Online Marketing Plan With A $0 Budget
Today, we’re starting a new marketing series focused on marketing plans developed with your budget in mind. The first marketing action plan we’ll be discussing is for those of you that have no money in your budget.
With online marketing, there are two things that we need to keep in mind. We have to give the search engines what they want, and we also need to satisfy the human psyche.
We’re focusing on one of the critical pieces of an online marketing today with any small budget, video blogging. There are some finite ways to capitalize on video blogging as it relates to your marketing program.
First, take advantage of Youtube. Youtube is the second most accessed search engine in the world, following the king of all search engines, Google. Plus, Google now owns Youtube. So, the content on Youtube inherently ranks well in Google search engines.
A second factor to consider when video blogging is that videos allow the visitor to “get to know you”. This is critical, because, unless you are a megabrand like WalMart, people prefer to conduct business with people, making relationships and familiarity critical to the business-client relationship. This satisfies the "human psyche" that we referred to earlier.
Creating a video, as mentioned above, also satisfies the search engines. It gives Google content via the text you post on your website and the video you post on YouTube (much like this blog post-video with text to accommodate it). There are also multiple ways to enhance your video blogging efforts when marketing online. Creating a few good habits from the list below will generate positive results both in the short term and long term.
Keep your videos short. Each video should be under 3 minutes with 2 minutes as your goal.
Follow this simple formula:
1. Introduction – who are you and where are you or where are the people you serve
2. Connect with the viewer – the goal is to get each viewer to identify with you and reach that moment where they say “This video is relevant to me!” For example, “I help homeowners in Northern California avoid foreclosure” or “I sell muffler belts for 1986 Camaros” Whatever your niche is, we want the viewer to realize immediately that this video is for them.
3. Display your expertise – inevitably, you know more about your product/service than somebody searching for your product/service. Let them know that you are the expert they are looking for. Give the viewer a reason to choose you or your product/service.
4. Call to action – Tell the viewer what to do next. The average web surfer is only looking for what they can click on next. So, TELL THEM what to click on next.
Make several videos at a time… It saves you time! Block out 1 hour a week and you can make and post as many as 5 videos.
Topics: FAQs, Bank Processes, Federal Programs, Reasons to Short Sale, Short Sales vs. Alternatives, and SAQs (should ask questions – i.e. what questions “should” the homeowner ask, but isn’t)
Repeat! A visitor that is on your website today, wasn’t there 3 months ago; so it doesn’t hurt to talk about major topics once a quarter. Plus, you now have more videos on the same topic helping you to dominate that search term.
Title it right. Make sure you include your area and a key phrase in your title. For example, if my video is on Wells Fargo’s short sale process, I might title my video: “Wells Fargo Short Sale Process – Phoenix Short Sale Help” or “Wells Fargo Short Sale Process | Phoenix Short Sale Specialist”
Put your call-to-action into your YouTube description. That is, start your YouTube descriptions with “http://yourdomain.com” – make sure to include the “http://” part as that tells YouTube you want a link and not just text. This puts viewers one click away from your lead capture page.
And finally, remember that while you want thousands of people to see your video, you’re still talking to just ONE potential customer.
Your online marketing is crucial to the results that you will see from the website. Directly marketing to your clients by giving them the information that they are looking for will position you as an expert in the field and generate more leads.