Maximera användningen av video
There are two questions that our customers always ask:
”How should we use a commercial in our marketing?”
And ”How do I maximize the spread of a video?”
I will show you strategies that have not only been tested by us, but also by our customers. The strategies are centered around video, but some can be used without video.
You can categorize what you should do to get the most out of the film into two categories:
Free, and Paid.
Here are the first tactics in the series:
TIP # 1.) Post the movie on the website
Believe it or not, we have customers who buy a video but do not even post it on the website.
Your website is a perfect place to show the movie. The film will be the first thing people see when they end up on the website, and there it helps to push potential customers one step further in your sales process.
So, instead of just posting the movie on Youtube …
Make sure that the video is actually visible on the website, and that it is obvious that it is a video. Can a 10 minute job give you 54% more views?
Yep, and I’ll show you how …
Just do this:
TIP # 2: Upload the video on social media
You already know that social media is a perfect place to engage your customer group, and increase your chances of reaching their network when people share your video.
But are you uploading the video ”natively” on your company’s social media?
I do not mean link to the Youtube video on the company’s Facebook page. I mean upload the video directly to Facebook
First of all, what is a ”landing page”?
As the name suggests, it is a site that people ”land on”. For example, when a person clicks on a Google ad, then the page the person is taken to is a landing page see.
Yes, but this is where many companies make mistakes.
They let the homepage of the website act as a landing page. It is seldom a good idea to send ad traffic to a homepage.
The problem with the home page is that there are often too many options to choose from:
Should I read an article?
Should I sign up for something?
Should I click on a link in the menu?
Should I click away to the company’s Facebook page?
Should I share the website?
And so on…
This gives visitors too many choices and therefore they may miss the most important choice.
Instead, send traffic from your ads to a landing page that focuses on one thing: getting the customer to do what you want. It should only require ONE decision. A Yes or No question.
TIP # 3: Send the video to the company’s email list
Film is a great way to stand out in the inbox.
Therefore, it is a good idea to email the company list with a link to the video.
Feel free to ask people to comment, like and share as well.
People who are already customers of yours will want to like and share the movie with friends.
It can be as simple as this:
BONUS TIP: I also usually recommend that your sellers link to the movie in their emails. For example, if a customer wants to know more about the service, the sellers can link to the film in the email. Perfect before a sales call.
TIP # 4: Sell with video at conferences & fairs
This tactic got a company to go from 2 new customers per trade show to get 90 new customers in two days. This company used a fun and informative animated video that they showed on iPads
It might not have been easy to execute this tactic a couple of years ago. Now just make a good video and buy a pair of iPads.
How a company went from 2 to 90 customers in 48 hours
An American company had problems getting customers in during trade fairs and conferences. On average, they only got 2 new customers per trade fair.
The biggest problem was that they did not sell anything in the booth …
So they decided to switch tactics and sell something with the help of an animated commercial.
The following tactics gave the company 90 new customers at ONE FAIR.
How did it happen?
The booth at the fair was set up with 9 iPads and headphones. There, people could watch the company’s entertaining and explanatory video.
To attract people, they had a large headline over the booth that said:
”Get 100 FREE Customers”
In addition, the staff wore red shirts that read:
”What would you do with 100 FREE customers? Ask us how!”
The only thing the staff said to people passing by was, ”Wanna see a funny video?”
Then they got to watch this video:
The offer was to set up a free Google account and buy some ads for the customer for $ 20. And in this way give the customer 100 free clicks to the website.
Here are the results the company received from the fair:
2000 went to the fair
603 visited the booth
421 put on the headphones and watched the video
87 bought the offer for $ 20 right after watching the movie
19 bought another offer for $ 500 a month
23 bought the $ 500 offer after the fair when the company followed up on the phone.
If we do the math on it …
42 x $ 500 * 8.6
How good is it ?!
Tip # 5: Use Video At Meetings & Presentations
Many companies have meetings and presentations …
The problem is that they use Powerpoint. It can work. But it is usually very detailed and boring.
Here’s how to get more business out of meetings using video:
1.) View the video before the meeting. Ask your salespeople to email the video to the customer before the presentation. Then the customer gets an understanding and interest in the product even before the meeting.
2.) View the video at the beginning of the meeting. Just like # 1, you can create understanding and interest before you start selling. A good strategy is to let the video present the very concept behind the product or service. And then you, or the seller, go into details.
Quite simply, right?
Yep, and many of our customers today use video in their meetings very successfully.
BONUS TIP: Link to the movie in your signature
Have a link to the video in your signature as well. Also ask your salespeople to link to the movie in their signatures.
This way, everyone you contact via email will be able to see and click on the link.
TIP # 6: Get a person with a large network to share the video
One of the best ways to distribute a video is if someone with a large network shares your video.
Do you know anyone who is famous?
Or a person who has many followers?
In any case, you want to find a person that your customer group listens to, looks at and is interested in.
For example, it could be people you know:
Or people you do not know:
Media & News Sites
With their help, you can reach more people than you can do alone.
A single person can help you properly.
Do not you believe me?
Here is an example:
Imagine that the total number of people you reach on Facebook, Twitter and YouTube is 1,000.
And you have a partner who shares your video with his 10,000 followers.
In this case, a single partner would lead to 9000 extra people watching the video.
Would it have a positive impact on your business?
Of course, and your video is instantly more believable if someone else shared it.
Who would you trust the most: An unknown person trying to sell you a product or service. Or a close friend who warmly recommends a product?
A close friend of course!
There is almost always someone who also gets something out of showing the video.
Who on my network would like to share my video?
Who do I want to share my video with?
And then ask that person to share the video!
However, keep this in mind before asking anyone to share the video:
Is my video relevant to their followers?
Does my video go hand in hand with their goals?
If they shared my video, would that make them look good?
Ok, when you’ve found a person you want to share your video with …
What’s the key to getting this person to share the video for free?
You need to understand what the person wants to share, and what their followers want to see:
People listen to influential people because they share interesting things.
Journalists in IT become known by reporting trends.
Bloggers become famous by writing about good products.
People on Facebook share videos that their friends will find funny.
So, what do you have to offer them?
It’s the old saying, ”what’s in it for me?”
Take this example:
Imagine that you have a start-up company in the IT industry. Your video explains how your product works and solves a problem.
IT bloggers want to be the first to find new interesting things. If you reach them with your video, you have already done the work for them.
Their followers see the article / video. And that leads to the blogger looking good because he showed that product. And you get more people interested in your product.
But win / win / win situation.
Here are four types of people with influence:
These are your partners and people you have a close relationship with.
Here’s how to proceed: These are the easiest people to reach. Ask them to do you a favor by sharing your video.
Come in a way you can collaborate. And do not forget to advertise for those in your customer group.
These are people in your market but outside your own network. It includes people who would benefit from sharing your video.
Here’s how to proceed: It’s difficult to get these people to share your video. Especially if your video is ”for sale.” Tell us why your video is valuable to them and their customer base. And that they win when you win.
• Who do I want to distribute my video to? • What value can I give them and their followers?
People you sponsor to talk a lot about your product.
Here’s how to proceed: Paid people can usually reach a lot of people. But there is a risk that their followers are not interested in your product.
These are people who have found your products and share them on their own. And therefore the hardest type to get.
How to proceed: There is no guaranteed way to find such people. But your goal is to support them: find out who is watching your video and encourage them
Influential people can be friends, pitched, paid or found. Everyone should be contacted in different ways.
And if you find the right person, your video can spread like wildfire!
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