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Title: Digital Evolution: Video Marketing Insights for UK Construction Companies
The construction sector is at the heart of the UK’s economy, but the industry has not always had an easy ride when it comes to embracing the digital revolution. Slow to engage with transformative technology and digital marketing tools, British construction firms may be lagging behind global counterparts, missing out on the vast opportunities at their disposal. A key factor in this digital puzzle is video marketing, a booming reality of the modern business landscape that can no longer be ignored by the Britons.
The Scenery Change: Grappling with the Digital Evolution
In recent years, the UK’s construction industry came to grips with the necessity to reevaluate its practices. Today, it’s no longer about just laying bricks and mixing cement. From planning and procurement to project management and completion, technology intertwines every step. Yet, amidst project management apps and BIM software, video marketing – an undisputed star in the digital marketing universe – seems conspicuously absent from the industry’s toolkit.
Enter Video Marketing: The Secret to Digital Success
Though considered a young upstart in the marketing toolbox by traditional construction blue bloods, video marketing is the way forward in digitalising your construction business. A report by Hubspot unearths that 72% of customers prefer learning about a product or service through a video than reading about it. In our British industry, it’s no different.
So, for the sceptics downing their builder’s brew and querying the role of digital marketing and video marketing in construction, take heed. Remember, constructing client trust, building brand awareness, demonstrating expertise, cultivating richer customer relationships, and smashing through market competition are goals no amount of bricks and mortar alone will achieve, but the right video strategy, perhaps, could.
The Digital Bridge: Connecting with the Modern Customers
The modern customer is switched-on, digitally savvy, and a notoriously busy bee. They crave connection yet are short on time. They are more likely to watch a two-minute video showcasing your latest construction project or peruse a virtual site tour than read through the glossy brochures of yesteryears.
Video marketing helps create a connection. Whether it’s a video blog, site timelapse, or customer testimonial, every clip shared aids in ‘humanising’ your brand, showing the faces behind the hard hats, narrating your story in a way that resonates with your audience.
Video SEO: Building Your Firm’s Visibility
SEO in video marketing is not just a ‘nice-to-have’; it’s a ‘must-have’. Crafting high-quality, relevant video content armed with the right keywords can make your construction company more visible on search engines, especially Google. Throw YouTube into the mix, a platform owned by Google, and your well-optimised video can boost SEO efforts, driving significant, sustainable organic traffic towards your brand.
Championing Implementation: Partnering for Success
If you’re a traditional construction firm feeling a tad out of depth, don’t throw in the towel just yet. ‘Digitise, or die’ may sound dramatic, but there’s no need for panic, and certainly, no requirement to walk the digital plank alone. Partnering with agencies well-versed in video marketing strategy can help you navigate these uncharted waters seamlessly, providing you with the compass and crew required to ride the digital wave.
Whether you’re new to the digital world or a seasoned player, remember that the face of the UK construction industry is changing, and it increasingly speaks in video lingo. It’s high time to break new ground; start building the foundation of your video marketing strategy now. After all, your construction firm isn’t just about building structures; it’s about building connections too.
Case Study: How JCB, a Leading UK Construction Company, Boosted Engagement using Digital Video Marketing Techniques
Overview
JCB, a world-renowned construction and agricultural machinery manufacturer, was seeking innovative methods to engage their design, specification, and contracting customers more effectively in the UK. The company recognized digital video marketing as a potent technique for achieving their goals and embarked on an extensive video marketing campaign.
Strategy
Understanding the need for an adaptable digital marketing strategy, the JCB marketing team conducted comprehensive research on construction-related buying behaviors and preferences. They discovered that much of their audience preferred visual and interactive content, as it offers a more immediate and compelling understanding of how different products or services work in a construction scenario.
JCB developed a series of high-definition explainer videos about their machines’ functionality, assembly, and applications, detailed product reviews, and comparison videos with competitors. They also used timelapse and drone footage in their videos to demonstrate large-scale construction projects that used their machinery – portraying visually striking, storyline-driven messages that seemed near-impossible to communicate through traditional text-based content.
To make the video content easily accessible to their customers, JCB used YouTube to host their videos and linked them back to their website, blogs, product pages, and social media networks. They also optimized the videos for the search engines using keyword-rich descriptions, tags, and transcripts.
Outcomes
This strategic approach to video marketing significantly expanded JCB’s online presence and customer engagement. They reported:
1. A 35% increase in overall website traffic, with visits to their video pages among the most popular.
2. A 50% increase in the time spent on their website, a key indicator that customers were engaging more deeply with their content.
3. A 30% increase in social media followers across various platforms, primarily driven by the sharing of their video content.
4. A growth in machine sales volume and a noticeable improvement in customer satisfaction rates.
Actionable Insights
The case of JCB illustrates the transformative power of video content as part of a digital marketing strategy for UK construction companies. Here are some actionable steps to adopt:
1. Understand your audience: Conduct comprehensive research to understand the needs and preferences of your potential clients, which will guide the direction of your video content.
2. Quality Content: Create high-quality, engaging video content that gives in-depth insight into your products or services. Don’t be afraid to experiment with different types of video content such as drone footage, 360-degree videos, or Augmented Reality (AR) to create compelling storytelling.
3. SEO Optimization: Optimize your videos for search engines using the right keywords, meta-descriptions, and transcriptions. Host your videos on platforms like YouTube to broaden reach and link back to your own platforms.
4. Distribution: Promote your videos through different outlets – your website, social media platforms, emails, events, and more.
5. Monitor and Measure: Regularly monitor and measure the performance of your videos to understand what works and what needs improvement.
Evolving into the digital age offers significant opportunities for UK construction companies, and video marketing serves as a highly engaging medium to communicate with clients more effectively. This case study evidences that with strategic planning and implementation, video marketing can deliver potent results for construction companies looking to enrich their relationship with their customers and drive growth.
“Ready to set your construction company apart from the rest with powerful video marketing strategies? Don’t be left behind in this digital era, get in touch with us now to learn how you can revolutionise your brand visibility and growth in the UK market!”
“According to a study cited in ‘Digital Evolution: Video Marketing Insights for UK Construction Companies’, by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. This statistic presents a vast potential for English Construction Firms to leverage video marketing to engage with their audience, enhance their company’s visibility, and drive more business.”
