by Debbie Bateman
I’m sure that you know how important networking is for connecting with potential customers. When we need a product or service, we all tend to ask someone we know for a recommendation. The advantage of this approach is that it gives us confidence in the quality of the product or service being offered. If the person we know was satisfied, we believe we will be satisfied too.
It used to be that word-of-mouth spread by phone or face-to-face contact. Nowadays it spreads by the internet and the message reaches an exponentially increasing audience. Thanks to social media for business, satisfied customers can share recommendations and business owners can share their expertise with a huge audience.
The key to sharing expertise and winning new customers is to provide value-added content. It demonstrates your expertise and it makes people happy because it solves a problem. Video is a great platform for this purpose because it grabs people’s attention.
But what is value-added content? If you figure out what your customers need to know and give that information to them, you are providing value-added content. For example, a lawn care service might explain how to remove fairy rings. A roofing company might explain how to tell when a roof needs replacement.
Customer recommendations and value-added content are good, but what if your marketing budget is limited? You may think that you can’t afford videos. The driving force behind all social media is people helping each other. The same force can be used to expand the budget available for video and the number of people who will see the video. If businesses that market to a similar customer base combine their resources and create a video that is shared on all of their social networks, the reach of the message virtually explodes.
Let’s look at a simple example. A butcher shop wants to highlight the quality of the meat it provides. Local chefs want to showcase the wonderful meals they prepare at their restaurant. They decide to join forces for marketing. The butcher shop provides the steak and the chefs prepare a meal—all of this is captured on video. You can almost taste the steak it looks so good. Both businesses share the video on their social networks. The message reaches more people. Both businesses gain new customers as a result and they both were able to stretch their marketing budget. Talk about a win/win.
Here are a few other potential matches:
- a cheese shop and a wine shop
- a business offering kayak tours and a nearby resort
- a photographer and a wedding planner
- a realtor and a landscaper
- a childcare service and a yoga studio
There are hundreds of combinations. You already know which businesses fit best with yours because you already network with them. Share the cost, fun, creativity and adventure while increasing your social reach. Let’s find someone you can team up with and together we can create that next great video sensation.