Jill Wilson, PR Director at Scorpion, is excited about one of their most recent Public Relations efforts, their new original series “Get to Work”.

This unscripted show follows Jill and her co-host across the country as they visit their clients and do their job for the day.

Their most recent trip to Austin, TX for Episode 4 involved investigative plumbing. She shares how experiencing and filming a day in the life of their clients gives her team a better understanding of their clients. It also allows them to create new video content for their clients to use in their marketing mix which is incredibly valuable.

The Value of Video Content

Jill shares that everything gaining traction and attention online right now is video. The focus is really highlighting video content.

“It’s a nice, organic way of getting your voice out there and letting your potential customers know who you are, what you’re about, and that they can know, like, and trust you.” Studies say 72% of people would rather watch a video than read in order to gain information.

• It catches attention.
• It allows your customer to know, like, and trust you which is so important for home services providers when customers are letting you into their home.
• Creating this trust creates customers for life.

Facebook and Facebook Watch are gaining momentum, which is where Jill thinks video content is performing the best. She credits this to data that Facebook has on users. This makes it a standout platform for advertising and entertainment.

Lead Generation and Retention

Everyone does their research now, whether it’s for their next meal or their next roofer. Videos allow the customer who is researching your services to connect with you faster and build trust faster.

Because video is able to capture your brand and the people behind it so well, this differentiates you from competitors and also helps increase the quality of your leads.

Tips for Creating Video Content

If you’re intimidated by video, don’t worry. Remember, you can control what goes in the final cut, and the editors are there to make you look good. That being said, Jill shares some tips for you to take with you in front of the camera.

• Be caffeinated.
• Write down and practice what you are going to say.
• Create consistency with the locations and the people you feature.
• Take advantage of social media trends and hashtags like #mediamondays and #transformationtuesdays for traction.
• No fancy camera equipment? That’s okay. Utilize your iPhone X.
• Audio is something that is worth investing in, but if you can’t, film in a quiet atmosphere.

“Because everything is transparent on social media, they’re buying you, they’re not buying blankety-blank business name. They’re buying who you are and what you represent.” Jill’s advice is to be genuine. If you are really humorous or straightforward, capitalize on those strengths.