With Facebook traffic continuing to rise, and more people continue to take the #stayhome initiatives of their states seriously, social media has become a must-have with respect to a crisis-based marketing strategy. Video marketing has been on a solid wave over the past 5 years with over 500 million minutes of video consumed on YouTube every day. In times of crisis, the number of videos uploaded to social media networks has increased and will continue to go up as people are moved to social media for their sole means of social interaction.
As business owners, it is always important that we are connecting with our customers right where they’re at, in the way that they want to be connected with. If you don’t currently have a social strategy built into your current marketing plan, now, more than ever, is the time to start one up. The best way to get in front of your clients right now is through video. Now, I get it, some of you might be thinking, “Josh, I am not a video guy. I don’t understand that video stuff and it’s too expensive. I wouldn’t even know where to start.”
Well, you are in luck, because you’re exactly in the place where you need to be in order to get started. Creating video content is a lot easier than you think, but a little help along the way can’t hurt. So, here are 8 expert tips for sending you on your way to creating more powerful and impactful videos on social media:
Tip #1: Be authentic
This may sound corny, but I can’t understate the value of this particular piece of advice. In a time of uncertainty, people are looking for something certain to feel grounded. In a time of sales people getting in front of customers for a wide variety of products and services, people have grown tired of the sales pitch. So, when you create video content for prospective and current customers, focus on being your natural, everyday self. Talk how you would normally talk as if you were not on camera. Bring the energy and presence that your customers would usually get from you when you are with them in person.
Tip #2: Use your phone
The best camera is the one you have in your pocket. If you are a recent iPhone or Android user, then you should have all that you need to get started. The camera on your phone is more than sufficient to push out 1080p content, and by that I mean full HD content. The microphone on your phone is definitely sufficient as well. Use the camera app that is native on your smartphone to start creating your content.
Tip #3: Find relevant topics
One of the best ways to do this is to log onto YouTube and start searching for home services topics. Google has a fantastic feature called “autofill”—when you start typing something, Google will show you what the most popular searches are based on the first few topics you type. Start with “how to fix…” and see what Google shares with you. From there, start your video content list. Additionally, have your CSRs and techs gather questions from customers. Chances are, if they have questions, others have the same ones, too.
Tip #4: Keep your camera as steady as possible
Shaky video footage from holding a cell phone can produce a poor experience for your viewers. Do whatever you need to in order to keep the camera steady. Bring someone along to hold the camera for you while you’re speaking. Prop up the camera on some books with a coffee mug behind it while you’re filming. Keep the camera about 1 to 2 feet away from you if you are using a cell phone to record so that your phone is still able to pick up your voice. If you hold it too far away, your viewers might not be able to hear your voice on the recording.
Tip #5: Get video testimonials of your customers
If you have customers who are having a great experience with you or one of your techs, ask if they wouldn't mind sharing a quick word on video regarding how comfortable they felt during the visit, or how quickly you were able to fix their problem and put them at ease. Video testimonials are one of the most effective ways to authentically promote your business, as people are more likely to believe the great things they hear about your company and customer service when it comes straight from someone else who experienced it firsthand.
Tip #6: Share your COVID-19 safety practices
Many business owners in the home services industry are cracking down on their sanitation practices inside and outside of customers’ homes. Make sure you are broadcasting that across your social media channels so all of your customers are aware of the steps you’re taking to keep your techs and your customers safe.
Tip #7: Strategize your on-camera presence and message
Here are a few tips for what to say on camera, and how to say it more powerfully: Identify one point you want to have your viewer take away from the video. Video content is an opportunity to create mindshare with your audience. Keep it simple. Don’t overwhelm them with information that they don’t quite understand. Have a warm greeting and a warm ending. Biggest tip of all, smile. It is the universal language!
Tip #8: Share and tag
Share the video with your Facebook and Instagram friends. Tag the people featured in the video as well as those who helped out in creating it, and encourage your whole team in the office to share the video content as soon as it’s live. The more people you get to share your videos means the more people who will get to see them. And make sure to dedicate some advertising dollars toward boosting the video posts so you can increase your audience, which will maximize visibility and exposure for your brand.
The best time to get started is now
If you haven’t considered the power of video to build your brand, now is the time to double down on the effort. With more people on social media every day than ever before, you have an audience that is already consuming content. The only question is: are they consuming yours?
Video marketing on social media is an excellent way to be more forward-thinking with your marketing and better connect with your existing and target customers during this time. The more consistent you are with this practice, the more positive results you’ll see.
For more advice about how to adjust your business strategy in response to the coronavirus pandemic, visit our COVID-19 resource page for home services businesses. We’re continually updating it with new videos, blog posts, infographics, and other helpful content to keep your business prepared and successful. You can also reach out to us directly if you have any questions.