Video marketing is one of the most effective strategies for all industries, including roofing. The benefits are hard to miss and easy to desire. Video marketing for roofers:
- Improves your ranking on search engine results pages
- Promotes customer engagement
- Builds backlinks (from YouTube) to help SEO
- Converts website visitors into paying customers
If you’ve never filmed a roofing marketing video, or if you’re looking to improve the quality of your promotional videos, we’re here to help.
The Pay-For-a-Professional-To-Do-It-For-You Route
If you don’t have a professional camera, lighting, or access to a great filming location, your best bet may be to hire a professional videographer in your area to help you out. They will complete all the necessary pre and post-production steps and deliver a high-quality final product. This route is dependent on you having the budget for a videographer, so if that isn’t in the cards, proceed to the Do-It-Yourself Route.
The Do-It-Yourself Route
Even if you don’t have a professional camera, most modern smartphones have impressive settings that can help you capture great content for less money. If you want to take a crack at filming your own roofing business marketing videos, follow these steps:
Step 1: Gather Equipment
Don’t spend a fortune on camera equipment, especially if this is your first roofing marketing video. While a high-budget film set will have fancy lights, microphones, and intimidating-looking cameras, all you really need is:
- A point-and-shoot camera (A quality cell phone camera will work)
- A tripod so your shots aren’t shaky (Don’t skimp on this!)
- An editing program (Can be as simple as a movie-making cell phone app or full-fledged software)
Nice-to-haves:
- Clip-on microphones or one that attaches to your cell phone port
- Additional lighting or a ring light
Tip: Check your mobile phone’s settings to see if you can select a higher quality video format. Watch this video to learn how.
Step 2: Narrow Down Your Message
Don’t ever make a video just for the sake of it. Decide what purpose your video will have so that you can narrow down your scope. It should also be simple and to the point. The best marketing videos are two minutes or less, so don’t try to accomplish too many things in one video.
Examples:
- Demonstrate how different shingles hold up to rain
- Answer frequently asked questions about your installation process
- Explain how to file an insurance claim after storm damage
Step 3: Organize a Storyboard
To keep you on track during shooting and so that you don’t forget to capture any necessary footage, create a storyboard. A successful storyboard will outline which shots are needed, who needs to be in them, and any camera angles or voiceovers you want in the final product. Without a storyboard, it’s easy to get off track and spend too long on unnecessary shots.
Step 4: Obtain Necessary Legal Permission
Even if you’re only using your company members in the video, you must have them sign a release form that details their consent for appearing in the video. Additionally, if you plan to shoot the video anywhere outside of your own office, you will need to obtain legal permission to gather footage there.
Step 5: Pick the Face of the Video
While some companies choose to cast a professional actor or spokesperson for their promotional videos, most contracting businesses prefer to showcase someone from their own company. However, choosing from your pool of employees should still be a carefully thought out process.
Not everyone is comfortable in front of the camera. So, instead of haphazardly choosing someone to be the subject in the video, gauge people’s comfort levels. If you, as the owner of the roofing company, want to deliver the message, just be sure to do some trial runs and engage in small talk before the camera rolls so that you feel more natural.
Tip: Practice the script in the mirror or with a colleague so you feel comfortable with the words before filming.
Step 6: Shoot the Footage
This is the fun part. Once the camera starts rolling, follow the storyboard to capture all the footage you need. Don’t worry if you mess up the lines, as you can shoot as many takes needed. (But you should still come prepared.) Be sure to have someone write down which takes were the best so that the editing process is easier.
Step 7: Edit
Remember, the most effective roofer marketing videos are two minutes or less. There’s a popular phrase in the editing world— “Murder your darlings.”
You may be tempted to add in every funny take or a specific artsy shot, but make sure every shot that makes the final cut adds value to the overall product. You will likely have to leave out some content you like to make room for a successful video.
Step 8: Share It
Now that you’ve edited your marketing video, it’s time to share it with the world! Upload the finished product onto YouTube then attach the video to your website and share it on social media.
Make Your Roofing Marketing Comprehensive
Video marketing is a fantastic way to up your marketing game as a roofing company. However, video marketing should never be a stand-alone approach. Marketing videos work best in tandem with other marketing strategies like SEO, PPC ads, and having a killer website design.
Our team specializes in helping roofers just like you secure more and better leads through our proven marketing strategies. Contact us today to learn more and get started!
