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Why video marketing is essential for building an outstanding brand
Andrew Scott, founder and MD of Purplex Marketing, explains why a video strategy is essential for glazing and construction firms in today’s digital world.
When I ran my own conservatory business in the 1990s, video marketing meant one thing – TV advertising. It was powerful, but reserved for the national players with deep pockets. I remember watching the likes of Everest filming in high winds or hearing that infamous “Buy one, get one free” from Safestyle. It worked, but it was out of reach for most of us.
That world has changed completely.
Today, video is no longer a luxury. It’s mainstream. Social media, smartphones and high-speed internet have removed the barriers. Every business from a small local installer to a multinational systems house can now create professional, high-impact video content that drives real results.
The real question isn’t whether you should use video. It’s how well you’re using it.
A powerful tool for modern marketing
Here at Purplex, we’ve seen how the right video strategy can dramatically boost visibility, improve brand recognition and transform customer engagement. Whether you’re explaining a technical product, building trust with testimonials or giving customers a behind-the-scenes look at your business, video connects on a deeper level. It brings personality, clarity and confidence.
But not all videos are equal. To be effective, video marketing needs to be part of your wider content strategy – aligned with your brand, your marketing goals and your audience.
Which types of video should you focus on?
Here are just a few formats we regularly create for our clients in the fenestration and construction sectors:
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Brand and corporate videos
These are often the cornerstone of a business’s video marketing strategy. Professionally produced brand films give your company a voice and a face. They’re ideal for websites, presentations and trade events – and they make a lasting impression.
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Social media content
Platforms like Instagram, TikTok and LinkedIn favour shorter, more spontaneous content. A quick factory tour, a time-lapse of an installation, or a simple product demo filmed on a phone can do more for engagement than a hundred static posts.
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Explainer videos and interviews
These are a great way to share expertise and offer valuable insights. A short video explaining a new product range or interviewing a technical manager can help you stand out as an authority in your field.
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Customer testimonials
There’s no stronger endorsement than a satisfied customer speaking on camera. We’ve seen testimonial videos play a key role in paid campaigns – one of our clients consistently generates more than 800 leads a month this way.
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Personalised video messaging
This is something we use ourselves at Purplex. A quick video follow-up after a meeting or enquiry, sent via email or WhatsApp, builds rapport and helps move prospects closer to a decision. It’s simple, effective and memorable.
Combining quality with authenticity
You don’t need a film crew for every video. A decent mobile phone and a bit of confidence can go a long way. But to maintain consistent quality, and ensure your video content reflects your brand properly, it pays to invest.
That’s why we offer what we call a content day – a focused shoot combining professionally produced footage with more natural, mobile-shot clips. The result is a bank of varied content you can use across your website, social media platforms, email campaigns and more.
And because we’re a full-service agency, we don’t stop at production. We make sure every video supports your SEO rankings, marketing efforts and brand identity. From product videos and customer engagement clips to video ads and landing page content, everything works together to achieve maximum impact.
Discover your business voice
The digital landscape is changing fast. Attention spans are shrinking. Customers expect more – and they expect it quickly. Video marketing is one of the most effective ways to reach potential customers, increase brand awareness and boost conversion rates.
It gives your business a voice. It tells your story. And it helps you stand out in a crowded market.
If you want to explore how video could support your marketing strategy, or you simply want better results from your existing content, get in touch here. We’ll show you how to use the power of video to grow your brand and win new customers.
This entry was posted in Marketing Strategy, Purplex News, Video
