It seems like using video for SEO and traffic is all the rage today. Search the terms “video” and “SEO” and be prepared for special reports, whitepapers, blog posts and tech chatter falling like a heavy rain from thedigital sky.
Here are three ways to use video that do not necessarily involve SEO but can add massive benefit to your business by selling on your behalf, increasing your fan base and nabbing sales that you thought you had lost.
Method #1. Product Demos – ThinkShamWow
Despite the ridicule of famed (and defamed) pitchman VinceShlomi, ShamWow has sold about $1 Billion (with a “B”) in towels to date; all on the back of a single commercial produced in a trade show demonstration style.
If you ask most folks they will tell you that Vince made ShamWow work but my contention is that the demonstration is far more powerful than Vince’s pitch. Imagine converting the ShamWow video into an audio only presentation. Listen to it in your mind and tell me if it has near the power of the actual commercial.
The real power behind the ShamWow (1 Billion with a “B”) success story is the demonstration of the product itself, captured on video for millions of people to see – over and over again.
Product (or even service) demos are extremely powerful marketing and sales tools and video is a perfect distribution platform to get them to a focused market quickly.
It’s likely that your business could benefit in big ways from this method of using online video.
Method #2. Post Sale Customer Service (sales)
One missing link in the marketing of many products is the ability for companies to follow up and make sure that the customer is enjoying their product. This too, is marketing. Here’s an example of how online video can (and should) be used to create raving fans:
Introducing:The Zizzbee (Fictional Product)
The Zizzbee Frisbee -A new Frisbee disc with special adjustable vents that make it fly up to 200 yards in one correct toss. With the slight change in one of the adjustable vent louvers it can fly in boomerang fashion or even fly straight up in the air in a swooping fashion with proper technique.
You can learn special tricks, play special sporting games or even join a Zizzbee activity club in your area. Let’s examine the stages that a Zizzbee buyer may go through after purchase.
This is a reasonable stage scenario for a fictitious product.The Zizzbee Corporation could include an instructional DVD with the product which would increase the cost of production and packaging and likely raise the price of the Zizzbee unit or reduce the overall margin per unit or…
The Zizzbee Corporation could include a flyer inside the package with an online registration that would give their new Zizzbee buyer exclusive access to a video library or a series of videos delivered by email that would address their new Zizzbee lover’s needs at each of the stages that I’ve outlined above.
Now get this…Zizzbee Corporation creatively uses the videos to also promote other Zizzbee products that they KNOW their Zizzbee buyer will be interested in. Zizzbee Flyer Wrist Guards, Zizzbee T-shirts and hats or even one month of free access to the Zizzbee Super Stars Club where they can learn Zizzbee techniques that only the best Zizzbee players in the world know and teach. Of course the customer will be billed $9.97 per month for every month they choose to remain in the Zizzbee Super Stars Club.
*End of Fictional ProductDesciption*
Whether you’re selling legal services, insurance, auto repair or Frisbee discs, your business has a post sales customer usage cycle; every business does. If you can anticipate the stages of that cycle, you can use video to help your customers enjoy your product and enjoy buying more stuff from you in the process.
Method #3. Overcome objections in segments
In today’s world of limited face to face sales, the salesperson does not always have the opportunity to handle all objections to the purchase of a product or service.
Using web video and email together can create sales for customers who initially would not take the time to listen. Short videos that overcome objections can be sent to the prospect over a designated period to lower the defenses for a follow up phone call from the sales department.
The best part of this practice is that you create the videos one time and they work behind the scenes while you’re closing the easier sale. Using video in this manner also forces a follow up system that is automated through email or other means, requiring very little ongoing effort or cost to the company. Hey… if you land 1 out of 20, you still got a sale that you would never have gotten without it.
Use one, or all of these web based video methods, and you’ll be glad you did. I would love to hear your thoughts on this post.