The Complete Guide to Video Marketing for Fuel Companies - Warm Thoughts Communications
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The Complete Guide to Video Marketing for Fuel Companies

Posted on November 19, 2019

1 billion – that’s the number of hours of video users view on YouTube each day1. In case you haven’t heard, video marketing is here – and it’s huge. As a matter of fact, digital video marketing is now a $135 billion industry in the US alone2. And with online videos projected to make up more than 82% of total consumer internet traffic by 20223, video marketing shows no sign of slowing down.

The numbers don’t lie and the statistics are pretty staggering, but if you’re still asking yourself, “Is video marketing really an effective way to promote my propane, heating oil, or HVAC-related business?” the answer is undoubtedly, yes.

Why Video?

It’s really not difficult to see why video’s popularity is growing these days. In a world full of text and lengthy digital content, video is an easily digestible format that gives viewers’ eyes a rest from the overabundance of written information across the web. With human attention spans now less than that of a goldfish, video marketing helps to communicate messages more effectively and in shorter timeframes – all with more engaging, visual elements. And consumers aren’t the only ones who love video! Easily sharable across many channels and different platforms, video has the potential to give marketers a huge return on investment.

If you haven’t yet made the leap into video marketing for your propane, heating oil, or HVAC-related business, 2020 is shaping up to be the year to do so. Just check out some of the many benefits of video marketing.

  1. Videos yield high engagement rates
    With approximately 65% of the population being visual learners4, there is no denying that humans are naturally a visual species. As such, humans find videos more engaging and memorable than any other type of content out there. As a matter of fact, posting videos on Facebook pages increases end-user engagement by 33%, while videos generate 1200% more shares across social channels than text and images combined5. And video’s engagement isn’t limited to just social – merely mentioning the word ‘video’ in an email subject line has been shown to increase click-through rates by 13%6. So pick up a camera (or phone), start filming, and watch your engagement ratings take off!
  2. Videos increase conversions
    Looking to increase conversions across your website and digital marketing efforts? Video is proving to be the solution! Companies that leverage video marketing grow revenue 49% faster than companies that don’t7. And for good reason – statistics show that including video on landing pages can increase conversion rates by up to 80%8, while 90% of customers say that videos guide them to make purchase decisions9. Simply put, video converts!
  3. Videos drive search traffic
    Your customers and prospects aren’t the only ones who love video content – search engines do too! By including video on your site, you increase the amount of time visitors spend there, which signals to the search engines that your site is providing quality, worthwhile content. And with YouTube now being owned by Google, this only increases the positive effect video content has on your search engine rankings. As a matter of fact, websites with embedded video are 53 times more likely to rank first in a Google search than those without10. And with video driving a 157% increase in organic search engine traffic11, you can’t afford to miss out.
  4. Videos can be cost effective (really!)
    Contrary to popular belief, video doesn’t have to be expensive! While its natural to consider the cost of script-writing, voice-over, videography, and a high-quality film crew, leveraging video for your propane, heating oil, or HVAC-related business can be just as effective (if not, more) without a full production. All you need to get started is a camera or phone. And the content can be as simple as introducing your team members, showing off your participation at community events, sharing tips for unit maintenance, or even a series of short videos providing a step-by-step tutorial on how to change an air filter, set a programmable thermostat, save on monthly energy bills, or improve your indoor air quality. Such content is simple yet powerful, and requires little to no budget at all. And by uploading your videos to your social media channels and YouTube you maximize your exposure as no cost. So leave the Hollywood film crew behind and step in front of the camera!
  5. Consumers LOVE video
    With 75 million people in the US watching videos online every day12, video is more than just the latest marketing trend or buzzword – it’s taking over the internet. Videos are especially eye-catching to today’s consumers and attract more attention than other forms of content. As a matter of fact, viewers retain 95% of a message when they watch it in a video as compared to just 10% when reading in text13. It’s no secret that in order to succeed in customer service or marketing, you need to give your customers and audience what they want. And with 54% of consumers preferring to see more videos from brands they follow over other content types9, it’s clear that today’s consumers want video, video and more video. Give the people what they want!

In today’s increasingly digital world, consumers crave connection and personality. And what better way to showcase your expertise, company culture and personality than video marketing?

Not sure where to begin? Call in a professional! The digital marketers at Warm Thoughts are here to help. And be sure to check out our new social video plan.


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