Tips to Develop Deeper Customer

Dennis: What’s your team like?

Jessika: They’re awesome. I’m so lucky to have them. It’s great because that makes a difference. You can never make someone care about your brand as much as you do. There’s no way they’re going to be willing to sacrifice as much as you do. However, if you find the right people who are passionate about what they do, they have this thing that’s not replaceable. You can’t just call someone up and have them kind of fill in that gap for them, because they’re passionate about it. But there was some learning along the way.

I always wanted to hire good people, but I struggled with understanding that I didn’t have to just work with people in our own community—that my team members could work from anywhere. The team I have now is passionate about our mission and in the core of what we really believe about authentic relating— doing what’s right, not what’s easy. What’s been cool is that once we developed our personality as an organization, the right people have come to us, so we’ve crafted this team that just works so amazingly together. It’s also nice because many of them have had this misfit story, if you will, where they worked someplace that didn’t see their genius because they were trying to force something else on them instead of seeing what the person’s superpower and kryptonite were. So it’s been great watching them have their redemption story and being able to help clients along the way.

Dennis: How did you recruit?

Jessika: Asking a lot of questions and watching actions, not listening to words. Also, not being afraid. At first I was really afraid to let people go when it was time for them to go, because I needed the help, but I’ve learned that you have to cut it off immediately if you see something wrong. You can tell when a team jibes and if there’s someone that’s off, it jacks up everything. So you have to make sure your team is all on the same page, and it’s not something you can force.

We created a brand manifesto saying here’s what we’re here to do and the people we’re here to do it for. Here’s the culture deck of exactly the type of person I’m looking for. I send everyone our handbook before they even have their second interview and allow them to take a peek at our team and what we do on a daily basis. Every team member that you add is either adding culture credit or culture debt. So once we made the shift and got really serious about not tolerating anything but culture credit, more of the right kinds of people were drawn to us. And it’s been just awesome.

Dennis: What do you think is the future of online marketing?

Jessika: The first thing is dark social, which are private, niche social media communities. In 2019 Gary Vaynerchuk said the future of social is private, and when I look around, I see that everything is headed in that direction. As in

short-form, disappearing content. Episodic content in private, niche communities. People are so fatigued with being bombarded. They want to feel a sense of belonging, and they’re going to gravitate more and more to the community that makes them feel more like themselves.

As brands, we have a very short window to get invited to that conversation or to be able to build rapport with clients. This is important because in these private spaces, we want to have clients who can advocate for us. So the future of online marketing is dark social, which is traffic that you can’t measure. You can’t measure coming back to your website because it’s done in a private, niche community. It’s happening behind closed doors where brands can’t measure it.

The second thing is the expectation of an exceptional experience. Studies done by Intuit, Coca-Cola, Amazon and other superrich companies have shown that customers will increasingly stay loyal to brands that have brought them an exceptional experience. That is all about how you make them feel. We saw in 2020 that the brands people stayed loyal to were the ones that made them feel something by offering speed, accessibility and ease of use. A company can provide a great product, but they also have to understand that their website is not just a brochure, that their social media is not just for a push message. These are utilities for your customers to gain access to you, to have rapport with you, to perform an action and to utilize your online space as a tool to perform

something faster, smarter, easier, with less friction than they would using something else.

So when we’re thinking about marketing, it isn’t just the messaging that you’re buying. It’s all the things that you’re creating. All of that is marketing because people are talking about it behind closed doors, in those dark social moments. To find out more about Jessika and her business, visit NOWMarketingGroup. com. You can also visit earnrelationshipmarketing. com for free resources focused on belonging rather than buying.

Jessika discusses methods of deepening client relationships.

Business owners have to remember that they don’t have to be everywhere. It’s not about going wider. It’s about going deeper. You have to find where to put your roots to really deepen the relationship in the place where your customer wants to receive a message. It may be Instagram, it may be email, it may be phone. You have to find that out and personalize it— making it a video message or an audio message. be exceptional experiences. It’s not just that you do what you say you’re going to do or what someone paid you to do, because that’s just a transaction, it’s not an experience. The experience is doing something extra that is specifically for them, like sending a video response back or a birthday card, or commenting on an article they wrote. It’s those little things that don’t take money or a lot of time that create this great rapport with your customer, and that long-term loyalty.

8 Types of Content Marketing Videos People Will Want to Watch

A statista.com survey found that the average internet user will spend more than one hour every day in 2021 watching online videos. That statistic may at first seem to be unbelievable. But then, according to Digital Information World, most consumers also now spend at least six hours a day online. So, perhaps that statistic makes more sense than it does at first glance.

The truth is that video is now everywhere, and it’s not just in the entertainment field that video is the number one medium. Videos are embedded in news articles, product descriptions, and social media. And YouTube is now the world’s secondlargest search engine. Yet, many businesses shy away from producing original video content. And one of the reasons that some companies avoid creating videos is that they have yet to recognize the vast array of suitable topics for video content. So, here are some topic ideas to get you started on your first video content marketing campaign. These are content marketing videos that your target audience will want to watch.

1. Interviews

Face-to-face interviews are an excellent way of giving the audience a one-to-one experience with an authoritative figure. And these types of videos provide a perfect opportunity to demonstrate a brand’s authority in its field. There are plenty of choices of guests you could select for an interview. For example, you could interview a well-respected influencer in your market. Or you could interview someone from within your organization, like the Chief Executive Officer or the Product Manager. Interviews will need to be run with a set of guidelines for the guest but should not be scripted. And it would be best if you asked questions about topics that matter to your audience. You will also need an interviewer who can keep the interview on course and extract the most interesting information from the interviewee.

Interview videos are relatively cheap and easy to produce. And with a little bit of planning, you can create a series of interviews to keep visitors coming back for more. Furthermore, if you invite external interviewees, your guest may share the video on their channels and give your content more exposure. 2. Presentations

Any presentations at company events can provide a source of material for content marketing videos. For example, you could make a video of your next product launch or a presentation at a user day or networking event. And, if any members of the team are guest speakers at other organization’s events, this Videoing presentations allows you to share the event with people who couldn’t get to the event and a wider audience. Some types of video presentations can also be used as a sales tool. And, of course, videos can be used over and over again. So, you can increase the return on investment on your events.

3. Testimonials

Written testimonials are a powerful marketing tool. But, when you produce a testimonial video, you take this persuasive format to the next level. And nothing overcomes objections better than a real-life customer answering those awkward questions for you. There are so many topics that you can cover in a customer testimonial video. For example, why did the customer choose your product, and what benefits have they gained? What about customer service and aftercare?

Reach out to satisfied customers to see if they might be willing to make a video for you. You might be surprised at how many want their fifteen minutes of fame. You could also encourage people to

create testimonial videos by offering incentives like discounts.

Almost 90% of consumers say they place as much trust in customer reviews as personal recommendations. And video reviews are far more effective than written ones. So, a few genuine customer testimonials could be all that it takes to close a sale with some prospects. 4. Product Reviews

Influencer reviews of your products are different from customer reviews because they provide third-party, independent verification. So, you must be prepared to accept that the reviewer’s opinion may not be 100% positive. However, even if there is some minor criticism in the review, some negative comments will make the video more genuine. Product review videos are popular, and many people rely on them to help them make their buying decisions. And, if the influencer has a large following, a review video will be great for brand awareness.

To gain video product reviews, you will need to reach out to the influencers and vloggers in your niche. In most cases, all the reviewers will want in return is the product shipped to them free. 5. Behind the Scenes

Whether it is out of genuine interest in the brand or merely being inquisitive, people love a peek behind the scenes. So, videos that show what goes on in the production facilities and the back offices of companies always attract attention.

Behind-the-scenes videos allow brands to showcase their corporate culture. They give customers and prospects a chance to put faces to names. Plus, these videos show the human side of a business, which most people are looking for today. It is best to have a purpose for each behind-the-scenes video you produce. For example, a meet the team video could highlight the qualifications and experience of employees. A video explaining how a product is manufactured could emphasize quality control. However, behindthe-scenes videos need to look as natural as possible. So, it would be best to avoid making videos that are too obviously staged. 6. Vlogging do not always need to have the production quality of a Hollywood blockbuster. Indeed, people have become used to watching amateur videos of all kinds on YouTube and other platforms. So, you could produce vlogs with little more than a smartphone and cheap camera that would engage the audience and be widely shared.

A corporate vlog could document the development of a new product, production facility, or other projects. You could produce a series of vlogs documenting a day in the life of various employees. The great thing about a series of vlogs is that one leads onto the next. So, there is always a reason for viewers to tune in next week or month. Vlogs are another excellent opportunity to showcase the human side of a brand.

7. Tutorials

Tutorials are a great way to gain people’s trust and demonstrate your expertise. And remember, tutorials do not always have to be about your products. You can also produce more general tutorials around the niche in which you operate. Tutorials and how-to videos provide you with the

opportunity of delivering value to your target audience without asking for anything in return. So, this soft-sell form of video marketing is excellent for brand awareness and building a loyal following.

Product tutorials also demonstrate your commitment to your customers and showcase your products too. Showing people how to use your product could also reduce customer queries and support calls.

8. Webinars

Webinars combine the immediacy of a live event with the longevity of a content marketing video. In the first place, you can ask people to sign up to watch the webinar, which will add some new names to your mailing list. Then, you can later republish a video recording of the event on your blog and YouTube and send a copy to subscribers.

Webinars can take many formats, some of which are discussed above. For example, you could host live questions and answer sessions, interviews, panel debates, product demonstrations, and tutorials.

The above are only eight of the video content marketing possibilities. There are many other formats and variations of these ideas that you could use.

The critical thing to remember is that video is becoming what people expect to see on websites. And it is a potent marketing medium. What’s more, it is possible to produce professional-quality videos for a modest price. So, next time you are wondering what to create next for your content marketing campaign, don’t just think about blog posts; think about videos, too.