One of the most lucrative opportunities in video marketing today is local video marketing. By this I mean finding offline clients that need customers and selling them your online video marketing expertise. It sounds easier than it is, but it is pretty easy.
To get started building a portfolio of clients, you might offer your services for free to a local charity. They would probably be grateful, and you would feel pretty good too. A non-profit can be a real goldmine of community connections. You might just hit the jackpot in terms of recommendations, while acquiring valuable experience.
After that, you could select, say 2 – 3 new local businesses and help them develop a video marketing campaign, create their videos, distribute them and then report your results. This can be a great way to develop a trusting relationship and develop a long term relationship with the business.
Granted, this is all work you’ll be doing on spec, but the odds are good that these gambles will pay off. (unlike betting your rent at the dog track)
Word of mouth is a great way to get business, often the best clients are ones I met through a mutual acquaintance or upon striking up a casual conversation with a friendly stranger. The point is to be open to possibilities and have an “elevator pitch” at the ready. An “elevator pitch” is a brief 30 second description of what it is that you do, and who can benefit from it. You never know when you’ll have the opportunity to sell your services, so be ready!
The local chamber of commerce is a good resource for selling your marketing services as well. If you contact them about presenting your business services at a chamber of commerce meeting, you may get the opportunity to spread the word to your local business community as a whole. If you do get a spot presenting, be sure you are prepared to answer the questions that may arise, and have promotional materials ready to distribute. Often times, a good strategy is to present some educational content around internet video marketing to the group. You will be seen as an authority on your subject and it may lead to other presenting opportunities. A quick slideshow on the 10 most asked questions about internet video marketing is a good way to get people’s attention.
While it’s hard to get free coverage through a press release in your local newspaper or magazine, there are ways to increase your odds of being “discovered”. Read local publications on a regular basis. When a relevant article or story is published, make a note of the author. Contact the author through the publication and send him a copy of your press release with a note saying how you thought “this would be a great complement to the recent piece you did on” whatever. Again I reiterate that this is not the quickest way or the easiest way, but a free blurb in the paper or a local magazine can generate a great buzz about your services.
You’ll find the addresses of most local businesses in the Yellow pages or local directories. Many times the local chamber has these addresses and business contact information available for the local community. A clever postcard describing your services or a special rate for the first 10 businesses to respond to your mailing is a great way to get a clutch of work and can have a long lasting effect.
Create a Community Portal
If you have a website, consider using a portion of it to create a local interest hub. Optimize the pages for local searches and include stories about your local work as a video marketer. Include educational content and feature a high value report or guide about video marketing that you have created. This site can serve several functions, as a place to offer specials and gather email contact information, as well as a portfolio and space to feature testimonials from happy customers.
What to Do Once You Have Customers
It takes 5 times as much money to acquire a new customer as it does to retain a current one. And, 80 percent of your business comes from 20% of your customers. Obviously, caring for your current customer is worth the effort. Maintaining contact with your current clients enriches the relationship you have with them and fosters trust. If you keep in touch with them, they are likely to talk about you when networking with other companies. You should contact them by email or by telephone on a monthly or weekly basis. Creating a schedule for contacting your clients is a great way to remember. You might also create a newsletter specifically for your clients, letting them know what you are working on, and what is going on in the industry. Be their go-to source for any internet video marketing information they may need.
While these are just some ideas, your local market and business community will dictate your exact strategy for getting offline local video marketing clients. Good luck!