Not long after posting a video featuring Brandon Granger and his son Sawyer, the Granger Landscapes’ Facebook page link got nearly 4,000 views and a couple dozen shares. Granger, owner of the Florence, South Carolina company, realized that people really want to see the personal side of his business. And, video is a great way to capture not just projects in progress but softer stories.
“So many people loved it,” he says of the clip showing his 7-year old helping dad out in the field.
Granger Landscapes is different than other green industry companies in its region simply because it has web presence. “We are one of the only landscapers in town that has a site that actually works,” Granger says, adding that he decided several years ago to spend marketing dollars online rather than with the good, old-fashioned Yellow Pages.
“The web is where people go – and it has been great for our business,” he says.
Meanwhile, video is where businesses are going to capture consumer interest. According to inbound marketing guru HubSpot, including video on a website landing page can increase conversion (visitors turning into customers) by 80 percent. YouTube reports that mobile video consumption increases by 100 percent each year.
Granger sees the video strategy working for his business. He brought on his friend and owner of Meade Agency to create the videos. So far, it has produced an introductory video, and several project videos, including one of the Granger team installing 30,000 square feet of sod.
Granger says the videos build credibility and serve as a sales tool. “We can tell prospects, ‘Look at our website and check out the videos. We’ll show you what we can do.’”