Many of you probably got into this business because you liked working with your hands, solving problems and helping others. Maybe you worked for someone else before starting out on your own; maybe a relative passed the family business on to you.

I don’t know of anyone who started out as an expert marketer first and then became a sewer contractor afterward. You learn the trade, and then you try to figure out how to market it.

Unfortunately, marketing can sometimes feel like a mysterious game that you are expected to play, but the rules are hidden from you. Plus, you are up against expert players who have mastered the rules years ago.

Here’s a way you can win the marketing game in 2018. And all that’s required is your mobile device. The secret is recording Facebook Live videos.

Why Should You Use Facebook Live Videos?

All the elements have come together to make Facebook videos one of the most powerful outreach strategies:

• Facebook is used by so many people. On some days, more than a billion people are signed on to Facebook in a 24-hour period. Sure, they aren’t all your customers, but it speaks to how all-pervasive Facebook is.
• Facebook has powerful user data and targeting features that allow you to reach the right people.
• Videos are one of the most popular ways that your potential clients spend their time.
• People are on their phones consuming videos 24/7, and they’re turning to Facebook to help them find videos to consume.
• Plus, Facebook values videos (especially live videos) and seems to promote video content over other types of content.
• Live videos can be leveraged in other ways, such as saving the video and then uploading it to YouTube to maximize its value, extend viewership, and get some search engine optimization value out of it too.

Now is the perfect time to start using live video to help grow your business.

Will it replace your other marketing tactics? No. You should still be sending direct mail, advertising and putting your logo on your truck. However, if you want to get an extra edge over your competition, Facebook Live videos are the way to go in 2018.

What Should You Broadcast for Your Facebook Live Videos?

The exact content that you broadcast will depend on your own personality and who your ideal customer is. Their wants, needs and interests should determine the content of all your marketing.

Here are some ideas:

1. Have customers shoot testimonials about how your company solved their problems.
2. Interview your satisfied customers about what their plumbing needs were and why they hired your company.
3. Provide valuable advice and education to help people know how to manage the plumbing systems in their home. For example, you might shoot a video about how to turn off the main waterline into the house or about what to do if a drain won’t clear.
4. Answer frequently asked questions that customers often ask you about.
5. Discuss various options people have when it comes to products and services you have.
6. Deliver public service announcements about any situation that could impact local plumbing. For example, if city crews are working on a nearby water main, let people in the neighborhood know that their tap water could have sediment in it. Or if there is a major storm blowing in, let people know that they should check their sump pumps.
7. Introduce your team. In each video, introduce someone on your team and have them talk about themselves and what they do.
8. After each job, you can sit in your truck and talk about what you did — what the problem was and how you fixed it. You can do this without revealing private customer information, but it helps to give viewers an idea of what you do.
9. Answer viewer questions as they come in during your live videos.
10. Tell your company’s story and your own story.

How to Get Started

First, start watching some live videos now to see how they work. Notice how comments come in and how they are handled live by the person doing the video. See how the “thumbs up” and other reaction icons appear on the video as you talk.

Second, record one video yourself. Just keep it simple. Perhaps shoot a short video of you standing in front of your truck wishing everyone a happy holiday season. This one video will be simple, low stakes, and you’ll see how it all works.

Third, make a list of daily videos you want to shoot in January. For the first couple of videos, consider practicing what you want to say for a few days beforehand since it can be easy to be tongue-tied on your first couple of tries if you’ve never done it before.

Fourth, start shooting. Shoot short videos about you and your business and use those videos to help you win the marketing game in 2018.

Fifth, be consistent. Shoot every day for the year. Some days will be hard to shoot; other days will be easy. Consistency wins.

A Final Word

The marketplace is going to get more competitive. Your competitors are looking for the edge to win in your area. Your current marketing is a good start, but you need to do more.

In 2018, the people who create Facebook Live videos are going to gain an advantage. This is your opportunity to get a marketing edge.

About the Author

Mike Agugliaro is the “Business Warrior” and founder of CEO Warrior, a business consulting, training, and mentoring firm, providing tested and proven methods to defeat the roadblocks that prevent small to midsized businesses from achieving their ultimate success. He has played a key role in building and selling Gold Medal Service, New Jersey’s largest and most respected home service company. For more information about CEO Warrior, visit www.ceowarrior.com.