“The client doesn’t want to do a video for the home page of her web site, Chris said.
“Why not?” asked Rick. “I don’t know what her company does but I can tell you all the kinds of operations that videos have worked for in direct marketing. With that he started listing them:
- Consultants of all kinds
- Professionals like CPAs and Lawyers
- Health care providers—Doctors, Dentists, etc
- Personal Care folks like beauty parlors, nail salons and the like
- Any brick and mortar retail establishment
- Manufacturers, Distributors, etc
“Whoa there Bre’r Direct” said Bubba, our southern fried Branding expert. “Y’all could just as easily said every company stead o’ running yourself round the pasture.”
“I agree that video seems to work,” said Kate. “But the question is why?”
Bubba continued, “All those first ones he mentioned are situations where the person is the brand and there is no way to be more convincing than for y’all to tell your story the same way you would in person looking right at the camera. Manufacturers and Distributors many times are hooked up with the guy or gal who started the business but the words of someone in the business that speaks to the brand can be just a powerful even when theah name isn’t on the door. ”
Kate nodded in agreement and said, “Cognitive Psychologists tell us that way down there in bottom of our brains each of us is still programmed to respond more positively to human faces than any other thing we see. We’re just wired that way.”
“We give videos time,” I said. “We spend up to a couple minutes without clicking to jump to another screen. That builds Trust and as Rob would say builds your brand. Comscore reported that the difference was over 60% in time spent on a site when there was a video.”
Chris said, “The thing my client is confused about is the cost. She believes she has to have ‘movie grade’ video to put up on the web site. I’ve shown her the level of quality you can get with a home camera and editing software that is free but she’s not going for it.”
“She’s being a woman,’’ Gail said.
Kate snorted and all the guys looked perplexed.
Gail continued, “Women worry more about what they look like on camera than men. But they also have an advantage. If you display the faces of male and female models with equal grooming side by side, men will look at the woman first. So will the women. In other words, women know they will be looked at and either like it or dislike it. She doesn’t like it.”
“But if she is concerned with the ROI of her marketing efforts, She might change her tune given some facts. Video provides the second highest return on investment you can get on-line just behind featured articles with direct links to your site,” I said. “On top of that if you want to know what visitors are really interested in on your site, start tracking the videos they watch and then personalizing from there.
It all starts with establishing Trust and telling people what you do. That short positioning video on the home page can make a web site up to twice as powerful at building business.”
Our ”Little Guys” Marketing brain trust will return next week. See you then.
Jerry Fletcher crafts Trust-based marketing strategies from his offices south of Portland, Oregon for companies in the Americas and Asia. Learn more and see a home page video at www.jerryFletcher.com
Jerry speaks professionally on three continents on Networking, Trust-based Marketing, and Contact Relationship Magic. Click on a home page video at www.NetworkingNinja.com