A friend mine, Paul Rothman is the editor in Chief of Security Dealer & Integrator Magazine. Security Dealer & Integrator (SD&I) magazine is the leading voice for security resellers and the related security service community, covering business intelligence and technology solutions. Long story short, He wanted me to write an article for him, it was included in the July issue for SD&I Magazine on video marketing..
Marketing: Make the Most of Online Videos
Video marketing is a powerful and persuasive marketing technique that should be utilized throughout your client’s journey to purchasing residential and/or commercial security. If you haven’t adopted online video marketing yet, it’s definitely time to get busy adding videos to your marketing arsenal. Here’s why:
Many folks today peruse images and videos when searching the internet. It’s more engaging and rewarding than having to read a lot of text and riffling through annoying ads to get to the information being searched. This is evidenced by Youtube.com, the giant video sharing website, being the 2nd largest search engine in the world, with Google being the largest. But Google owns YouTube. Google was smart enough to see where the market was heading and scoffed it up in 2006 for a meager 1.65 billion.
YouTube’s video content can be streamed over the internet and watched on any platform – TV, computers, laptops, mobile devices and tablets/iPads. Youtube has over 1 billion users per month, with a staggering 6 billion hours of video watched each month (that’s almost one hour for every person on earth!)
According to Nielsen, a leading global consumer research company, YouTube reaches more US adults ages 18-34 than ANY cable network, so using Youtube will potentially give you more reach and viewing than any TV commercial, and its much cheaper.
YouTube is also very easy to use. All you’ll need to do to get started is create a Google account (if you don’t have one already), sign into YouTube using your Google account, then create a channel for your business so you can upload your videos. Presently, there are more than a million advertisers on YouTube, most of which are small businesses, that are utilizing YouTube and video marketing to sell their products and services.
Why Are Videos So Powerful And Persuasive?
There is a science behind why people migrate toward videos and tend to prefer videos and images over plain text.
The Science Behind Videos:
• The human voice (and music) conveys emotion
• The brain is hard-wired to trust the HUMAN face
• Movement captures and keeps people’s attention
Hence the reason online videos get a lot of positive attention and have improved engagement time and conversion rates for many businesses that have taken advantage of video marketing.
3 Ways Video Can Enhance Your Marketing Efforts:
It Educates – anytime you provide educational material, you are positioning yourself as a security expert.
It Promotes – you want to create a buzz when advertising your security products and services, but not be too promotional.
It Entertains – connect with your audience by conveying your personality and help them capture the context of your message.
Getting Yourself Ranked Higher On Google And Youtube Search Results Simultaneously
The bonus of doing video marketing is that you can get your videos ranked high on the No. 1 and No. 2 search engines, simultaneously. By properly creating, positioning and optimizing your video, if someone in your local market Google searches your keywords, then your video and its message will pop up higher on search results for BOTH Google and Youtube. And with many folks today more apt to watch an engaging video or look at an interesting image to get the information they want, your video will be well positioned and well received.
Must-Have Features For Online Marketing Videos
As a security dealer, you are a service-oriented business with security products that you need to properly position. Therefore, you would need to create well-crafted and entertaining videos that showcase your wares. People want to see your products and services in action, and they can get lots of information about your offerings from a video that static pictures don’t usually deliver.
4 Must-Have Online Video Features
When creating videos, focus on the following four must-have features:
1. How the Service Works
What you want are the mechanics of how you provide the service in a “what to expect” sort of way. Walk people through the service you provide and how they’ll schedule the service, how you’ll confirm, what they can expect when you show up at their door, and so on.
For example, if you offer a free home security evaluation that can pinpoint all the homeowner’s security weak spots and safety vulnerabilities, a comprehensive audit that’s like no other on the market, then show video of that home security evaluation, you or your Security Experts (i.e. technicians) conducting the evaluation, and the difference between your comprehensive audit and the competitions, and how they can schedule the evaluation.
2. Emotional Benefit From The Service
Very few service providers create videos that do a great job capturing the benefits of their products. So, be sure to highlight the end-user benefits achieved by utilizing your security systems and to capture real emotion on film.
For example, show how your custom-designed home security system goes above and beyond to protect the homeowners from unscrupulous criminals. Show how thrilled your clients are with their new security system and how safe and secure they now feel in their home.
3. Points Of Difference And Quality Cues
If you use a higher grade of materials in your security systems, or you work hard to achieve a specific effect or end-result, make sure this is highlighted in the video. And don’t just highlight the end benefit or glamorous stuff; include the effort behind the benefit, too.
For example, if your home security evaluation and custom designed security systems require a lot of evaluation work and scenario planning, make sure you show all the work you do to achieve superior results on your video.
4. Virtue And The Human Element
People don’t buy services from companies. They buy them from other people, usually from people they like and trust. Being in the security industry, you should know that the TRUST part is a big part of a consumer’s buying decision. Nobody wants to buy a security system from someone they don’t trust. So it’s important that your service videos showcase both you, the owner of the business, and the people who will be providing the service — communicating their passion for their craft in a warm, friendly and trusting manner.
A natural way to emphasize this is to film your Security Experts explaining areas in which the company voluntarily chooses to make the job a bit more challenging or difficult or less lucrative to provide the homeowner with a better security system. This could be anything from performing your free home security evaluation, to not locking people into monitoring contracts, to taking the extra time to add the right finishing touches and a super clean up after the installation. If your security business is being virtuous in these areas, make sure you showcase it.
Free Video Marketing Consultation
There is quite a bit of information to digest in this article, but if you want to learn how you can utilize video marketing to increase your ranking on Google and Youtube, and discuss the methodology to featuring your products and services in a persuasive, attractive and entertaining way, then request a free Video Marketing Consultation by sending an email to us: Support@SecurityMarketingGuru.com.