As in any industry, putting all your eggs in one basket when it comes to marketing and advertising must be avoided at all costs. Whether it’s social media, a website, blog, or an E-mail newsletter, a sound marketing strategy must incorporate every aspect of advertising to become noticeable. Over the next few weeks I’m going to target specific industries and discuss ways businesses can get more exposure by thinking outside the box, by being creative and using social media technologies that not many companies have implemented into their marketing strategies yet.
First, let’s take a look at how private contractors all across this sector can stand out and attract more clients and customers.
For plumbers, electricians, home remodelers, and other home improvement related businesses, they have a better opportunity than any other industry to market their services through YouTube videos. These aren’t the video’s you see from time-to-time where a contracting company talks about itself, what they do, or where they are; the generic business ad that after a while becomes redundant. There are a few strategies that can be used to show your expertise, who your company is, and really personalize your message that creates confidence in the customer before they pick up the phone and call you.
1) Tutorial/How to videos
Simple five to ten minute videos that go over projects ranging from the easy to fix, to skilled jobs should be posted over time on your YouTube channel. You may ask, “How does this help my business and grow my clientele?” By showing what you or your company can do creates trust in the future potential client, but also, it’s not likely these viewers will do the work themselves, they’ll call professionals. Having videos that link to, or are on your site adds to your credibility, and even though these “how to videos” may seem simple, they can go a long way when it comes to marketing and advertising your business.
Only a few other businesses have employed this form of marketing known as Youtility, but you’ll be surprised how effective it can be. As contractors, you’re always giving the customer or client the options when it comes to certain projects, such as sinks, tiles, wood floors, etc. However, you lay down their options when you show up on site, wasting valuable time for both you and the client. Instead of answering the questions or persuading the customer when you show up, post videos on YouTube that already answer the questions and give the viewer reassurance that one texture, tile, or floor is better than the other.
This is also a good opportunity to engage with the viewer, as there is a possibility that they’re watching your videos to see what might work for their situation. If they have a question, create a video based on what the commenter is asking, giving other viewers who will come to your channel that may have the same question the answer. You could also have at the end of every video a two minute section that answers a slew of questions, giving them recommendations and the information that they’re seeking.
When creating these videos, you must present yourself as assuming that these viewers will do the job themselves when in actuality, 95% will call a professional instead. At the end of every video or in the section below, post your contact information and website URL to direct traffic to your site, increasing the chance of viewers picking up their phones and calling you for their next project.
In this day and age with Google, Yahoo! and Bing, you must present the customer or client with information. Many businesses fail in this department as they only talk about their company and what they do, completely missing out on reaching potential customers who are looking for answers. The days of people looking in the Yellow Book and finding a contractor are over. They want to know what you’re going to do for them, how long the job will take, and what options they have when it comes to the project itself.
Information; it creates trust and credibility. When you pull up in front of their house, the trust should already be there and the client should be satisfied before the job is done. Use YouTube in your marketing strategy and see where it will take you. Not many businesses are utilizing all the tools at their disposal, and if you can reach the customers and inform them first, your chances of getting the job will definitely increase.