4 Ways Construction Companies Can Uplevel Their Marketing with Video

Log into LinkedIn or Facebook, and you won’t be surprised to see that videos make up 75% of all internet consumption. Video content is dominating the internet and will likely continue to do so; Cisco predicts video traffic will quadruple by 2022. 

While blogs and white papers still hold value and purpose, video proves to be the preferred format to consume content. Not only is it preferred, it’s more effective and it leaves an impression: Viewers retain 95% of a video’s message, versus only retaining 10% when reading text. Video is more digestible, more entertaining and takes less effort to process. Because of these benefits, marketers are incorporating more video into their outreach, and the construction industry is no exception.

According to the Society of Marketing Professional Services (SMPS), 70% of AEC firms are planning to employ video in their marketing strategies in 2020. SMPS claims in their November 2019 marketing report that firms not using video may struggle with relevance, as their competitors increasingly employ video in all aspects of marketing. 

Historically, the cost of producing high quality videos was prohibitive for many firms, but advances in construction cameras technology have changed all that. Today, advanced solutions provide live-streaming and timelapse capabilities along with high-definition image quality and editing features that make creating videos for marketing outreach simple and cost-effective. The best part? They can leverage footage already captured on the jobsite.

Here are four ways that your team can put video footage from construction cameras to work to raise brand awareness, close more deals and generate revenue:

1. Enhanced Project Bidding

Today’s leading construction firms are walking into interviews armed with videos that provide visual testimony about how they can save prospects money and keep projects on-schedule and under budget. Construction camera video footage of past projects demonstrates how your team overcame specific logistical issues and delivered high-quality work. Such videos provide evidence of past success, and speak a whole lot louder than words. 

Has your organization identified issues on the project you’re pursuing that are similar to past projects? Illustrate it with video footage from past projects, and show how you’ve already solved potential problems before breaking ground.

SMPS reports that one of the newer trends in proposal development is using embedded videos or at least hyperlinking to videos from the proposal or portfolio. When RFPs request a PDF copy, use this same tactic: Include a hyperlink to a video reinforcing your statements about your project experience and expertise. 

2. Community Engagement

It’s not uncommon for high-profile projects, such as those completed for higher education and local governments, to add a section or question to their RFP/SOQ asking how contractors plan to engage the community in the construction process. Stakeholders often want to feel involved throughout every step of the project. Live streaming video from construction cameras on your jobsite is a simple, low-cost solution that fulfills your client’s request and allows everyone to see daily progress.

Consider having a webpage or blog post dedicated to the project to foster community engagement. Embed live feeds from jobsite construction cameras for the public to see. Share the link with administration to share with constituents and stakeholders, giving them the ability to get up-to-date information and visuals on the project in real time. Even if a project doesn’t request it, providing video updates can be an easy way to build rapport and secure future projects. Once the project is complete, you can repurpose these pages and videos as a case study to include with future work proposals. 

Construction marketer's jobsite camera eBook

3. Rich Social Media Content

Marketers know that coming up with eye-catching content for social media can be a pain point. Construction cameras make it easy to generate engaging visual content, while simultaneously monitoring construction sites. Timelapse videos consolidate hours of work into short, quick-paced videos. They can be created daily or throughout an entire project lifespan to show progress. 

Construction cameras also make it easy to generate plenty of photos and video footage, so you can create eye-catching, engaging posts on a regular basis, without significant effort. Some construction cameras also offer the ability to take 360° panoramas, which can be an interactive way to display your work on Facebook or your website. 

4. Lead Conversion

Video content on a landing page can increase leads by 80%. Consider embedding video footage or timelapse videos on landing and industry pages to showcase various project types (retail or multifamily, for example). At the end of each video, include a strong call to action. Most contractors only post past project photos, so adding live or timelapse video to your landing pages can provide a competitive edge. 

The construction marketing landscape is changing; now is the time to jump ahead of the competition. Truelook construction cameras are a great way to create video marketing content from existing jobsite footage, without tapping your budget. Want to learn more about how video can help promote your brand? Download TrueLook’s Marekting eBook.

Allison Shaub headhsot

Allison Shaub

Allison is TrueLook’s Chief Marketing Officer. In her role, she is responsible for developing strategic marketing and communications programs that generate awareness and drive deeper customer engagement. She has over a decade of experience helping brands build and scale their marketing efforts. Outside of business hours she enjoys spending time with her husband and two fur children.

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