To serve as the voice of the pest control industry, protecting the livelihood of pest management professionals while fostering education, promoting professionalism, raising ethical standards, enhancing environmental stewardship, improving public health and quality of life.
Mark L. Hendrickson, Wingra Group
Video marketing is one of the best promotional tools on the Internet. Well-produced videos can grab attention faster than any other advertising medium. And, in the pest control market, there’s no finer way to explain your services than through a video available on your web site.
How big is video? Research by eMarketer indicates that nearly 67% of the 148 million U.S. Internet users watch video online every month. By 2014, eMarketer says that number will jump to 77% of Internet users. Video is hot because it is engaging and self-explanatory, it conveys information quickly and accurately, and is memorable and helps speed up buying decisions.
Online video has surged in recent times because of a number of factors including the acceptance of video online and on mobile devices, and the continued advancement of broadband services and improved video technology.
So, how many pest control companies are using video? Not many. We conducted a random content analysis of web sites of pest control firms in Wisconsin. Of 50 randomly selected company web sites, just 7 (14%) offered a video about its expertise or service capabilities. The message is obvious: there is still time to stand out from the crowd by using video on your web site. Here are a few approaches in using video for your pest control business:
1)Focus on priority customer needs. Bed bugs are at epidemic proportions. If you have a new treatment approach, access to a bed bug sniffing dog, or other such service, develop a video to promote your abilities.
2)Clarify your expertise and commitment to service. Such a video may feature the company owner. In other cases, some firms elect to hire an actor to deliver a prepared script.
3)Produce a technique video. This is a video where the on-camera expert gives tips in their area of expertise. A good example here would be a video focusing on pest exclusion tips, or signs of pest activity in home or business.
Interested in giving video a shot? Following is a list of four planning and production tips. Give these a try and you should be producing quality video in no time.
1)Use a tripod. A shaky shot is the biggest indicator of an amateur video. Lenses with a stabilization feature are helpful, but a tripod is better.
2)Create a storyboard. Before you even grab the video camera, grab a pencil and write down what your video story is all about. This includes the scenes that need to be filmed, potential camera angles, still images to use, and accompanying audio track.
3)Consider the light. For example, if you plan to video your procedure for perimeter treatments, try to shoot with warm evening or morning light, and avoid the harsh, mid-day sun.
4)Shoot for variety. Vary your shot selection from wide, to medium, to close-up. This helps make your video interesting to viewers. Avoid putting your camera on a tripod and shooting the entire video from just one angle. Adjust also by shooting from ground level, or atop a ladder or from the bed of a truck. Make use of your wide-angle and telephoto lenses to give you more angles and perspectives.
Video is worth a try and it does not cost much. Once completed, you can feature it on your web site or upload it to video-sharing sites such as YouTube. If you have a digital still camera with video capabilities, and you’ve ignored that feature until now, develop your storyboard and shoot some video. You’ll be glad you did.
February 8, 9, 2011 at the Kalahari Water Park and Resort in Wisconsin Dells.
Your WPCA Board of Directors in wrapping up the conference speakers and topics as this newsletter is being prepared. Here’s what we know so far:
The Board of Directors is finalizing other speakers and topics and we’ll keep you informed through this monthly email newsletter, in The Pest Dispatch, and online at www.wisconsinpest.com.
Mark L. Hendrickson is President of The Wingra Group, a Madison-based marketing and business development company. He can be reached at wingra1@gmail.com.