Why Steve Nailed His Brand With This Flooring Tip for his Construction Video Marketing.
Time to be more Steve.
Before we explain why, let’s watch the legend in action. 🍿
First up.
Here are a bunch of reasons you need to consider tip videos – like Steve’s showstopper - as part of your Trade and Construction marketing.
✅ Positions you as the expert for your Trade.
✅ You can film them yourself (no film crew required).
✅ No need to go massively out the way if the job you’re working on entails this tip.
✅ Perfect for short, consistent social media content.
✅ We get to know, like and trust you and your team.
💥
If you’re going to be using these across Facebook (in particular)…
⭐️ PRO TIP: Be sure your video is posted on your Facebook business page and then SHARE the video to your personal page… That way you ensure that your Facebook business page link gets promoted on your personal page and your ‘friends’ and contacts can click straight through to it to see all your Trade business posts.
Take a leaf out of Steve’s book. 🍃
And follow suit.
Despite Steve making this look seamless (I couldn’t resist the pun) there’s a lot that Steve is doing (naturally) that makes this blockbuster so epic.
Let’s break it down, so you too can start making game-changing tip videos for your Trade and Construction marketing...
1. How Steve introduces his Trade business at the start of his Construction tip video.
We want to know who we’re watching.
Steve opens with a quick introduction of who he is and what his Flooring company is called.
Nice and simple.
This sets the scene, and we are assured within seconds that we are watching a professional Trade at work.
No frills needed here.
Think about how you can standardise and introduction for your Trade and Construction business that we become familiar with whenever we see you pop up on our screens.
2. The clean and tidy branded workwear Steve rocks in his Construction tip video.
I see a lot of Trade and Construction social media videos.
Whether they are tip videos, before/after videos or a Trade explaining to us where they are on site.
And what always stands out to me the most is the Trade and Construction companies who are NOT wearing branded workwear.
Now.
This is NOT because I am some crazy fashionista.
But I straight away wonder, why are they not in branded workwear?
❌ Are they not professional?
❌ Have they not been in the Trade and Construction industry for long enough to sort out some threads?
❌ Is their company not established?
❌ Are they going to do a runner and be untraceable (where not only are they not wearing branded workwear but also have unbranded vans and nothing that instils confidence that they are legit).
❌ Do they not care about how they arrive to site?
❌ Will their lack of care to their uniforms reflect the quality of service I’m going to receive?
Quite the list.
It's funny how your branded workwear in your Trade and Construction marketing can have such an impact on how we view your business… And it really does.
So now let’s look at Steve’s branded workwear.
✅ Uber professional.
✅ Feel like we’re working with an established Trade and Construction company (Go figure… he’s been doing this for 40 years!)
✅ Instils trust that we can hold him to account and that he’s not going to disappear on us.
✅ Clearly considers how he arrives on site everyday – giving us confidence that his sites are kept just as clean and pristine.
✅ If Steve shows this level of consideration to his business brand, he’s going to be showing the same amount of consideration on site to our jobs.
See how this works?
We’ve known Steve for many, many years.
And he’s always been right up there with the most presentable, meticulous Trades and Construction companies we’ve ever had the pleasure of working with.
In both his appearance and workmanship.
How you show up on video reflects what we imagine you to turn up like to our site.
So be sure you’re making the right impression and, like Steve, rock that clean, tidy, professional branded workwear.
Every. Single. Time.
3. We hear about the problems and the benefits to the client in the Flooring Tip construction video.
The juicy stuff that as clients, we’re the most interested in.
Talk to us about the problems you see your clients have and how YOU and your Trade and Construction business tip can solve them.
Example.
Steve talks to us about the problem with carpet door bars.
❌ That they can get hit, scratched and damaged when you run vacuums over them.
❌ They can also in fact damage your vacuum too!
The irony.
Steve then goes on to talk to us about the benefits.
That by NOT using carpet door bars and instead, using Steve’s technique to glue the carpet together…
✅ You run zero risk of damaging carpet bars (as they aren’t any).
✅ No risk of damaging the vacuum.
✅ And when the doors are all open, the flow of the carpet without door bars makes the property look bigger.
🏆 Talk about a client win!
Steve also goes one further to say that although this technique is not achievable with ALL carpets, you can use this technique even if you are having different carpet designs for different rooms.
Now imagine you are a homeowner thinking about recarpeting.
And you stumble across Steve’s video.
You didn’t even know this carpet technique existed.
(I sure as hell didn’t before I met Steve.)
But when you saw Steve’s tip video you thought that the ‘No Door Bars’ technique would look brilliant in your home.
Do you think that you might reach out to Steve to find out a bit more or invite him round to quote given the quality of this video?
Of course you would.
The man clearly knows what he’s doing.
You’ve just seen something that could transform the look of your property and Steve has given you so much information in just a very short video.
Imagine what he can do let loose on your carpets.
By sharing the problems clients have AND possible solutions to them, viewers and potential clients can start relating to you more.
Then, when they are ready and in the market for your service (as they may not be in the market when they first watch your video – even though they find it really interesting) they will remember you.
🔑 This is part of why consistency for your Trade and Construction videos is key… Because you want to make sure you are regularly popping up with good stuff like this that keeps you front of mind for when clients are ready to buy.
4. The camera level Steve uses is perfect for his construction video tip.
What I really like about this Construction Video is that we feel like we are joining Steve on site.
The camera is positioned clearly enough that we can see everything Steve is doing.
He doesn’t have to get off camera at any point – which means we stay totally engaged.
And that there is no magic wizardry happening off camera that we could miss.
We are on the floor with Steve.
So to speak.
Take a leaf out of Steve’s book and consider your camera angle.
If you’re a Tree Surgeon your camera might be positioned at a completely different angle to capture what you’re doing (where safe).
The work that Steve was doing and the tip that he was showing us was on a small scale, so made sense that the camera was close.
If you are sharing a tip that is on a large scale – think removal of wallpaper from a large room – then your camera is likely to need to capture more space so needs to be further away.
What worked really well about Steve’s video was how close he was to the camera.
Which made us feel more interactive with what he was doing.
There is nothing wrong with being further away if your Trade and Construction tip is on a bigger scale, but think about how you can create a more intimate video that we are drawn into.
Maybe you start close to camera while talking and then move further away when showing us.
Maybe you mix up large scale tip video with more detailed ones – like Steve’s.
Being able to see clearly what’s going on is a must.
The other ‘must’ is as follows…
5. Clear sound on site for your construction video tip.
The whole point of a Trade and Construction tip video is that we can hear what the tip is.
So that we can follow suit ourselves, learn something or get to know you and your Trade and Construction business better.
If we can’t hear what you’re saying then the Tip is totally lost.
Now.
There are other video types whereby you might be panning round with your camera on site – showing us a newly decorated room or a renovated garden.
And where other noises on site won’t matter too much as the purpose of the video is to show a visual.
But even that needs some explaining.
However.
A TIP video absolutely needs to be heard word perfect.
You can clearly see Steve is on site.
And if you listen hard, you will also be able to hear some small noises in the background.
Which is more than fine.
This video is used on social media.
Which can be a lot more ‘raw’ than a polished video on your website.
At no point do we lose Steve’s voice and what he is talking to us about.
At no point is he contending with any background sounds.
We take in everything he says from start to finish.
Now.
⭐️ PRO TIP: If you are sharing a Trade and Construction video tip on a bigger scale, which means you are further away from camera and there are some noises on site, then try using wireless headphones if you have them as they will act as a microphone.
Ideally, film your Trade and Construction Tip videos when it is most quiet on site.
Give any apprentices or team mates a heads up before you hit that record button to make sure you’re uninterrupted and sound around you is kept to a minimum. 👌🏽
6. Be prepared: Steve has everything in place ready for his flooring tip construction video.
If you know Steve, this one will not come as surprise.
In the decade I’ve known him, Steve is ALWAYS prepared!
Which I love.
It's super clear to see before he begins that everything has been prepped.
He's cut his glue strip, the iron has been heated, he even has his porcupine ready to roll!
🦔
Let me paint a different picture.
Imagine this…
💭 He hadn’t cut his glue strip and did that on camera – to the wrong size.
💭 Or his iron wasn’t hot enough and we could see the carpet wasn’t sticking.
💭 Or, he was fumbling around looking for his porcupine roller for 2 minutes.
What would that have said to us?
🤯 That he didn’t come prepared.
🤯 That he wasn’t experienced in what he was doing.
🤯 That he was going to give his clients (and us if we hired him) a botched job.
Now you might think it goes without saying.
Of course you’re going to be prepared when you film a video for your Trade and Construction business.
But I’ve seen plenty of disasters.
Yet, how slick was Steve?
🚀 By having everything prepared he could focus on what he was saying and doing.
🚀 He positioned himself as extremely organised - often a negative stereotype not associated with Trade and Construction businesses.
🚀 There was no time-wasting in the video which meant the whole thing could be short and sweet with LOADS of value and education from start to finish.
Creating a slick video like Steve’s WILL mean some preparation.
But look at how worth it, it is.
Think the whole video through from start to finish and get as much as you can ready in advance.
Think Blue Peter.
Without the dogs. 🐶
7. Show us the ‘how to’ from start to finish for your Construction tip video.
One of the things that I feel Steve has absolutely nailed and why this video is so epic is because we watch the tip from start to finish.
Now.
There may be video content that you make for your Trade and Construction marketing that you can’t do in one go.
Because something needs to dry for example.
And that’s ok if you need to film it in different hits and stitch the video together.
But what I REALLY like about Steve’s Construction tip video is that we literally watch the entire process from start to finish.
Without him leaving our screen.
This shows complete transparency.
No smoke and mirrors or foul play is going on behind camera.
Or with clever edits.
If Steve can nail this carpet technique before our eyes without a hiccup, do we believe him to be trustworthy to do this in our homes and businesses?
My guess will be yes.
If you ever decide Flooring isn’t for you Steve, then Blue Peter is DEFINTELY a-calling!
Top marks. 👏🏼
8. Show us the finished results in your Construction Tip Video.
The big finish.
Don’t forget to show us the finished result.
This may mean you picking up the camera and change the angle – just like Steve did.
Benefits?
✅ We get to see the quality of your workmanship.
✅ Creates the big finish of the video.
✅ Helps clients imagine how this tip/solution can work for them.
✅ Provides total transparency – without smoke and mirrors.
In fact.
Picking up the camera and showing us the result from different angles instils extra confidence in us that it doesn’t just look good from one side.
That the finish is top notch.
So I’d definitely recommend following suit with Steve’s camera technique here.
9. Steve’s outro is perfect to round off his Flooring Tip Construction Video.
And finally.
Don’t just ‘end’ your video abruptly or with a ‘there you go.’
Steve takes the time to end his video as professionally as he started.
With an outro of who he is and what he does.
‘I’m Steve from PJ Flooring and I help style your property from the floor up.’
Someone may have caught your video when scrolling through a feed on Facebook or Instagram for example.
Where the video may have auto-started.
They may have missed the intro with you introducing your Trade and Construction business.
But then they get drawn in by the sorcery of your construction tip on screen.
And catch more of the ending.
We’re all different types of learners.
I for one am a visual learner.
I struggle learning if someone just ‘tells’ me something.
I need to see it.
For others, they may well be auditory learners where they take in the most through sound.
So signing off with your name and company is the cherry on the cake to positioning yourself as the upmost professional and creating extra brand awareness for your name and company to be memorable.
⭐️ PRO TIP: Practice your intro and your outro!
They are always the hardest parts to master, unprepared.
If you start the video off confidently, you’re more likely to nail the rest.
And ending your video is always the hardest part – as most folk don’t know what to say.
If you have something that’s your ‘go-to,’ how you always start and end your videos, we become familiar and you have one less thing to stress about.
Which stops a bad start and a waffling ending.
Steve’s had years of practice at Networking groups to nail his introduction and company strap lines.
And is a great example that practice makes perfect.
Steve.
You rock.
⬇️ Why Steve’s Flooring Tip Video Is One Of The Best In Construction Marketing Rundown:
1. Great introduction to himself and his Construction business.
2. Clean and tidy branded workwear on show in the video.
3. Talk to us about the problem clients experience before you come in.
4. Creative use of camera level to show us the construction tip.
5. Clear sound (despite being on site).
6. Be prepared before filming your construction video.
7. Show us your construction tip from start to finish.
8. Share the finished results with us.
9. Don’t forget to sign off with a memorable outro for your Construction marketing.
🛠 Need a little more help nailing your Trades and Construction Video Marketing?
Course you do.
First. Let’s work out where you are with all things Video.
Got 3 minutes?
Take our Trades Quiz to discover how you score with all things ‘Off The Tools’.
We have heaps of tips, tricks, and hacks for your Trade and Construction business in our cheat sheets, videos and ideas waiting for you on the other side… i.e., your results page.
So, you can improve your score. And NAIL your Trade and Construction business.
Nice.