How to Get More from Your Marketing Videos

If you’ve read our blog for a while, you’ve heard us trumpet the value of video marketing. It simply works.

But what about video marketing works?

It’s not that you simply shoot a video and your customers pay attention to it because you have a video. That’s not enough to make a huge difference.

Here’s what works about videos, and how you can get more business from yours:

  1. Tell an Inspiring Story Filled with Emotion

Stories and emotions get remembered. Facts and monotone speech don’t. Your customers may be uptight when they do their video testimonials. But that’s okay because they’re not experienced being in front of the camera.

Videos that get shared like crazy and drive real business tell touching stories about problems you solve. So don’t hold back when you shoot your own videos. Be anything but corporate and professional.

  1. Add a Call-To-Action at the End

This used to not exist. Videos used to…just end. Now, you can add a button and your contact information to the final few seconds of the video. Customers touched by the story you tell who believe you have the perfect solution for your problem are more likely to take action when you tell them.

You don’t want that call-to-action appearing until the final few seconds of your video. If you show it earlier, it’s annoying because your potential customer hasn’t had the opportunity to experience the story and solution you have to offer.

  1. Make Sure You Promote Your Video

Posting your video on a page on your website is a good idea. Visitors will have the opportunity to view it and build their relationship with you. But if that’s all you do, you’re greatly harming your success.

Promote your video via every method you have available. That could be your e-mail newsletter list, Facebook, Twitter, and Instagram accounts, and so on.

  1. Gather Data and Monitor Your Analytics

Analytics can get sophisticated enough to the point where they tell you exactly where people stop viewing your video. That gives you insights as to what your customers do and don’t like about your video. Then, you can learn what to do so you keep more people watching longer.

It sounds so simple. But to really get into your customer’s minds takes time and study.

Here’s to Your Success

With these tips, you’ll get more engagement, interest, and sharing from your videos. Ultimately, that translates into more sales. So make sure you include them in each video to the maximum extent possible.

What Makes Content Attract 1000s of Social Shares?

Buzzsumo’s a cool tool that lets you see how many social shares a piece of content gets. Check it out for Search Engine Journal:

Top posts get 4,500 shares…all the way up to 8,200.

Wow!

How do you get a piece of content shared that much? A little bit of luck’s involved. But you can do it with persistence.

Here’s what to do:

  • First, You Must Have the Right Media Outlet
    You won’t get thousands of shares on your own blog. Sites where this happens have massive, loyal audiences they’ve spent years building. And they typically have at least small teams of professional writers creating content.Pulling the same off at your own SMB blog equates to more than a miracle. So, you have to approach these big-name blogs to get the exposure to a large enough audience.
  • Buzzsumo Reveals The Most Shareable Ideas
    You can’t copy someone else’s idea exactly. But when you use Buzzsumo to see what gets the most shares, you have a general idea of what works well at that website.That may inspire an idea of your own which that website’s audience will like. There’s a little bit of luck from there. You have an idea of how well your topic could do. But you never know how many people will actually share it.
  • Your Idea Must be New, Different, and Maybe a Little Surprising
    With a large enough audience, even a standard idea can get a couple thousand shares, or so. But if you want your content to get shared as much as possible, you have to know the topics a media outlet covers…and have a new and different one of your own. Surprise works quite well.You don’t have to be outrageous or controversial (unless you want to try). But if you have a new angle that you know challenges conventional thinking, that can be a great way to get much more attention.
  • Unique Stories
    Within your content, stories work incredibly well to engage. This could be a personal story. Or, it could be a legend or myth. Or, it could be a story you heard from a friend.Stories engage the human mind. Facts get forgotten. So if you have a great story from your life that you tell friends or clients, and you get a great reaction from it, it makes sense to use that story in your content too (as long as you can tie it to your topic).

Is Writing Highly Shareable content Easy?

No way. A 1000-word post could take 10 or more hours to write…even for a skilled writer.

Top writers make every word count. And they fine-tune until they believe they’ve created the most valuable piece possible.

There’s no guarantees on the number of shares and exposure that result. But, you do get valuable results with consistent effort.

Top 5 Types of Blog Posts to Produce to Engage Your Customer

Have you heard the term “content saturation?”Working at home

These days, it refers to the fact that some niches are bloated with content. You hear the same basic ideas from everyone.

Some niches are “highly saturated.” For example, any commodity service like HVAC, law, anything medical, home care, and many others, have a glut of content available on every topic.

Standing out in any of those niches, and many others, is hard.

Here’s some types of blog posts you may consider creating to grab attention today:

  1. Opinion Posts

These posts are a great way to attract a following, and especially so if you are in B2B. They take a lot of courage because most people are afraid to stand up and say something different.

However, because (as you learned) so many people say the same old thing on their websites, having an opinion that respectfully dissents is a great way to attract attention. The one downside to this type of post is it takes deep industry knowledge or extensive research to create.

  1. Industry News

You likely won’t have the luxury of being the first to learn about an exciting news break. However, you can be the one who stays in touch with those sources and reports on the latest news to your readership.

Add in your opinion on the matters reported, and you have a nice recipe for success.

  1. List Posts

You see these all the time: “9 Tips To…” But even list posts are saturating the web. So, to stand out, you have to go above and beyond the conventional list post. You may have “27 Tips for…” or “52 Tricks on…”

Again, being different gets attention.

  1. Case Study/Customer Success Story

These don’t get used as much at the smaller business level, but they should. A “case study” is simply where you tell the story of your customer’s problem and how you solved it.

Doesn’t sound like much at first. However, case studies are the most powerful way to earn trust and credibility from your customers so they’re ready to buy.

  1. Expert Advice

For this one, you can conduct brief email interviews. However, you can also just grab brief 2-3 sentence snippets that experts have discussed on their own blogs. Compile a bunch of those quotes into a single post on your own blog, and you suddenly have a very nice post with original content.

Just make sure you give a link to each expert. And, let each of them know about your post too, which could result in some traffic coming back to your blog.

Most Companies Do What’s Quick and Easy On Their Blogs…

And that’s the problem. Running a blog that mesmerizes your readers takes a lot of time and hard work these days. You can no longer get by on content written in your spare time.

You can please Google and maintain your search rankings. But, if you really want to stand out and grab attention, you have to put in large amounts of hard work.

Should You Use Livecasting to Market?

PeriscopeLogo

Have you heard about Periscope? It’s the latest social media craze to hit the web.

More than 1 million people signed in to use it in its first 10 days after it launched on March 26 of this year. So far, it’s only found on iPhones. So that means it still has to launch on Android, which would expose it to millions of additional users.

Not quite 6 months later, Periscope now has more than 2 million users. So even though there’s thousands of social media apps, most of which never make it to public attention, it’s fairly likely Periscope will hang around for a while.

Plus, Twitter owns it.

What is Periscope Anyway?

It’s a pretty simple social media app. Periscope lets you stream live video to an audience. They can make comments or ask questions as you broadcast. Since Twitter owns it, it’s easy to pick up followers and grow your account almost immediately.

Facebook’s actually doing something similar. But they’re only allowing select celebrities to stream video. If you’re following that celebrity, you’ll get notified of their upcoming broadcast if you recently engaged with their posts. Initially, Martha Stewart, The Rock, Serena Williams, and Michael Buble agreed to do a live stream.

How Could Your Small Business Use Livecasting to Increase Sales?

Well, much of that remains to be seen. With social media, you can be as creative as you want. So there’s plenty of opportunity to innovate and increase sales.

Some ideas that come to mind:

  1. Contractors could livecast jobs – For example, you’d pick a typical air conditioning install. You could let potential customers watch and ask their common questions. You could also do the same for common maintenance issues for air conditioners.
  2. Give a “behind the scenes look” at your office – Personal experiences sell. Your customers want to get to know your company and feel like they have a strong relationship with you. Give them a “behind the scenes” look at your workplace. Stay away from being corny, uptight, and stilted. Be your natural selves and have fun.
  3. Let customers chat with your company leaders – Again, personalization is the idea here. How often do customers get to talk with your CEO? Let them do it with Periscope.
  4. Tutorials and product demos – It’s easier to buy something if you know how it works, isn’t it? So show your customers that with Periscope. Have an employee show customers advanced functions they might not know.

Periscope is probably here to stay for some time. It’s new and unique. Businesses and customers can’t get enough of that.

6 Slick Techniques for Using LinkedIn for B2B Marketing

ThinkstockPhotos-177342021

You’ve heard the conventional LinkedIn marketing advice:

  • Participate in groups
  • Post updates
  • Write posts

…And supposedly the leads are going to come streaming in. Now, those are no doubt helpful things to do.

But you need a system that actually works to consistently deliver you highly qualified leads.

Here’s what to do (thanks to Jeff Haden for tips 1-4):

  1. Take 1 Minute Each Day to Post an Update

…And that’s it! Set a timer if you have to. Otherwise, you’ll waste too much time trying to find the right thing to say.

  1. Share the Good News about Your Prospects

Use “@theirusername” to make sure they get notice of your mention. Do it when their company makes the news, or something good happens in their professional life.

Limit yourself to 1 minute daily for this task too.

  1. Write Recommendations and Give Endorsements

With recommendations, those keep you permanently top-of-mind. Just make sure they’re legitimate.

Don’t connect with someone you just met and then immediately recommend them. They’ll see through your insincerity.

Endorsements don’t build as much goodwill. But, they’re a nice ego boost that bring you to the top of your prospect’s mind.

 

Do this just 5 minutes each day.

  1. Connect with People You Meet During Your Business Day

Don’t just hit “connect” left and right to see who you can connect with. Do it with people you’ve actually met.

Anyone you meet during your business day is a potential connection. Take just 5 minutes each day to do this.

  1. Personalize Every Connection Invitation

Treating prospects like numbers turns them off. You give them the idea they’re a number when you leave the connection request to be “I’d like to add you to my professional network.”

Most people won’t respond to that. Those that do don’t likely won’t be interested in you or what you have to offer.

Instead, scan the person’s profile. Look for anything you and your potential connection share. If you can, mention something you find interesting about that person that’s not related to work. That stands out to them.

  1. Make it Clear You’re Looking for Leads on Your Profile

And state precisely what types of leads you want to find. So if you help small business and startups market their services, say that’s what you’re after.

This takes just 15-30 minutes and you only have to do it once.

So that’s a simple system for attracting more leads from LinkedIn. Don’t deviate from it – or whatever you design. You don’t want to fall into the trap of letting LinkedIn consume all your time.

Twitter & Google Work Out Deal to Index Tweets

186935342

With user growth slowing, Twitter is now becoming open to new revenue generation ideas. For the past 3 ½ years, Google has had to crawl Twitter, index the Tweets, and then list them in the SERPs. That could be a days, weeks, or months long process.

Previous to that, Google would immediately index Tweets. No one knows why the two companies let the deal come to an end. Rumors do indicate that Twitter was ready to try monetizing without Google in the mix. But regardless, the deal did end, and for whatever reason, it was never renewed.

Since then, Twitter’s gone public. And with user growth slowing, they’ve been looking for more sources of revenue. So this deal with Google seems to be a natural fit. There is no specific timeframe for the deal to complete, but current talk says it should happen sometime during the first 6 months of this year.

Interestingly, Google was the very last company Twitter struck this deal with. It already had similar deals in place with Bing and Yahoo. In fact, if you search someone’s Twitter handle on Bing, several of their recent Tweets pop up right beneath their handle.

While Twitter gets more reach and monetization out of the deal, Google gets greater relevance on mobile devices. And it’s also less likely Google ever tries to buy out Twitter.

What Does This Deal Mean for Small Businesses?

This opens up an opportunity for small businesses. If Tweets get indexed immediately, there’s potential to drive business right away through Twitter.

For example, think about what would happen if your product or service solves a local problem happening right now. There could be flooding in your area. If you do flood cleanup, you could Tweet that out and get indexed in Google right away.

The same goes for talk shows, holidays, or special events happening around town. You can make their publicity yours. What you could do is only really limited to your creativity.

We’re not saying it’s the next big thing. But it could be another useful tool in your bag of marketing techniques.