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The Effectiveness of Video Marketing

Video marketing is the art and science of getting videos to rank on the first page of the organic (natural) Google rankings. Google doesn’t always display videos within their listings but when they do it is a big GREEN LIGHT for you to post a video, optimize it and grab another spot on the first page – exactly as I did for the search term in my video.

The Power of Testimonials

Normally when I talk about customer testimonials and how important they are to any business, I’m speaking from the point of view of the customer. Social proof has always been a critical factor to any business’ success and one of the first things I recommend during any website design or revamp is to include testimonials – ideally video testimonials.

However, today I want to share a quick little story. A year or so ago I was contacted by a gentleman named Richard. Richard was a freight-forwarder in Western Canada and seemed to like my writing style.  He asked me for some advice to improve the performance of his website.

We ended up making a short animated video for his homepage, I wrote 5 or so new pages for his site and I set up a Google Adwords campaign for him. We also optimized the pages and changed his site structure to make it more search engine-friendly.

Unlike a couple of my major customers at the time, Richard was easy to work with and a pleasure to deal with. However, he didn’t have a lot of budget to throw at his site so that was the end of the work I did for him.

Last week, Richard’s business popped into my mind so I sent him a quick email to see how he was doing.  The response I received was overwhelming.

I haven’t received his permission to re-print his email here so I’ll summarize some of the key points:

  • His business is almost at capacity
  • About 20% of his business was new business whereas a year ago it was almost all previous customers
  • He attributes an additional $1,200 per month in revenue to the work we did on his site
  • “The great SEO work you did for us impacts my life everyday”

 

I will add that his site now ranks at #2 on Google Canada for his major search term “freight quote”.  That is amazing considering his up against some massive budgets and he is only second to FreightQuote.com which will always be tough to beat.

His email literally made my day.  I printed it out and it now hangs beside my goals and vision board. It reminds me that while a lot of people are jaded and cynical about online marketing (and especially SEO), what I do can help people.

Getting back to the power of testimonials, Richard asked me for a quote on further services. Of course, I quoted him less than 50% than what I would charge for the same services to someone coming to me for the the first time. AND I also know that I will do everything I’m able to ensure that the work I do for him will provide him with an outstanding ROI.

My point?  Appreciation really does go a long way. I’m usually pretty good at acknowledging my vendors for good service (but also pretty harsh for bad service) but Richard’s email did remind me that you can attract more squirrels with honey than you can with vinegar.

If we were on the set of Cheers, Woody would now say, “but you can attract even more squirrels with dead flies” but that is neither here nor there :)

New Lead Generation Service Just Launched

Working with a lot of small business owners over the years, I’ve picked up a lot of insight into how they think.  One thing that I’ve learned is that everyone wants new customers but not everyone wants to become a marketing expert in order to get them.

As someone that has a healthy obsession with all things marketing this was something that took me a while to get my head around.  The average business owner doesn’t want to know how to rank a website at the top of Google. He or she doesn’t care about Facebook or Twitter for business, the value of press releases or why it is important to add new content to a website.

He or she only cares about getting new customers. Usually, this means having people calling them to discuss business.

How all of that happens isn’t important to the average business owner.  They simply want people that are interested in what they do to contact them directly.  This way they can focus on what they do best – which is run their business and service their customers.

All of this to say that I’ve started a new approach to marketing for small businesses.  The site is Elite Sales Leads.  It is a pay per call service wherein myself and my team will build a site for a client and send him or her all the sales leads it generates.

We’ll take care of all the backend details of building the site and promoting it in such a way that it ranks and gets traffic. The client simply replies to sales inquiries.

The clients I’ve spoken to about it so far are almost as excited as I am. If they’re already paying for Google Adwords they immediately see the benefit of paying per qualified phone call as opposed to a visitor to their site.

If they’re working with HomeAdvisor.com they REALLY appreciate the fact that our leads are exclusive.  When they respond to a prospect they won’t immediately be competing with four of their competitors. This is a huge selling point.

You can check out the site here.  Already we’re ranking on the first page of Google for ‘buy sales leads‘ which is a pretty nice search term to rank for after only ten days.  We’re targeting others so I’m confident we’ll rank for a lot more terms as time progresses.

If you know of anyone that is frustrated with their marketing efforts please direct them to this site.  Much appreciated.

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