Why video marketing is essential for building an outstanding brand

December 10, 2025

Video marketing has become essential for glazing and construction firms. Andrew Scott, founder and MD of Purplex Marketing, shares why it matters 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:

• 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.

• 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.

• 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.

• 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.

• 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.

What makes video especially effective in building products and the fenestration supply

Video works well for complex products and B2B sales because it shows detail that words or pictures miss.

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.

You might like to read

If you found this article useful, you may also like these Purplex guides on video, content and construction marketing. They build on the same themes of clear messaging, strong creative and results for installers, fabricators and building product brands.

• Why you should be using video for your digital marketing – a wider look at how video fits into your online strategy in 2025, with practical ideas and examples.
• Lights, camera, action – Purplex launch video division – an inside look at the Purplex video team, the kit, and how clients use filming to win more business.
• A day in the life of a videographer – see how a typical shoot day runs, from planning and storyboards through to edits and final delivery.
• The importance of content marketing in the construction industry – explains how written content, blogs and guides support video, SEO and lead generation for construction firms.

This entry was posted in Video