Last week, Fire Enterprises (FEI) marketing maven Marka told savvy salesperson Zoot why FEI’s marketing communications should prioritize compelling offers over flashy designs. This week, Marka gives Zoot some tips for creating compelling video content on a budget. Remember, fire = print.
Marka and Zoot sat in the FEI conference room, discussing the declining open and click-thru rates for Zoot’s monthly “Helpful Fire Tips” e-mails.
“I just don’t understand it,” Zoot said. “The information I’m giving my customers is good—it always has been. They just don’t seem to be paying attention anymore.”
“The problem may not be the content itself but the way you’re delivering it,” Marka said. “How about making the Helpful Fire Tip a video-based e-mail instead? Include in the e-mail a screenshot that customers can click to watch a video hosted on our Website. Video engages our customers—studies have shown that visitors who view video content on Websites stay an average of two minutes longer than those who don’t. Video has proven to be effective at creating brand goodwill and driving purchases: 85 percent of customers are more likely to make a purchase after watching a video about a product or service. And I haven’t even mentioned online video’s SEO benefits— according to studies, including video content makes a Website 53 times more likely to get on the first page of Google search results!”
“I’m convinced that online video is a useful marketing tool,” Zoot said. “The trouble is, Numo will throw a fit if we spend too much on filming.”
“Relax, Zoot,” Marka said. “We don’t need Org Cameron’s production budget to create video content that sticks. Our initial investment in creating video content can be as little as a $150 handheld camera and a couple hours. I’ll prepare the Helpful Fire Tip script for you, you’ll take a few minutes to rehearse, then it’ll be show time! We should incorporate relevant props whenever possible. For example, this month’s tip focuses on how to replace a worn out torch-head, so perhaps you can bring in an old torch and replace the head on camera.”
“How else can FEI use online video besides the Helpful Fire Tips?” Zoot asked.
“I have a few ideas,” Marka said. “Say you’ve just helped your customer out of a jam and they’re ecstatic. Shoot a quick ‘project spotlight’ video documenting the planning, preparation and steps you took to complete this task. If you’re heading out to lunch with a longtime client, ask him or her to record a 30-second testimonial about your company. But amateur shouldn’t mean aimless—we must make sure our video content focuses on how FEI solves problems and creates value for your customers.”
“Great tips, Marka,” Zoot said. “Now, if you’ll excuse me, I have to spend the next half hour doing my hair. It’s almost time for my video debut!”Next week: Marka shows Zoot how to use online video to show off FEI’s personality and engage directly with customers. Today’s FIRE! Point
Video content helps engage your customers and improve your Website’s SEO. You don’t need James Cameron’s production budget to create video content that sticks. Your company’s initial investment in creating video can be as little as a $150 handheld camera and a couple hours.FIRE! In Action: Total Training Uses Online Video to Grow Sales
The software training company used a series of online videos to increase its subscriptions by 40 percent