the video?
Do yourself a big favor: script out your video before you start. Begin with your purpose and outline what you want to say. List out the points you want to cover or the demonstrations you want to give, and script out a solid introduction and call-to-action.

What will you need to complete the video?
Do you want to add custom graphics or animations to your video? What about sound clips? If you’re going to need additional help to produce the final version of your video, be sure you’ve got the right resources in place to do just that.

2. Get Out Your Smartphone

You don’t need fancy and expensive equipment or a film degree to make a decent video. You can get started with the smartphone that’s in your pocket.

Tips to use your smartphone camera for video:

  1. Make sure your lens is clean.
  2. Be sure you have enough storage space on your phone.
  3. Put your phone in airplane mode to avoid interruptions and notifications.
  4. Turn your phone horizontally to “landscape” mode.
  5. Use a tripod or other device to hold your phone still while you shoot.
  6. Move close enough to the phone that you don’t need to zoom.
  7. Lock your exposure so your phone doesn’t re-focus as you move around. On iPhones, that means holding down on the subject until a yellow box appears that says AE/ AF Lock.
  8. Use ample natural lighting, or use (or make) a lighting kit.

Now, grab your script and record!

3. Edit Your Video

Apple users can utilize iMovie to edit movies on iPhones, iPads, Macbooks and iMacs.

Windows Movie Maker and even YouTube Video Editor are also free video editing software programs at your disposal.

Third-party apps for iPhone and Android phones like Magisto, Adobe Premiere Clip, Vizmato, Power Director, and Quik can also be used to edit your videos.

Most video editing software allows you to drag video and audio clips into the place where you want them. You can add title screens and transitions, too. In most cases, fade-to-black transitions are the favored choice. Clean up the dialog and edit out long pauses, “umms”, and “hmmms”.

If it makes sense, keep it short. Videos under 2 minutes get the most engagement.

And be sure to start strong: 33% of viewers will stop watching after 30 seconds, 45% by one minute, and 60% by two minutes. Deliver what you can right from the get-go – don’t save the best parts for the end.

4. Publish Your Video

Once your video has been edited, it’s time to publish it.

Begin by publishing your video to YouTube. As we mentioned before, YouTube is the second most popular website in the world. 65% of people use YouTube to help solve a problem.

You can then share the link for your video from your YouTube channel to your other social media networks, such as Facebook and Twitter.

Tips for Uploading Videos to YouTube

Titles Matter: your title should be clear, descriptive, and concise. Don’t get overly clever - let people know right away what to expect.

Add a Description: video descriptions provide more information for viewers about what your video is about. Even if viewers don’t read your description, Google and YouTube will.

Use keywords: add keywords to your videos (and channel) that will help viewers find your content.

Add captions: take the time to type out captions. Not only are you making your content more accessible, you’re also meeting the needs of the 85% of Facebook viewers who prefer to watch video with the sound off.

Use cards and end screens: end screens appear on a video during the last 20 seconds and can be customized with a call-to-action. Cards are small call-to-actions that can appear in the top right corner of your video and can promote other videos relevant to your current one.


Should you invest in video marketing for your contractor business? Why wouldn’t you?! Video marketing is not a trend, it’s a marketing tactic that yields proven results. You can shoot and edit videos cheaply and easily using free apps and your smartphone.

It’s important to have the right tools for the job. And video is an essential tool that can help your construction business grow.

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