Strategic Ways to Use Video Marketing to Promote Your Cleaning Business
- June 20, 2019
- By: Vonigo
The data proves it — people like videos, even from brands. With a strategic approach to publishing video content, cleaning businesses can gain an advantage over their competition.
In a 2018 survey, 54% of consumers said that they would enjoy seeing additional video content from brands and businesses that they like (as reported by HubSpot). Additionally, more marketers and companies are using video to reach current and potential customers than ever before.
Hubspot’s Guide also reports that well over 80% of businesses are now using video content as a marketing tool on social sites, on YouTube, and on their own websites.
Getting Started with Video
If you currently own or handle the marketing for a cleaning business, there are unique opportunities for you to leverage this specific promotional strategy.
There are effective ways to use video marketing to book more client appointments, and gain added brand awareness.
Host a Brainstorming Session
Before you film anything, it is essential to plan out a video marketing strategy. Host a brainstorming session with all decision makers in your organization, and with anyone who could be helpful with this new project.
In order to be effective in your efforts, you must create quality content. Decide what messages will be of most value to your current and future clients, and what will encourage sales to your cleaning business. Get your brainstorming session started with ideas such as a daily or weekly cleaning tip, videos featuring your services, before-and-after results, and client testimonials.
Whatever you decide, be sure that your chosen content provides value to your viewers, and encourages them to watch more.
Determine Where and When to Post Each Video
Did you know that videos are over 50 times more likely to end up on the first page of Google? Additionally, including video content on your landing page can increase conversion rates by as much as 80%. What’s the point? Your decision about where to post your videos matters greatly.
While your videos can gain attention wherever they are posted, think about the desired results from this new marketing initiative. Do you want to reach more residential customers, commercial customers, or both? Do you want people to share your videos to boost brand awareness, or do you want them to strictly attract new clients?
Your answers to these questions and others will help you determine where and when you post each new video your cleaning company produces. For best results though, make sure to upload to YouTube. If you want your video to be seen in a Google search, it makes sense to upload it to YouTube, which is owned by Google.
A Word About Ads
One more important thing to note is that if you have been considering a paid video advertisement, the results can be less favorable than organic video postings. A survey from CNBC found that 65% of viewers immediately skip online video ads.
It may, therefore, be worthwhile to weigh your options and make sure you are choosing the best strategies for your specific audiences. If you’re paying for ad exposure, it might be worth using an ad retargeting approach only.
Utilize Best Practices for Each of Your Videos
Aside from creating amazing content that your current and future clients will love, there are proven best practices that you can use to get your cleaning business in front of viewers. For example, you can utilize online video SEO to get your content viewed as much as possible. This process often starts with researching current phrases and keywords that people are searching for to find instructional videos or companies like yours online.
To help improve your click-through rate (CTR), it is crucial to have a compelling video title (e.g. “Cleaning Strategies You Need to Start Using Today”), a strong description, and an engaging video thumbnail. Aside from being strategic with video SEO, there are other ways to encourage consumers to view your video and achieve your desired results
- Using categories in tags to increase the likelihood if your video appearing along with other related videos on platforms like YouTube. Research published by Wistia showed that videos under two minutes in length receive the most engagement.
- Having video captions is a must, especially if you are posting to Facebook. 85% of all videos watched on Facebook are viewed with no sound.
- Include links in your description to your website or online booking page, so that people can click through to your website to schedule a cleaning.
Set Goals for Your Content
Whether you choose to post weekly cleaning tips or positive client testimonials, there should always be goals for the content you post. Without a clear strategy and desired outcomes, you will waste time and money.
Decide if your top priority is client bookings, social page likes, brand awareness, a combination of these, or something else. Hint: All of your efforts should be helping you land more bookings, even if indirectly. It helps to be able to monitor the effectiveness of your videos in a meaningful way.
Set up tracking codes from the links in your video descriptions to help you track conversions. And of course, monitor the total views and shares. When people schedule cleaning services by phone, be sure to ask how they heard about the business, and record the results. Attribute the lead to one of your campaigns or channels, making note of whether they mention your videos.
Monitor Success and Make Changes Along the Way
Every few weeks, make it the responsibility of several individuals in your organization to review your video tracking metrics.
See how well the videos are performing, and if they are helping you reach your established goals. You may find that you are getting more page likes, but no additional cleaning services have been booked. If so, explore the root cause.
You may need to add a call to action to your videos. Or emphasize the value of the services you offer, or make some other changes to the content. From there, you can continue to track the success of your videos and make meaningful changes as you learn.
Try It Now
If your cleaning business isn’t yet using video marketing to help you book new appointments, you are missing out. Industry experts agree that video content will continue to be the best way to reach new and existing clients.
Even if you have a limited budget and resources, any business can produce high-quality videos that yield exceptional results. Here’s a list of five different video types that service companies can use.
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