At some point in the history of the internet, it became cool to call things “dead.” “Oh look, guys, if we say something is dead, it will get more clicks…” “Dead it is!” Yep. That’s what marketers do. Heck, it’s what humans do. We feel like if it’s not polarizing, then it’s not readable, clickable, or news-worthy.
Today, we are thrilled to announce that The Sales Lion will be merging with IMPACT. For years, both teams have had a close relationship sharing the same purpose, passions, values, and goals. Last year, we formed a partnership that allowed our two companies to work together, better educate and service clients, and co-host IMPACT Live 2017. In 2018, we’re making this partnership permanent.
For well over a decade, when we’ve considered Search Engine Optimization (SEO) as a company, usually the first thing that came to most people’s minds was textual content. And although text still rules the day when it comes to SEO, video is having more and more of an impact on our ability to show up in the search engines.
Unfortunately, despite the proliferation of video in the way consumers buy (B2B and B2C), more often than not “video” is a marketing conversation. But in reality, it should be a sales conversation.
Every business—well at least 99% of them—would prefer to have a richer sales pipeline full of qualified leads that are truly interested in your product or service. Over the last 7 years, I’ve given about 350 presentations to audiences big and small, discussing today’s digital buyer and the way things have changed so dramatically for sales and marketing over the last decade. But in a surprising number of cases, many businesses (at least their sales departments) still believe the internet produces “bad” leads—be it unqualified, bad fit, etc.
Studies say that by the year 2019, 80% of the content buyers consume online will be video/visual-based. With such an impactful trend affecting each of us, what are we going to do as organizations to adapt? The fact is, as marketers, we must start seeing ourselves as media companies in order to stay competitive.
Video marketing. It’s all the buzz in the marketing world right now, and rightfully so. Have you seen the statistics? 4X as many customers would rather watch a video about a product than read about it. (Animoto, 2015) 45% of people watch more than an hour of Facebook or YouTube videos a week. (HubSpot, 2016 43% of people want to see more video content from marketers. (HubSpot, 2016) (Source)
Over the last two years, I’ve spent a significant amount of time finding, hiring, and training videographers. We've found and hired video talent to help not only my companies (River Pools, The Sales Lion, and IMPACT) but also many of our clients, all in an effort to learn to do video in-house and ultimately develop a true culture of video within their organization.