Incorporating video into your landscaping business marketing
Landscaping is an incredibly visual service. Whether you are installing plant beds with colorful flowers, helping with the maintenance of lush green lawns or perhaps creating entire living areas outdoors, you want to show off your work effectively. This makes photos incredibly important on your website and social media channels. But today’s customers are looking for even more. As videos become more popular, you have more options than ever to incorporate videos not only on your website but also on social media.
Jackson Deaver, a Chicago-based filmmaker, photographer, and founder of Embrace Visual, LLC who works with many lawn and landscaping clients, says video is a unique opportunity to connect and connect with people. Instead of just showing a before and after photo, you can walk clients through the entire journey of a project from start to finish.
“In landscaping, video is one of the best ways to show what you can do,” says Deaver. “Sometimes it is difficult for people to imagine how to transform a room. Photos can do this well – but video goes further. They can really help show potential customers the whole process. “
Video also goes a long way in creating and developing your brand. Customers feel like they got to know you and your company before you even set foot on their property.
“Seeing the faces of crew members wearing uniforms, smiling, and interacting with other customers is a lot to people,” says Deaver. Even if you don’t have a video on your website, you want to make sure you include photos of the people who work for you. ”
A great communication tool
Video can also be a great way to communicate with customers. For example, if you want to give your prospects tips on how to prepare for their landscape consultation – or maybe you want to give some “advice” on how to maintain a new landscape – then video can be a really effective communication tool.
The video Deaver made for KD Landscape above is a great example. Deaver worked with KD Landscape’s marketing agency Landscape Leadership to produce this video. It gives potential customers a very good idea of what to expect if they were to work with the company.
“For many, video is an easier way to process information,” explains Deaver. “Often times it is easier for people to watch a video with this advice than read an article. As video becomes more and more popular for people to ‘get information’, you may be able to reach your audience more effectively. ”
Deaver compares it to a recipe. For many people, it’s easier to watch a short video about combining ingredients than reading the recipe. While everyone is different, there is a growing tendency towards learning something visually – and a video is a great tool in that regard.
Add to your team with video
Video can also be a very effective tool for recruiting new team members. With so many landscaping companies struggling to find workforce right now, whatever you can do to differentiate your business matters. Videos can be a great way to showcase your business and what makes it a great place to work.
“I currently have some landscaping clients who use video to connect with prospects and tell the story of their business,” adds Deaver’s Day in the Life of a Crewmember “kind of video. For many, it’s so much more appealing than a written job description. ”
Deaver says the entire medium of video is so much more immersive and engaging than other formats. Potential employees can get a real feel for what it would be like to work for your company. You can see who they are working with and what tasks they are supposed to do – in action. Videos can also be a great way for your team members to share testimonials about why they enjoy working with you so much.
Where can I post videos?
When it comes to embedding videos, Deaver says embedding it on the website itself is a great place to make sure it is viewed by prospects and team members looking for more information on your website. But he also says to use the social media channels and YouTube. Deaver sees YouTube more as a “hub” for the complete collection of all your videos. But he says you should use social media channels like Facebook or Instagram to actually get in touch with customers.
“Think of YouTube like an on-demand content platform like Netflix or Hulu,” explains Deaver. “It provides a great user experience for people who already know who you are and want to learn more. Social media like Facebook and Instagram can be effective at finding new customers. These platforms are all about good visual content and when you Pay attention to the analyzes, you will see what works and what doesn’t. “
Deaver also says that social media can help you get a strong sense of how the videos work. Take the time to read all of the comments people make and see how these videos work for you.
“As you see more feedback and engagement, be careful about which videos connect customers and prospects the most,” summarizes Deaver. “Social media is the perfect way to find out what type of video works best.”