External Video Builds $$
When is your company going to start producing and posting videos? You're going to have to do it sometime... but maybe you're wondering how, what, and why?
Sometimes the best "proof" is to look in the mirror. Where is the number one place you go to if you want to learn how something is used? YouTube? So does everyone else. That's because it's a lot easier to learn to tie your shoe, for example, by watching someone else do it then to read about it (the dorky reason why, here).
Your company has a story and that's what is king here again. Putting a voice, story, and ultimately a face to your company is what wins business. People do business with people, not businesses. A great example is a client of ours - Marsh and McLennan Agency - who recently released a Sales Recruitment Video. Within in the first 8 days they had well over 1,500 views and multiple job applications. And that's on a sales recruitment video (aka: a video that will NEVER go viral or get major traction... because that's not the intent or target - in fact, the target is a small, highly qualified group of people). That's a very impressive example of high external ROI.
So is sales recruitment the only way to use external video effectively? No -- here are six other options to consider:
People relate to stories. Plain and simple. Telling people they should donate to you or sending them static text, bullet pointing why you’re awesome is a quick way to a 3% or less conversion rate. Utilizing the power of narrative video can drastically increase response rate — some argue up to 11% !
Where is the number one place you go if you want to see how something is used? YouTube? So does everyone else. It’s a lot easier to learn to tie your shoe by watching someone do it, for example, then by reading or listening to them tell you how.
Narrative story is king here, again. Putting a voice, a story, and ultimately a face to your company is what wins business. People do business with people, not businesses. The ability to tell the story of your company in a transferable medium that is infinitely replicable is unparalleled.
Marsh and McLennan Agency recently released a Sales Recruitment video. Within the first eight days they had over 1,500 views and 13 job applications on a sales recruitment video! Hows that for acquisition cost?
VLOG (Video Blog)
Consistency, consistency, consistency, consistency! And did I mention consistency? Consistency ISmarketing and, unfortunately, is also the one thing people shy away from. Hitting the right person at the right time with the right marketing piece is how you convert leads. To do that though, you need to continually deliver similar brand messages in different advertising messages through the same marketing medium. VLOG-ing accomplishes exactly that.
Although the standard breakdown of this category is “Keynotes” and “Concerts”, I’ve grouped them into one because the details are the same. Namely, capturing footage at one of your events extends the event past the immediate audience.
The trick to any of these types of videos lies in understanding the difference between consistency and frequency. Being consistent in your marketing wins business, it's the secret sauce.