Bob White was the Director of Marketing for ABC Printing. His job was to find customers and his boss, Mr. Growler, was not happy with Bob. Sales were down. Budgets were being cut. One day, in despair, Bob googled, “how to find more customers, more quickly, and with less cost.” The answer was right there at the top of the organic search results: “Use the second largest search engine in the world.”
Bob started reading. People search for things on YouTube more than any other search engine besides Google. YouTube is the second largest search engine in the world. YouTube has over 1 billion unique users each month. Eighty million people in the U.S. watch YouTube videos every day. People remember 20% of what they read and 90% of what they see in a video. Videos are shared on Social Media 1200% more than text articles. Mentioning “video” in the subject line of an email gets 13% more views. Companies using video in their marketing generate almost 50% more revenue than companies who don’t. Video on landing pages makes them more “sticky” for SEO purposes and increases conversion rates 80%.
Bob got excited. Videos were going to be the answer. He pulled out his cell phone and started making videos. He cornered Alice Cooperton, pointed his cell phone at her and asked her to list all the cool things about ABC Printing. He found Bert and Earnie down in shipping and “filmed” them talking about shipping orders. He found Jerry Signfold outside sweeping the sidewalk and made a video about how good ABC Printing looks from the outside. When Mr. Growler saw the cell phone videos, he fired Bob and promoted Ashley Atkins to Director of Marketing.
Ashley sat down at her new desk and on the computer saw an article about using video in marketing. She called Arizona Filmworks and talked to an amazing, brilliant, video professional who explained how companies are now relying on video to communicate their marketing messages and generate sales. She invited the amazing, brilliant video professional to a meeting at ABC Printing. They discussed messaging, demographics and outlined a powerful approach for communicating to their target market. They scheduled a day to film several videos including client testimonials, how-to videos and a heartfelt message from the boss, Mr. Growler.
In a matter of weeks, there was so much business, Mr. Growler had to add a second shift. Revenue soared. Ashly Atkins got a big, fat raise.
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