“You may not know this, but we all have a case of HVAC. Ours used to take big gulps out of our checking account every month in our electric bill. And then, every few months, it would take another big bite in repair costs.”
This is how Kim Klieger of Allen, Texas, begins a customer testimonial video he recorded on behalf of Plano, Texas-based Samm’s Heating & Air Conditioning. It’s quite engaging. He goes on to explain how the HVAC contractor won his trust by explaining everything thoroughly and offering numerous options. He also described the installation crew as professional, efficient, and amazing.
A TRILLION WORDS
You know that old saying “A picture is worth a thousand words”? Well then, what’s a video worth? Undoubtedly, a good deal more. There are 213 million digital video viewers in the U.S., according to Statista. That number is predicted to rise to more than 232 million users by 2020. Additionally, the majority of online viewing is done on smartphones followed by desktop and tablet devices, according to a study by Millward Brown. I know I’m not the only one who has been caught clicking on those cute dog or cat videos shared all over social media.
Video is an exploding trend that is set to really take off this year, according to Ben Landers, president and CEO of Blue Corona. And, speaking of worth, Landers deemed customer testimonial videos on contracting websites priceless.
“There’s a growing perception that a lot of the written testimonials are fake,” he said. “Even with review sites like ReviewBuzz, Angie’s List, and so on. When every review is five stars, it makes people suspicious. Everyone who has used a contractor knows it’s not all sunshine and rainbows. The guys are going to make mistakes, they’re going to miss the time window, or they’re not going to have the right part, at times. Having real people talk about the service and share how the company responded when something went wrong is becoming increasingly important.”
Samm’s is not the only contractor taking advantage of this growing trend. Kaiser Air Conditioning in Oxnard, California, and Dee Cramer Heating, Cooling & Sheet Metal in Holly, Michigan, both have customer testimonial videos posted on their websites and on YouTube.
In addition to attracting new customers, video can also be used as a means to draw in new employees.
Central Heating, Cooling, Plumbing & Electrical in Kalispell, Montana, recently filmed a tech as he discussed job expectations of an HVAC technician. Meanwhile, Shapiro & Duncan in Rockville, Maryland, ingeniously had two of its interns job shadow an HVAC technician and turn it into a short documentary video. These are both great examples of how companies are using video to not only attract new people to the industry, but specifically to their companies. Additionally, other contracting companies have started interviewing employees on camera, asking what it’s like to work for the company and the benefits involved as a means to attract new employees.
So, it’s time to start thinking about creative ways to employ video on your website and social media pages. Maybe offer customers a 10 percent discount if they’re willing to record a testimonial video following an installation or service call. If your company employs an individual who’s engaging and well-spoken, film him or her as he or she explaines why the company is among the best in the area. If you’re camera shy yourself, have another employee do it to ensure more candid responses. Remember, these don’t have to be long, Academy Award-winning films. Keep them short and to the point. And, you don’t need a studio. Anyone with a smartphone and a steady hand can film a web-ready video.
Video is no longer a new and emerging marketing strategy; it’s here to stay, and it can be a powerful way to engage with people and differentiate your business. Now go out and hit record. Use this opportunity to promote your brand and strengthen your existing and prospective customer relationships.
Publication date: 6/27/2016