February is the month for LOVE. I am pretty sick of the constant use of “I ‘heart’ chocolate” or “I ‘heart’ foreign films” or even “I ‘heart’ you!” Can’t you just say the word, LOVE? Wouldn’t it be great if all of your customers would break into simultaneous voice singing, “I Got That Lovin’ Feeling?” Would make you feel pretty darn good about what you’re doing, right, even though I think if every single one of your customers says they “love” you, maybe you’re not pushing the limits of your offering enough. Think about that one – although maybe that’s fodder for another blog post.
As a key component of every Strategic Marketing Plan I write, I like to interview several customers of my client to see not only what they thought about the “purchase experience” but also about how they first found my client and if they would recommend their products or services to others.
Recently, as I was contacting customers for my client, I ran across one who literally gushed love for my client’s work. Everything they did was “exceptional” and when I asked if there was anything specific she could say that would have made the experience better she said, “Absolutely not, they did everything I asked plus things I didn’t know to ask. I really believe in these guys!” Wow, nice testimonial huh?
This, of course, got me thinking about how to really leverage this recommendation, make it something special, bring out the human side. How could I make this even more powerful than just putting her comments in a “Testimonials” section of the website. Of course, Video!!
There’s no doubt about it, video has come of age and with the technology and software available to everyone, the price has gone down as well. It is my belief that a marketing strategy which incorporates the use of relevant video, especially on the website, is and will continue to be successful. Here’s why:
- Pictures are worth a thousand words, videos are worth a million
- It is a great way to put a human face to an inorganic thing called a “company.” It is a way to show there are real people that work here.
- If your customer is giving a testimonial, they are also real people with real problems that you solved.
- It is a perfect way to incorporate storytelling. Read my blog, “How to Use Storytelling in Your Marketing Message.”
- Search engines, in particular Google since they also own YouTube, love video and now incorporate video into their “blended search results.” As Benjamin Wayne says in his article “How To Use Video SEO to Jump To The Top of Google Search Results,” Google will index 100% of all website videos and you are 53 times more likely than traditional web pages to receive an organic first-page ranking.
So, now we’ve determined that video should be something you implement on your web presence, but how can this be executed?
Executing a Website Video Strategy
- Why not have a video of that incredible testimonial we mentioned above? Give your customers a powerful way to show they love you.
- Be sure that you are not “selling” but rather educating or providing content that viewers will value and want to come back for more.
- Try the method of the interview, where someone off camera is asking questions. The person on camera will likely be more at ease when providing answers.
- Be sure to rehearse what you are going to say so it doesn’t ramble on
- Be brief and concise. Keep the videos to 90 to 120 seconds, nothing more because no one has that much time.
- Release new videos over time, not all at once, to derive the most search value.
- Make sure that the videos utilize proper descriptive titles, proper keywords, a text transcript, links to related material and useful metadata so the video can be indexed by the search engines.
Come on, this is yours or your customer’s chance to be a star, use video to really boost your marketing message and get results.
All my best,