Video marketing is on the rise. In fact, a total of 76 percent of those who used video in the past 12 months reported a direct business impact and more than 60 percent plan to increase their investments in video next year, according to Adweek. Additionally, 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.
Many HVAC contractors are capitalizing on this trend by creating their own custom content on everything from quick educational how-to clips to employee recruitment to silly shorts highlighting employees and the company’s culture.
Integrity Comfort Solutions in Conroe, Texas, is one such company that has found success creating brand awareness through video marketing on social media. The company posted a Facebook Live video discussing the operation and safety devices built into a furnace on Sept. 29, and in less than a month, it had already garnered 19 Likes and more than 5,500 views.
You may remember me talking about this issue not too long ago in another column. If not, visit http://bit.ly/2gFxmkm to refresh your memory.
The NEWS is also on board the video train and has been for some time. As a publication covering the HVAC industry, we strive to bring you valuable content in a number of different formats, including print, digital, and via multimedia platforms like video. Our website includes profiles of the latest HVAC apps, highlights of the latest industry events, in-depth looks at key case studies, and more. As part of our effort to offer more videos to our readers, I’ve had the opportunity to get out of the office and head to local HVAC contracting companies to film a few videos.
A few months ago, I traveled to Lakeside Service Co. in Brighton, Michigan, and met with Jamie Langan, a Building Performance Institute Inc. (BPI)-certified building science professional, to film a video on how to set up a blower door test. Langan was very professional and informative and discussed why blower door testing is important, how to prepare for the test itself, and the safety checks a technician must perform before starting the test. He concluded by sharing the results. I certainly learned a lot that afternoon.
Most recently, I headed out to Warren, Michigan, to visit my friends at Flame Heating, Cooling, Plumbing, and Electrical. Once there, Matt Marsiglio, operations manager for the contracting company, discussed the most common problems his technicians experienced out in the field during the busy heating season in Southeastern Michigan during the winter. He also talked a little about troubleshooting and the small things his employees do to go the extra distance, such as changing batteries in thermostats, smoke detectors, and carbon monoxide detectors, to provide excellent customer service to their clients and make sure they are safe in their homes.
As a brand-new, first-time homeowner — and the dubious owner of an aging furnace — those little considerations appealed to me, just like it will appeal to others. It’s a great, inexpensive tactic to provide an added value to your customers and something you should think about doing, if you’re not already.
Publication date: 12/12/2016