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Professionally Speaking TV

Eight Video Strategies

by Randall Craig on November 21, 2014

Filed in: Blog, Blogging, Make It Happen Tipsheet, Professionally Speaking TV

Tagged as: ,

If you are reading this post, you very well may be in the minority. Some people just don’t enjoy reading. Others have difficulty without their reading glasses. And still others have challenges reading the English language.

That YouTube is reportedly the world’s second most used search engine is evidence of this. As is the continuing popularity of TV, whether broadcast, cable, or via Netflix.

While we remain bullish on the strategy of blogging, who says that video shouldn’t be part of this mix as well? And at the same time, where else might video fit into your marketing and business development plans? Consider these eight different approaches to using video:

  1. Replay: Not everyone can attend live presentations or webinars: the schedule might not work, the topic may not have been relevant at the time, or they were not physically able to attend given the location or the technology. Videotaping the presentation or recording the webinar captures evergreen content that can be made available forever. Example: Inbound Marketing Webinar
  2. Event promotions: These promote a particular event, usually by having the keynote speaker share a “taste” of the life experience. Here’s an example that was posted to YouTube, and then “shared” via email with prospective attendees.
  3. Demo video/mini-bio: Instead of an old-style resume or written biography, video provides a more personal way to demonstrate expertise. Depending on the purpose, these can be from 20 seconds (an elevator pitch) to ten minutes (a demo). Here’s an example of a Demo Video.
  4. Interviews: These are two person interviews where a host explores a topic with a particular expert. The host is credentialized by asking great questions, and gains exposure via the marketing efforts of the guests. As more episodes are added, viewership grows. Example from PSTV.
  5. Video narrowcast: 52+ one-or-two minute videos that explore a single topic. Answers the question How do I, Why, or What. Here is an example video on the Relationship Curve. The more videos, the greater the differentiator.
  6. Tours: Sometimes a picture (or video), is worth a thousand words. Or rather, since no one has time to read the thousand words, a video that takes the viewer along a journey is an engaging way to develop awareness and preference for a product, place, or service. Example of a facility tour video.
  7. Testimonials:  These are video excerpts from users of your product or service, usually between 20 seconds and a minute.  The production values of the video can range from campy to professional: the goal is to convey authenticity.  Here is an example.
  8. Advertisement: Like traditional TV commercials, these seek to stimulate action. Unlike TV commercials, however, the call to action can also include a link to an offer, registration form, etc.  (There are too many examples of these!)

There are many other video formats: from documentaries, to a news desk format, to shorter person-on-the-street interviews; the limit is your creativity.

While video is not perfect, it is clearly here to stay. The flexibility that it provides means that it should have some place in your marketing mix.

This week’s action plan: Based on your current marketing plan, how might video be used to achieve a specific goal? Review these eight formats, and give one of them a try.

Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.

Randall Craig

@RandallCraig (follow me)
www.RandallCraig.com
:  Professional credentials site
www.108ideaspace
.com: Web strategy, technology, and development
www.ProfessionallySpeakingTV.com
:  Interviews with the nation’s thought-leaders

 

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How long does it take to make a sale?  And is it faster using traditional marketing and sales techniques, or Social Media-based ones?

In traditional marketing and sales, advertising informs prospective customers about a product or service. Those who have a need show up and make their purchase. In the more sophisticated business-to-business sales process, it’s pretty much the same: find prospects and tell them about your products and services.  Address their objections.  Those who are ready to buy will buy, while others won’t. The whole paradigm is based on identifying prospects, informing them, and selling them.

Social Media marketing is based on engagement – the conversation – and developing the relationship. Only when the relationship is strong enough – when there is trust – will there be a possibility of a sale.

Some implications:

  • Trust takes time. As they are getting to know you, they will identify your capabilities. Contrast this with traditional marketing, where expertise leads, and then relationship follows.
  • Social Media “sales” are more pull than push. It’s more likely that they will initiate the sales process when they are ready – after all, they know their needs better than you ever will.
  • You still need to ask for the sale (sort of). Asking for the sale prematurely may do more harm than good. But exposing your expertise over time within the context of a two-way, non-broadcast relationship, is a far more powerful implicit ask.  (This is precisely why I have written these posts for the last half decade.  Many of my prospects and clients reach out after reading a concept I describe here.)

This week’s action plan: Do any of your Social Media activities shout Buy Me? Or do they seek to improve your credibility and grow your relationship? This week, make sure everything you do falls into the second category – not the first. How long does it take to make a sale?  It depends on how quickly you earn it.  Trust takes Time.

Additional note re Professionally Speaking TV:  Many of my readers also follow my weekly WebTV show.  I recently interviewed Tonya Surman of the Centre for Social Innovation – fascinating!  Check it out at www.professionallyspeakingtv.com/tonya-surman.

Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.

Randall Craig

@RandallCraig (follow me)
www.RandallCraig.com
:  Professional credentials site
www.108ideaspace
.com: Web strategy, technology, and development
www.ProfessionallySpeakingTV.com
:  Interviews with the nation’s thought-leaders