How-to Videos Can Grow Your Brand
A lot of small businesses that provide services like automotive repair, electrical services, pool cleaning and maintenance, landscaping and lawn care, etc., might think that creating short how-to videos for use on social media might impact their bottom line, but that conclusion is misinformed.
As a business owner, you should actively be thinking about improving your customer's experience every chance you get. Helping them learn to maintain their cars by conducting regular preventive maintenance isn't going to impact your profit margins. Offering tips that they can use to keep the systems in their homes running smoothly won't keep them from calling you. On the contrary, the evidence shows that most consumers will stick with a brand that develops a relationship with them beyond the typical transaction.
For example, auto repair shops should post short videos about checks drivers can do at the pump while filling up. A charismatic tech can greet the viewer, wearing a shop branded shirt, and explain how it is important to check engine fluids and tire pressure at least monthly. As he talks, he can show viewers under the hood where things are located, encouraging them to check their owner's manual or to give the shop a call if they need help.
Really, the possibilities are endless. An electrician can show viewers how to swap out an electrical outlet that's gone bad. An HVAC tech can offer advice on how to replace your air conditioner or furnace filters and a pool service company can show someone how to backwash their pool.
I actually learned how to replace a sprinkler head pop-up by watching an irrigation company's how-to video. If they were in my city, they would be my go-to sprinkler company given their willingness to help homeowners, share their expert knowledge, and how they were trying to cultivate relationships with the public. I think they also had a sprinkler hack where you could fix sticking pop-up heads by coating the shaft with petroleum jelly. Brilliant.
Throughout my years as a homeowner, I've had great companies come into my home and repair things. I've also had some bad ones. The companies I stuck with were the ones that sincerely tried to help me and actively tried to save me a buck.
For example, a couple of years ago my air conditioner started acting up. I called an HVAC tech and he made a repair on the system, but while he was here he noticed that I had an old thermostat. I explained to him that I had bought a modern, WiFi-enabled thermostat I could control from my phone, but I just hadn't had the time to install it. I asked him if he could install it. He said he had time, but then added that the brand that I had purhcased was really easy to install and that all I had to do was follow the video instructions on the company's website. If I needed help, I could text him. I did it myself and he saved me a few hundred bucks.
Creating a helpful, knowledge sharing environment in your community will set your business aside from those that are solely interested in generating funds to pay for advertising. Would you rather be a business who helps customers or advertises to them?
While this blog post isn't a how-to video, it is still a how-to nugget and it is my way of helping small business owners think about how they cultivate and manage their relationships and reputations. If I've helped a business owner with these suggestions, that's a win. If I gain some new followers on social media or a new client because of it, that's a win-win.