The Customer Life Cycle is the progression of steps a customer goes through when considering a product or service.
Sharing & SyndicationViral Marketing
Videos, unlike photos or audio, have built-in social functions allowing viewers to redistribute your videos from within the content itself. Email sharing, embed codes, and permalinks empower your customers to become your personal viral distribution points, and Word Of Mouth ambassadors.Another key element of viral video marketing is Video SEO in the form of Titles, Descriptions, and Tags which are attached to each unique video and pushed out to the web via Media RSS. With a few simple clicks your content can be syndicated out to all the major search engines, and posted onto any social site.
Viral propagation really heats up going on the web. Do the basic blocking and tackling that ensures appropriate social media outlets know and understand your program. With contests, tune-in to the most likely finalists and make outreach to their local media part of your plan. Spread the most promising entries to your social media contacts and through Social Networks and other social tools. Craft a story for national coverage, and pitch your most inspiring entries to national media.
Video helps potential customers evaluate your products and services through introductions, reviews, and demos either with proprietary content or user generated content (UGC).
Corporate messaging is an especially effective form of communication, offering an engaging way for prospects to be introduced to your company and brand.
Video ContestComparison Videos
Video contests bring your site to life. There are three distinct value propositions you should consider: 1) Traffic - Contests will drive tens of thousands of people to interact with your brand, site, and products on your site. 2) Leads - Contests enable you to capture more demographic information than most programs...take advantage. 3) Content - Your customers will create inspiring videos that feature your brand in the best light...use them on your site, at conferences, and to approach media. • Video used to directly engagecustomers on your site• An End-to-End solution, includingvideo upload and storage• Entertaining and valuable UGC – your customers making commercials with your brand• Thousands of highly qualified leads• Highly effective email list multiplier• As close of a relationship as you canget with your customers online
Another engaging use of video is Comparison Videos. Edmunds plasters the CarSpace blog with auto comparison videos helping the customer to feel as if they are actually sitting in and driving the cars. Video is the next best thing to actually holding or testing a product in person. There’s not a stronger, more compelling experience on the Web than combining pictures with sound. It used to be that the main barrier to entry for publishers of video content was the production costs. But today, companies like TurnHere, StudioNow, EyeView have significantly lowered the cost of production allowing anyone to create highly engaging video online.
A recent eMarketer report states that the number of online shoppers who watched retail videos grew by 40% last year. They went on to say that a product video or demo can give consumers a sense of how an item actually works, and ecommerce videos can reduce abandoned shopping carts and increase sales.
ShopNBC uses video to virtually place products in the customer’s hands again reinforcing the sentiment that there’s no better experience other than actually holding and playing with the product itself. ShopNBC has hundreds of product videos offering deep, rich experiences with laptops, desktops, printers, and cell phones which increase sales and promote site stickiness.
Video is part of the foundation of a growing, thriving customer experience which occurs directly on your site and keeps users coming back. Video can be used enhance user communities, offer on-site assistance via training videos, help and how-to’s.
Facebook has seen a significant uptick in its users online usage since adding video. Their users are able to post videos, comment on them, rate them, and engage in one-to-one or one-to-many conversations increasing time spent on site, the number of page turns, and brand loyalty.
Video technology uses for social media
The Next Wave of Social Media (Answer: Video) <br />Potent Tools for Online and In-Person Meetings, Marketing, Presentations and Training<br />New York Social Media Meetup<br />October 4, 2011<br />
Online Marketing with Video<br />Introduction – Why Video<br />Applications<br />Communication<br />Conferencing<br />Marketing <br />Webinars<br />How Video Impacts the Customer Life Cycle<br />Brand Awareness: Driving Traffic to Your Site<br />Engagement: Keeping Visitors on Your Site<br />Evaluation: Turning Visitors into Prospects<br />Purchase: Turning Prospects into Customers<br />Loyalty: Turning Customers into Advocates<br />
Online Marketing with Video<br />Key components of Content <br />Know Your Message<br />Tell A Story<br />Be Authentic<br />Make it Personal<br />Technical Awareness<br />Camera <br />Lighting<br />Audio<br />Environment -- sights/sounds/emotions/colors (all senses)<br />Scripting (does not mean reading a script –practice a coherent message)<br />Branding/Logo (does it match the message you are attempting to convey)<br />Who is Lengthen Your Stride! and Bryant Nielson<br />
Impact of Video<br />2 billion + Videos are watched daily on: <br />41 Million people watch video on Facebook<br />
Harnessing the Power of Video<br />In a recent study conducted by permission TV of 400+ senior-level decision makers it was determined that:<br /><ul><li>71% believe that online video can help build brand awareness.
47% expect online video to increase engagement for their business.
41% see that online video will convert customers.
44% believe online video will improve customer loyalty.
67% identified online video as a primary focus of their ‘2012 digital marketing campaigns.</li></li></ul><li>How To Vote via Texting<br />EXAMPLE<br />Standard texting rates only (worst case US $0.20)<br />We have no access to your phone number<br />Capitalization doesn’t matter, but spaces and spelling do<br />TIPS<br />
What technology tools are you currently using?<br />
Applications <br />Ways to use Video to engage your customers and clients:<br />Client Communication<br />Product Review(s)<br />Marketing / Infomercial<br />Direct Sales<br />Parody<br />Training<br />
Customer Life Cycle: Purchase<br />Video can help convert prospects into customers with product videos, which increase conversion rates.<br />5. LOYALTY<br />2. EVALUATION<br />3. ENGAGEMENT<br />4. PURCHASE<br />
Purchase: Product Videos<br />Customers that watch videos convert at twice the rate of customers who do not.<br />- David Witzig, Manager of E-Commerce at ShopNBC.com<br />Online videos produce “a substantial lift,” in sales.<br />-William Lynch, EVP of Marketing at HSN.com<br />
Customer Life Cycle: Loyalty<br />5. LOYALTY<br />2. EVALUATION<br />Video plays a significant role in social media and person to person communication<br />3. ENGAGEMENT<br />4. PURCHASE<br />
Loyalty: User Communities<br />Online communities help companies connect with their audience thereby enhancing site stickiness with increased number of visits and length of stay.<br />
Why Conduct Webinars? <br />Why does your company conduct webinars?<br />Generate Leads 69%<br />Build Loyalty 57%<br />Drive Website visits 40%<br />Drive offline business 28%<br />Increase brand awareness 69%<br />Build in-house database 37%<br />
Webinar Effectiveness? <br />Companies conducting 6+ Webinars per year find them more effective in generate quality leads and higher customer satisfaction than those how conduct fewer webinars.<br />MarketingProfs 2010<br />
Top 7 Benefits of Webinars<br />Live Presentations<br />Become recognized as an expert<br />Building long-term relationships<br />Pre-sell your products<br />Repurpose your webinar to generate more profits<br />Training courses<br />Upsell your products<br />
How many of you are going to try this technology?<br />
Resource for the Technical Aspects of Video<br />
Technical Awareness<br />Camera– Look to use a camera that records HD<br />Lighting– Lighting is paramount to professionalism<br />Audio– You need to be understood and heard<br />Environment-- Sights/sounds/emotions/Colors (all senses)<br />Scripting(does not mean reading a script<br />–practice a coherent message)<br />Branding/Logo (does it match the message you are attempting to convey)<br />A great resource for the technical aspects of <br />recording a video is available in this book<br />
Next Steps….<br />Is an online video solution right for you and your business?<br />Identify your target audience<br />Develop your online video strategy<br />Create a YouTube Channel<br />Create a Facebook Fan Page<br />Buy a flip camera<br />Be sure to name your video<br />Create a description<br />Use your video link to share <br />Upload/Share your video on Facebook<br />Rinse and Repeat<br />