Hyundai is the latest brand to pause its X ad spend.
* This article was originally published here
Friday, April 19, 2024
X Continues To Display Ads Alongside Harmful Content
* This article was originally published here
Thursday, April 18, 2024
How to Build a Brand That AI Loves
According to Wil Reynolds, the first reports of SEO dying were in 1999, which kicked off the longest, slowest, most dramatic, most over-reported death in history.
And here we are, almost 25 years later, and SEO has still got vital signs, despite regular reports that search engine optimization is, in fact, dead and gone.
And now, AI has come along to upend both sides of search. On one side, generative AI is spitting out content and flooding the internet. On the other, AI search tools are generating responses that may replace the traditional SERP.
I can promise you, once again, that SEO is not dead. But still, AI has rocked the foundation of search engines as we know them, and businesses would be foolish to ignore what’s happening.
It was hard enough getting found when Google Search ruled the world. But with the advent of generative search, the rules of the game have changed.
The question is, how do we make sure our businesses get found by our buyers in this new search landscape?
Generative search: What we know — and what we don’t know
When Chat-GPT launched in late 2022, it sent ripples through nearly every industry.
Within a few months, OpenAI announced a partnership with Microsoft, which operates Bing, the second-biggest search engine in the world. Soon, we had a generative search tool. Instead of displaying links to other websites, Bing would generate an answer to a question based on huge amounts of data ChatGPT had ingested.
So whether you were asking about refrigerator maintenance or loan refinancing, you’d get an answer, not a link to an answer.
Since then, Google has introduced Bard and Gemini, LLM-powered chat tools to compete with ChatGPT, and a generative search experience that looks like this:
(Source)
And while generative search is new, it’s not that different.
We’ve long been moving toward fewer clicks in search results. Featured snippets and “people also ask” sections already give users information without taking them off the SERP. So a generative search experience feels more like the next step than a total departure.
Still, there’s a lot we don’t know.
- We know very little about how AI selects information, evaluates it, and synthesizes it into an answer.
- We don’t know how search tools will cite content or recommend links, but we’ve seen some early indications.
- We don’t know how these platforms will sell ad space or otherwise monetize themselves.
But we do know that search tools are a vital pathway for customers to find our websites, to find our businesses. So, how do we proceed?
First off, keep the change in perspective
Marketing expert Marcus Sheridan reminds us that about 1.5 million people still pay a monthly subscription for AOL. This is a good stat to keep in mind during times of relentless change. People cling to what they know. Is generative search going to offer so many immediate benefits that the masses will leave traditional search behind? Not likely.
People still prefer printed airline tickets. People still rent DVDs from Redbox.
They will still search through Google just as they have for years. This means SEO is not dead. Google Search is not dead.
Remember that even though tools change, the principles remain
AI expert Briana Walgenbach says that the goal of our content is not to rank high in Google or to get crawled by LLMs. The goal is always the same: to build trust with your buyers by answering their questions.
When you do that without trying to game an algorithm, you’re building a brand that AI will love.
Early indications from generative search show that it’s boosting trusted institutions (government websites, nonprofits, media outlets) to provide credible answers.
But it’s not just them. Marcus reports that he’s been receiving a small but steady list of leads who have found him through ChatGPT and Perplexity, not Google or LinkedIn. That’s because he’s steadily created quality content and built a trustworthy brand.
Putting generative search in context
At this point, generative search provides surface-level answers that satisfy very top-of-the-funnel buyers, Marcus says. Think “What is…” type questions. As they become more serious as potential buyers, they’ll want more detail, whether from a video, a guidebook, an article, or a podcast.
Then they’ll move off the search results page and onto a site where they can find what they’re looking for.
This doesn’t mean you should ignore TOFU content, but that’s usually the type of content that brings in a lot of junky traffic that doesn’t turn into dollars.
Focus on your website experience
AI should prompt you to think more creatively about the ways visitors get to your site. Will many still come through Google? Of course. Will some come through generative search results? Probably.
Additional discovery platforms will become even more important as traditional channels get choked with AI-generated drivel. That means social media, YouTube, podcasts, events, and word of mouth.
When they get to your website, how’s the experience?
Marcus reminds us that we need to answer their questions and make it easy to buy from us. That means producing great content, organizing it on your site, and creating self-selection tools that invite the customer into a pleasant, personalized experience.
AIO to replace SEO
Over the past few decades, companies have spent billions to have SEO specialists help them get found. Some experts were trustworthy and scrupulous, some were not.
Next, it will be AIO (Artificial Intelligence Optimization) experts.
Be on the lookout for shady AIO specialists who promise to go behind a curtain and perform some magic that gets you included in generative search results. They’ll be eager to take your money, but the results may not materialize.
When in doubt, hold true to your principles: Put the buyer first. Provide value. Build trust. The best search tools will find and recognize that.
And look for companies that share those values.
If you want help navigating this shifting landscape, schedule a time to talk with our team. We can help take the guesswork out of AI.
See the full video of my discussion with Marcus and Briana:
Author: jbecker@impactbnd.com (John Becker)
* This article was originally published here
Wednesday, April 17, 2024
Content Authenticity In The Age Of AI [Endless Customers Podcast S.1 Ep.24]
About this Episode
The tech world is changing under our feet, and the pace of innovation only seems to be increasing. Every well-known tool has added AI capabilities, and thousands of startups are out to capitalize on this era of disruption.
What’s more, everything is becoming more and more capable. That tool that offered ho-hum results six months ago is now an industry leader, and things that seemed the stuff of science fiction a few years ago are now right around the corner.
In this episode, Briana Walgenbach stops by to discuss AI trends, tools, and tips so you and your team can stay on top of an ever-changing landscape.
Key topics Briana and Alex discuss:
- Emerging AI technologies like Sora and 11 Labs, as well as increased memory for familiar tools like ChatGPT and Microsoft Copilot.
- Content authenticity in the age of AI: How to utilize AI without losing the humanity of your brand — or hurting your rank in Google SERPs. On the flipside, we’ve entered a time when every piece of content online must be questioned. If we can be the authentic brand in a sea of sameness, we can stand out and build trust with our audience.
- AI and your future: How to prepare for and adapt to a future we can’t fully predict, whether you’re a worker, a manager, or a business leader.
For anyone impacted by AI — and, let’s be honest, that’s pretty much all of us these days — conversations with experts like Briana help us keep up with changes happening at breakneck speed.
Connect with Briana
Briana Walgenbach is a speaker, AI expert and content trainer at IMPACT. A former teacher, Briana provides tailored learning experiences for clients from dozens of industries.
Learn more about Briana at her bio page
Connect with Briana on LinkedIn
Learn more about how IMPACT can help you create a work culture that embraces AI
Keep Learning
- Read: A Content Manager’s Guide to ChatGPT
- Read: The AI Best Practice Guidelines Your Company Needs
- Watch: AI Success: How Building a Custom GPT Saved Me 20 Hours a Week
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
Tuesday, April 16, 2024
X Will Comply With Brazilian Censorship Demands After Opposing Court Order
Elon Musk made a stand in Brazil, but he's now opted to comply with the ruling.
* This article was originally published here
Monday, April 15, 2024
Generative Search: How AI Will Transform Marketing ft. Mike Kaput [Endless Customers Podcast S.1 Ep.23]
About this Episode
If you’re like most of the professional world, the first you really heard about AI was the launch of ChatGPT.
Not so for Mike Kaput.
He’s been studying AI for more than a decade. For him, ChatGPT was less of a revelation and more of a culmination.
Today, he and Paul Roetzer have been monitoring AI and its potential impact on marketing for years. Together, they wrote the widely-cited Marketing Artificial Intelligence: AI, Marketing, and the Future of Business. They also run the Marketing AI Institute, where Mike is the Chief Content Officer. Each year, they host MAICON, the Marketing and Artificial Intelligence Conference.
At a time when too many phony thought leaders release garbled prophecies and our LinkedIn feeds are choked with posts about AI that are written by AI, Mike is an anomaly: someone thoughtful and well-informed.
In this episode, Mike stops by to share his own vision of the current state of AI — as well as what we can all expect in the months and years ahead.
He and Alex cover:
- The history of MAICON
- Generative search and the future of SEO
- The pace of innovation
- Overlooked AI tools
- Pragmatic first steps every business leader should take
Connect with Mike
Mike Kaput is the Chief Content Officer at Marketing AI Institute, co-author of Marketing Artificial Intelligence: AI, Marketing, and the Future of Business, and co-host of the Artificial Intelligence Show podcast.
Connect with Mike on LinkedIn
Learn about The Marketing Artificial Intelligence Institute
Sign up to attend MAICON 2024
Keep Learning
- Read: A Content Marketer’s Guide to ChatGPT and AI-generated Content
- Watch: How Should My Marketing Budget Change With AI?
- Learn: The AI Best Practice Guidelines Your Company Needs
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
Sunday, April 14, 2024
Meta Tests DMs on Threads via Instagram Inbox
Yes, DMs are coming to Threads. No, you won't have a separate Threads inbox.
* This article was originally published here
Saturday, April 13, 2024
TikTok May Enable Brands To Generate AI Bots to Pitch Products
The process would enable brands to create AI characters that sell their products in the app.
* This article was originally published here
Friday, April 12, 2024
X To Remove the Option To Hide Blue Tick
Soon, you'll have no choice but to show your blue tick.
* This article was originally published here
Thursday, April 11, 2024
Is Hiring an In-House Videographer Worth The Cost?
According to new research, 91% of consumers would like to see more videos from brands. But if you're a small business, you've got a limited marketing budget. And, between YouTube, social media, and your website, you've got a lot of video needs.
So, how do you solve this problem? Do you bring on a full-time videographer who can be in charge of all things video? Or do you work with a production company for every video you need?
Below, we'll dive into the pros and cons of hiring an in-house videographer so you can make the right decision for your business.
Hiring a videographer: PROS
Hiring for a new position can be scary. We know that bad hires are costly and that sub-par videos can hurt your brand. At the same time, there are substantial benefits to bringing your video needs in-house.
- Efficiency. Dollar for dollar, n in-house videographer will produce way more content than an external agency. While the initial ramp-up period might be a bit slower, they will soon know the staff, style, and tone of your company. They will be able to make judgement calls an outsourced company won’t be able to make, like when to use humor or emotion. Here at IMPACT, our internal team can turn around a video in a day, whereas an outsourced production company will typically take much longer.
- Comfort. When it comes to interviews and other content featuring your team members, they will be much more comfortable with an in-house videographer who is a familiar face. We find that this results in higher quality content because your subject matter experts will be more at ease.
- Knowledge: Because this in-house videographer is embedded in your business, they will know your business better than any outsourced production company. They’ll know the product or services, they’ll know your buyers. Thus, they will be more helpful creating the strategies and covering the topics that your audience is looking for.
Hiring a videographer: CONS
So, what are some of the downsides?
- Delay. The process of hiring and training can take time; outsourced production can happen immediately.
- Personnel. You could make the wrong hire. It’s possible that person might not be a culture fit or have the skills and ability you thought they did. We all know how expensive a bad hire can be, and getting this one wrong can impact the way your business is seen in the marketplace.
- Management. On top of that, someone will need to manage this person. If this is your first videography hire, this might prove challenging.
- Unclear strategy. An in-house videographer without a clear strategy isn't all that helpful. Conflicting internal priorities can make it easy to get distracted from creating content that actually makes a difference. If your videographer isn’t producing the right content, your company won’t benefit and the investment in a videographer won’t be justified.
How much does video production cost?
To make an informed decision, you need to know what you can expect to spend, whether hiring or outsourcing your video needs.
In-house video production
According to Glassdoor, the average videographer salary is $57,000. Now, keep in mind that this number could vary widely depending on location, experience, and the expectations of the position.
On top of this, you'll need equipment and software, which can range anywhere from $5,000-$15,000 or more, depending on quality.
This makes your all-in cost for in-house video production about $67,000 for your first year.
But, because in-house videographers are really efficient, you can end up with a ton of videos in that first year.
We teach our clients to produce two long-form videos per week. On top of that you could have social videos, shorts, and other content.
You're looking at 150 videos in a year.
Outsourced video production
Although you don't have to buy the equipment, outsourced video production can get very expensive very quickly.
Outsourced video production will cost you between $1,000 per video on the low end — and up to $5,000 per video on the higher end, depending on the length of the video and production difficulty.
Social media videos will be less, but still could be $250-$500.
This means that if you outsourced the same number of videos per year as above, your cost would be $100,000 at the bare minimum.
Skills to look for in-house and outsourced videographers
No matter which you decide, you’ll want to be sure that whoever you hire is qualified, so let’s go over what you should look for whether you are insourcing or outsourcing video production.
Hiring in-house: Skills and culture fit
If you’re hiring someone in-house you’ll want the person who fills this position to be the visual storyteller of your organization.
Because of this, they’re going to need to be a good culture fit and an excellent verbal and nonverbal communicator. Why? Because they will have frequent contact with employees within the organization, and in some scenarios, may have to give and receive feedback to develop the best video content.
Someone who is uncomfortable, overly introverted, or doesn’t jibe well with the culture just won’t be effective.
Then, look for these skills (HINT: work experience is not always necessary)
It certainly helps if they have previous work experience, but it’s not always necessary. Many journalism, video production, and film school graduates have excellent demo reels or portfolios from their hands-on experience during school, internships, or seasonal on-set production work.
Ask them to show you examples of a project they’ve completed from start to finish so you can get a sense for the quality of their skills across the video production process.
For example, ask for storyboards, scripts, or concept processes of their work. Make sure they can operate a camera proficiently and ask what type of equipment they’ve used in the past.
While you’re reviewing their portfolio or demo reel, look for after effects and graphics and ask them if they did the design and effects work. Then ask them specifically about the tools they have experience using. Abode Effects or Motion and Adobe Illustrator and Photoshop are all programs that will help polish your videos in post-production.
Again, don’t disqualify a candidate just because they haven’t worked in-house for another company. There are many candidates looking for work that have all the filming and production experience you need, even if they’re directly out of school.
Outsourced video: Technical skill and industry understanding
Any video production that you outsource must be quality work. A production company should certainly have all of the basics of video production mastered, such as exposure, composition, and lighting, as these make all the difference when creating impressive content.
And don’t forget about audio. It’s often overlooked, and it can either add or subtract from the viewing experience. It’s often an afterthought, but it shouldn’t be.
Make sure they understand your company (and the types of videos that have an impact)
While high production quality is important, the visuals are only half of the battle.
Be sure you find a partner who not only understands your sales, marketing, and customer experience goals, but who always understands the type of video content that will directly impact sales.” (We call these the selling 7).
When a production company understands all of this, they’ll produce effective videos that move the sales needle.
If not, you might end up with a cinematic "about us" video that's beautiful but doesn't actually drive commerce.
Is it worth having your own in-house videographer?
So, is it worth it? It depends on your budget and your needs. However, if you;re serious about embracing video as a company, an in-house videographer is the way to go.
At IMPACT, we work with businesses of all kinds — and many are reluctant to hire and grow their team.
We advise them to hire a videographer as soon as they can. In every case, they are quickly glad they did.
In many cases, that company that "couldn't afford a videographer" soon hires a second!
In-house video production is more cost effective and efficient.
We believe that the role of the in-house videographer will become as common as the role of sales manager in the next few years.
However, keep in mind there are valid reasons why you should outsource from time to time.
If you need help determining which option is best for you and your company based upon where you are in the digital marketing journey, we’re here to help. Click here to book time with an IMPACT video specialist for a free video marketing consultation.
Author: jbecker@impactbnd.com (John Becker)
* This article was originally published here
Wednesday, April 10, 2024
I Need Video Content But I Don’t Know How To Start [Endless Customers Podcast S.1 Ep.22]
About this Episode
Video content allows your buyers to get to know you and your brand before they ever walk into your store or fill out a form on your website.
We teach our clients to develop a "culture of video" so that video content goes hand-in-hand with anything they produce:
- Salespeople send 1-1 videos to prospects
- Website landing pages have videos explaining next steps
- Social posts include videos that show people and processes
and so on.
This way, video becomes part of your brand DNA. And there's good reason for this. According to research from HubSpot more than 90 percent of buyers say they want to see more videos from brands.
But what if you don't have a videographer on staff to get this all started?
According to Lindsey Auten, video trainer here at IMPACT, you can get started without an official videographer. "Don't be scared of video," she advises. "Take the bull by the horns and go for it. I think you'll surprise yourself with what you come up with."
New technology makes it easier to plan, shoot, edit, and publish videos than ever before.
While she says the goal should be to hire someone to take charge of your video initiative, she knows that budget can be limited and hiring can be slow.
When you're ready to hire, use this guide to find the best videographer for your business.
Connect with Lindsey
Lindsey Auten is a content and video trainer at IMPACT with a background in broadcast journalism.
Learn more about Lindsey from her IMPACT bio
Connect with Lindsey on LinkedIn
See how businesses can benefit from our sales and marketing training
Keep Learning
- Learn: We've Never Done 'Selling 7' Videos; Where Should We Start?
- Watch: Building a Healthy ‘Culture of Video’ At Your Company
- Read: How to Make High-Quality Sales Videos, Even On A Budget
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
Tuesday, April 9, 2024
A 6-Step Guide to Social Media for Small Businesses [Infographic]
Some pointers for your social media marketing approach.
* This article was originally published here
Monday, April 8, 2024
This Style of Video Can Literally Double Your Sales [Endless Customers Podcast S.1 Ep.21]
About this Episode
Every day, your average salesperson meets with prospect after prospect. From one meeting to the next, they’re getting asked many of the same questions time and time again.
What is your return policy?
Who runs the inspection?
How do I know when my application has been filed?
What types of payment do you accept?
And so on and so forth.
It’s time to give salespeople the not-so-secret weapon they’ve been hoping for: The 80% video.
In simple terms, the 80% video serves as a pre-emptive answer to the majority of the repetitive questions your salespeople hear every day. When a prospect gets an 80% video ahead of a meeting, says Lindsey Auten, they’re going to go into the meeting with all of those surface-level questions already out of the way.
As a result, the meeting can be tailored to that buyer’s particular needs — not general overview-type information.
According to Lindsey, you can make a compelling 80% video with very basic equipment like a webcam and microphone. You want production quality to be high enough that it doesn’t distract the viewer, but these videos are about education, not a cinematic experience.
The effect of a well-deployed 80% video can be staggering. For example, Lindsey mentions Florida-based RoofCrafters, who made these videos a core part of their sales process. As a result, they more than doubled their close rates.
Connect with Lindsey
Lindsey Auten is a content and video trainer at IMPACT with a background in broadcast journalism.
Learn more about Lindsey from her IMPACT bio
Connect with Lindsey on LinkedIn
See how businesses can benefit from our sales and marketing training
Keep Learning
- Learn: How to Make an Amazing 80% Video to Speed Up Your First Sales Call (+ examples)
- Watch: Building a Healthy ‘Culture of Video’ At Your Company
- Watch: The RoofCrafters success story
- Read: How to Make High-Quality Sales Videos, Even On A Budget
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
Sunday, April 7, 2024
Snapchat Demotes Controversial ‘Solar System’ Feature
The function provides a representation of where you rank in your friends' social orbit.
* This article was originally published here
Saturday, April 6, 2024
Meta Updates AI Labeling Policy to Expose Generated Content in its Apps
The new approach will provide additional disclosure on AI generated content.
* This article was originally published here
Friday, April 5, 2024
The Most Confusing Emojis in the World [Infographic]
Have you ever felt confused by an emoji in a message? This infographic is for you.
* This article was originally published here
Thursday, April 4, 2024
We’ve Never Done 'Selling 7' Videos — Where Should We Start?
There’s no doubting the power of video when it’s used strategically in a business’s marketing or sales process.
If, as the old saying goes, a picture is worth a thousand words, a video is worth ten times more.
You can write about your process, your materials, or your people, but it will never be as powerful as when you show those things.
At IMPACT, we teach our clients that trust is the central currency of all business interactions. After all, customers only buy from companies they trust.
As such, we should do everything we can to build trust with our audience.
The right video content allows your customers to get to know you and your business. They can start building a relationship with your brand before they ever reach out and enter your sales process.
Unfortunately, when most companies start to invest in video, they come away with videos that are aesthetically pleasing but do very little to actually help a customer get ready to buy. All too often, it’s fluffy content that doesn’t resonate with prospects.
In our work with hundreds of clients across dozens of industries, we’ve developed seven core video categories that are highly effective at building trust and turning viewers into customers.
We call these videos The Selling 7.
They provide an answer to the age-old question: If you're just getting started with video, where should you begin?
Below, I’m going to break down this question so you can be sure you’re putting effort into high-value projects.
We’re going to cover:
- A high-level overview of The Selling 7
- Where to start (and why!)
- What metrics to watch to know your videos are working
Let’s get started so you can begin producing the videos you need.
What are The Selling 7 videos?
The Selling 7 is a strategy that serves as the cure for the common marketing video. Instead of fluffy, self-promotional content, you get buyer-centric, effective videos that help you accomplish your goals.
These seven types of videos are proven to speak to the unique needs of your buyers. Here they are:
The Selling 7
- Employee bio videos introduce your team to your customers. These videos humanize your company and begin to establish trust. Buyers are made to feel more comfortable when they can see a face and hear a voice.
- Landing page videos accompany any form or download to address questions and alleviate fears. If someone is concerned about giving you their information, for example, this video calms them.
- “80%” videos answer the top 7-10 sales questions that come up on nearly every sales call. By addressing those basic questions in advance, your sales appointment will be more productive and focused.
- Cost or pricing videos offer a direct explanation of price — as well as the factors that make that price go up or down. Money is on every buyer’s mind, and addressing cost openly shows them that you’ve got nothing to hide.
- Product/service page videos explain an individual product or service, as well as who is (and is not) a good fit for it. By eliminating the bad-fit prospects, your sales team will waste less time on prospects who were never going to buy from you anyway.
- Customer journey videos tell the story of a past customer. These videos give a customer the opportunity to see someone else facing the same problems as they are, and see how you solved it for them. Customer journey videos provide valuable social proof and relatability.
- “Claims we make” videos allow you to show proof of the promises you make to your customers. Do you use top-grade materials? Show it. Do your people go the extra mile for your customers? Show it. Don’t say that you’re the best. Show what makes you the best.
This is only an overview. You can check out this article for a more in-depth look at each. But for now, with the basics laid out, let's talk about where (and how) to get started.
The Selling 7: Where to get started
Your might have dozens of employees, hundreds of products, and thousands of customers. Where do you get started?
Below, we'll offer advice about the best ways to begin. Remember, however, that these are just recommendations. Your business has unique needs that might push you in another direction.
Note, below I'm assuming you have a videographer on staff. If you don't, don't worry. You can still use this information to guide your video strategy.
There are a ton of free video recording tools you can use (like Vidyard, Wistia, and Loom) to start creating basic videos right away, and AI tools like Descript and Vidyo can make editing a snap.
1st: Employee bio videos
I always advise my clients to start with employee bio videos for a few reasons:
- These are low-hanging fruit for your videographer. They’re quick and easy to shoot and produce.
- Bio videos go a long way in helping your sales team be seen as educators.
- They help build valuable rapport between your videographer and the rest of your team.
- They get people comfortable on camera. It’s easier to talk about yourself than about an abstract or esoteric concept. If your team starts with bio videos, they will get over some of their stage fright by the time the more challenging video topics come up.
🔎 Searching for more inspiration? Check out: How To Make Amazing Employee Bio Videos (+ Examples)
2nd: Landing page videos
Landing page videos have only one job: to help with conversions. According to research by Tech Jury, using videos on landing pages can improve conversions by 86%.
Conversions are critical for filling your sales pipeline with new leads. Like the bio videos, these are quick to shoot and produce, and they can have a profound effect on your numbers.
🔎 Searching for more inspiration? Check out: 5 Best Landing Page Video Examples
3rd: 80% videos
You can think of an 80% video like a capstone video project. It’s going to cover the top 7-10 questions your sales team is getting from your customers. When you get this video in the hands of your sales team, they will be able to dramatically improve the efficiency of their meetings.
Unlike landing page videos or bio videos, which might only be 60-90 seconds, 80% videos will be a bit longer. And that's by design.
However, it's important not to overcomplicate this video. Look to your most successful or tenured sales team members for the right questions, and get them to respond to them quickly and concisely on camera.
It’s good to have these videos as soon as possible, but it makes sense to create this after the videographer has laid some groundwork with your team first.
🔎 Searching for more inspiration? Check out: How To Make An Amazing 80% Video (+ Examples)
4th: Cost and price videos
We are adamant about this with all our clients: You must address cost openly on your website. The price of what you offer is one of the most important pieces of information your customers are looking for.
Often, companies get started by addressing cost in writing — whether on a product or service page or in an article.
Adding a video that visually demonstrates the factors that influence price (and showcases the various components and configurations of what you offer) can really help you educate and build trust with your prospects.
A key thing to remember with a cost video is that your prices may change.
Make sure you're carving out time at the end of every fiscal year to look at, update, and optimize your videos so the sales team isn't working with outdated content.
🔎 Searching for more inspiration? Check out this example video that covers the cost of metal roofing:
5th: Product or service page videos
Simply put, not everyone will fully understand who your business is or what exactly you offer. A video explaining your product or service will address those questions.
Ideally, you should have videos for every one of your offerings.
Keep this in mind: you want your potential customers to be able to tell if they would be a good or bad fit for any particular product or service. This way, they can self-select in or out of your sales process — and your sales team talks to fewer bad-fit prospects.
🔎 Searching for more inspiration? Check out: 7 World-Class Product and Service Page Videos
6th: Customer journey videos
Your customers can do a better job telling the story of your company than you ever will.
No one wants to hear a company brag about itself, but they love to hear from people like themselves who have dealt with a similar problem and found a solution.
This video comes in sixth because it’s not something you can just go out and produce. You need to build durable relationships with customers first.
Additionally, building a robust video initiative will help you get customers on camera. If they know your YouTube channel and have seen videos during their own customer experience, they’re more likely to recognize that you’re serious about telling stories with video.
🔎 Searching for more inspiration? Check out this example from La-Z-Boy:
7th: 'Claims we make' videos
While “claims we make” videos are last on the list, they are still hugely important and powerful. Part of why they come last is because they’re difficult to produce and easy to get wrong.
It’s easy to just make a commercial about how great you think your business is. That’s not the goal here.
Though these videos are about your business, they’re really done with the customer in mind.
- What makes your business the best solution to their problem?
- How do you deliver a customer experience they’ll love?
When "claims we make" videos are done right, they’re a potent and genuine introduction to your company.
🔎 Searching for more inspiration? Check out: 6 Examples of Claims We Make Videos
How to know your Selling 7 videos are helping sales
While The Selling 7 encompasses a whole range of content, the end goal is always the same: increasing revenue for your company. Each video is designed to build trust, educate buyers, and turn prospects into customers.
So, how do you know that they’re working? What metrics should you check on to monitor success? Be prepared to answer these three questions:
1. Are people watching?
Whether you’re hosting videos on YouTube or sending them in sales prospecting emails, viewer retention is the biggest metric you want to see.
- Are people actually watching your videos?
- How much are they watching?
- If you're using YouTube, are you getting shares, likes, or subscribers?
The actual metrics and numbers will vary depending on your situation, but the data you get can inform your strategy. (If viewers are leaving after 30 seconds, your video might be too long — or your introduction should be reworked.)
You’re putting in all this work to produce these videos. You want to be sure you’re actually getting a return on your effort.
2. Are people taking action?
What do you want from your viewers? With a landing page, you want the viewer to fill out a form. For an employee bio video, you might want them to reply to an email or book a meeting. In other cases, it might be subscribing to your YouTube channel.
Whatever action you’re looking to prompt, check to see if it’s happening.
Monitor form fills and click-through rates. Keep weekly tallies and see if they go up or down.
Try A/B testing with different videos, or with text vs. video. Keep tweaking until you have the best results.
And then, keep trying to improve.
3. Are people giving you feedback?
Anecdotes, reviews, and feedback matter. One of the best metrics of success is what you hear from your viewers. Make sure you've got a way to track the feedback you get from your audience.
Ask the people you work with. Ask the customers. Take every chance you can to learn from your audience.
Take the first step and get started
Whenever you’re unsure about how to proceed, start by simply focusing on what will be the most helpful to your company and your sales team. Bio videos build trust. Landing page videos help increase conversions. Your 80% videos help streamline your sales conversations.
Your needs might determine the best place to start. What I’ve offered above are just guidelines.
Video can feel like a big undertaking for a business.
If you’re concerned about hiring a new employee and buying a whole bunch of expensive equipment, remember this: A video you made on your own is a lot more powerful than having no video at all.
You can get started with a smartphone and a $15 lav mic from Amazon.
Today, video is crucial to digital sales and marketing success. When you put your effort into producing videos that are proven to connect with customers and build trust, you’ll be on your way to bringing in more revenue for your business.
If you need help, don't hesitate to reach out to the IMPACT team for guidance.
Author: jbecker@impactbnd.com (John Becker)
* This article was originally published here
Wednesday, April 3, 2024
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