5 Reasons Why We’re Ranting About Branded Web Video!

Branded web video? What is it and why should you care? Well if the following statistics didn’t get your attention, what else would you like to know about it?

1.2 billion online videos will be viewed today alone.  Over half of consumers surveyed said that when they watch product videos they’re more confident of their online purchases.

And, oh, they’re more likely to view video using their mobile and tablet devices.  Three times more than laptop or desktop users. So, web video isn’t just the next big thing – it is the big thing

Could your business benefit from Public Relations (PR) or Public Service Announcement (PSA) Videos? Non-profits can profit from them and so can for profit businesses.  How about a video with your (company or product) brand?  

That’s right, a video, a branded web video, whose only purpose is to create a good vibe about your company, your people, your product or service. It’s also a great team-building tool and, yeah, it can also provide you some very good PR.

Teaching videos that instruct your current or potential customers on how to do something, especially if you sell the materials they need or, explaining videos that show what you do. There’s product videos that show the product up close.  

According to industry studies, over half of consumers who viewed a product video reported that they felt more confident making an online purchase after watching it. Would your sales be affected if customers were more confident?

Confident consumers return fewer items.  That also means you don’t need to make as many sales calls.  Happy and confident customers tell their friends.  Convinced yet?

What do your customers or clients have to say about you?  Would they like to share it on video? That’s right, testimonial videos tell prospective or on-the-fence customers what they’ve experienced and what they think about your enterprise or organization.

This isn’t the future. It’s happening now. Are your competitors doing it?  If your website is mostly text, it’s time to switch. If you’re still spending money on just cable television advertising, it’s time to rethink that strategy as well.

If you’re only objection is that you think video is too expensive, that’s the least of your concerns. And, oh, by the way, it’s not.

That’s REASON NUMBER ONE. Not using video to introduce your business, to inform customers and prospects and, to just plain offer anyone the value experience of your brand, is more expensive in the long run.

REASON NUMBER TWO – good video is effective video.  Effective video is well written.  It’s well purposed – it has an objective. It’s produced well.  It’s well placed and distributed where it will most likely be seen. And, it’s reasonably priced.

REASON NUMBER THREE – above all, it can be placed on your website, social media and through paid digital advertising, it can be targeted and re-targeted based on demographics, specific behavior and geography.  Better yet, it’s less expensive and more effective than traditional offline media. 

That’s where REASON NUMBER FOUR comes in, it’s easily measured.  That’s right. Your also able to tell that it’s working, where and when. Did you know that you might get some coop advertising support as well?

So, what’s REASON NUMBER FIVE? Here it is – there’s no reason why you aren’t ready to talk to us about your first branded web video project.  Unless, of course you don’t have a website.

We can help you with that, too! Contact us today and see what branded web video is all about; what’s involved and how it’s an investment that is trackable and affordable, too.  What are you waiting for?

 

 

 

 

 

 

Are Visitors to Your Website Looking or, Ready to Buy?

Most people, web browsing prospects especially, who are searching the web can be divided into two groups: Those Looking to Buy and Those Ready to Buy.  How can you tell which is which?

Those who are looking to buy have already committed themselves to finding a solution to a need, a want or a problem.  They may have no experience with a tried and true resource.  Or, they’re not happy with their current one.

Yes, these kind of prospects may be solely transactional types with no loyalty to any website or brick and mortar business.  They’re shopping on price alone.  If you have what they want for the price they’re willing to pay – you’ve got the sale   

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One of our larger ecommerce sites!

looking to buy prospect can be converted into a relational type of customer if what they read or see or, experience on your website convinces them that they can count on you for selection, value and convenience they’ve been searching for.  

As for those prospects who are ready to buy, they’ve already made up their minds.  They’ve done their research. They know who has what they need for a price they want to pay and they’re ready to buy!  Is your business one of the finalists?

But, are they ready to buy from you?  It’s also possible that, they just transactional customers – they’re not looking for a relationship other than one based on price.  Then again, they may be looking for a relationship because they haven’t found or, don’t have any experience with a tried and true resource.  

If they do have a relationship they may have concluded that, due to more than one bad experience, there’s no longer a reason for them to be loyal.  Why? Because that source isn’t providing what they’re looking for at a price they want to pay – that’s a sale opportunity for you.

Is your website equipped to do ecommerce?  Does your website clearly present your business as the solution source?  Is it ready to convert the lookers into buyers?

Does it tell a story?  Not just a story about you, a story that speaks to them and their needs. How do you do that?

Create a great looking, easy to navigate ecommerce website. Tell lots of success stories about happy customers. Show and tell your product line.

Talk about the brands you carry or the vendors you represent with well-written and produced videos.  Offer convenience, great selection and lots of value.  Contact us and schedule a meeting to talk about how we can get you started attracting those lookers and how to best convert those who are ready to buy. 

 

 

It’s Time to Redefine Your Marketing!

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Marketing is defined as the action (or business*) of promoting and selling products or services, including market research and advertising.  What is important here is focusing the connectivity of several of the keywords in the definition.

Action – For every action there is an equal and, unlike Newton’s Third Law of Physics, expected reaction.  Call it ROI or simply results if you prefer.

Business – Engaging in trade or commerce.  Buying, selling and profit.  Seems simple enough!

Promoting – Is to further the progress of something such as a product or service.  To publicize in order to create awareness, interest and desire for the product or service.

Selling – Nothing happens until something gets sold!  It is the act of exchanging one value for another; equal in the least.  A sale represents a notation in the debit column for one individual (buyer) and a credit for another (seller).

Research – Investigation, study, inquiry and examination of products, services, customers (past, present and future), as well as, the manufacturing and distribution process and, market in general.

Advertising – The act or practice of calling public attention to one’s product, service, need, etc., especially by paid online, print and broadcast announcements (advertisements) which were professionally planned, designed, and written.

Here’s a real business example about the importance of connectivity: We were contacted by a potential client who, on their own, invested in a television commercial to drive traffic to their website. Their website metrics revealed a normal amount of web traffic before the commercial aired and a spike in visits while it aired.

They were successful in driving traffic to their website. They were not happy with the results however. They felt their investment was wasted. None of the inquiries generated by their TV spot turned into the sales they had envisioned.

What was the problem? They had a call to action! The commercial directed inquiries to their website. So, what went wrong?

They failed to mention the TV offer anywhere on their website. There was a disconnection between their promise and their ability to deliver the promise. Kind of like Christmas morning and Santa doesn’t show up!

Viewers of the commercial responded by logging on to the advertised website. Then they looked, and looked, for the offer mentioned in the commercial. It wasn’t there. Well, it was.

But, it wasn’t easy to find or specific as to what it was. This business not only lost their marketing investment, they lost sales and damaged their credibility.

It was a very expensive education! It left prospects hanging and more than likely quite put off by the experience as well. Not a very good first impression.  Plus, most importantly, you can’t convert an inquiry that doesn’t exist into a sale.

*We’re in the marketing business.  When we promise that – business is better when you’re connected – it means that your profits, productivity and success are directly connected to your brand and its identity asi it should be!

Numbers Don’t Lie…

…sometimes we use them to lie – to ourselves.  Numbers are used to identify, define and support both value and statistics.  Statistics are the tool of both sides of an argument.  Statistics offer the fundamental truths we wish to believe.  Statistically; red cars get more speeding tickets.

The only statistic reality having to do with the color red is that red is one of the most popular car colors and subsequently; there are more red cars manufactured than cars in other colors.  But, there are also more gray, silver, black and white cars than there are red cars.  Mark Twain did say there are, “…lies, damned lies ad statistics.”

The point of all this is to get you to think about what you need to do to promote your business to get the attention of prospective customers.  A statistic is a numerical value.   And, some words represent numerical values.  Foe example, what do the following words really mean: on average, accurate, fastest or biggest?

These words take on a specific meaning or carry more weight in the decision making process.  On average for example.   Applied to a performance statistic it means middling.  If a numerical value were assigned to it, it would be half or 50%.   Accurate.  Or, as the British say, “spot on” is, statistically hitting the mark close to 100% of the time.  What is the mark?  It was a goal identified by a number.

Fastest.  This word isn’t just about speed.  It’s about making or breaking  a record – a statistic.  As for biggest, it is similar to fastest in that it represents a statistical mark.  Call us.  Among other things, we’ll help you to write  your business promise.  Your business promise is the answer to the universal consumer question: what’s in it for me? 

What’s in it for you?  We’ll help you to identify, define and support a  value promise (slogan) that is better than average.

 

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Don’t Think of It as Marketing!

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There are certain tasks, situations and people you, as everyone else, dislikes dealing with.  Lawyers, doctors, politicians, undertakers, car salespeople and yes, marketing consultants are on that list.

They all represent a task or a situation you cannot handle directly because you don’t possess the knowledge, experience or authority they do.  If you did, you wouldn’t need them or their services.

Each one of these professionals represents a solution.  Lawyers: protection in legal matters.  Doctors: diagnosis and a return to health.  Politicians: representing your needs or point of view.  Undertakers: preparation for the inevitable.  Car salespeople: gatekeeper to your transportation needs.

Last and by all means not least on the list is the marketing consultant.  This individual is described as someone who is involved in the profession of assisting businesses to research, promote, and sell products or services.

All of these professions represent very personal and private issues or problems that require a high level of trust.  What are some of the most trusted professions?

Military service men and women, firefighters, teachers, nurses and postal workers.   Isn’t it all a matter of perspective?  If your business needs marketing consultation – don’t put it off.

Marketing is something you can be directly involved in, such as your health, even if you were not schooled in or trained as a marketer.  Don’t think of it as marketing.

Think of it as something you need and trust.   Engineering for example.  It’s all about the design, building, and use structures.  Marketing is not really that different.

Call us to discuss how we can work with you to design a plan to build the framework you need to operate a profitable business.  There’s no cost or obligation for the first meeting!