Years ago, super savvy people decided that they their company needed a website to thrive. The early adopters saw huge successes, and eventually everyone else (for the most part) followed along, some reluctantly and some still not at all. So what's next? Video. Web Video.
It seems like it is the obvious answer. It seems like people would jump all over it. Some people don't like change, they like doing things the way they've always been done and don't understand why web video and social media are important (I hope they wise up before it's too late!) Others just don't know where to start, well friends, I am going to tell you.
Let me be clear. You can start with 3 videos. Now, they key word here is start. The key to success is to continue these concepts into 3 individual series.
Video #1: Our first video is about our industry, but not about us. Let's use a fictional coffee company called "The Happy Pot" For them, this first video could be about Tips on Using a French Press or short documentary on How beans get from the field to your Cup.
Why this works: This series proves you are savvy in your industry, but isn't a sales pitch, so people are more likely to watch. If a bike shop has a video on YouTube about how to change a flat tire, you will be more likely to go there next time you need a bike. They video didn't try to sell you a bike, it just gave you information that you wanted/needed. If they then decide they want to learn more about you, then they can go to your website, where web video #3 is waiting.
Video #2: This video isn't about you or your industry. Sounds weird doesn't it? Think of "The Happy Pot" They decide to do a video about bands and music. However, these conversations take place in "The Happy Pot's" coffee shop, or any location and they are drinking from a "Happy Pot" coffee cup.
Why this works: The audience that watches Video #1 really like coffee. Why else would they be watching videos about coffee?! However, Video #2 is targeted more to the casual coffee drinker. They like and drink coffee, but their loyalty is for sale because they aren't really serious about their coffee. By targeting a broader topic, like music, you reach a broader audience of serious, semi-serious, and even non coffee drinkers. Your web video is entertaining them, and the next time they want coffee (or want to buy a gift if they are a non-coffee drinker), they will probably remember the company that entertained them.
Video #3: This is the transitional web video for the old school marketers. It's a web video about your company, a good old fashioned "About Us" video. There are many ways to produce this video in a more interesting way than "We here at Company X care about our customers blah blah..." approach.
Why this works: Well, people that put forth the effort to come to your site want to know about you. Volvo once did a survey and discovered that 88% of the people that bought a new Volvo had visited the website to research first. This is where it's most important to be authentic and open.
Ok, I have the videos...now what?
Get Videos #1 and #2 out there! Use Facebook, Twitter, YouTube, blogs, email blasts, whatever it takes to get an audience. They are the fishing net that you throw out to start pulling people back to your website. Get people interested and keep them engaged by continuing the series. Create a new web video every month (at least!) so people can keep consuming and spreading them around!
Put Video #3 on your homepage. Now the people that the other two web videos filter to your site have something to keep them engaged. They decided to take the next step towards being your customer, so don't let them down by only having text on your site!
There you go, a simple blueprint to get you on your way to a serious web video presence.
It seems like it is the obvious answer. It seems like people would jump all over it. Some people don't like change, they like doing things the way they've always been done and don't understand why web video and social media are important (I hope they wise up before it's too late!) Others just don't know where to start, well friends, I am going to tell you.
Let me be clear. You can start with 3 videos. Now, they key word here is start. The key to success is to continue these concepts into 3 individual series.
Video #1: Our first video is about our industry, but not about us. Let's use a fictional coffee company called "The Happy Pot" For them, this first video could be about Tips on Using a French Press or short documentary on How beans get from the field to your Cup.
Why this works: This series proves you are savvy in your industry, but isn't a sales pitch, so people are more likely to watch. If a bike shop has a video on YouTube about how to change a flat tire, you will be more likely to go there next time you need a bike. They video didn't try to sell you a bike, it just gave you information that you wanted/needed. If they then decide they want to learn more about you, then they can go to your website, where web video #3 is waiting.
Video #2: This video isn't about you or your industry. Sounds weird doesn't it? Think of "The Happy Pot" They decide to do a video about bands and music. However, these conversations take place in "The Happy Pot's" coffee shop, or any location and they are drinking from a "Happy Pot" coffee cup.
Why this works: The audience that watches Video #1 really like coffee. Why else would they be watching videos about coffee?! However, Video #2 is targeted more to the casual coffee drinker. They like and drink coffee, but their loyalty is for sale because they aren't really serious about their coffee. By targeting a broader topic, like music, you reach a broader audience of serious, semi-serious, and even non coffee drinkers. Your web video is entertaining them, and the next time they want coffee (or want to buy a gift if they are a non-coffee drinker), they will probably remember the company that entertained them.
Video #3: This is the transitional web video for the old school marketers. It's a web video about your company, a good old fashioned "About Us" video. There are many ways to produce this video in a more interesting way than "We here at Company X care about our customers blah blah..." approach.
Why this works: Well, people that put forth the effort to come to your site want to know about you. Volvo once did a survey and discovered that 88% of the people that bought a new Volvo had visited the website to research first. This is where it's most important to be authentic and open.
Ok, I have the videos...now what?
Get Videos #1 and #2 out there! Use Facebook, Twitter, YouTube, blogs, email blasts, whatever it takes to get an audience. They are the fishing net that you throw out to start pulling people back to your website. Get people interested and keep them engaged by continuing the series. Create a new web video every month (at least!) so people can keep consuming and spreading them around!
Put Video #3 on your homepage. Now the people that the other two web videos filter to your site have something to keep them engaged. They decided to take the next step towards being your customer, so don't let them down by only having text on your site!
There you go, a simple blueprint to get you on your way to a serious web video presence.
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