No matter what business they’re in, a marketer’s job is to tell a story—and there’s no better way to do it than video. Today, video is no longer the medium of the future, it’s the medium of the moment, and its value cannot be overlooked. Here’s some food for thought: 52% of consumers say that watching product videos makes them more confident in purchasing decisions, while 72% of businesses say they have improved their conversion rate with video.

Construction executives’ greatest assets are the quality of their work. They’re probably used to telling a story on paper, but often don’t realize the can have an even greater impact by showcasing their work on video. If contractors are not using video to promote their businesses and share their work with past, present and prospective customers, they’re missing out on valuable opportunities to reach more people, engage them more effectively and earn more business.

Contractors’ first concern might be the expense of video production. But in today’s world, shooting quality video is simple, fast and very affordable. Gone are the days of extravagant sets, high-powered equipment and costly edits. It simply starts with a strategy and a script. What does the contractor want to say and who do they want to say it to? What visuals are important to feature? How long should it be?

Keep in mind that in today’s world, consumers’ attention spans are short. There’s a lot of noise and distractions out there, so viewers want to be entertained and engaged in short soundbites.

So what aspects of a construction business warrant marketing by video and how do contractors get videos into the hands of people to watch it?

1. Testimonials

Past projects often give way to new projects; referrals are gold in the construction industry. Capture customers on video talking about the work, the quality of the work, how the contractor’s process or plan solved a unique problem for them and the ease with which the project progressed. Let past customers bring new customers. Show some love to business partners by including them in a video that focuses on the contractor’s commitment to quality projects and people.

2. Projects

Still photos have been the basis of many corporate brochures, but video can really bring them to life. Give viewers a virtual tour of projects explaining in detail how problems were solved and customer needs were met. Video can quite literally transport viewers inside a building where they can get a feel for scope, layout and finishes.

3. Let video tell the story

Whether a contractor wants to share the history of the business or give customers a glimpse into its quality work, video is the most effective way to tell the story. At the end of the day, people want to do work with people, not companies. Share the story of employees and contractors by letting them go on camera to share their thoughts about company and what makes it different.

4. Boost the social media presence

Social media posts now extend way beyond just words. People scroll and quickly! If the post doesn’t grab the audience immediately, chances are the contractor has lost them. Posting a short, engaging video on social media profiles will draw the audience in and give them the opportunity to tell your story. Make sure your initial shot is one that will stop scrollers in their tracks.

5. Enhance the website and engage customers

If a contractor is still using a static website, it’s behind the curve, and its business is going to get left in the dust. Customers want to be entertained, they want to be engaged and drawn in by movement. They don’t want to read words on a page. Including video clips of varying lengths on a website is great for SEO and keeping viewers on a website pages longer.

Contractor don’t have to overthink or overspend to incorporate video into their marketing mix. It should be fun, inspiring and informational. Use it across all marketing platforms to see great results through customer engagement and interaction.