Video is a great way to get new customers (by “customers” I also mean “patients” or “clients” or whatever else you may call them) as well as to engage and cement your relationship with your current customers. Of course, if you have a membership site (like Marketing Rebel Insider’s Club) or if you sell products, you know that you can use videos as content for the site or as something to sell.
In this article I will be sharing some unique ways that video can be combined with email and used for marketing, both to prospects and to current customers.
First, let’s discuss the types of video you can create. There are 3 basic types:
- Screen capture…this is done by using a program like Camtasia, Jing, TipCam or Screenr. There are videos in this section which demo each of them. This would be used more to create products than in a marketing role, unless you provide some type of technology or internet-related service and want to do a demo for your customers.
- Slideshow…this is done using a slide creator like powerpoint and a screen capture video. There are a couple of videos in this section that demo that as well. Again, this type of video is more for product creation or for putting on a webinar than for our marketing purposes here.
- Talking Head Video…so called because it shows you talking to the camera. This is the type of video I will be referring to in this article. You don’t have to have an expensive camera…a Flip cam (or whatever is available for under $100) is fine.
We will start with videos that you can send to prospects…
Say, for example, you (or one of your clients) sells services to the public. I will use a home remodeler as an example. You place ads in the paper, or attract prospects through your websites, and have people call you for an estimate. When someone calls, they may speak to a receptionist. At this time you have had no personal contact with them at all. They may be “shopping quotes”…asking 3 or 4 contractors for an estimate, with the idea that they will take the lowest bid. You obviously want to avoid this situation, because you are much better off competing on quality and reliability, not on price.
When you make the appointment, get the email of the prospect. Let him know that you will be sending him some information. Then, just email the prospect a link to a video that you have prepared. It should be short, no more than a minute or two. You will appear on the video and say hello, tell the prospect how much you look forward to speaking with him, and possibly directing him to your website, where he can see examples of your work, or showing him some samples right in the video. The latter would be better, of course, because chances are he is not going to go to your website.
You could send out a reminder video, as well. The more contact you have with a prospect the more you will stand out in his mind. You can start developing rapport before your appointment. If he is getting several quotes, this could motivate him to go with you, even if you don’t give the lowest estimate. It will reduce the chance of a no-show or cancellation, as well. You have become more of a person to him…not just someone he spoke with over the phone.
This would work as well whenever you meet someone for the first time, say, at a networking event. I guarantee that you will be the only one doing this and it will make quite an impression on your new contact. Just a quick video reintroducing yourself and telling him what a pleasure it was meeting him.
For current customers, you could send out a video from time to time to keep in touch or to introduce a new product or service that may be of interest. Of course, you should not just send out solicitations because he will stop opening your email. However, especially if you provide services on an infrequent basis, like an accountant, this is a great way to keep yourself at the top of his mind.
Another reason to send video to your customers is to give them information. If you are a roofer, you might send a video that shows how to keep a roof in good repair, or maybe to tell whether a roof needs to be replaced. If you are an accountant, you could send a video email which gives tax tips.
Video can be much more effective than a written communication because, for one thing people love to watch video, and it gives a personal touch that is missing in a written email.
These are just a few ways you can improve relations with your customers and prospects and grow your business using video.
If you use video in a unique way, please jump over to the discussion forum and let us know. Thanks
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