When hunting down information on the Internet, consumers prefer watching a video to reading articles, which makes video the most compelling and effective way to tell a story and connect with potential customers and generate leads.  

Despite the obvious reasons to dive head-first into the world of video marketing, most contractors struggle to get started or maintain a consistent video presence.

Even if you have yet to get started, there's still time for your business to become the trusted, local authority and face of HVAC in your service area using video. 

If you are just getting started or ready to make the commitment to video, here are three tips that can help you make prioritizing video a reality for your HVAC business.

Step 1: Make the Time

Or, better yet, realize that creating videos is a time consuming process and there's no way around that. Luckily, it's both fun and ultimately rewarding to your business' bottom line. 

Video making basically boils down to three components; pre-production, production, and post-production.

It's tempting to skimp on pre-production and just show up somewhere with a camera ready to shoot, but going in with a plan is a much better idea. Otherwise, you're making a lot of extra work for yourself during the post-production process in trying to find a compelling story to tell by stitching random clips together. That's why we created a video planning form that you can find here to help with this process.

Download the video planning form

The video production stage also requires more time than you might initially think. For decent production value, you may need to set up multiple cameras, lighting, audio equipment and maybe more for the shots you need. That doesn't even take into account the actual shooting. And, if you're shooting something scripted, be prepared to shoot multiple takes.  

NETR_Ductless_Filter_Change_Videoshoot_01Getting the equipment set up for a video about ductless filter cleaning with our client NETR, Inc. in Massachusetts.

Post production is where the real time sink occurs. There is a lot to editing the audio and video footage that you collected including, organizing the media, editing it to a timeline, adding music, adding graphics, color grading the footage, adding captions, etc.

The better plan you develop during the pre-production phase, the easier and less time consuming the other phases will take.

Step 2: Find a Videographer or Learn a New Skill

When it comes to actually doing the video work, you have some options here.

The most obvious option is to hire an outside videographer. This may be the best option to get you started If you're not confident that you can pull off shooting video yourself.

You can also use this opportunity to learn more about the craft from a professional if you'd like to plan on shooting video yourself in the future. But, be prepared to shell out up to a few thousand dollars for a single video. 

Morrisville_Case_Study_ImageCapturing some b-roll for an air conditioner installation case study with ECI Comfort. Fun fact: this is at my home in Morrisville, PA.

Another course of action is to hire an in-house video production manager. Having someone in your building who is responsible for and skilled at creating videos is ideal, though maybe a bit of a luxury.

But, if you want to get the most out of your commitment to video marketing, having a dedicated staff member would be best. And, being consistent with publishing videos should eventually pay for itself in increased business. 

Finally, if you're feeling up to it, you can learn how to make videos. There are plenty of resources available online to learn from including the Comfort Media Group blog. If you're just getting started, I would recommend our blog about the video equipment we use as well as our blog about how to shoot case study video.

Get the Video Equipment Guide

Step 3: Suck It Up and Get in Front of the Camera

My apologies if the title of this section come off as curt. However, as a videographer who regularly works with HVAC clients, I believe this to be the number one obstacle for most contractors preventing them from being able employ a video marketing strategy. And it's an unnecessary travesty. 

Of course, you could hire an actor or someone who is comfortable being in front of the camera for your videos. It's certainly a viable option, but it would be much more authentic if it were an actual employee or technician. After all, people don't buy from companies, they buy from people. 

Matthias_01Matthias, with our client John Cipollone, Inc., does a great job in the videos we help them produce.

You want your prospects to feel they're getting to know you and your company more intimately, making them more likely to do business with you. So, having some on-camera talent on your payroll would be ideal. 

Consider hiring a socially outgoing employee or tech to be the face of your videos. Or, better yet, develop the courage to put yourself out there. Even if you're awkward for your first few videos it, arguably, could come across even more authentic. 

It's possible, even probable, that you'll desperately despise seeing and hearing yourself on video. It's just human nature. But, keep in mind, you're the only one who thinks this. Seriously. Also, like anything worth doing, the more you do it, the better you'll get at it. 

We hope this gives you some ideas and motivation for prioritizing video production for your HVAC business. If you need some assistance or just a little guidance, feel free to contact us. 

Contact Us To Learn How CMG Helps Contractors Grow

Video Marketing

Dan Kelly

About the Dan Kelly: