Even if you offer the best service in town, your plumbing business still needs a few other key ingredients to thrive. And in today’s 24/7/365 always-on digital marketing landscape, what your brand really needs is a story.
Think about it: Stories pave the way for better marketing because they strike an emotional chord with your audience. They build trust, showcase your expertise, and persuade local homeowners to choose your company over the competition. So, what’s the best way to tell your story and spread the word about your business?
Two words: Video marketing. When it comes to storytelling, video content is one of the most effective tools for the job. Instead of just telling homeowners why they should hire you, video marketing gives you the power to show them through scroll-stopping visuals and carefully crafted messaging. It also provides unique opportunities to connect with your audience and humanize your brand.
At the end of the day, videos have the potential to build trust, resonate with your audience, and even give them the push they need to convert into loyal customers. So, what are you waiting for? Here’s how to amplify your plumber marketing strategy with video.
Maybe you’re already using pay-per-click ads and search engine optimization to fuel your digital marketing plan, but you’ve left your video marketing strategy on the back burner. Video might seem like a second thought for plumber marketing, but we’re here to tell you that it’s one of your most powerful storytelling tools.
Why? Let’s take a look at the numbers. According to 2023 video marketing statistics, 91 percent of consumers want more video content from brands, and 68 percent find short-form videos to be the most engaging type of content on social media. As a result, the majority of marketers (86 percent) are leveraging video as a marketing tool.
Chances are, your competitors are already using video marketing to lock in leads. Now, it’s time for you to run toward the fire with an amazing strategy to beat the competition. Even if you’ve already won Google’s top spot with SEO or PPC, you’re still going to need video content to build relationships with your new leads. And in today’s digital marketing landscape, video is the best medium for showcasing your expertise.
Now that you know why video is the future of digital storytelling, how can you craft a powerful marketing strategy to tell your brand’s story?
Let’s get one thing straight: Video is a great way to engage your customers and stand out from the crowd, but you can’t just brag about your experience and wait for the phone to start ringing. Instead of talking about your services and following the latest trends, you need to tell a story that piques your audience’s interest. When done right, storytelling can make the difference between an engaging, share-worthy video and one that your leads scroll past.
Ready to get started with video marketing? Whether you’re hiring a professional video marketing partner or going the DIY route, here’s everything you need to know to kickstart your video strategy.
Why are you trying to share your brand’s story with the world? What’s the reason behind your video content? Whether you’re trying to build brand awareness or upgrade your social media presence, take the time to pinpoint your marketing goals before you start crafting your story.
When you know what you want to achieve with your video content and who you want to target, it’ll be easier to piece together your video marketing strategy. Plus, you’ll be able to keep everyone on your team—from your in-house marketing department to your video production crew—on the same page.
Next, it’s time to tap into your storytelling skills to create your narrative. If you’re not sure where to start, try bouncing ideas off your marketing team or researching top-name competitors in your industry for inspiration. Alternatively, if your budget allows, consider hiring people with digital storytelling experience to steer your strategy in the right direction.This was the path that Cleveland-based plumbing company WyattWorks chose to show the people behind their brand. They filmed a series of “behind the scenes” videos of different team members out on the job and problem-solving plumbing issues for their clients. This approach to digital video production for plumbing highlighted both their expertise and what makes them a great place to work.
Remember: Your video should have a clear, easy-to-follow plot, with memorable characters and a strong message. Most people are only going to watch your video once, so you need to share your story and get your message across the first time.
Want to give your leads answers to their most common plumbing questions? Interested in spotlighting different team members? Whether you’re looking to film a simple sit-down Q&A video or an office tour, your video format will probably depend on your budget.
At the same time, your goal time frame and other deadlines will also influence your video format. After all, editing an attention-grabbing animated video will require significantly more time and effort than filming and editing an introduction to your team, so you’ll want to consider the resources you have at your disposal.
Sure, smartphone videos have their place in video marketing, but professionally shot videos can take your brand to the next level. Your leads are scouring the web for more information about your plumbing company, the services you offer, and what kind of expertise you bring to the table. You need to put your best foot forward with a polished video to capture their attention and convert them into paying customers.
Contrary to popular belief, working with a professional production partner doesn’t have to burn a hole in your budget. When you work with an agency, you’ll gain access to creative professionals who work around the clock to grow your business with custom-tailored video solutions. In turn, you’ll be able to spend more time working in the field and doing what you love.
Give us a call. Send in a form. Request a consultation. No matter what action you want your viewers to take after watching your video, don’t forget to guide them in the right direction at the end of your video.
To maximize your conversions, your call to action should be short, simple, and straight to the point. Viewers have already watched your entire video, and now you need to sum up what they should do next. Most of the time, a couple of words and a simple action (think: “Contact us today!”) is all you need.
You’ve worked hard to film and edit your video, but your job isn’t over just yet. Once you’re done working on your video, it’s time to share your new content online to create a buzz about your brand.
Depending on your marketing goals and target audience, your promotional strategy might include posting to different social media platforms or your website. Whether you’re posting on YouTube or sharing your brand’s story on your About Us page, make sure you have a game plan in place before your video goes live.
Congratulations! You’ve published your video online. You’re integrating video content into your plumber marketing strategy, and you’ve even integrated video marketing into your marketing automation platforms to track views. But how do you know if your strategy is working?
Just like any other marketing strategy, you need to track your results. Video metrics—like views, attention spans, and click-through rates (CTR)—can show you if your video is working, whether it’s helping to generate leads, and whether you’re making progress toward your marketing goals.
Video data is also essential for building a data-driven strategy. Unlike traditional marketing assets like blog posts and emails, which only tell you whether someone visited or clicked on something, videos provide valuable insights into your leads’ intent. In other words, your team can measure how long prospects watched your video, which parts they rewatched, and who they shared it with. Then, you can leverage your new insights to optimize future videos.
With more consumers choosing video content over the alternatives, there’s no better time to integrate video into your digital marketing strategy. To create polished videos and put your best foot forward, consider hiring an experienced video production partner to help you tell your story.
At Company 119, we’re committed to delivering the highest quality of work for our clients. We’ve worked with countless contractors across Northeast Ohio to boost engagement through custom video solutions and comprehensive video production. When you’re ready to make video work for your plumbing company, don’t hesitate to reach out to our team.
