Why Video Marketing is ESSENTIAL for Your Contractor Digital Strategy

In the modern digital landscape, if your local service company be it a plumbing business, HVAC contractor, or other home improvement contractors is struggling with targeted marketing like display or video ads, the problem is usually not the platform, but the creative and the messaging. Successful digital marketing, especially video marketing, requires a strategic approach that goes beyond just showing an ad.

The Non-Negotiable Role of Creative and Messaging

Whether it’s boring old text ads in paid search or a compelling video campaign, the message must work. While strategy and science are important for video , a tremendous amount of weight is placed on the content itself—what is actually in the video.

Differentiating Your Brand as a Local Service Contractor

If you are dedicating money to branding as a local service company, you must differentiate yourself to get the maximum return on your investment.

Your video branding strategy should incorporate a few key elements:

• Stickiness and Memorability: Include something that sticks, like a memorable jingle or slogan.

• Unique Selling Proposition (USP): Clearly communicate why your service is different from competitors. Why should a homeowner choose “Bob’s Plumbing Contractors” over “Frank’s”? Even subtle differences, or just a better way of articulating your message, can set you apart.

• Consistency: Tools like contractor management software and coaching from an HVAC coach or trades business coach can help ensure your team delivers on the brand promise communicated in your video ads.

Bridging Branding with a Call to Action

When running branding videos, particularly on platforms like YouTube, it’s essential to understand user intent. People typically aren’t on YouTube searching for an electrician contractor or roofing contractor.

However, while they are there:

• They are likely a homeowner your target audience.

• They may have recently been on the hunt for a service like a plumbing contractor.

This creates an opportunity. While you are branding, you should still include a Call to Action (CTA) and an offer to encourage them to call. This ensures that while you’re building long-term awareness, you’re also capturing immediate, latent demand.

Targeting Big-Ticket Sales and Creating Demand

Video marketing is highly effective for targeting big-ticket purchases. Use video to promote high-value services that homeowners may not even know they need yet, or haven’t begun searching for, such as:

• Switching from a tank-type water heater to a tankless system.

• Installing a whole-home water filtration system.

For these items, you must go to video, as you are targeting an audience that is not actively searching for the service. This is demand creation—educating people about concepts like “what is tankless?” and then showing them an ad.