Video training and marketing

July 2, 2019

Since being founded in 2005, YouTube has changed the marketplace with 5 billion videos being watched daily. For a contractor, YouTube has two purposes—training and recruiting. We have found success in creating videos, and you might too.

Statistics from Wyzowl show that 87% of surveyed businesses use video content marketing, and 91% of those businesses feel this strategy is important. In fact, 83% of businesses believe video marketing gives them a good ROI. With statistics like this, videos could lead to new customers, as well as new connections with general contractors and architects. Videos serve a double purpose because they can be educational training tools for new employees and an easy reference tool for current staff. Here are some ideas to get you started.

Videos might lead directly to sales. Businesses find that people who watch explainer videos buy products. Putting together a video showing your installations, interviewing staff or speaking with happy customers shows viewers your company’s talents. This gives you an edge over the competition.

Go for the story, not the sale. Yes, you want the sale, but videos are most effective when they tell a story. Show how your company is unique. If you go for the hard sale, you might turn people off by sounding like an infomercial. 

Ten seconds and counting. You have 10 seconds to grab someone’s attention. After that, they really have to want to watch the video to stay engaged. In other words, get right to the point and the meat of the story. Ask a question, use a teaser or express your value immediately to keep viewers engaged. 

LOL … you’re so funny. People watch videos because they want a break from their day. Give them one by adding some humor into the video. You don’t have to be a stand-up comedian, but make an effort to add a laugh to get your point across. The key here is to go with what you know and don’t overthink it.

Tag it. Videos have to have SEO searchability to be found. Tag a video with relevant keywords, and make it easily found in search engines. If you don’t want to tackle this end of your website or YouTube, turn to a web company or hire a part-time marketing person to help you maximize your videos.

Education proves who you are. One of the most powerful video methods is educating your audience (this is where that double purpose comes in). Customers might want to see what you do at jobsites and if you really know what you’re talking about. These videos create a library of references for new hires and current employees. How-to videos, showing off new tools, drone images of your projects or giving a tour of your office are all ways to connect to employees and customers.

Is the video going to be perfect? No. The first one you make will probably be the worst one, but you can build from there. A smartphone is all you need though you can invest in more equipment overtime if you see that ROI everyone is talking about. 

For us, videos have been a way to educate installers about our products. Crews that need a quick assembly reference have our videos. The videos also show architects that curves don’t have to be cumbersome and can be incorporated into a variety of applications. Even building owners wander across our videos and realize our products are an easy way to get curves in their buildings.

We have two video areas on our website. Product installation and how-to videos are at Flex-Ability Concept project videos are at This area has a spot for customer videos. Believe it or not, installers are already using video marketing to show off their talents, recruit work and customers, and train their crews. If you have one, let us know so we can link to it. We hope you enjoy our videos, with a laugh and a lesson, and you start filming soon. You also can visit our YouTube channel:


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