Video Marketing for Trades: A Complete Guide

Video can help you show off your skills, connect with your audience, and stand out in a crowded market as a tradesperson, whether you’re a plumber, electrician, or builder. Since almost all companies use video in their marketing, it’s clear that this format connects with customers uniquely and interestingly.

Video marketing lets you show off your services and work visually, which works especially well in trades where people can best understand the quality of work by seeing it. Making educational and how-to content also makes you look like an expert in your field, which builds trust with possible clients. Sharing these videos on the right sites can help you make more sales, get your customers more involved, and raise knowledge of your brand.

Understanding Video Marketing for Trades

Photo sign made by human hands on blurred sunset sky as background

When you engage with video marketing for your trade business, you tap into a dynamic and highly engaging medium. Videos provide a compelling way to showcase your trade skills, projects, and the tangible results of your work. Here’s what you need to know to get started:

  • Recognize the Power of Visual Storytelling: Your potential clients want to see the quality and progress of your work. Create videos that tell a story about each project.
  • Educate Your Audience: Use video to inform your audience about your services. This might include tutorials, demonstrations, or answering frequently asked questions.
  • Highlight Customer Testimonials: Social proof is crucial. Film testimonials of satisfied clients praising your work.

Best Practices

Keep videos short and engagingOverwhelm viewers with too much technical jargon
Use high-quality visuals and audioNeglect the importance of good lighting and clear sound
Include a clear call to actionForget to direct viewers to the next steps

The use of videos in your marketing strategy allows you to reach potential clients on platforms they frequent like YouTube, Instagram, or Facebook. Remember that your videos should reflect the high standards of your trade business. For inspiration on effectively marketing trade shows, you might take a look at 8 Ways to Use Video to Market Trade Shows.

Ultimately, your objective is to build trust and display expertise through quality video content, thus encouraging viewers to consider your trade services for their own needs.

Strategies to Market Your Trading Company

Utilizing video marketing is a strategic way to engage your audience and showcase your trading company’s strengths. Consider these targeted approaches:

  • Digital Integration: Incorporate videos into your digital marketing strategies, like social media and email campaigns. Ensure your content is tailored to your audience’s interests to drive engagement.
  • Educational Content: Create videos that explain complex trading concepts or market analysis to educate your potential clients. This positions your company as a knowledgeable authority in the trading sector.
  • Behind-the-Scenes Glimpses: Share videos offering a look at your company’s operations, such as your trading floor or analysis department. This transparency builds trust and humanizes your brand.
  • Customer Testimonials: Use satisfied clients’ stories to illustrate your company’s positive impact. Authentic testimonials can be compelling endorsements for your services.
Customer EngagementContent-TypePlatform Suggestions
HighHow-to GuidesYouTube, Vimeo
MediumMarket UpdatesTwitter, LinkedIn
LowAnnouncement TeasersInstagram Stories, Snapchat

Remember to maintain a professional tone and avoid overly technical jargon unless your audience prefers it. Your videos should be clear, engaging, and reflective of your brand’s core values and expertise.

5 Best Videos to Create for Trade Business

For a trade business, certain types of videos tend to be particularly effective in engaging customers and promoting products or services. Here are five of the best types of videos to consider creating:

  1. Product Demonstrations: Showcasing the features, benefits, and applications of your products can help potential buyers understand how they work and why they’re valuable. These videos can effectively demonstrate the practical use and effectiveness of a product in action.
  2. Customer Testimonials: Sharing stories from satisfied customers can build trust and credibility. Testimonials are persuasive because they come from a third party who has firsthand experience with your products or services.
  3. How-To and Educational Content: Providing valuable information that helps solve common problems or improve skills can establish your trade business as an authority in your field. These videos can also highlight the need for your products as part of the solution.
  4. Company Overviews: Introducing your business, team, and values helps to humanize your brand and create a connection with your audience. This can be particularly effective for B2B trade businesses where the relationship is a key factor in decision-making.
  5. Case Studies and Success Stories: Detailed accounts of how your business has helped other customers can showcase your expertise and the tangible results you deliver. Case studies are powerful tools for demonstrating the impact of your solutions in real-world scenarios.

These video types can help a trade business attract new customers, nurture leads, and build a strong brand reputation by providing valuable and engaging content that resonates with its target audience.

Three Stages of Video Production

This is the planning phase where all the preparation for the video project takes place. It involves scriptwriting, storyboarding, budgeting, casting, location scouting, obtaining permits, scheduling, and assembling a crew. Pre-production is essential for organizing all the elements needed to ensure a smooth production phase. It sets the groundwork for the entire project and can significantly impact the quality and efficiency of the final product.

2. Production

This stage is where the actual filming occurs. It involves setting up the lighting, camera equipment, props, and audio equipment to capture all the required footage. It’s the execution of the pre-production plan. The production phase can involve studio work, on-location shooting, live shooting, or a combination of these. This is when the director, actors, and crew work together to shoot the scenes as outlined in the script and storyboard.

  • Storyboarding

Storyboarding is an important way for people working in film and TV to plan out scenes and routines. Like making a comic strip, it involves making several panels or illustrations that show how the story progresses. The main focus is on planning the visuals for film and video production.

It is the plan you use to tell a story. You plan out each scene of your movie by drawing out the text, images, and sounds. Make sure that the storyboards you use match the character and message of your brand.

Before shooting starts, storyboards help directors, cinematographers, and other members of the production team picture the scenes and figure out how the story will be told visually.

There are several key techniques and elements involved in storyboarding:

  • Establishing Shots: These are used to set up a scene’s location and context, giving the audience a point of reference for where the action is taking place.
  • Shot Size: This refers to how close or far the camera is from the subject, such as in close-up, medium, or wide shots, which can affect the audience’s emotional connection to the character or scene.
  • Movement: Storyboards can indicate camera movements, such as pans, tilts, or tracking shots, as well as character movement within the frame.
  • Framing: This involves composition and the arrangement of elements within the shot to focus the viewer’s attention or convey a particular mood.
  • Lighting: Light and shadow can be suggested in storyboards to give a sense of the visual style and atmosphere of the scene.
  • Blocking: This is the planning of actors’ positions and movements within the scene.
  • Color Palette: The use of color can be planned to evoke certain emotions or symbolize themes.
  • Sound Design: While not visual, notes about sound can be included to indicate how audio will be used to enhance the storytelling.

A storyboard artist typically employs these techniques to create a visual script, which serves as a guide for the production team. The level of detail in a storyboard can vary, from simple sketches to more detailed drawings with notes on camera angles, lens choices, lighting, and movement.

For more detailed information on storyboarding techniques, refer to Storyboarding Techniques Used in Successful Films and TV Shows and How to Storyboard: Step-by-Step Storyboarding Guide (2023).

3. Post-Production

After all the footage has been captured, the post-production stage begins. This phase includes video editing, sound mixing, adding music, voiceovers, visual effects, and color correction. It’s a meticulous process where the video is crafted into its final form. Post-production is also where editors may cut and rearrange scenes to better tell the story and where any additional graphics or text is added to enhance the video. The final step is rendering the video into a format suitable for distribution.

  • Post-Production Tips

In post-production, editing is key. Select sound and music that align with your visual content, as advised by Freedom to Ascend. This phase enhances the video engagement level, through tighter edits, balanced audio levels, and seamless transitions. The addition of graphics and text can also offer clarity and additional branding to your final video piece.

Here are some post-production tips to consider:

  • Edit for Clarity and Pace: Keep your trade audience in mind and edit your video to maintain a clear and engaging narrative that highlights the benefits of your product or service. The pacing should be dynamic enough to keep viewers interested without overwhelming them.
  • Use Graphics and Text Wisely: Incorporate graphics, text overlays, and animations to emphasize key points, but ensure they are professional and not distracting. Graphics can be used to illustrate complex information more clearly or to reinforce branding.
  • Sound Quality: Ensure that any voice-overs, background music, or sound effects are crisp and clear. Poor sound quality can detract from the professionalism of your video and make it less engaging.
  • Color Grading: Color grading can set the tone of your video and make it more visually appealing. For trade content, you want the colors to reflect the professional nature of the content while also making the product or service stand out.
  • Include a Call to Action: At the end of your video, include a clear call to action that directs your trade audience on what to do next, whether it’s visiting a website, contacting a sales rep, or placing an order (Single Grain).
  • Optimize for Different Platforms: If your trade content will be shared on different platforms, optimize the video accordingly. This might include creating different versions for platforms that have time restrictions or require different aspect ratios.
  • Feedback and Revisions: Get feedback from stakeholders or potential customers in your trade area. Use this feedback to make necessary revisions that could improve the effectiveness of the video.

3 Ways a Video Can Improve the SEO of a Trade Business

Video content can improve the SEO of a trade business in several impactful ways:

  1. Enhanced User Engagement: Videos are better than words at getting and keeping people’s attention. People will stay on your website longer if it has interesting videos, which is good for search engines. It means that your website has useful information on it, which could help it rank higher in search results. It’s especially important if the video is connected to the search terms that people use to find your site.
  2. Improved Content Quality and Diversity: When people use search engines, they try to give them the best results for their questions. When you add useful and high-quality videos to your website, you make it more interesting for people to visit. Search engines may rank these videos higher if they are diverse, especially if they are well-optimized with relevant keywords, a clear description, and an interesting image.
  3. Higher Potential for Backlinks: When it comes to content, videos are more likely to be shared and linked to by other websites than text-based material. These backlinks are very important for SEO because they show that other websites agree with the quality of your content. If you write useful and informative content for your trade business, other sites may want to link to it. This will increase the number of reliable backlinks to your site, which will ultimately boost your search engine rankings.

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