How to Successfully Use Video in Your Content Strategy

Video lets you show off your completed projects, reach a wider audience, and build a more personal connection with your potential clients. For your videos to successfully turn viewers into clients, though, they need to work with the rest of your content.

Choose Compelling Topics

Chances are, when your would-be clients are searching for videos, they’re looking to solve a problem or learn something where the visual aspect is important. Keeping that in mind when you choose video topics helps you create videos that get attention.

Your popular blog and social media posts are a good place to start looking for ideas, but also consider topics that are particularly well suited to video. Videos on how little-understood building features work or the benefits of modern building materials can enhance your existing content. Then try video tours of your completed projects or current job sites, interviews with satisfied clients, key company members, and owners of complementary businesses or a weekly Q&A with questions from your audience.

Integrate your videos with the rest of your content to bring in leads. If you create a video about eco-friendly boutique hotel construction, post your insights on green building methods on social media to attract your followers to the video. In the video itself, you might direct viewers to a related free download at your website.

Reach Out to Your Audience

To get your videos in front of your target audience, start with your website. Include an introductory video on your homepage and About page, add video tours to your online portfolio, and create a page of video testimonials. To boost blog conversions, add relevant videos to your existing blog posts. If you do weekly short videos, include them in your email newsletter.

Then share your videos on Youtube and Vimeo with complete, SEO-ed titles and description to help your potential clients find them. Make short clips for Facebook, Instagram, and Houzz, and tell your followers where they can watch the rest.