Construction Marketing: Video Production Tips

Construction Marketing Video Production

The statistics about using video in construction marketing tell the story best:

How To Use Video in Your Construction Marketing Strategy

There’s just one problem with using video in construction marketing: If you don’t know what you’re doing, it’s a real goat-roping.

Here’s a way to prioritize your video advertising:

  1. Make a plan – A successful construction marketing plan can only be a success if it generates growth/revenue. You won’t know that if you don’t track it.
    Your plan should be:
    1. Actionable
    2. Have specific start/stop dates
    3. Measurable
    4. Relevant
    5. Specific
  2. Go with what you know – Whichever style of video you choose, you’ll learn if it works. Or not.
    The three types of videos are:
    1. Educational
    2. Entertaining
    3. Inspirational
  3. Start creating – “Your first video is supposed to be your worst,” says Neil Patel. So, jump right in and get it over with. (He recommends InVideo for editing.)
  4. Search matters – SEO (search engine optimization) is always critical. You can maximize it, even if you don’t have a huge budget. If you’re familiar with blogging SEO, it’s the same thing – you want high rankings on YouTube, etc.
  5. Use influencers – Can’t afford Peyton Manning? (He averages $15million/year in endorsements.) Find a “micro-celebrity.” In our industry, there are respected influencers willing to help you out. They might even be more effective because they’re ours.
  6. Use ads to their full potential – Be very clear about who your audience is. Your goal is to reach them.

Where should you spend your video monies? You’ll just have to try a few – start with your favorite – and measure the results. The platform that works best for one company may not be best for your company.

Use Construction Monitor for Construction Marketing

We take building permit data and custom-sort it into actionable, relevant information for you. If you use it, you’ll have powerful insight into construction marketing: your area; your demographics; and your leads.

The Construction Monitor Knowledge Base is a good place to start. Then contact us to get started.

Is Your Construction Marketing Strategy Stale?

construction marketing strategy

“I’m too busy for a construction marketing strategy,” said no contractor ever. If you’re too busy to win more business, why aren’t you on the cover of Fortune Magazine? We’re in this business because we love what we do, but making money is nice, too. 

Make 2021 your year to take control of your company and its construction marketing strategy for greater profits. Here’s how:

Construction Marketing Strategy for 2021

Advertising is not the same thing as marketing. “Advertising” forms the foundation of your construction marketing strategy but there are organizational analyses needed as well.

Plan to revamp your:

  • Budget – You can’t invest in marketing if you haven’t set aside the money to finance it. Develop and fund your marketing budget; it’s basic but often overlooked in small- to midsize-construction company management.
  • Connections – Are you a member of one or more Chamber of Commerce organizations? What’s your BBB (Better Business Bureau) rating? Make this your year to strengthen alliances with other contractors and professional organizations.
  • Direct mail – This is still a great way to target a specific demographic and deliver your message. Response to direct mail advertising increased by 43% in 2016. “It’s a game-changer for any serious marketer,” says Neil Patel.
  • Market analysis – What are your bread and butter projects? They can’t be neglected, but what sector or industry would you like to develop? Determine your objectives for this year.
  • Social media – Many contractors once said “word-of-mouth” was the best way to get new business. Your Facebook, Instagram, and Twitter pages are an essential part of your construction marketing strategy. Think of them as new-age word-of-mouth advertising.
  • SWOT – Schedule a meeting with your team for an in-depth SWOT analysis: What are your perceived strengths, weaknesses, opportunities, and threats?
  • Video – Are you targeting business owners? Fifty-nine percent of executives prefer video.
  • Website – Your website identifies your company as legitimate and technologically knowledgeable. If potential clients can’t find your website, you’re toast. Make sure your website has tabs/pages for:
    • About us
    • Blog
    • Contact us
    • Our services
    • Photo gallery
    • Testimonials/reviews

Building permit information can be an integral part of your construction marketing strategy if you know how to use it. We can help. Call 800-925-6085, or contact Construction Monitor to speak with one of our professionals about how to use our marketing tools.

Video Marketing Tips for Your Construction Business

construction monitor

Video marketing is becoming one of the main ways that organizations are communicating with customers. While many in the construction industry continue to avoid this viable marketing tool, your overall sales and promotion strategy should include some video capabilities. 

Your first step is to hold a planning session and include at least one representative from every facet of your business operations. Discuss options and affordability for the remainder of 2020 and into 2021.

Construction business marketing includes:

  • Content management (blogs for SEO [search engine optimization])
  • COVID-19 recovery strategy
  • Customer relationship management (CRM)
  • Social media
  • Display advertising
  • Email marketing
  • Video marketing

Getting Started: Your Construction Business and Videos

You can DIY or hire an agency for construction business video marketing. YouTube is free and your website is a perfect placeholder for the video links. You can purchase an inexpensive camera or use your phone’s video capabilities to use right on job sites. 

Lights, camera, action! Videos are also called “vlogs,” because their purpose is blog-like. Vlogs provide information about your construction business.

If you’re new to video marketing, here are 15 simple ideas for videos:

  1. Company announcements
  2. Behind-the-scenes at work
  3. Case studies
  4. Client interviews
  5. Construction team interviews
  6. Corporate culture
  7. Customer testimonials
  8. Decision-makers/founders
  9. Drone footage
  10. Jobsite safety precautions for employees/contractors/property owners
  11. Leadership teams
  12. Product reviews
  13. Project reviews
  14. Special events
  15. Training/how-to processes/Walk-throughs

Appearances do matter. You may find hiring a production company is affordable and gives your video a polished, professional appearance. If one of your team members take on the initial groundwork and arrangements, a production company’s time can be minimized.

Options for your video include:

  • Audio enhancement
  • Brand-specific (your brand) content packaging
  • Closed captioning
  • Editing
  • Scriptwriting
  • Special effects

Corporate clients and investors will want to see examples of your finished projects. Shooting a video to showcase your best work is a powerful marketing tool. Your video marketing should be as client-specific as possible. If homebuyers are your target, interior and exterior tours are beneficial. It can give them ideas for their project.

Construction Monitor offers the kind of data analytics you need to build a post-coronavirus marketing campaign. Ask us how building permits information can give you an edge over your competitors.

Marketing Construction Equipment: Get Data-Driven

marketing construction equipment

In the construction equipment industry, there’s no such thing as too much information, otherwise known as TMI. Today’s customers, in their quest of wanting to know more about everything, have become data-driven. Businesses slow to catch on will be the also-rans in a competitive race for market share. If your business includes marketing construction equipment, your goal should be TMI.

3 Marketing Construction Equipment Tips

Marketing to the right people at the right time requires knowledge and no small amount of commitment. Using data to narrow the construction equipment customer field is what will make your company stand out. When the right customers need you, you’ll already be there.

Here are three data-driven strategies for marketing construction equipment. You need to be able to identify who, what, and when.

1. Who

You can’t keep throwing money “out there” and hoping for hits. Bad leads will waste valuable time and resources. Identify your prospects and get down to the basics. Historically, who are your likely customers? Now look beyond that to explore who would benefit from your equipment and/or services. You can use historical data trends or current building permit data.

2. What

Brand loyalty is what you want to cultivate. Round up every testimonial from every customer you’ve had and publish them on your website. Informed buyers seek testimonials before they buy. If your construction equipment is a national leader, find loyal consumers in your area and initiate a relationship.

Prospective buyers who say “I only buy (XYZ equipment)” is not worthy of a lot of your time, but…again, build relationships. They might convert and become customers that say they only buy from you.

3. When

When is your potential customer ready to make a decision to buy? Data analysis can help you determine buying cycles and capitalize on each one. Buying cycles are:

  • Awareness – The buyer sees your product as a possibility.
  • Consideration – Now is the time to make the buyer aware of your equipment and brand advantages.
  • Purchase – Buyer makes the final decision. If you have a clear understanding of your market, the odds of your buyer choosing you are greatly improved.

Use timely, relevant information to increase profits. Call 800-925-6085 or contact Construction Monitor.