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    Pacific Northwest National Laboratory

    Video Presents the Reel You

    Dec. 4, 2023
    Video marketing can showcase projects, present service offerings, and document a project's various stages.

    In the competitive field of construction and contracting work, where your credibility is as vital as the concrete, steel, and tools you work with, the power of communication and brand perception cannot be overstated.

    Clear and transparent exchanges with potential clients have always been the cornerstone of most construction companies' growth, ensuring client expectations are met and exceeded. But in today's digital marketing landscape, those exchanges start long before a client gets in touch with you—they start when people look your company up to learn more about what it can offer. 

    Video content, then, becomes a window your potential clients use to get you to know who you are and what you can do for them. 

    High-quality video content lets contractors tell their story, engage an audience of existing and prospective customers, and communicates their commitment to excellence.  

    Here are some examples of ways in which the compelling medium of video can propel an HVAC mechanical company to a new level of familiarity.

    Pitching Your Services With Video

    As you aim to pitch your services to potential clients, it's essential to highlight the core qualities and value of your work, but you should also recognize the storytelling potential inherent in videos. After all, great visuals paired with a good story can significantly enhance your ability to engage curious people long enough to convey what you can do for them and persuade potential clients to reach out to your company. Project Showcase and Explainer Videos are two popular styles you can use to display your work and weave some narrative in the way you communicate with your audience.

    Showcase Videos

    At their core, these videos work as robust visual portfolios for your services, giving you a platform where your work and skills are in the spotlight. 

    It's worth mentioning that you don't have to limit yourself to just exhibiting the result; you can (and arguably should) craft a compelling journey of the entire process that goes into a project. That way, you can create opportunities to highlight the challenges encountered throughout the construction process and your ability to navigate and overcome these obstacles with proficiency.

    However you go about it, though, these videos are there to provide your potential customers a glimpse at the outcomes they can expect–allowing them to see not just what you've built but the dreams and possibilities you've helped realize along the way.  

    Explainer Videos

    These videos are great to give audiences a deeper dive into your projects and the services you provide.

    The style follows a structure optimized to simplify intricate or complex aspects of what you do, using clear and concise language, a narrative three-act structure, and engaging animations to make information more approachable to potential clients.

    For instance, if you're working on a project involving complex structural engineering or sustainable construction practices, explainers can help you break down this information into digestible stories to communicate to potential clients the info they need in an effective and engaging manner.

    With various styles and approaches at your disposal, explainers can give your construction firm an edge, showing what you can do for your clients and doing so in a way that gets them to call.

    Using Videos to Document Construction Project’s Progress

    Another great way to use video for marketing your construction business is to create content that documents and showcases your projects’ progress. This level of transparency helps reassure existing and potential clients and spotlights your efforts and commitment to delivering on your promises. 

    Time-lapse Videos, Project Walkthroughs, and Project Updates are great formats to add to your marketing efforts.

    Time-Lapse Videos 

    You can use Time-lapse Videos to create a sense of excitement and anticipation around your projects by condensing weeks or even months of work into a few captivating minutes of footage showing your progress. 

    This allows viewers to witness the entire journey, from the project's inception to its completion, in a brief and mesmerizing piece of content. All while highlighting your team’s dedication and serving as a testament to your ability to complete projects on time, fostering trust in your work.

    Project Walkthroughs 

    Project Walkthroughs provide a comprehensive view of the project at different stages, giving your clients a sense of involvement and providing a transparent glimpse at what you do. 

    By narrating these walkthroughs and explaining key milestones, you not only keep clients informed but also help them understand the project's progression and welcome its unique features. 

    Do it right, and you create a virtual bridge between the construction site and your client's expectations, which goes a long way in helping them recognize and appreciate when milestones are achieved along the way.

    Project Updates 

    Regular Project Updates in video form are a proactive way to keep clients in the loop, fostering a sense of partnership and collaboration without requiring much in the way of resources to produce. 

    These types of updates go beyond the conventional email or document reports, offering a more engaging and informative medium to deliver information. They usually include brief interviews with project managers or site engineers, which can also help highlight their expertise and dedication. 

    By sharing these insights in video format, you build help trust and confidence with your existing clients, assuring them that their project is in capable hands and emphasizing to your potential clients your commitment to a successful project journey.

     Educational Videos 

    Standing out as a brand means positioning your company as a thought leader and innovator within the industry, and that’s precisely where educational and instructional videos come into play.

    Educational and Instructional Videos

    These videos allow you to do so much more than display your capabilities; they can transform your company into a source of knowledge and expertise that improves your brand’s profile. 

    By delving into various industry-relevant topics, such as building codes, safety procedures, and cutting-edge construction technologies, you can offer comprehensive insights that extend beyond your core services to show your expertise.

    As your educational videos gain traction, they also attract the interest of industry peers. Professionals from various sectors may seek collaboration or consultation, opening doors to potential partnerships, opportunities for mutual growth, and overall broadening your network. 

    In essence, as you educate and inspire, you become a trusted resource, leaving a significant and lasting impression in the ever-evolving landscape of construction.

    Parting Thoughts

    Remember, the construction industry isn't just about bricks and mortar. Equally vital are the intangible elements of trust, credibility, and the immense value of your standing within the field.

    Videos, in this context, are a powerful tool that can help you establish a reputation that endures the test of time and keeps bringing in new clients that spur growth. Just remember this type of content goes beyond just showcasing your work, as these videos can foster an emotional connection that lingers in the minds of your audience. 

    So, don't miss out on this powerful marketing tool—start creating captivating videos today and watch your construction business flourish. Through the lens of video, you have the potential to reshape your industry presence, building not only structures but also a legacy of trust and excellence.


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