What Marketers Can Learn from the Navy’s Video Recruiting Strategy (Ep. 174)
“The Few, The Proud, The Marines.”
“Be All That You Can Be.”
“America’s Navy — A Global Force for Good.”
We’ve all seen recruiting advertisements for the US Marines, Army, and Navy, but how often do you see their ads outside of television?
Not very often, right?
Historically, these military branches have spent up to 70% of their marketing budget on television commercials…
…but that’s all about to change.
After years of sticking to traditional advertising channels, the Navy tested a new video campaign on YouTube…
…and the results were “blockbuster.”
How to Create a Powerful Customer Testimonial Video (Ep. 173)
There’s a reason why so many businesses are using both video and testimonials: because they work.
And when you put them together, you have a marketing asset that brings more traffic to your site, builds trust with your audience, drives social shares and increases conversions.
But creating a great video testimonial isn’t easy — it takes a great investment of time and effort. However, a well-made video testimonial can be one of the most valuable pieces of content that you’ll ever create.
So how can you ensure that you create the right testimonial video, the first time?
Discover The Early Adopter IGTV Opportunity (Ep. 172)
There’s a major marketing opportunity available on Instagram if you’re willing to share helpful content and take immediate action.
For the last 3 months, I’ve been telling you about the early adopter advantage of using IGTV and the open window of opportunity for extra marketing exposure.
As a digital marketing futurist that’s been seizing digital marketing windows of opportunity for 20 years, now is the time you should be creating business videos on IGTV.
– In June 2018 (when IGTV launched) Instagram reached 1 billion monthly active users
– People spend 5x longer on Instagram when they’re watching videos
– IGTV allows creators to publish long form videos (10 minutes for standard accounts, 60 minutes for verified accounts)
Discover Your Target Customer’s Language of Love (Ep. 171)
Have you heard of the renowned book, The 5 Love Languages?
It outlines 5 ways to express and experience love: receiving gifts, quality time, words of affirmation, acts of service, and physical touch.
Author, Gary Chapman, theorizes that each person has one primary love language and couples who communicate using their partner’s preferred love language can experience a more healthy and affectionate relationship.
Makes sense, right!?
So when YouTube surveys their audience of 1.6 billion users and discovers that people are 3x more likely to prefer watching a YouTube tutorial video than reading the product’s instructions…
…we know that there’s a high likelihood of video being your target customers preferred way to learn.
In other words, it’s their love language!
How to Create a Hub and Spoke Content Marketing Strategy, with Mike Huber (Ep. 170)
Creating a content marketing strategy that generates results is a puzzling endeavor for many businesses.
In fact, a recent study discovered that 70 percent of marketers lack an integrated content strategy. But we also know that 82% of buyers want nothing to do with a salesperson until they’re ready to buy.
So how can you create a content marketing strategy that educates prospects about their problems, warms them up to your solution, and persuades them to purchase from YOU over your competitors (without relying on salespeople)?
Try implementing the “hub and spoke” content marketing model.
Let me explain.
How to Use Geofencing to Optimize Your Digital Marketing Campaigns (Ep. 169)
Geofencing is a unique marketing boundary that, when customers enter it, allows you to send them specific targeted messages.
Let me explain.
Imagine if your business had an invisible fence with a 5-mile radius.
Whenever someone passes through your fence, they receive a location-triggered alert or deal that makes them considerably more likely to stop in and shop.
That’s how geofencing works, and it’s an effective way for businesses to use hyper-local targeting to get their message or offer in front of their target audience.
Todd’s Speech In Minneapolis: Using Video To Sell Products at Faster Rates (Ep. 168)
If you had 2-minutes to explain your product or service to someone, could you get them to buy?
Unless it’s extraordinarily simple, the answer is probably “no.”
The more complex (and expensive) your product or service is, the more information your prospects need before they feel comfortable buying.
But 82% of people want nothing to do with a salesperson until AFTER they’re ready to buy.
So if you’re relying on your sales team to communicate the essential information about your product or service to your prospects, then you’re probably not seeing as much success as you’d like.
How to Get a Ton of Free Publicity Using Newsjacking, with David Meerman Scott (Ep. 167)
Getting publicity doesn’t always have to be expensive.
In fact, there’s a new word that just got entered into the Oxford English dictionary, and it could be a cheap solution to your publicity problems.
It’s called Newsjacking, and it’s a fun and simple way to attract more attention to your business without spending an arm and a leg on advertising.
News stories break every minute of the day, and the media is often scrambling for people to quote, and you want to be that person.
So how do you newsjack?
How to Turn Customers Into Your Marketing Army, with Jay Baer (Ep. 166)
Every business cares about word of mouth marketing because it’s the most effective form of business growth.
The problem lies in the fact that very few businesses have a strategy for it. They just assume, “oh, our customers will talk about us if we give them a great experience.”
But will they?
And if they do, what story are they telling?
My guest on the podcast is marketing expert, Jay Baer. Together, we talk about his new book, Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth.
How to Use Video to Train Your Global Sales Team (Ep. 165)
Getting your sales team aligned with the same pitch can be difficult when they are spread out all over the world.
And it’s frustrating for sales managers or directors to hear that their sales representatives are miscommunicating the value of their product or service, handling objections differently, or going off script.
Maybe you have a national sales conference once a year, or a bi-weekly conference call to help train your team, but what if that isn’t enough?
How do you standardize the training process to ensure that your entire sales team is operating on the same page?