Over the past two weeks, I’ve explained how to create videos for your business and given you a format for how to say it and shoot it.
Today, I’d like to expand the scope and give you some context for why you HAVE TO, not SHOULD, but HAVE TO regularly create content, which includes videos, and building a following of viewers, listeners and readers.
Content marketing, of which video marketing is a part, is becoming more and more necessary for B2B businesses today.
And it’s becoming increasingly impossible to generate leads and interest and nurture leads without it. But recent developments in the world by Apple, Facebook and Google have made it even more important.
The events of 2020 have changed many aspects of our world. It changed the way we work and do business, it destroyed industries, spoiled friendships, divided us, made us less trusting of news and outside sources, less trusting of people and personalities we thought we knew, and it showed us the power social media and the corporate billionaires have over our lives.
They want a great reset. This is an opportunity to increase their power and their hold over us.
But we want privacy. We want normality. We want opportunity… and our elected officials are at least pretending to be working in our interest.
And countries around the world want to lock down on Apple, Google and Facebook.
In response, these tech giants have decided to eliminate the only advantages small and medium sized business owners have.
The pixel and the 3rd party cookie.
Yes, they allow these billion dollar companies to track and identify us across the web and across all our devices. Yes, they know everything we are doing at every second of the day and can predict our location and actions two weeks from now.
Yes, they took it too far! Much farther than businesses needed or wanted them to. And they should be in trouble for it.
But… because they are greedy slimeballs, who now are taking action to save themselves, they are penalizing the businesses who provide them with their revenue.
The pixel and the third party cookie give businesses the ability to target and advertise to specific groups of people in order to generate interest, leads and sales.
And the tech companies are eliminating them.
Now, I know that sounds ominous. I can hear you thinking, “Google and Facebook will always have advertising.”
And you are right. But…
Facebook is eliminating the tracking pixel. Google is eliminating 3rd party cookies. Apple has already shut it off in their app store and on Safari. Google chrome is rolling out an update soon as well.
This means that ad costs will skyrocket and it will cost more to get a lead because you won’t be able to accurately target interested people. You will only be able to advertise.
Now, as a business owner, you know generating leads is important. But at a certain price, it’s impossible to afford because it eats into your profit. Profit you need in order to reinvest into your company so you can keep up with changes in the marketplace, add employees and scale, and continue to separate yourself from your competition.
But if your ability to target and attract customers is reduced and restricted, your businesses ability to grow is reduced and restricted.
And that requires you to pivot.
But pivot to what?
Well, a range of things, but one of the essentials is going all in on content marketing and video marketing.
Content marketing will help you build your own tribe of dedicated followers who you can reach out to directly. Through content marketing you can earn their contact information and build a list. That enables you to reach out to them whenever YOU want. No middle man. No restrictions.
Through content and video marketing you will have content about a wide range of topics on your website and cover many more keywords which attract more attention from Google and you will rank higher on the search engines as a result.
Through content marketing you can attract a herd of followers and build a fence around them so you can keep them, count them, engage and reach out to them whenever you want, and profit from them.
And that’s really what marketing is all about.
It’s about building a list of devoted followers who buy everything you sell and stick with you over the long-term.
That’s the holy grail.
But to even get close to it, and be able to pull it off, you have to have a solid content and video marketing program in place.
And when you do, it won’t really matter what Google, Facebook and Apple do to limit you. Because your entire business won’t be relying entirely on them.
You will be in control of your future.