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  • Writer's pictureCheri Woodsmall

Let's Roll: Harnessing the Power of Video Marketing in Commercial Construction

In the digital age, where attention spans are fleeting and visual content reigns supreme, video marketing has emerged as a game-changer for businesses across industries. And the commercial construction sector is no exception.


So, Why Is Video Marketing a Must-Have for Commercial Construction?


Showcasing Expertise and Building Trust


Virtual Tours: Take potential clients on immersive tours of completed projects or construction sites in progress. Using this technology allows them to visualize your capabilities and quality of work firsthand.


  • Example: A potential client can virtually walk through a completed office building, experiencing the layout, finishes, and attention to detail from the comfort of their office or home. This immersive experience is far more impactful than static images or written descriptions. Companies like Matterport specialize in creating 3D virtual tours that allow potential clients to explore a space as if they were physically present.


Client Testimonials: Let satisfied clients share their experiences working with your company. Video testimonials add authenticity and credibility to your brand.


  • Example: A video testimonial from a property developer explaining how the construction company's expertise and problem-solving skills helped bring their vision to life can be a powerful, persuasive tool. Seeing and hearing clients express their positive experiences can build trust and credibility more effectively than a written quote.


Behind-the-scenes footage: Highlight your team's expertise, dedication, and meticulous processes in your construction projects.


  • Example: A time-lapse video showcasing the construction of a large warehouse, from the initial groundbreaking to the final touches, can demonstrate the company's efficiency, meticulousness, and dedication to quality. This transparency helps build trust and confidence in potential clients. Additionally, highlighting the team's collaboration and problem-solving skills in a behind-the-scenes video can humanize the brand and showcase the company's values.


Reaching a Wider Audience and Engaging Prospects


Social Media: Short, engaging videos on platforms like LinkedIn, Facebook, TikTok, (yes, we said it!) and Instagram are easily shareable, increasing the likelihood of reaching a wider audience. They can be used to highlight project milestones, introduce team members, or share industry insights, all of which contribute to building brand awareness and attracting potential clients.


  • Example: Gilbane Building Company effectively utilizes short, time-lapse videos on Instagram to showcase the progress of its projects. These visually appealing snippets capture attention and drive traffic back to its website, where viewers can learn more about its services.


Website Integration: By embedding videos on your website, you can capture visitors' attention and keep them engaged. Videos can showcase project details, explain complex technical aspects, or provide a glimpse into the company culture, all of which contribute to a positive brand image and increased interest in your services.


  • Example: DPR Construction embeds videos on its project pages, providing virtual tours and in-depth looks at its innovative solutions. This enhances the user experience and gives potential clients a comprehensive understanding of its capabilities. See an example in the video below:



(Courtesy of DPR Construction and UCF)


Email Marketing: Including video snippets or links in email campaigns can significantly boost open and click-through rates. Videos can provide a more personalized and engaging way to communicate with potential clients, showcasing your expertise and building a stronger connection with your audience.


  • Example: A Midwest specialty tool client insert video snippets into their email newsletters, highlighting project updates and company news. This increases the visual appeal of their emails and encourages recipients to click through to their website for more information.


Simplifying Complex Concepts and Differentiating Your Brand


Explainer Videos: Break down complex construction processes, technologies, or sustainability initiatives in an easy-to-understand format. Explainer videos educate potential clients about your company's unique capabilities, innovative technologies, or sustainable practices. By simplifying complex information, you can demonstrate your expertise and make your company more approachable.


  • Example: Bobbitt Design Build uses animated explainer videos to explain their commercial and industrial Design-Build, General Contracting and Construction Management expertise.. These videos make intricate information accessible and understandable to a broader audience.


(Courtesy of Bobbitt Design Build)


Case Study Videos: Case study videos provide real-world examples of your company's expertise in action. They help potential clients understand how you approach challenges, overcome obstacles, and deliver exceptional results. This can differentiate your brand from competitors and instill confidence in your ability to meet their needs.


  • Example: Clark Construction Group produced a case study video highlighting their successful Kansas City International Airport project, the most dramatic transformation of an Airport in decades. They emphasized the challenges faced, solutions implemented, positive outcomes achieved, and the impact of the new build, with leaders in the community speaking to this. 


Brand Story Videos: Brand story videos are a powerful tool for conveying your company's unique identity and what sets you apart from competitors. By compellingly sharing your history, mission, and values, you can connect emotionally with potential clients and establish a strong brand image that resonates with your target audience.


  • Example: For their 100th Anniversary, JE Dunn produced a magnificent and moving brand story video that was showcased at their celebration event at the Kauffman Center and shared across all social media channels. 


Critical Types of Videos for Commercial Construction Marketing 


Project Highlights: Go beyond photos and give potential clients a comprehensive look at your finished projects. Videos allow you to showcase your work's scale, complexity, and unique aspects, providing a more immersive experience. Highlight the challenges you overcame, the innovative solutions you implemented, and your work's positive impact on the client and the community. Our friends at Turner Construction did an excellent project highlight video with their Mass Timber - 1030 Music Row project.


(Courtesy of Turner Construction)


Time-lapse Videos: Transform months of construction into a captivating few minutes. Time-lapse videos demonstrate your company's efficiency and project management skills, giving viewers a sense of progress and excitement. They can also be used to document complex tasks or phases of construction that are not easily captured in photos.



(Courtesy of Balfour Beatty and Texas Facilities Commission)


Drone Footage: Elevate your marketing with stunning aerial views or a fast-paced fly-through. (These are incredible when showcasing the massiveness of a manufacturing or an industrial warehouse build!) Drone footage offers your projects a unique perspective, capturing their scale and integration into the surrounding landscape. This type of video can be especially effective for showcasing large-scale projects, highlighting site progress, and demonstrating your company's commitment to innovation.


Employee Spotlights: Humanize your brand by showcasing the talented individuals behind your projects. Employee spotlight and culture videos introduce your team members, their roles, and their passion for their work. This helps build trust and rapport with potential clients, demonstrating your company's dedication to quality and expertise.


Thought Leadership: Establish your company as a leader in the commercial construction industry by sharing valuable insights and expertise. Create videos featuring interviews or webinars with your company's experts, discussing industry trends, challenges, and innovative solutions. This demonstrates your knowledge and thought leadership, positioning your company as a trusted resource for potential clients. STO Building Group out of New York does an excellent job of this in their "Digging Into Data" Video Series. 


(Courtesy of STO Building Group)


By incorporating these types of videos into your marketing strategy, you can effectively engage potential clients, showcase your company's capabilities, and build a strong brand reputation in the commercial construction market.


Best Practices for Commercial Construction Video Marketing


Define Your Goals: Before filming, establish clear objectives for each video. Do you want to increase brand awareness, generate leads, showcase your expertise, or engage existing clients? Defining your goals will help you tailor your video content and measure its success.


Know Your Audience: Understand your target audience's needs, interests, and pain points. Are you targeting property developers, architects, investors, or government agencies? Tailor your video content to resonate with your specific audience, addressing their challenges and demonstrating how your services can provide solutions.


Quality Matters: Invest in professional video production to ensure high-quality visuals and sound. Blurry footage, spotty audio, and amateur editing can negatively impact your brand image—partner with experienced videographers and editors who understand the nuances of commercial construction.


Keep it Concise: Attention spans are short, primarily online. Aim for videos that are 1-2 minutes in length. Deliver your message clearly and concisely, avoiding unnecessary jargon or technical details that might confuse your audience.


Optimize for Search: Make your videos discoverable by incorporating relevant keywords in titles, descriptions, and tags. This will help your videos rank higher in search engine results, attracting more viewers and potential clients.


Promote Across Channels: To maximize your videos' reach, share them across multiple platforms. Embed them on your website, share them on social media, include them in email campaigns, and consider paid advertising to target specific audiences.


Track Your Results: Monitor video performance metrics like views, engagement, click-through rates, and conversions. Analyze this data to understand what's working and identify areas for improvement. This will help you refine your video marketing strategy over time.


Tell a Story: People connect with stories. Use your videos to tell compelling narratives about your projects, team, or company's values. This will help your audience connect with your brand on a deeper level.


Include a Call to Action: Don't leave viewers wondering what to do next. Include a clear call to action in your videos, encouraging viewers to visit your website, contact you for a consultation, or subscribe to your newsletter.

Following these best practices, you can leverage video marketing to build a strong brand presence, attract leads, and win more projects in the competitive commercial construction market.


Woodsmall Marketing Group: Your Partner in Video Marketing Success


At Woodsmall Marketing Group, we specialize in helping construction companies like yours harness the power of video marketing to achieve your business goals. Our experienced team will work closely with you to develop a comprehensive video strategy that delivers results.


Contact us today to learn how we can help elevate your brand, engage your audience, and win more projects with video marketing.

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