Marketing For Home Repair Contractors

Why I Don’t Add Captions To Videos

Add Captions To Videos

Why I Don’t Add Captions To Videos

All right, home repair contractors! Today let’s talk about captions—putting logos, texts, etc. on videos for Facebook.

 

If you go through my videos you’ll notice that I don’t have any logos on them. I don’t have any text swooping in at the end. I don’t put any captioning on my videos, which means you can’t just read the text with the sound off.

 

I want to explain to you why I don’t do these things for myself, or for my clients, and why I don’t recommend that you do it either.

 

Authenticity

 

I am all about raw, authentic videos. As far as not looking like an advertisement, the more you can blend into what everyone else is posting on Facebook, the better! The last thing you want to do is to make your video look like it’s a polished commercial or marketing video.

 

It Works

 

I’ve done this for long enough that I know the videos we post on Facebook work! This is not a theory. I have plenty of data that proves our videos work.

 

Lack of Emotional Connection With Captions

 

But I don’t think videos go as far when the sound can be kept off and the captions can be read as when someone actually listens to your voice (or my voice, or whoever does the video). I think that raw, unpolished video gets more attention every time.

 

Logos and Text

 

The same kind of principle applies when you put your logo at the beginning or end of your video. We as consumers don’t want to see another commercial, another ad, another marketing piece. We want you to get to the point, and the quicker the better.

Get Real

 

When you want to create video content, just get your phone out and shoot!

 

Your Next Step

 

If you don’t have the time to do this, or if you want to make sure that you are in the videos yourself, or if you don’t have the time to post them to Facebook yourself or follow up on the comments, that’s what we do! I will meet you at your job site, shoot some videos, take some pictures, and we’ll let your customers see the quality of your work for themselves!

Why Your Facebook Page Is The Tiebreaker

Facebook page is tiebreaker

 

Okay business owners, today I want to talk about how your business page can often be the tiebreaker if you’re going up against bids from other companies.

 

Multiple Bids

 

A homeowner will typically get 2-3 bids on work to be done on their home—unless they’ve been following your Facebook page for a while or they’re on your email list as a previous client, in which case they’ll choose you based on the work you did for them before. But let’s say you’re new to them, and you’re up against 2-3 competing bids.

 

Stop Competing On Price

 

Our goal for our clients is to always be chosen based on things other than price. We never want our clients to have to be the lowest bidder to win business. We want them to be chosen because they’re better because they do better quality work than their competitors.

 

Put Yourself In Your Potential Customer’s Shoes

 

I bring this up because often potential customers will find you on Google and will look for some way to decide between you and competing businesses. Let’s say that your pricing is about the same as your competition, and the potential client liked both your sales rep and the competition’s sales rep. What sets you apart? In this case, it’s often your Facebook page that makes the difference. Your Facebook page will make your potential client feel warm and fuzzy in their gut. We know that people buy based on their gut feeling more than on the facts that their brain analyzes, so we want to give clients those warm, fuzzy feelings. If you’re using your Facebook page well and posting pictures and videos of your projects, your team, team celebrations, etc., those things could be what separates you from Company ABC who doesn’t even have a Facebook page. Your Facebook page will make a human connection with your client. If your Facebook page is active and up to date and your competitor has a page but hasn’t updated it since last year, your page will be the one that welcomes the client and inspires trust.

Your Next Step

 

So make sure you’re keeping your Facebook page up to date! And not with random inspirational quotes, but with pictures of your actual work. Pictures of projects. Proof that you’re out there doing work, and that your work is of fantastic quality.

 

If you’re not sure how to make this happen, I’d love to help you out! I’ll show you how your Facebook page can be the tiebreaker that gets you the business!

The Types of Videos Home Repair Contractors Should Post To Facebook

The Types of Videos Home Repair Contractors Should Post To Facebook

The Types of Videos Home Repair Contractors Should Post To Facebook

Okay, business owners! Today I want to talk to you about why it’s best to not have your video content planned and scripted in advance.

 

You Don’t Need Topics Planned

 

If you’ve been watching my content for a while, or if you’ve been a business owner for a while, you know that video is just as important of a marketing tool for your business as your social media accounts. When I talk to clients about videos they often get concerned about topics, and what we’re going to film. But you really don’t need to have your topics planned out in advance.

 

Before we get more deeply into this, I want to tell you that this is not my idea! I got this idea from Gary Vaynerchuk, who talks about “document, don’t create.”

 

I don’t like to tell my clients what we’re going to talk about. I much prefer to just show up at your job site and document what you’re doing. Here’s why:

 

 

1. Video should be a magnifying glass.

 

My job is to put a magnifying glass on what you’re already doing. I tell my clients that I don’t want anyone to feel like they hired a marketing company. I want it to feel like one of your own team members is on location filming you. You are already doing great work—your videos should just show that!

 

2. Don’t overthink it.

 

I don’t want you to overthink your topics. Many times when we have topics that we script out, it sounds scripted. It sounds more like a commercial. When we film to document what you’re actually doing the result is something very organic, which is received better by clients. If you’re a landscaping company and you just talk about a gazebo you’re putting together or a fence that you’re fixing, it’s going to be much more authentic. If I do prep with you and tell you all the important points to hit you’re going to sound like a robot. You’ll sound inauthentic, and you won’t get the effect you want out of the videos. (And remember, we are talking about short videos that document your style, not your professional videos for your website.)

 

3. People want raw videos, not a commercial.

 

They don’t want overly produced videos. You have to have a good microphone because you have to have quality sound, but people don’t want to see overlays of text and logos or a huge call to action at the end. You do want a call to action, but there’s a time and a place. When you’re a home repair contractor you can have the best video in the world, but if someone doesn’t need a repair at the time then it’s just another commercial. If you use your videos to show your real personality and your real team, and if you include some tips and value, then you’re using positive branding right there. This will get you results.

 

4. Show off your work.

 

When you document vs. create it’s proof that you’re actually doing the work. If you sit at your desk when you film one of these videos, that’s great. But if you’re on-site, filming at a different location every month, then it’s a way of showing people that you’re actually performing this service. Basically, proof that you have customers and actual jobs.

 

Your Next Step

 

So don’t overthink your videos. Don’t even come up with a topic in advance. Just film what your team and your crew is already doing! This will bring you the results you want.

 

I hope this helps. Now, get out there and film!

Why You Should Include People In Your Marketing

Why You Should Include People In Your Marketing

 

Today we’re going to talk about why you should put people in your marketing. And not just people, but your people! Your team, your employees … even your customers. Here’s why:

 

Your Team Makes The Difference

 

I’m a really big believer in the idea that people want to do business with people, not logos or brands or pictures you found on the internet. What separates you from those other companies? Besides your fantastic service and the quality of your work, what sets you apart is—your people.

 

We’ve got to stop using stock photos and canned photos, and even graphics we create on a local level. They do serve a purpose for different types of marketing, but for a local home repair or home service business there’s a lot of competition at the local level and you need something that will let you rise above the rest.

 

Your Customers Are Familiar With Your Team

 

When you use real pictures of your team people who know your employees are going to say, “Wow! I know her! She was instrumental in helping us out!” People are more likely to engage with that type of post and to share it. The more times that happens, the more referrals you get and the more you stay in mind when people need your services.

 

People like to see people, and they like to see your people!

 

My Challenge To You

 

I want to challenge you! Start taking pictures of your team members going about their daily tasks. Get a picture of your office manager going about his or her day, or a picture of whoever you have running your crews or your teams and get that picture and their name out there on your social media. (Remember to always ask first to see if an employee is comfortable with you posting their name and picture!) Start doing this and then watch the results! You’ll be amazed!

 

I got this idea from a book called Marketing Rebellion. The author of this book, Mark Schaefer, believes that “the most human company wins”. People want authenticity, and they want to know who the people are behind your brand.

 

So I challenge you and encourage you to start putting pictures of your actual team, instead of stock photos, on your Facebook page and website.

 

 

Your Next Step

 

 

I do this for all of my clients. In fact, I’m meeting a client tomorrow at their job site, and I’ll be taking pictures and videos of them performing their tasks. They get to focus on what they do best, and I take care of the posting!

 

If this is something you know you need to be doing but you don’t have the time or don’t know how to organize it, I’d love to help you out!

 

Just remember: Be real, be human, and get your team out there where people can see them!

Facebook Customers vs Google Customers

Facebook customers vs Google Customers

Facebook Customers vs. Google Customers

Okay Home Repair Contractors, let’s talk about the difference between a customer who finds you on Google and a customer who finds you on Facebook. Of course, since I manage social media accounts I think that social media, including Facebook, gets you better customers. But let me explain why!

 

Google Customers Are Strangers/Haven’t Heard of Your Business

 

Think about someone who goes to Google to search for a plumber, an electrician, a landscaping company, etc. The fact that they go to Google first tells you that they don’t have a go-to person for these services. In fact, it says that they did not even take the time to ask their friends and family. They go out to Google and then will call two or three of the top hits. In the end, they’ll choose the company that offers them the lowest price. If your business model doesn’t have you focused on being the cheapest, you’re going to lose that customer no matter how much you’re paying to have someone optimize your website!

 

I’m not trying to knock SEO companies. I believe in SEO. When someone googles you, your brand had better come up! It definitely pays to have someone doing SEO on your website. Without some good SEO if someone Googles “electricians in McKinney,” you’re not going to come up.

 

But even if your SEO is good and your customers do find you on that Google search, Google customers are (more than likely) looking for the cheapest price within those first few hits.

 

Organic Facebook Customers Are Already Familiar With Your Business At Some Level

 

Facebook customers are different in a couple of different ways. Sometimes they’re already following your page and have been seeing your posts and your content. Maybe you’ve already helped them out in the past so you have a good reputation with that specific customer. Sometimes a customer finds you because a friend has tagged your page in a recommendation. This customer then takes a look through your Facebook page and sees your videos, your posts, your pictures, your team, and they get a warm and fuzzy feeling about you.

 

Typically Facebook customers are not out getting multiple bids. They already know, like and trust you, so whatever price you give them they’re going to run with it. They are more willing to see you as a company that is worth the price and who will do excellent work.

 

Facebook Customers Are Willing To Pay What Your Services Are Worth

 

Facebook is most beneficial for business owners who are trying to attract clients who are not just looking for the lowest price. If you are looking for clients who are just looking for the lowest price, that’s fine. In that case, you are better off throwing all your money at Google, because that’s where you’re going to find your customers. But if you’re looking for a customer who is willing to pay for your value, your quality of service—those customers are getting referred to you, and they’re getting tagged by people referring you. They’re customers who have been following your page already.

 

Your Next Step

 

If you’re a value-driven business you’re going to get better customers on Facebook. If you’re not active on Facebook, I can help you out with that! I can meet you at your job sites to take videos and pictures of your work, and post them for you so that when people go to your Facebook page they get that warm and fuzzy feeling and decide, “This is the company I trust! I don’t care how much the bid is (within reason), I’m going with them because there’s something about them that makes me trust that they’re worth it and they’re going to get the job done!”