Be the instantly recognizable brand in the neighborhoods you serve with a strong digital advertising game that engages with video.
Consumers’ content preferences have been shifting toward video. Experts estimate that by 2020, as much as 80% of all consumer internet trafficwill be video.
If you want to build a name that makes you the go-to service provider in your area, it’s worth the time to create and promote engaging video content.
The factors that made up a good video 10 years ago aren’t always the same as what goes into a quality video now. For many years, an attention-getting marketing video practically demanded specialized equipment and an experienced production team.
Now, you only need a few basics, including the must-have you probably already have in your pocket. Here’s what you need:
(As your video strategy grows, you can put somewhat more investment into higher-end cameras and microphones.)
The 4th thing you need for awesome video: authenticity. Consumers tend to engage with more authentic–somewhat less polished–content that helps build a connection. Think a YouTube video or vlog.
So don’t let something like a fear of appearing on camera hold you back from the opportunity video offers your business. It’s natural to worry: How will I look? What if I make a mistake? Those concerns are actually assets because they make you highly relatable to the viewer, and that helps create a stronger relationship between you and them.
Brand Promo Video
The basic type of video most small business pros start with is the brand promo. Often it finds a home on the company’s website or as something shared on Facebook and other social media.
Because it’s used to build brand awareness, it’s harder to pinpoint the ROI on this type of video in contrast to others. Yet a good brand promo is a foundational video piece that gives potential clients insight into your professionalism, whether it’s embedded into your website or shared on social channels.
Customer Problem-Solving Video
This type is an authentic way to give prospects the inside scoop on how your business solves their problems. For instance, a plumber who’s just fixed a homeowner’s leak, might ask that client to talk briefly on video about their problem and how you saved the day.
Questions That Help Make a Great Customer Story Video
These types of questions help you position your business as the hero ready to save the next homeowner’s day. They also let you build a natural storyline that sounds less like a polished marketing piece and more like what one neighbor would tell another about your services.
This type of inside scoop also engages because you’re educating the viewer about how their problem can be fixed. That can be super-helpful with a service in which they feel completely unfamiliar: think of the homeowner who might only shop for roof replacement a couple times over their lifetime.
Most viewers aren’t going to spend 3 or 4 minutes watching a customer story video on Facebook or YouTube. So maximize the time you do get by keeping videos to about 20-60 seconds long.
Two of the most effective channels for local businesses are Facebook and YouTube. Facebook tends to deliver more impressions, placing your video in front of more people. While YouTube typically provides a better user experience.
With both platforms, you can put the video to work organically by posting it to your page or channel.
But advertising is a more powerful way to leverage videos on Facebook and YouTube. And, because of the nature of these platforms, consumers tend to favor content that’s more authentic and less polished than a slick, high-budget video.
Say you shot a one-minute customer story featuring a homeowner who just had their roof replaced. Upload it to your YouTube channel or Facebook page, and then create a targeted campaign around that customer’s neighborhood, perhaps within a radius of 1-3 miles.
This digital ad reinforces the traditional branding you’ve already done in that area, from the yard sign on the customer’s lawn to your branded trucks driving down the street.
Over the length of the campaign, whether it’s a few weeks or a month, you can measure results so you’re ready for the next targeted digital push.
Facebook and YouTube give you cost-effective channels to publish and promote authentic, engaging videos you produce yourself.
Ready to get started with an ad solution that makes local digital advertising campaigns frustration free? Sign up for Boostpoint at www.boostpoint.com
Do you have a roofing company and want to generate more business? In this post, we’re going to cover the process of how to best take advantage of Boostpoint for your roofing company from strategy to implementation so that you can build a brand that generates more business.
The first step is quite simple and self-explanatory. Go to app.boostpoint.com and register for an account. If you already have an account just login to your existing account.
To connect you business Facebook page, go to settings and click the toggle switch and follow the prompts. Connecting your Facebook page allows Boostpoint to create ads on behalf of your page so that traffic is directed to your brand.
The next step is to add a credit card to your account. This is the payment method that will be used to bill your monthly subscription and your accumulated ad spend.
Now you’re ready to create a Boostpoint campaign. The strategy we recommend is creating campaigns around areas you have recently completed work. For example, let’s say I completed 7 roofing jobs this past week. The recommenced strategy would be as follows.
Add the addresses of these jobs into Boostpoint and select a 1-2 mile radius.
Photo and video ads both have potential for quality engagement. With that said, context is key here. Put yourself in the shoes of the person looking at the photo or video and ask yourself if you would find this engaging? You can also choose to run both a photo and a video ad at the same time. I really recommend this method because is keeps your ads a bit more fresh when people see them multiple times.
Budget and Schedule:
We recommend taking a 1% approach for finding the right budget for your campaigns. For example, if your revenue from a job is $8,000. Take 1% ($80) and put it back into marketing in that neighborhood. So if you’re creating a campaign with 7 addresses, your total budget would be $560. One of the benefits about this strategy is that your ad spend stays relevant with your total revenue.
Creating engaging content is the multiplication factor when creating campaigns. Start with a Boostpoint template and then make it personal to your brand. Here’s a great video to help you generate some ideas.
Once you have campaigns up and running you can analyze your results by going to your reports dashboard.
This strategy relies on consistency to be effective. I recommend keeping your campaigns as current as possible. The best case scenario would be to have your campaign started a few days before you complete work in a neighborhood or you could get in a groove where every Friday you create campaigns based off of how many jobs you completed that week.
My goal with this post is to present a framework not a rulebook. Don’t be afraid to experiment and to draw outside the lines to see what works for your brand and your audience. Happy marketing!
Choosing local marketing channels for your small business can feel a bit like visiting a franchise sub shop for the first time–you’re inundated with so many choices, and you have no idea what’s right for you!As a small business owner, you know that old-school tools like billboards, TV, or radio, still have their place in marketing. But if you’re working on a tighter budget, it can be tough to justify the expense of a continuing campaign via traditional channels.
Enter digital marketing.
Since the days of dial-up, the digital landscape has leveled the marketing playing field for many local service businesses, from real estate agents to landscapers.
As we move into 2019, four primary channels will bring the most value for your marketing dollar (in no particular order):
1: Google My Business
The Google game has changed a lot. For years, you could combine Google Adwords (now Google Ads) with a regular blog posting schedule to rank first for a term like, say, best roofing contractors in Memphis.
But Ads is much more expensive than it used to be. Plus, many more factors now go into determining where a site organically ranks in search.
To take advantage of Google as a powerful local marketing tool, whether you’re a pet sitter or a plumber, the most effective strategies focus on the search engine’s tools like Google My Business and Google Reviews.
When your potential customer searches for a local service, Google shows relevant ads as the top three or four listings.
Directly beneath, Google generates location-based map listings, which pin nearby businesses along with links to their sites and Google reviews. Google places a bit of weight on reviews, so the more positive feedback you earn, the higher you’ll appear in map results.
Because Google ties location and consumer reviews to rankings, the search engine impacts a user’s decision making. With one search, Google provides answers to two key consumer questions:
What are other people saying about that business?
Only after all those paid and location-based listings, do organic results appear.
2: Facebook & Instagram Ads
Facebook marketing used to rely heavily on organic posts that showed up in a fan’s feed. But posts’ organic reach has gone down considerably, making it harder to get your business in front of new people. That doesn’t mean you shouldn’t spend time on organic posts; in fact, it’s a good way to show prospects you’re consistently providing quality service in your area.
Even though Facebook and Instagram are getting a little more pricey and a little more crowded, paid ads are still a good value for putting your business in front of new faces.
Facebook’s ad platform is very robust, so it’s fairly straightforward to find the right target audience and, for very little money, you can get lots of impressions that drive traffic to your site.
Set yourself apart with local advertising campaigns on Facebook and Instagram. (If you’re not familiar with ads on these platforms, find an example by looking in your personal feed for sponsored posts.)
With a small budget and good targeting you can buy that space and put your name in front of consumers so they remember your brand when it’s time to replace a roof, repair the gutters, or do whatever your specialty is.
If you haven’t dived into YouTube ads yet…don’t get scared!
Does it take a little more effort to produce video content?
Is it worth it?
YouTube ad placement has been quite effective, making it a good channel for a local brand to grab cost-effective local ad space.
And the good news is that consumers increasingly want more genuine videos in place of highly polished marketing content.
If you’re a roofer, for example, shoot a short video where you appear on-camera saying you just completed a roofing job in a specific neighborhood. Ask the customer you just worked with to share what their experience was like with your roofing company. It doesn’t need to be a long video, even 15 seconds of a genuine testimonial can yield engaging content.
Target the video on YouTube to the same area where you completed that customer’s roof. It’s a super affordable way to advertise; you may be able to get in front of a thousand people for as little as $10. That’s a lot of visibility for very little money.
4. Google Ads
Yes, Google Ads has gotten more expensive but it’s still an important player in local marketing, making it a channel worth your time.
For example, a roofing company can expect to pay as much as $7, $10, or even more per click. But if you have a good strategy and a good landing page to send them to, it gives you a very qualified click..
So is there one marketing channel that’s best for you?
The most effective digital strategy for most local businesses is usually one that combines several channels.
Identifying those go-to channels will help you connect with the right audiences so you can build a strong local brand name that consumers will remember when they need whatever it is you do best.