Many contractors and remodelers will tell you that using YouTube for marketing in the construction industry is difficult or even impossible. Some people don’t think remodeling prospects are looking there. Others don’t understand how video can encourage prospects to use their help on remodeling or home improvement projects. Rest assured, however, that YouTube and other video-sharing platforms are extremely beneficial. Use them correctly, and you’ll see lucrative results sooner than you think.
You know video marketing exists. It’s possible you don’t know about its incredible power to bring attention to your business. Yes, it can get your name out there, but it can do so much more, including:
Plus, video marketing enables you to reach your customers on mobile. Some companies have a decent desktop presence, but limited mobile functionality. While you should have a mobile site, you can do even better by also using video marketing. Its widespread accessibility on all devices furthers your reach considerably.
You likely already know all about YouTube. You’ve probably used it to listen to music, watch a funny cat video, or follow along to an exercise video. Most people have turned to it for at least one tutorial. Others use it to inspire or instruct when it comes to DIY projects. But these are just personal uses. Most contractors don’t see how this casual use translates to generating new business. Despite their uncertainty on how to make use of video, most business owners suspect they should be using it.
In response to a State of Inbound report, most business owners said they wanted to try adding YouTube to their marketing channel in the next 12 months. Good call, too, because YouTube has more than a billion active users and represents dozens of different languages. Moreover, it’s one of the world’s largest and most powerful search engines.
Chances are good you’re among the vast number of people who want to build business through video, but just can’t wrap your head around how to do it without hiring an expensive camera crew. Feeling intimidated is understandable. The good news is that with expert help, you can learn to use video in your marketing campaign easily. If you’re not up to the task of doing it all yourself, you can even hire someone to manage your channel on an ongoing basis.
How does YouTube help contractors, anyway? If you’re in the remodeling business, how can you really expect to benefit?
Good questions. For one, video is desktop-heavy. Remember how we said that many businesses neglect mobile? That’s not a worry with video because according to Hubspot, 86 percent of views take place on desktop. That means if you’re not ready to jump into a full-blown mobile strategy, video has you covered.
For another, video is a fantastic way to launch a sales funnel. Let’s say you offer a quick how-to on replacing a toilet seat lid. Sure, a lot of viewers will replace that lid themselves. But others will realize they don’t want to take on the task. Better yet, why not replace the sink while they’re at it? That’s where you come in. If you can get onto someone’s radar with a simple video, you can become their trusted go-to.
Videos are easy to optimize and analyze. YouTube makes searching for your video very straightforward. All you have to do is fill out metadata and a few other pieces of information, and YouTube’s massive search engine will take care of the rest. Once your videos go live, you can begin analyzing their performance and start tweaking. More than most forms of marketing, they’re simple to track and adjust. Not only do your videos get searched on YouTube, but you also give Google’s algorithm more to pull up as well – not a bad bonus!
Naturally, there’s a learning curve. Optimizing videos is not necessarily an intuitive process. Similarly, analyzing them for best results and usefulness is a learned skill. You can take the time to do it yourself, but most contractors prefer to focus on building projects more than marketing tasks.
That’s where expert help comes in. If you’ve uploaded videos to YouTube but haven’t noticed an increase in traffic, you might need some professional assistance. With a few changes, your videos can go from unnoticed to unbeatable. Adjusting descriptions, calls to action, in-video advertising, contact information, metadata and more can make this marketing tactic work beautifully for you.
You may also want to implement YouTube as part of a wider social media effort. Cross-linking is one of the best ways to draw attention to all platforms. For instance, YouTube meshes very well with Facebook, which allows in-app video playing. Knowing these best ways to foster interactions between more than one platform is crucial. You can’t afford to miss the opportunity it provides.
Whether you’ve already created an account and put up a bunch of videos, or have absolutely no idea where to start, it’s time to go further. It’s time to leverage the incredible power of video for your own business. It’s time to connect with your customers in a more meaningful way.
Wondering about video marketing for the construction industry, particularly YouTube?
As members of the BRMA (Builders and Remodelers Marketing Association), Quantum Point Strategies can help put powerful YouTube marketing strategies in place for your business today. Maybe now’s the time to make a plan that will carry your business forward into a bright and profitable future.
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