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Company-Crushing Killer #4: Failure to use VIDEO Properly.

Part 4 in a series of 12 Company-Crushing Killers Lurking Inside Your Business Today…

By Brett Lloyd Abbott, Pool Builder Marketing LLC

So far in our series, we’ve touched on these important facts:

  1. Platitudes destroy the effectiveness of most marketing.
  2. Most marketing is “shoot from the hip rather than part of an intelligent strategic plan.
  3. Your marketing messages will be pale and uninspiring if they’re not based on Hot Buttons.

Now let’s talk about everyone’s favorite subject – VIDEOS!

The explosive growth of online video is remarkable. YouTube was founded on February 14, 2005. Now, less than 15 years later, more than 5 BILLION YouTube videos are watched EVERY SINGLE DAY. It’s the second most-visited site in the world; second only to Google, who owns the platform.

Granted, there’s no shortage of funny cat videos and news mistakes, but top marketers embrace video as a best practice and it’s now ranked as the most effective form of content marketing. If you aren’t using video advertising effectively, you’ve invited this enemy right into your boardroom.

Check out these stats:

  • Businesses using video grow revenue 49% faster than organizations without video.
  • Social video generates 1200% more shares than text and images combined.
  • 70% of marketers say video produces more conversions than any other type of content.
  • Companies using video enjoy 41% more web traffic from searches than non-users.
  • Facebook gives video content priority in its News Feed.
  • Only 28% of website content is read on average.
  • 59% of C-suite execs prefer watching video to reading text on a page.
  • E-commerce customers are 50% more confident of their purchase after watching a product video, and cart contents can increase up to 174%.
  • 40% of consumers say video increases the chance they’ll purchase a product from their mobile device.

The list goes on. It’s a fact that videos are the most powerful form of communication today. Why? Because video works. Most people are visual learners, and the combination of voice, imagery and text is more much more engaging than text alone.

You might already understand the full power of video. But if you’re using videos now and still aren’t getting the results you want, it probably has nothing to do with the way the video looks or how fancy it is. The problem is you’re not utilizing this method of marketing and advertising STRATEGICALLY.

SOLUTION: To defeat this enemy, turn the spotlight on your prospect.

Effective videos will hit a few key points, but the crucial factor is they MUST be “client-centric.” Client-centric videos are a great way to indoctrinate prospects in a warm, relaxed way. But they have to focus on the client…not on you! This style of video subtly influences people with content that is easy to consume, while providing a roadmap to their desired result.

If you currently have video marketing in place, review it right now and ask yourself “Am I focused on the client’s needs, or is my video simply telling people how awesome my product is?” If you aren’t getting the results you want, you may already know the answer.

Another key point to video success – it’s all about the script. Content rules! Perfect lighting, stunning picture quality, elaborate soundtracks…all of that becomes useless if you can’t engage your prospect and get your message (your cohesively crafted, client-centric message that focuses tightly on your prospects’ hot buttons) across in a believable and professional manner.

A properly produced video can accomplish basically any marketing goal you have—from educating your customers to generating leads to promoting the perfect sales pitch. It also eliminates the pitfalls of face-to-face meetings where clients can become distracted, disinterested or even pressured by your salesperson.

In addition, a video is easy to schedule. It doesn’t have to be slotted in between the lunch meeting that ran late and the kid’s soccer practice that starts early. Your prospect can click that link at her own convenience, which is much more likely to generate a receptive mood. And your message will be delivered perfectly at any time, day or night.

A series of videos that effectively helps prospects understand your products, develops goodwill and trust, and positions your brand as the authority in your industry will have a major impact on your marketing efforts. Use videos to focus on the prospect’s desired results and goals, and to map out ways your company can assist them in achieving those results. 

It works, as these experts can attest…

“The basis of content on the Internet is now shifting from text to video. This allows advertisers to take advantage of the kind of branding advertising they are used to on television.”

Michael Wolff, CEO and co-founder of Activate Incorporated

“The single most important strategy and content marketing today is video. Whether it’s a video on Facebook, Twitter, Snapchat or YouTube, the content you need to be thinking about creating and marketing on social for your business is video.”

Gary Vaynerchuk, CEO, Vayner Media, Entrepreneur, Best-Selling Author

“Video is the future of digital advertising. No other advertising vehicle combines the sight, sound and motion of television ads with the interactivity targeting and measurability of the internet.”

David Jay Moore, Founder and CEO of 24/7 Real Media

CONCLUSION: To conquer this enemy, use video to talk to your prospects about what’s important to THEM.

NEXT WEEK – Company-Killer #5:
“Not Using A Proven Strategic Messaging Formula”

This article is part of a series designed to provide pool companies with unique insights that will help them address the modern marketplace challenges that their company may be facing. These insights, when applied, will virtually guarantee new growth, and get your company to the next level.

If you find this information helpful, and would like to learn more, check out the short five minute video here.

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