I was at a networking event last night where I sat with four other business owners and we each had five minutes to talk about ourselves, then rotate to the next table. Sadly, like speed dating in both structure and results.
One outgoing gal wanted to know more about video marketing, so we met after. She excitedly told me about her business's expansion goals and I explained how a series of videos could drive new traffic and bring back current customers for her new offerings. Then she said they already had a video company who made their web video.
Another example why I seriously dislike evening networking events where half the attendees simply drink too much.
I thanked her and left. It was my EPIC FAIL in my inability to explain that a video CAMPAIGN -- a series of marketing videos targeted to your audience's need for information -- has almost nothing to do with a WEB VIDEO.
A Web Video says "hi." A Campaign SELLS for the long haul.
A single web video can only do a few things: explain your business, demonstrate your expertise, and build a little trust. It's not a TV commercial; it's not being broadcast anywhere. It won't help you rank on Google very much (seriously, it won't). Every business should have a web video but it simply can't bring you any traffic nor bring back old customers.
A CAMPAIGN is a series of videos, released like short TV episodes, that WILL bring your new traffic, that WILL bring back old customers, and WILL be shared by fans on social media and market your business, 24/7.
Two enormously different things. With hugely different results.
A video campaign always makes money for my clients. ALWAYS.
We did a series of videos for Cyndy Everett, the "Botox Beauty Queen," who paid off her investment in the first few weeks of the campaign. Now, almost a year after her last video, she's still in the top 10 in Google video search and YouTube search for the keywords "Denver Botox." Still getting high-paying customers. Still bringing back returning customers who watch her short videos for more information:
In do seminars with the very talented branding expert Emilie Downs and marketing strategy expert Lori Dubois. We show examples of other business owners who have very profitable YouTube video marketing campaigns, such as:
What does this have to do with MY business?
Well, everything. At every networking event I attend (clever tie-in with the opening, eh?) I meet business owners who pretty much repeat their pitch over and over... and when I ask for more information, they repeat the same information. They're answering FAQs or telling me great stories of how they helped someone.
So... why not make those into a series of videos?
As you can see by the above examples -- shot in an office, a store, a kitchen -- we're not talking Hollywood here. Simple information that your audience is searching for.
Of course, there's more that goes into a campaign, such as keywords, competition, scheduling, as well as branding and strategy. But you get the picture.
I think I'll refine my explanation of a video campaign. At the next networking event, I'll simply tell people that I'll make you the star of your own TV series about your business. On TV sets that are in everyone's pocket right now. But first I gotta grow a goatee and get me a beret.