Lights, Camera, Success: Expert Video Marketing Tips for UK Construction Companies

The past decade has seen an absolute explosion in the use of video as a marketing tool, both globally and right here on British soil. For UK construction companies, ready to seize both sledge and smartphone, this presents an excellent opportunity to build connections, attract new clients, and share your story. So, let’s start with the basics and get that film rolling.

Understanding the Importance

Firstly, let’s unpack the relevance of video marketing in our industry. This isn’t all about creating blockbuster trailers or viral TikTok dances with your excavators (though if you can pull that off, hats off to you). It’s about utilizing the power of modern technology to present, showcase and promote your construction projects, your team and your services in a dynamic, accessible way. A study by Insivia reveals that viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. It means the message about your excellence can resonate profoundly with both current and potential clientele.

1. Showcase Your Work

This is perhaps the most obvious use of video, but vitally important. Use time-lapse videos to condense days, weeks or even months of construction into just a few minutes. Enable people to view the transformation you’ve engineered with your skills and expertise.

2. Share Your Expertise

Knowledge is power and sharing that knowledge enhances your credibility. Create Q&A videos, discuss topical issues within the construction industry, and share your thoughts on future trends. Engage with your audience by offering value, not just advertising.

3. Encourage Testimonials

There’s no better advertisement than a satisfied customer. Encourage clients to share their experience in front of the camera. These testimonials offer a genuine peek into the quality of service you offer.

4. Employee Spotlight

Your team is your back-bone. Sharing their stories humanises your company and showcases your internal ethos. From interviews to ‘a day in the life’ pieces, these videos can build a rapport with your audience.

Top Tips for Video Creation

• Craft Your Story: Every video you create should have a clear narrative thread. Even if you’re presenting something straightforward, like a project showcase, ensure to set the context, highlight the challenges, and present the solution.
• Quality over Quantity: Don’t compromise production quality for volume. Make sure your videos have good sound, clear picture, and professional editing.
• Optimise for Mobile: Cisco forecasts that mobile video will represent 78% of total mobile data traffic by 2021. So, ensuring your video looks good on a smaller screen ensures more eyes get to appreciate your work.
• Call to Action: Always finish your videos with a clear call to action. This might encourage viewers to visit your website, get in touch with your team, or follow your company on social media.

Promotion is Crucial

Lastly, don’t forget to share your masterpiece. Use all platforms at your disposal – your website, social media, email newsletters. Explore partnerships with local media outlets in the UK, or construction industry publications.

The world is embracing video with open arms. As a UK construction company, you have a unique opportunity to craft engaging, enlightening, and impressive video narratives that not only showcase your incredible work but also casts an engaging, vibrant light on our industry.

Case Study: ConstructCo Ltd.

For a real-life example of expert video marketing in action, consider ConstructCo Ltd, a medium-sized construction company specialising in commercial and residential projects across the UK. In 2018, ConstructCo realised they needed to revamp their marketing strategy and decided to leverage the power of video.

The first thing ConstructCo did was to showcase a recent project – a sleek, modern residential high-rise in London. They employed a professional videographer to shoot time-lapse footage from beginning to end. This was edited and condensed into a 3-minute video that not only highlighted the progression from empty plot to completed building but also showcased the company’s skills, professionalism, and efficiency.

To add a human touch to their brand, ConstructCo produced employee spotlight videos. Through personal interviews, employees discussed their roles, shared their experiences, and demonstrated their passion for construction. These behind-the-scenes videos provided insight into the company culture and underscored ConstructCo’s commitment to its team, building trust with viewers.

Next, ConstructCo initiated an expert series. Executives and project managers discussed various industry topics, relayed project-specific challenges encountered, and shared their problem-solving strategies. This series established ConstructCo as an authority in the field while building viewer engagement.

Lastly, they incorporated client testimonials. Real clients were featured, discussing their satisfaction with the projects’ results and the professional service provided by ConstructCo – thereby giving prospects credible, appealing insights into the team’s performance.

All videos were shot with high-quality video and audio equipment. They were optimised for mobile viewing and ended with a clear call to action – to visit the construction company’s website for more information or to enquire about their services.

ConstructCo then implemented a promotional strategy to ensure the videos reached their intended audience. Videos were shared via company newsletters, on their website’s homepage and project sections, and across their social media platforms – LinkedIn, YouTube, and Instagram. Sponsorship funds were even allocated to ensure key videos were featured on Facebook and LinkedIn feeds for increased reach.

The results? ConstructCo saw a significant increase in web traffic and enquiries, and the time-lapse video of their high-rise project won an industry award for promotional video content. It’s a truly compelling example of expert video marketing in the construction industry.

Through investment in quality video production, well-planned scripting and strategic promotion, ConstructCo reaped significant rewards, demonstrating the immense potential of this medium for companies across the UK construction industry.

Explore our transformative construction projects, expert insight, and dedicated team – Contact us today and let’s build the future together!