Martin Koss – thinking out loud…

One of the things we’ve all read and heard many times is that sticking adverts up all over the place is NOT social branding, it is not good marketing and it certainly won’t bring new traffic clickity clicking through to your website or blog.

Most people, by now, know that YouTube is the 2^nd most popular ‘search engine’ (yes it is – when was the last time you asked YouTubers for a review of a product?).

Okay – so what can you do that will draw in some attention in your target market? What can you do that gets your name (or your company name) out there without looking like self-promoter of the tear candidate?

One of my favourite ‘media’ is video. I think, as many agree, that video is almost anticipated these days and it is so much more engaging than a bit of text and a perfectly posed photograph of you or a product… Sometimes though, you can’t think of what to say without seeming like you’re just using the video as an opportunity to plug your business.

It can be difficult. I get asked all the time “what can I make a video of that is informative, instructional, interesting” etc?

Take, for example, double glazing. No-one wants to see a double glazing advert, right? But obviously the double glazing firm needs to talk about what they do and, most importantly, why they are the company to be trusted and why they are worthy of the customer’s fairly hefty investment.

Still, no matter how you dress it up, a double glazing video would instantly be perceived at first glance as an advert. Not particularly the sort of thing you log on to YouTube to watch (and if you do, don’t admit it – get help).

It doesn’t need to be polished.

I recently did a series of rough and raw, completely unprepared and unscripted interviews with one of my local clients – I walked in, asked questions, recorded the answers, quick edit… Job done. I think the roughness is obvious by some of the dialogue and the not so perfect edits.

I asked questions that I had observed customers asking. Been involved with the company for many years I had a good idea of what a customer would ask when obtaining a quotation. Questions they would ask when comparing two or more companies or several similar products from different suppliers…

What do your customers ask?

Think of the questions you only get asked – and only get the opportunity to answer – when you actually get face to face. Answer them. Record them. Blog about them. Provide the answers to people who you may not have got the opportunity to talk to face to face.

What concerns do your potential customers have that they need to satisfy before they hand over their trust and money to you? What are the biggest burning issues? What problems do they often worry about – often pre-empted by gossip, news, trends, history…?

Think of a customer asking you these questions and answer them… Be informative, be interesting, be helpful.

Look – no ads.

All you’re doing is informing. Answer questions about your ‘industry’ not you or your company specifically.

Has there been something in the news? Is there some juicy gossip on the local, regional or national grapevine that gives you an opportunity to respond? Look for inspiration in your industry news publications and blogs.

Perhaps there’s some regulatory stuff that confuses the heck out of consumers that you could talk about. What about some ways that businesses in your industry ‘abuse’ the licence of trademarks or quality accreditations (passing off as accredited) or how some companies make a ‘regulation’ seem to be the mark of a high quality product.

Blog about it. Talk about it in a video series or a podcast. Inform your target market.

It may even be a bit controversial but what the heck. Is it interesting? Does it inform? Do your customers sit up and listen when you tell them face to face?

Then tell more people via your website, your blog and certainly via the many channels available like YouTube, Facebook, and more.

In any industry, there’s plenty you could be saying and (other than, perhaps a quick mention if your company at the end of the video) there’s lots of ways you can do it without it looking like an advert.

Nobody shares adverts!

Oh – and one more quickie… No-one shares adverts, but (in addition to sharing controversial and entertaining content) they do share useful, informative, interesting advice.

 

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