Jerry Schappert navigates the social media landscape: Tips on how to use video for your business.
Jerry Schappert has been in the pest control industry for more than 26 years and owns and operates The Bug Doctor Inc.in Ocala, Fla . He is a contributor to many related sites across the Web and writes from the perspective of what’s closest to his heart as a pest control technician. You can find his pest control musings at his award-winning blog www.pestcemetery.com.
Why should pest management professionals create video?
You set yourself up as an authority—an expert. And people respond to that.
A lot of people like video. And it drives a lot of traffic—increasing awareness of who you are and what you do.
What makes a great video?
Most of my videos are teaching something. I try to teach other technicians, but some of my videos are teaching homeowners how to protect their homes from pests. I get a lot of traffic from the do-it-yourselfers , but I also get a lot of technicians looking at my videos and blog posts. I try to blend it, to make it all-inclusive.
Content is what counts. Keep pushing out videos, and you can have multiple videos on the same topic.
Keep it short, to the point, and don’t be afraid to be humorous.
Don’t make everything an advertisement. People are hit with so many advertisements that they’ll shutdown if that’s what they see in your video. Keep it casual. Talk to the camera like you would a customer or on the phone, that way you are more personable.
It doesn’t need to be perfect. It’s okay to stage something, because you’re never going to get a bug or mouse to sit still while you’re trying to get the perfect lighting. And don’t be afraid to go out on a limb, because we all look cheesy sometimes. So don’t worry about it.
How much time should be dedicated?
Creating a video is a lot of work, with the set-up, recording, rerecording, uploading to your computer, editing, etc., it takes time. But as much work as it is, it is definitely worth it. Dedicate as much time as you can to videos. When words aren’t enough to explain a technique or situation, create a video.
How do you promote video content?
Once you’ve created video, share it on social media channels. For example, I promote my videos by updating my Facebook group status and embedding links in my blog posts. I’ve also used video to answer a customer’s question about a pest or application process. It’s good to give them a visual.
Book covers of The Bug Free Blueprint and Tales of The Route5. Does video really help business?
Yeah, it has. I can’t say I’ve gotten more monetary value, at least not anything I can measure, but it promotes me as an expert. When customers or potential customers go onto my blog or YouTube channel and see what I’m doing they’ll think, “Gosh, this guy knows what he’s talking about? The video allows them to see me in action, which positions me as an expert better than using just words. I have gotten some customers that come right out and say, “Well we saw you on YouTube and we wanted to choose you because you seem to know what you were talking about?”