Why Your Business Needs a Video Content Marketing Plan
Caitlin Maddock-Bahr | Social Media & Digital Strategy Manager
Tom Gardocki, aka The Dirt Ninja
In today’s digital world, the Internet is often the first touchpoint for new customers to discover your business. Tom Gardocki, aka The Dirt Ninja, has built a large social following thanks to his behind-the-scenes look at projects for his excavation company, New Era Excavation. Tom also works with his family at Interstate Landscape Co., where he created and executed a video content marketing plan to promote their services. We sat down with Tom to learn his tips and tricks for video marketing and why landscape businesses need a video content plan.
Video Content Helps Boost Credibility and Educate
Tom started his YouTube channel in 2010 as he began to take a more active role in managing his family’s landscaping business. Today, he finds that his video content is a great way to boost credibility and close a sale with clients interested in hiring his company.
“On our website we break down information by the services we offer,” says Tom. “You can find a time lapse video that represents each service. When a potential customer calls for a service and wants to schedule a time to quote the project, we point them to our website to take a look at past projects. This helps them learn more about our process before we come out for a quote, and we find that they ask better questions about materials, costs, types and sizes of projects, and the process in general. Customers will typically get up to 3 quotes, so if you help educate them and set expectations it can give you a leg up on the competition.”
How to Get Started with Video Content Marketing
When it comes to getting started with video marketing, there are a few things you need:
- Equipment: Tom suggests picking up a GoPro camera for beginners since they’re user-friendly, dustproof and waterproof, and come with GoPro’s free editing software. Plus, GoPros feature a time lapse function. For those who want something with a bit more functionality that is dedicated to time lapse videos, Tom uses a camera from the brand Afidus which can be controlled through a smartphone app.
- A Plan: Tom recommends starting with a YouTube channel to house your video content. Don’t focus on follower count to start, just build your content library. When you’re ready, you can easily embed YouTube videos on your website or share them on social platforms.
As for what to film, develop video content that shows the range of services your business offers. When filming time lapse videos on a job site, try and film as many types of jobs as you can (i.e., a front walkway, a retaining wall, an outdoor kitchen, etc.) and make them each look unique by using different camera angles.
When on-site, camera placement is key. Consider things like the position of the sun and vantage points from which you can film. Get shots from different perspectives and positions – high vantage points allow for a better view of the whole project, while tighter shots can give potential customers an up-close look at the work. Keep your video 4-5 minutes in length so you aren’t moving too quickly but also aren’t losing the viewer’s interest.
You Have Video Content. Now What?
Once you’ve created your video content, you need to distribute it. For Tom, his social presence has been the vehicle for that.
“Interaction with people online is one of the most important things you can do,” he says. “Be quick to respond to comments (both positive and negative). Social platforms take engagement very seriously, not just comments posted but also comments responded to. Be sure you can make that a priority. Make it a goal to reply within at least 24 hours.”
Another key to social media success is consistency. Give your audience content on a regular schedule so that they know when to expect it.
Of course, your content is no good if people can’t find it easily. Using industry hashtags on Facebook and Instagram increases the likelihood that people will see your posts.
Caitlin Maddock-Bahr
Social Media & Digital Strategy Manager
Caitlin Maddock-Bahr exercises her storytelling expertise as a social media & digital strategy manager. In this role, she not only helps Caterpillar connect with their audience, but helps customers connect with the brand.