Marcus Sheridan is no stranger to video marketing. In fact, he’s been called the web marketing guru by some major publications and is the genius behind the RiverPoolsandSpas.com website (the most visited site in the industry). Marcus made a name for himself by doing videos, and while his initial videos were homemade, he has transformed into a video marketing expert.

To help businesses add videos to their company culture, Sheridan explains in his podcast interview what ideas are excellent starting points for businesses, and how they can integrate those ideas quickly to get their video marketing off the ground.

THE POWER OF VIDEO

Videos are very powerful marketing tools today. After all, consumers are no longer reeled in by traditional content marketing and hype. Instead, they want to see it to believe it. Therefore, a company needs to not only tell a customer why they should buy from them but show them what makes them unique.

WHAT IDEAS DOES SHERIDAN RECOMMEND FOR VIDEO CONTENT ON A COMPANY SITE?

1. Product Demonstrations

A product display is very convincing. After all, a customer wants to know how a product works and looks before they buy it. Sheridan points out that product demo videos are better with a qualified interviewer and an “expert.” The expert could be someone on the team that knows the product well, such as a designer or even sales team member.

In the demonstration, the expert is in charge of highlighting the product, but the interviewer is there to prompt the expert with questions. Essentially, the interviewer ensures every angle is covered while keeping it conversational and upbeat.

2. Service Page Overviews

Not sure what videos to start with? Sheridan recommends doing a website audit first. See all the product and service pages offered on the site, then create a video for each one. The video does not have to be long, and it could be a quick overview or highlight of the product. However, having a video there to present a service or product will show the customer just what they could expect if they were to buy it right now.

3. Videos that Answer Sales Concerns

Have sales team members start keeping track of customer questions. These issues can then be transformed into videos with answers and follow up.

By having videos that answer the common questions or concerns of potential buyers, a company will free up time sales team members take responding to these questions, but also could speed up the buyer’s decision process for purchasing.

4. Interviews with Key Personnel or Industry Experts

Question and answer sessions are very powerful, says Sheridan.

These interviews with a key team member or industry expert are important because they display a company’s culture and expertise. For example, an interviewer questioning employees about their job, what they like, and why they work there would be a great starting point for a company looking to recruit talent.

To get more words of wisdom from the web marketing and video marketing guru, follow Marcus Sheridan’s blog at The Sales Lion.

Marcus Sheridan - Content MarketingABOUT MARCUS SHERIDAN
In 2001 and fresh out of college, Marcus Sheridan stumbled across his first business with two friends and began installing swimming pools. Nine years later, and with the help of incredible innovations through inbound and content marketing, Sheridan’s company overcame the collapse of the housing market and became one of the largest pool installers in the US and currently has the most visited swimming pool web site in the world—www.RiverPoolsandSpas.com.

With such success, in late 2009, Sheridan started his sales, marketing, and personal development blog—The Sales Lion, and has since grown The Sales Lion brand to be synonymous with inbound and content marketing excellence while being featured in multiple industry publications, including the New York Times where he was referred to as a “web marketing guru.”

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