Guía completa de vídeo marketing para empresas de construcción

Thomas Fuller said some intriguing words back in the 17th century, which gained ample popularity over time. His stance that “seeing is believing” stuck around for centuries until it was implemented in the art of video marketing. Although billboards and textual forms of advertisements have their place in the marketing world, marketers have failed to find a replacement for video marketing.

In simple terms, video marketing involves promoting your service or product through an audio-visual piece. However, this form of marketing continues to gain popularity and power as times progress, which has complicated the definition slightly.

Brian Palmer first developed the concept, and video marketing originated around 70 years ago. Since then, video marketing has gained ample popularity and has been on an upward slope. Moreover, businesses have much more potential to build connections with their stakeholders via videos now than they did back in the day.

Numerous platforms are available in the current era which caters to videos. For example, LinkedIn Stories, Facebook Live, Instagram, and YouTube. Through these platforms, companies in different industries can share their videos with potential and existing customers to meet their long-term goals.

However, within video marketing, there are numerous avenues available. For example, these range from user-generated videos to various national TV ads. This can often lead to confusion for a company regarding what video marketing strategy they should approach and why it would be ideal for building the brand.

Let’s take a look at some statistics that show the importance of video marketing:

  • 72% of customers would rather learn about a product or service through videos than texts. (HubSpot, 2018)
  • The average user spends 88% more time on a website with video. (Insivia, 2016)
  • After watching a video, 64% of users are more likely to buy a product online. (ComScore, 2016)
  • One-third of all online activity is spent watching videos. (WordStream, 2019)
  • Including a video on a landing page can increase conversion rates by 80%. (WordStream, 2019)
  • 52% of consumers say that watching product videos makes them more confident in online purchase decisions. (Animoto, 2018)
  • 65% of senior marketing executives believe that video will have the biggest impact on marketing over the next five years. (Forbes, 2018)

As we can see from these statistics, it’s evident that video marketing is on the rise and will continue to be so in the years to come. Businesses that don’t invest in this form of marketing will definitely be at a loss.

Now let’s look at what types of videos you can create for your construction company.

Important Aspects Of Video Marketing For Construction Companies

Since there are so many avenues available for video marketing, coming up with the best strategy can be difficult. However, here’s how you can develop an effective video marketing strategy for your construction company.

Thought Leadership Videos

A thought leadership video is immensely useful for establishing your brand as the best within the niche you’ve opted for. This type of video usually takes up the form of a high-level overview through your company’s professionals.

The core purpose of a thought leadership video is to evoke inspiration within your potential customers and change their perspective on how they connect with your brand. However, the most important purpose of these videos is that they aid in solving a customer’s problems.

This type of video usually remains at the top of the funnel because it contributes to a brand’s goal of establishing itself as an industry leader. Moreover, these videos are shareable and that aid in strengthening your construction brand and building a thorough community with potential and existing customers through inspiration, engagement, and adequate conversation.

Continuing Professional Development Videos

Through CPD videos, you can conveniently decrease the total effort you have to put into your company’s CPD obligations. A CPD for construction acts as an avenue for architects, specifiers, and other construction professionals to gain knowledge about log activity or an audited CPD, regardless of the time and place.

However, the process can be rather long and tedious, and although CPD requires a range of factors, it is certainly not necessary for it to be tiresome. Therefore, digitizing the process through video marketing can effectively streamline it. Moreover, this medium can act as an engaging and interactive route to meeting all CPD requirements. The ideal part is that CPDs in video form are certified by RIBA to get maximum CPD points.

80% Videos (Answering Sales Questions)

For every type of business, generating maximum sales is the ultimate goal. Video marketing can also help with streamlining the process of sales. The concept of 80% videos revolves around the common questions that a company’s sales team receives when interacting with a potential customer for the first time. The norm suggests that the majority of these interactions breed the same questions.

According to a study conducted by IMPACT, numerous companies were asked about the first interaction of their sales team with potential customers. The results showed that 80% of the customers’ questions were the same. Therefore, this is where the 80% video makes an entrance.

The core purpose of an 80% video is to cater to the 80% of frequently asked questions that potential customers extend during first interactions. This is typically a sales video that is assigned to specific customers to watch before your company proceeds with a contract. Therefore, the result is a shorter sales cycle, making the sales team’s job quicker and easier.

Method Of Making An Impactful 80% Video

Five basic steps go into making an 80% video. These include:

Step 1: Discussion With The Sales Team

The first step before implementing any strategy is to perform effective research. Therefore, the most important step is gathering the sales team because they primarily interact with potential customers daily. This makes them the ideal resources to gather ideas regarding the questions that your 80% video should cater to.

A thorough discussion with the sales team will help your company determine the top questions that are most often asked when interacting with potential customers. Once we have a rough idea, we can move on to the next step.

Step 2: Identifying The Questions

Once you’ve discussed this with the sales team, it’s time to highlight the questions often asked. Therefore, keep an eye out for the ones that take you to the point of irritation when you hear them because of the level of repetition.

Step 3: List The Questions In Order Of Priority

The way to prioritize your questions is to highlight them based on frequency. This will help your company identify the common issues that need to be quickly answered. A wonderful tip in this regard would be to encourage transparency.

At times, a company may be wary of answering a service or product’s cost since the potential customer lacks a complete understanding of the project’s scope and may scare them away. On the other hand, the company may sometimes wish to conceal information because they don’t want their competitors to know too much about your brand in case they find the video. Sometimes, turning your potential customers cold may scare a company away from sharing the truth.

However, despite reluctance, by being transparent, companies can ensure that they can retain the interest of potential customers with the highest possibility of becoming a sale. Therefore, if a construction company wishes to build trust, transparency and the truth are the best routes.

The answer is simple: customers get attracted to companies because they trust their services. In case of an absence of trust, potential customers are likely to go to a competitor, especially if they cannot get their answers.

Step 4: Have The Sales Team Prepare 80% Videos

As scary as it may seem, making an 80% video doesn’t have to be too difficult. Your company can use a webcam to make a simple video. The core purpose of the video is to communicate important answers and messages to potential customers. Therefore, a personal angle may add value to the video’s aesthetic.

Step 5: Email The 80% Video Before Your Call With The Potential Customer

The last step once you’ve made an effective video would be to share it with your potential customers through email. Ensure that you send in this email before a call with your customers.

Common Mistakes In 80% Of Videos

The most common mistake companies make in making an 80% video is using these to market their company. Therefore, using these videos to pitch to potential clients is a common urge but should be resisted.

Using this medium to pitch your services to a client can make your customer lead cold and useless. Understandably, the core aim is to communicate the company’s values effectively. However, if the customer notices that the service they’re being offered is solely for sales rather than genuine care for the customers’ concerns, they are likely to walk the other way.

Moreover, if you use your 80% video as a sales pitch, your potential customer may blacklist you mentally, which will cause a major hindrance in translating the lead into a sale in the future. Therefore, use your video to aid your customers, educate them, and help build trust effectively.

Get In-Depth Video Analytics

Besides just construction company marketing, video hosting is an entirely new angle to the concept of video marketing. Various services offer access to software that analyzes and shows the performance of a video on various platforms.

These aid in extensively understanding the role of a particular video within your company’s marketing or sales funnel. Therefore, this software offers a detailed analysis of data and analytics, which helps generate extensive leads. However, this isn’t the best part about this software.

This software also provides the opportunity to effectively track a video’s performance in pursuit of making a wonderfully dynamic campaign for video marketing. The implication is simple: it is essential to know the implication of a construction company’s business on a basic level. Your construction industry is not likely to truly benefit from metrics as simple as “likes” and “views” anymore.

Additionally, video hosting gives more control over how a final product appears to the general public. Services like Wistia or Vimeo make it possible for construction companies to have a watermark on all company videos. Watermarks are an excellent way to build brand awareness and can significantly increase click-through rates on any given video.

In other words…

  • Use software that provides in-depth analytics for your video marketing performance
  • Gain an understanding of the role your videos play in your sales funnel
  • Control how your published videos appear to the public

Increase Your Conversion Rate with Video

Although video marketing is normally linked to the digital side way too often in the current era, let’s look at a slightly different spin. The norm suggests that those who browse the internet tend to have shorter attention spans, which keep getting shorter each year. Therefore, videos are ideal because they allow visitors and specifiers to consume content faster and in larger quantities.

The dynamic marketing world implies that words can give a company ranking while videos help raise the number of potential customer conversions for a business. It is more likely for videos to attract more engagement.

Let’s put this into context.

The current average viewership extends to 1 billion hours daily for YouTube. Therefore, the average shows that individuals watch more hours of videos in 8 days than the number of people on Earth. This fact poses your biggest opportunity.

Websites don’t take the form of static brochure sites anymore. On the contrary, these are dynamic and integral parts of all construction companies’ sales and marketing strategies. A website acts as both an information hub and a digital salesperson. It’s important to ensure that your website can be found online and provides engaging content for potential customers.

In other words…

  • Video can help you rank better in Google search results
  • You’ll be able to educate your prospects quickly and easily
  • Your website will provide engaging content for potential customers

Effective Video Marketing Strategies For Construction Businesses

The primary goal companies wish to achieve through video marketing is developing trust. The foundation of trust is primarily transparency. However, the good news is that existing accessibility to technology aids in cutting through the clutter while showing potential customers your services.

Video Business Cards

This video marketing strategy aids in making your brand unique while aiding your potential customers in getting to know the business better. Therefore, these offer the ideal beginning to develop an effective relationship between the potential prospect and the business itself.

Customer Reviews

Human nature allows individuals to resonate with items that other people appreciate. Therefore, seeing other individuals happy with a purchase results in gaining confidence about buying that product. This helps within the construction industry because people have trouble trusting companies. Therefore, hearing positive reviews automatically helps develop trust.

For the final push to sign the contract with a construction company, a potential client wishes to research the cause of happiness for previous customers. Therefore, a video with customer testimonials helps get the job done while putting a smile on your potential client’s face and hearing about your company’s credibility.

Videos Showcasing The Process

Creating a home is one of the most important purchases for your customers. Therefore, everything from the planning stage to the final set-up and the process in the middle can be incredibly stressful. However, this is where a process video comes in handy. This type of video eases the stress at the thought of building a house from scratch. Therefore, it acts as an effective video marketing strategy.


Video marketing acts as the ideal type of marketing when building trust between potential clients and construction businesses. Moreover, this form of marketing shortens the sales cycle if it is effectively optimized. However, it doesn’t replace a natural form of blogging.

The important factor to note is that marketing through text can help a company get a ranking. On the other hand, videos aid in increasing customer conversions and translate into sales for the business. Collectively, video marketing and blogging work effectively in generating conversions and engaging the audience.