Why Should I Use Videos In My Plumbing Marketing?
You use videos all the time. So do your prospective customers.
Think back to any time you:
Wanted to work out how to do something – dropping the tyre pressure on your 4WD to drive on sand, for example.
Went to buy a new tool from a brand that wasn’t Milwaukee or Makita – you wanted to see how it worked and what the company was about.
Likely you used videos.
Consumers Love Video
When asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short video (ref).
This compares to 18% who’d rather read a text-based article, website or post, 4% who’d like to view an infographic, 3% who’d rather download an ebook or manual, 3% who’d rather attend a webinar or pitch, and 2% who’d like a sales call or demo.
59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
Video Marketing Works
Videos Increase Conversion Rates
Video on landing pages is capable of increasing conversion rates by over 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%. 90% of customers also say videos help them make buying decisions (ref).
Video Generates Interest
Social video generates 12 times more shares than text and images combined.
Video Is Positive ROI
Perhaps most strikingly, 88% of video marketers reported that video gives them a positive ROI.
If you are going with the way your customers and prospects are, then you need to move forward with video too.
Are You Worried About Making Video?
Don’t be – just get started and two things will happen:
You will get more business.
You will get better with practice.
I’ve been making videos for years and I still hate the sound of my voice and how I look on camera, but it’s getting easier and I’m getting used to it. Meantime customers have praised me for doing it.
Just know this; you don’t need high production values, your customers are not expecting it.
How to Be Comfortable on Video: 16 Fool-Proof Tips
“If you’re camera-shy, an introvert, or just plain uncomfortable on video, it can be a real nightmare. But it doesn’t have to be.
Here are a few simple things you can do to get comfortable—and even feel confident—on camera.
You’ll be glad you did. Being comfortable on video isn’t just a useful skill for actors.
Six Types Of Plumbing Videos That Help Grow Your Business
1. Answers To Frequently Asked Plumbing Questions
Answering frequently asked questions and what I call should ask questions is a simple and focussed thing to do for a plumber.
Example of an FAQ video
There are going to be questions that customers ask you over and over again.
What do I get if my toilet keeps running?
What to do when I smell gas?
Why does water stay in the sink?
Why does the shower go cold when I’m in it for 10 mins?
How do I deal with and prevent dripping taps
What are the causes of dripping taps?
With this type of video, you can pretty much hold up your phone and talk to it. Just tell the person asking the question on your website the answer. Up load it to your YouTube channel and embed it on your FAQ page or a blog post.
2. Answers To ‘Should Ask’ Plumbing Questions
There will also be a bunch of should ask questions you can answer. These are questions that your customers should ask but don’t know about – inside tips so to speak. Here are a couple of examples:
How can you tell if a plumber is properly qualified to install a gas pipeline?
What are the three most important things to look out for when hiring a plumber from an internet advertisement?
What can go wrong when you go with the cheapest plumbing quote to fix your leaking toilet?
An Example of a Should Ask Question Video
3. About Your Business
Instead of having a boring “About Us” page with a couple of stock photographs on it, you can do much better.
You can create a video that outlines your story so your customer can understand how you can help them:
How you got into plumbing.
What you love about it.
How you and your teamwork and what’s important to you.
What they can expect.
How your business is better and different.
An example of an About Us plumbing video
4. Service Demo or Explanation Videos
It’s important for people to understand how your service works and what you do before they buy service. Videos are very useful for this. That’s why using video can increase conversions of leads to sales and visitors to leads.
For example, if you’re in the drain clearing space you could make a video that outlines how the following services work
Drain blasting and clearing
Laying a new drain
Each video should explain it. Overview of the service… step by step. Show what it includes and excludes and outline the pros and cons so the potential clients know what they will be getting before they choose one of the three options. Here’s an example.
The Trenchless Pipelining Process Explained
It’s a good idea to put these videos on your website on the product pages about each of the services.
You can make these videos in a number of ways:
Talk to the camera, like the FAQ videos
Explainer videos using a tool like Powtoon
5. Personalised Sales/Quote Video
This one might have less applicability to your plumbing business but I mention it because you may do quotes for corporates or you may deliver estimates and quotes to customers over the phone.
What you do here instead of giving a generic version of the videos mentioned above, you create a personalised one for that particular customer.
By that I mean it mentions them by name, it covers the issues that they want to resolve and highlights specific ways in which you can help them solve the problem.
Again doesn’t need high production values. It’s pretty much the same as you talking to someone over the phone except that you’re talking to your camera on the phone and then sending the result to them.
Dubb is an excellent way to do these videos.
The benefit of this type of video for your plumbing business is:
Customers and decision-makers get to see more of who you are and they can develop a connection with you and your business.
It shows that you care about that customer and that you’re going to give decent personalised service because you’ve taken the time to put together some useful information for them even before they have hired you. It’s also a good way of explaining why your prices might be different than others.
You can use this type of video for example when you are presenting an email quote. You can take a moment to introduce your business and explain how someone with the cheaper quote might be taking shortcuts, and what the short cuts are to keep the price down.
6. Testimonial And Review Videos
Customer reviews and testimonials are gold for plumbers. So much so that I recommend them as the first step that you take with your online marketing.
Plumbing Testimonial Video Example
What’s important here is that you:
- Get the customer to explain the situation they were in
- Why they chose your business
- What you did for them
- How the solution worked for them in the long run.
They give potential customers a detailed look at your customer experience and they help overcome the most common buyer objections so you can close more deals.
Where to Use Video
Video is useful in lots of places:
On your website: homepage, product pages, FAQ pages, blog posts and about us page
In your social media
On your Google My Business page
For use in quotes and estimates.
Google now allows you to add videos to your GMB listing. Here are some ideas and guidelines on how to use this listings content format to win new customers.
Start Using Video
The use of video in marketing is going to keep increasing in the near future. And your competitors will also start with this process, so you should take steps to move the use of video into your marketing tactics.
You can produce videos without spending a huge amount on production and once you’ve made the video you can use it over and over again on websites, your YouTube channel, social media, Google and other local listings, blog posts and quotes or estimates.
And given that material with video and it is more likely to be both read and understood as well as produce higher conversion rates it’s a high return on investment activity that I recommend you get started on.
Don’t overthink it. You will learn much more by doing it that you do by worrying about how you look and sound. Get some videos out there, and then start working on how you might improve it.
If you want some further advice about producing video scripts or other types of videos then please contact us.