Investing in Roofing Video Content: Understanding Costs and Value

If you're ready to explore the world of captivating visuals and harness the power of videos for your roofing business, you're in the right place. We are taking a closer look into the costs, value, and strategic decisions surrounding video content creation in the roofing industry.

Imagine this: You're at a crossroads, pondering your options—outsource, bring it in-house, or maybe tap into the freelance pool. But here's a sneak peek into the secrets we're about to uncover: outsourcing might seem appealing, but spoiler alert—it can be more expensive than you think. That's where the plot thickens. 

We'll unravel why hiring in-house could be your golden ticket to cost-efficiency and top-notch video content creation.

Join us as we explore the landscapes of outsourcing, in-house expertise, and freelancers, the costs involved, and the value each option brings. 

It's time to navigate the terrain of roofing video content investments and uncover the perfect strategy that suits your business needs. 

Here is what we’ll cover:

• Critical considerations to determine a budget
• Typical costs of video production
• Factors to consider when formatting video
• Cost-effective strategies
• How to choose a videographer + cost 
• Additional costs to consider
• Measuring your ROI
• Trends and emerging technologies
• Where does brand awareness fit in

Critical Considerations to Determine a Budget

When crafting a budget for investing in roofing video content, several crucial considerations come into play. 

First, hiring an in-house videographer deserves a spotlight—it's often a cost-effective choice, especially if you plan to produce 2 to 3 videos per week. With this frequency, your videos should lend themselves to educational content, answer FAQs, and be integral to sales. Having someone in-house who understands your organization’s culture, can shoot videos on demand, and seamlessly integrates with your team's schedule can be a game-changer.

On the other hand, outsourcing video production might suit businesses aiming for a lower volume of high-quality videos, but often proves more expensive. 

Enlisting a freelancer for video marketing offers flexibility and expertise on a project basis, catering to specific needs while managing costs effectively. While freelancers offer flexibility, they might need to align with a consistent, in-depth understanding of your brand or regular video production requirements.

The ultimate question is: how many videos do you realistically need to create? 

When determining the most cost-effective approach, this is the “north star” question: whether investing in an in-house expert, opting for periodic outsourcing, or exploring the freelance route.

Typical Costs of Video Production

Creating high-quality video content for roofing involves a few key cost areas contributing to the overall production. 

Here's a breakdown:

1. Video Equipment: Investing in quality video gear like cameras, tripods, lighting, microphones, and other filming equipment can range from a few hundred to several thousand dollars, depending on the equipment's quality and functionalities.
2. Video Editing Tools: Software for editing and post-production work is another expense. Professional editing software subscriptions or licenses, like Adobe Premiere Pro or Final Cut Pro, could range from monthly to yearly subscriptions, usually a few hundred dollars per year.
3. Time and Materials (In-house or Outsourced): The cost of content creation can vary based on whether you handle it in-house or outsource it. In-house production involves labor costs, including the salary of the videographer (on average $71,921/yr), who would also be helpful in editing and scriptwriting. Outsourcing may cost more upfront but saves on in-house resources and time.
4. Content Creation - Video Production: This includes pre-production expenses like scripting, storyboarding, location scouting, and hiring talent (if needed). The production phase involves shooting, which incurs costs related to crew, equipment rental, transportation, and other on-site necessities.
5. Video Posting: Distributing your video content often involves costs related to hosting platforms or boosting/promoting the content on social media. Hosting on platforms like YouTube might be free, while paid advertising or expanding on platforms like Facebook or Instagram incurs costs based on the chosen campaign budget.

In a nutshell, the total costs for producing high-quality roofing video content can vary significantly based on factors like equipment quality, the complexity of the video, in-house versus outsourced production, and the chosen distribution channels. It balances quality, budget, and marketing goals to ensure compelling and cost-effective video production.

Some indicative numbers can serve as a foundational reference for your budget planning. Typically, a professionally produced corporate video lasting 2 to 3 minutes can range between $2,000 to $7,000. According to most production companies, video production costs generally fall between $1,000 to $5,000 per finished minute. This range is a solid starting point to consider when formulating your budget.

We do want to emphasize that producing any video content, whether highly produced or not, holds substantial value. Creating videos carries inherent benefits, even if they lean towards more educational or sales-driven content. 

Regardless of complexity, videos are pivotal in engaging your audience, providing valuable insights, and establishing a visual connection with potential customers. Producing any video proves far more beneficial than excluding video creation in your roofing content strategy.

Factors to Consider When Formatting Video

The length and complexity of a roofing video significantly affect overall costs and the best format for your audience. 

If you produce in-house, the length might not affect costs as much because you're utilizing existing resources and equipment. However, if you outsource, longer videos or increased complexity can substantially raise expenses. Longer shoots mean more hours for the crew and potentially more equipment rentals, while intricate video content demands specialized software and more sophisticated editing tools. 

Factors like drone footage, special effects, or intricate animations could elevate the complexity, requiring additional resources and impacting overall costs. 

Businesses must weigh audience preferences, budget constraints, and the effectiveness of the intended message when deciding on the appropriate video format. 

Sometimes, concise yet impactful videos resonate better with the audience than longer, more elaborate productions. It's a balance between engaging content and managing the associated production costs.

Related: Overcoming Internal Hurdles: Video Marketing in the Roofing Industry

Cost-Effective Strategies 

Suppose you're considering integrating video content into your website and sales process. In that case, multiple videos can boost engagement, foster trust with potential clients, and ultimately increase revenue, even if you aim to work within a budget.

Let's consider the different types of videos for your roofing business.

FAQs
These videos are designed to answer the top 80% of questions your customers or prospects have about your product or service. They can be a great way to provide helpful information and build trust with your audience.

Employee Feature
Use video to introduce your team and showcase their expertise and personality. This can build trust with your audience and make your brand feel more approachable.

Landing Page
Use video on your landing pages to grab attention, convey key messages, and drive action. LP videos can be especially effective for complex products or services that require more explanation.

Cost or Pricing Information
Use the video to explain your pricing model and the factors that affect pricing. This can help address common objections and make it easier for prospects to understand the cost and benefits of working with you.

Showcase Products and Services
Create videos that showcase the features and benefits of your products or services. This can bring your offerings to life and make it easier for prospects to understand how they can benefit from working with you.

Success Stories
Use video to showcase your customer journey and highlight critical touchpoints. This can help build trust with your audience and demonstrate your commitment to delivering a great customer experience.

Support Claims About a Product or Service
Use videos to back up your claims with real-world examples and proof points. This can help build credibility with your audience and demonstrate that your product or service works. 

You're not alone if you're worried about producing a "perfect" video with high production value, professional edits, and an irresistible thumbnail. Create authentic, relatable, and engaging videos that address your audience's needs and interests. With a strong message and compelling storytelling, even a lower-budget video can significantly impact your marketing efforts.

Related: The Hidden Cost of Inbound Marketing: What Every Business Needs to Know

How to Choose a Videographer + Cost

The expertise of a videographer is like the secret sauce that elevates your roofing project, but it does impact the costs. For in-house videographers, the average annual salary ranges between $59,331 and $89,617, depending on experience, location, and skills. These in-house wizards become part of your team, intimately understanding your brand and vision, which can be invaluable.

However, costs aren't directly tied to an annual salary when outsourcing to a video production company. Instead, they charge based on the project scope, equipment needed, and the level of expertise they bring. Going this route offers a broader talent pool and professional experience but might not have that deep in-house connection.

Consider their portfolio to ensure you pick the right pro for your roofing projects. Look for past work that aligns with your vision and quality expectations. Ask about their experience in the roofing industry; familiarity can be a game-changer. 

Ultimately, it's about finding a videographer or team whose expertise matches your project needs and resonates with your brand values, whether it's someone in-house or a seasoned video production company.

Additional Costs to Consider

When spreading the word about your roofing video content, a few extra costs might pop up beyond the production phase. Distribution involves choosing platforms like YouTube or Vimeo for hosting, which could include subscription fees for premium features. Vimeo’s fees range from a free trial to a $65 monthly charge for their advanced plan.

If you choose to distribute through sales or marketing emails, utilizing an email platform to reach your subscriber list might incur costs based on the size of your contact database. You can expect to start with a free trial or up to a certain number of contacts. From here, you will see the cost range depending on how many contacts you use. You can expect to spend between $0-$99/month if you are managing your email campaigns yourself. An experienced full-service agency managing your email can cost $2,500 monthly.

Promoting the video content online is where things can get interesting—are you planning on boosting your video through paid advertising on platforms like Facebook or Instagram? The costs vary widely based on audience size and how frequently you aim to engage them. On average, Facebook ads cost $1-$5 per 1000 impressions, while Instagram ads cost $0-$0.75 per click.

For regional roofing businesses, focusing on specific hail-affected geographies, for instance, demands a more targeted approach. This might mean allocating a higher budget to ensure your content reaches those audiences more frequently. 

It's all about customizing your distribution and promotion strategies to suit your video content and the audience you want to reach best, factoring in the regional nuances of the roofing industry.

Measuring Your ROI

Measuring your roofing video content's return on investment (ROI) is like keeping tabs on how your efforts translate into actual outcomes. 

Hosting platforms that integrate with your CRM system can be golden—they track views and interactions, revealing how many folks watch before taking action, such as purchasing. Embedding videos in emails? Look for tools that tally the number of viewers, letting you know who's tuning in.

But it's not just about views—it's about impact! 

Consider tracking the number of customers who engage with your video content and the number of conversions that result from those interactions. Ultimately, success isn't just about how many videos you produce but how they contribute to your marketing and sales efforts. 

Having videos is a step in the right direction, but knowing how they influence customer decisions or drive sales is where the magic lies. So, while there might not be a one-size-fits-all metric, keeping an eye on these engagement stats can help gauge the impact of your roofing videos and their overall contribution to your business growth.

Trends or Emerging Technologies

Emerging technologies like AI are shaking up video production, even in roofing. 

Take, for instance, HeyGen, an AI-powered platform that can generate realistic visuals of various scenarios—imagine showing clients different roofing options in vivid detail before even getting up on the ladder! 

These AI tools offer incredible value in visualizing and presenting roofing concepts, but they might initially impact costs. Investing in AI technology means allocating resources for subscriptions or licenses, which can add to your production expenses.

However, the value they bring is where the excitement kicks in! These technologies can save substantial time and resources in the long run by streamlining the visualization process, enhancing customer communication, and potentially reducing errors in project planning. Plus, they amp up the wow factor, leaving a lasting impression.

As AI and similar technologies evolve, integrating them into video production for roofing businesses might bring upfront costs but deliver long-term value by revolutionizing how you showcase and sell roofing solutions. It's about balancing initial expenses with the incredible value they bring to your business and client experience.

Where Does Brand Awareness Fit In

Video content is like the superhero cape for building brand awareness and trust in the roofing industry. Think about it—videos offer a dynamic way to showcase your knowledge, personality, and commitment to quality. They humanize your brand, letting people peek behind the scenes, see your team in action, and understand your roofing expertise.

Now, when it comes to trust, videos are essential. They let you communicate directly with your audience, sharing insights, tips, and success stories. This interaction builds rapport and credibility, nudging potential customers closer to choosing you for their roofing needs.

But here's the real magic: the long-term value! Investing in video content isn't just a single spark—a bonfire that continues to burn. Over time, as your videos rack up views, engagement, and shares, they establish your brand as an authority in the roofing world. People remember your expertise and authenticity, and that's priceless.

Plus, video content has a superpower—it sticks! Studies show people retain information from videos better than text or images alone. With a staggering 91% of consumers desiring increased online video content from businesses, it's evident that when your audience gears up for a roofing project, you will want your brand to be the first one that springs to mind.

In the roofing industry, the value of video content isn't just in the immediate buzz—it's in the lasting impression, the trust you build, and the superhero status you achieve in your customers' eyes. It's an investment that keeps giving and nurtures your brand and relationships for the long haul.

Final Thoughts 

Choosing between in-house, outsourcing, or hiring freelancers isn't just about picking a method—it's about sculpting a strategy that aligns with your brand's vision, budget, and long-term goals. 

While each avenue holds its allure, remember that investing in video content, regardless of the path chosen, is a decisive step toward enhancing brand visibility, trust, and engagement. Find the avenue that resonates with your values, budget, and storytelling needs. 

Let your roofing brand shine through captivating visuals, igniting connections and leaving a lasting impression on your audience.

Have questions? Need guidance on which way your business should invest in video content? We would love to help! Schedule some time to talk with an experienced advisor today!