July 14, 2019

When we think of videos, the first thing that comes to our minds is YouTube. YouTube has become the largest field of marketing as videos are an excellent tool to prove authenticity. To keep up to date with the competitive world, your website now must contain video content as a marketing strategy.  

The motivation behind why you should include video content on your website is the current internet user behaviour. According to a YouTube study, people watch over 6 billion hours of video every month.  

With that being said, videos allow us to use both our auditory and visual senses simultaneously. It is obvious that people get attracted to videos more than static contents. So, if your website has video contents, people will browse for longer. And longer visiting time is a great SEO on its own!  

Dynamic Implementation 

Videos work great as cross-platform contents. It means your viewers can watch your video from any device they are on. You just need to embed the video to the high traffic pages of your website and the engagements would be mind-blowing.  

Websites once contained only text and static images. But time has changed. To drive more traffic towards your website, you need to hold the attention of the existing visitors. The visiting time determines your website’s search engine rankings. What better media to do that than videos? 

Videos are highly sharable. You can post your original content on any of your social media platforms, you will see over 1200%more engagement than static contents. This will help a lot with your website’s SEO because Google now includes videos on their search results. 

Videos Convince 

Videos work great as an explantation procedure. Suppose you are launching a new product or service. You can either fill your website with texts that include specifications and user manual or you can create a short and nice video demonstrating your product.  

Will you read long texts to strain your eyes or will you watch a simple video to understand everything there is to understand? Your answer is the reason why video contents are so important as a marketing strategy.  

Let’s Talk Numbers 

A video marketing survey done in 2018 shows that 81% of businesses around the world use video marketing which is a huge leap from 63% in 2017. Among the 81% businesses, 78% admits they have gained better Return on Investment (ROI) with video marketing strategies.  

Last but not least, video builds trust easier than static marketing. You cannot tap into someone’s emotions with no visual stimulation. Any business is founded by trust and trust can be gained by interacting with the audience.  

Videos allow business owners to connect to the audience on a personal level. People get the confidence to buy a product or service when his eyes and ears are watching what to expect. A good landing page with a convincing video can raise conversion rates up to 90%.  

Overall 

There you have it. All the reasons to add video content in your marketing strategy. Videos are much more engaging and provide better ROI than static contents. You can connect with the audience more with the help of a well-crafted video. So, let the new era of content marketing enter your website.  

Sources: 

1. https://www.webtalentmarketing.com/blog/your-website-needs-video-content/
2. https://vtldesign.com/digital-marketing/social-media/youtube/top-3-reasons-video-website/ 
3. https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/ 
4. https://www.impactbnd.com/blog/video-content-the-importance-of-video-marketing 

  

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July 13, 2019

Marketing is the New Sales

To improve your marketing campaigns, you must understand the emotional cycles of your buyers. First of all, identify the main concerns of consumers in your industry. What are their fears and worries? How will your product help address them? 

At times, buyers don’t even know about a problem until you point it out. Therefore, your digital media marketing should resonate with the consumers’ emotions and highlight what they risk by failing to solve their problems. 

Your sales pitch, of course, should be more positive than negative. Instead of selling based on fear, your marketing campaigns should identify issues prospects are dealing with, but then immediately highlight the benefits of your product and how it puts these concerns to bed. 

Lastly, your messaging must also create a strong sense of urgency. In addition to telling consumers why they should buy your product, explain why they should do so quickly. Do you have a discount that will end soon? Is your product selling out very quickly? What do buyers risk by waiting instead of making an immediate purchase? 

Marketing Is Also Still Marketing

While digital media requires advertisers to now play the role of the salesperson, it also makes it easier for them to do their job. Online marketing tools allow you to better understand who your industry’s buyers are. This includes their demographics, interests, personality traits, emotion-based triggers, and more. 

Just as importantly, you can also run campaigns that focus on each segment of your audience. For example, you want to show introverts a picture of a person on a phone or at a desktop enjoying your product. Extroverts, on the other hand, are more simulated when they see a group of people interacting with one another. 

Similarly, you want to target subgroups within your audience that have a common interest or emotion-based trigger such as a favorite sport, hobby, or activity. This is known as tribal marketing. Tribal in our world is industry specific or role/job/persona specifc. Furthermore, we will go over the role of outbound campaigns in the workshop, which entail marketing to a larger audience outside of your target niche. 

Want to learn more about how marketing is changing? Speak to an expert!

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July 13, 2019

Differentiation has always been the key to higher win rates. Many technology products are becoming commodities, and your features and functionality are likely becoming the same as many of your competitors. In a cloud world, you need to re-define your value proposition and ensure it is compelling in order to stay ahead of the curve.

The Issue:

The needs of today’s technology buyers are different. They only want to pay for what they use and are no longer willing to make large, up-front capital investments. Instead, they would rather pay for products on a monthly basis. This is one of the reasons you need to adjust your pricing model and start offering packaged offers or leasing/renting options.

The way your prospects make buying decisions has changed. This includes what they want to pay, how quickly they want to go live, and what they expect in terms of support.

The Solution:

Your challenge as a Software/Hardware vendor is to align your selling process with they way your prospect wants to buy, and to shift your marketing from being technology and functionality centric and to being focused on core business pains. You will need to be more than a provider of products, and ensure that you have an industry specific solution that your customers love and depend upon in order to run their business and remain competitive in their market.

Adapting to the new technology buyer’s way of thinking will require you to:

• Change your outdated and expensive direct selling approach
• Invest more heavily into marketing
• Use digital marketing to nurture prospects through the buying cycle
• Educate prospects online rather than just selling to them, and
• Scale your marketing globally

What you do, how you engage, and what you focus on needs to radically change.

As technology products become commodities, emotional engagement, tribal acceptance, and disruptive teaching become the new differentiators. Put simply, if you can’t teach your prospects anything new or add value to what they are already doing, you are largely irrelevant and will never get past a 20% win rate with today’s technology buyer.

How We Help:

Our team has over 25 years of experience selling and marketing technology software and hardware. Members of our leadership team have worked for SAP, PeopleSoft, created the CRM product category and launched the first CRM product in 1996, headed up marketing globally for ATI Technologies Inc and more. We can help you understand the new modern technology buyer, accelerate your customer acquisition and gain market share.

For more information, speak to an expert!

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