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Bring In More Customers With Videos on Your Site
You’ve GOT to be different!
We’ve said it before, and we will say it again. The home service business industry is competitive. As a customer, sometimes it’s hard to differentiate. A 
few years ago, you might have been able to differentiate yourself by just having a website. Today, it’s not that easy. Now, websites all start to look the same. Competitors feed off each other, so colors, design, and messaging tend to be similar. But you have worked hard for your business. You want a consumer to be wowed by your business before you even provide them with a service. You want them to pick up the phone and choose to call your business for service.
So What?
A great differentiator that you can use to set your website, AND your company apart from the crowd is using videos. Showing an example of what your business can do establishes trust in a consumer’s mind. It is a more concrete and imaginative way to demonstrate your capabilities and differentiation than words. This is the perfect opportunity to give your customers, or potential customers, a taste of how your business works, and why they should choose you.
What To Show and Where?
There are three different videos that would be beneficial to host on your site, and on your YouTube channel.
1. An “About Our Business” video, or short commercial looks great on the home page of your website. It makes your website personal, it gives your customers a great understanding of what your business can do, and demonstrates that you truly care about your business.
2. A “How Our Business Works” video can work very well on your Services pages. It can also function as a great way to capture website visitors’ information. Have them fill out a contact form in exchange for viewing the video.
3. A “Testimonial” video goes well on your home page or on your testimonials page. This is another great way to establish brand trust with your potential customers. Hearing praises about your business from an actual person is a strong reassurance to your potential customer that they are picking the right business for their needs.
Now What?
Wondering where to start with adding videos to your website to help differentiate your business from the rest? Here are a few steps you can take to create and post videos to generate a bigger interest in your business and give you a great competitive edge.
1. Decide what types of videos you would like to create and promote on your website or YouTube channel, or both!
2. Contact a media company like Twisted Media to see what sort of videos you can create with the budget that you have.
3. Create your videos!
4. Post your videos in the appropriate areas – don’t forget to start a YouTube channel if you don’t have one.
5. Use social media to promote your new videos.
Looking for an Example?
Chicago based carpet cleaning company Unique Upholstery, Carpet and Rug Cleaning Inc. does a great job utilizing videos to promote their services. Check out their website here for some examples.
Do you use videos to promote your home service business?
3 Reasons Why Your Service is Your Product
As a small home service business, you deliver a service or some services to your customers. That’s an obvious statement; but have you considered that this is your product?
The reason for asking this apparently bizarre question is that one such home service business commented recently that “we don’t sell products”. In a sense this is true because there’s no physical item at the end of the process; it’s not as if they’re selling an iPad, a motor vehicle, dishwasher, or anything else. But by taking such an intangible approach and assuming that the customer cannot see anything, the home service business is actually making life more difficult for themselves. How do you sell something that essentially doesn’t exist?
When a business designs and sells a product, decisions are made about how it looks, how it feels, its features, what makes it unique, and what attracts the buyer to part with their cash and make a purchase. But there’s no reason why these types of decisions shouldn’t be made when defining your service.
Here are three reasons why:
- Differentiation – make yourself stand out from your local competitors and define what is so special and different about your
service. In the same way that a physical product manufacturer cares about the aesthetics that make their product look unique, apply this logic to your service to help make it stand-out and sell. - Vision – despite the earlier comment about selling something that “doesn’t exist”, the reality is: it does exist. By defining exactly what you are selling, you can then paint a picture, a vision, in the mind of the customer. They may not physically “see” your product but by outlining exactly what the customer gets, they will clearly “get it.”
- Tangibility – how you market your product is more than just the product itself because you need to look at how you price and promote this, and where you sell it. By ignoring the product aspect and not describing your service, you have nothing to price and promote: there’s nothing to sell!
The third point from the list introduces the powerful, but simple, technique called the Marketing Mix and we will provide an overview of this in a forthcoming blog.
As a small home service business, what are your thoughts about this perspective?
Building a Better Business 