The Big, Fat Problem With Outsourcing Your Company’s Video Marketing

If the title grabs your attention, it’s for good reason.

Perhaps, right now, you spend thousands of dollars a year on video production and don’t have much to show for it. Or maybe you are looking to start a new and exciting journey of video adoption in your organization and are wondering where to invest.

Well, if you fall into any of these categories, I think you will appreciate this article. Frankly, this is an issue that hasn’t been publicly discussed enough.

The problem is this: outsourcing your video content is not a viable long-term option.

At least not if you want to experience similar success as other companies that have embraced serious video culture. Companies like Aquila commercialAnd Yale HardwareAnd Advanced Imaging Solutions, And Mazilla companies, For example, but not limited.

Here’s how to determine success in this case:

These companies have high views, highly qualified sales customers, shortened sales cycle due to video content, and more trusting buyers. Not to mention, they have happier and more productive sales and marketing teams.

But, can all this success be attributed to a single factor? Maybe not. However, one thing stands out among these highly effective media companies.

They don’t outsource all their products. In fact, 90-100% of their content was produced by an in-house videographer and using subject matter experts within their four walls.

This leads us to an important question: “Why on earth is outsourcing such a big problem?”

Well, I’m glad you asked. Although I can’t give you one definitive answer, I can give you a series of contributing factors that, once put together, explain the cause of this problem.

And if you stay with me until the end, I’ll also tell you when you do Must Outsource your video production. As with all things, there are exceptions.

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How To Improve Sales Performance in a Virtual World

As we navigate our businesses during uncertain times — especially since the onset of COVID — one thing’s clear: The demand for a virtual sales process is here to stay.

Buyers have evolved to prefer online, hands-off sales experiences, and if you’re a business owner or sales manager who’s wondering where all your leads have gone and how you can help your sales team improve its performance, you’re not alone. Even the majority of B2B prospects prefer remote sales interactions over traditional face-to-face ones (by nearly 75%, according to 2020 research by McKinsey & Company).

What might feel like an impediment to our current sales models can also be an opportunity to get a leg up on our competition; it’s not too late to regain control over your sales strategy — virtually.

Whether you’re looking to improve your current virtual selling game plan or build your business’s online selling strategy from scratch, these tips will have you selling remotely in no time.

Here we share with you ideas to improve sales performance in the way we teach our clients. These methods have helped them grow their revenue by millions and develop their business’s sales strategies, despite buyers being even harder to reach.

These tips include:

  • The biggest secret to getting today’s virtual-first prospects buying from you.
  • How to use video in your sales process to improve sales performance.
  • How a better approach to virtual selling can help your sales team drive sales performance.
  • How to lean into self-service tools on your website to boost sales performance all hours of the day.

Are you suffering from poor sales performance? Are you ready to gain a deeper understanding of what you need to do to get more sales rolling in and grow your business virtually?

Here’s what to know.

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Why Trust Is the True Currency for Any Business

Trust is a founding principle that transcends all industries and markets. Principles have neither beginning nor end.

If you ask someone if Facebook or Google will be an essential part of their business success in 25 years, they’ll say they really don’t know.

However, if you ask someone if trust is going to be an essential part of their business success, they will say, at all.

Facebook is a platform, a tool. Tools come and go as markets change.

Even Google, which we’ve seen become firmly entrenched at the top of the search engine market, is just a tool.

Trust is a timeless principle.

It has been vital to success for centuries and will remain so for many to come. When we talk about success on a platform – when we talk about ranking well in Google search or Strong presence on Facebook – We’re really talking about trust.

Do buyers trust what you say? Do they trust your expertise?

If yes, then the platforms will reward you.

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9 SEO Best Practices for Stronger Organic Traffic in 2022

If you’re a business owner or lead a marketing or sales team, you know that increasing your website’s visibility can make or break your sales numbers and revenue.

According to recent research by HubSpot, 75% of users never scroll past the first page of search results. This means that most people searching online find what they’re looking for immediately, and when your website doesn’t rank as well, it’s harder for your prospects to find you quickly, if at all.

If you want to increase traffic to your site and attract more leads, search engine optimization (SEO) is an important way to do this. But in the age of content overload, how can you really distinguish yourself from the competition?

In this article, we are going to go over:

  • A powerful way to improve search results most businesses aren’t using. 
  • How to get better search engine optimization for your website with SEO best practices.

While we understand how important it is to drive website traffic to your website — after all, more traffic equals more visibility — we also believe it’s important to focus on the right traffic. Sure, you can find common SEO best practices pretty much anywhere, but we teach SEO to our clients a bit differently.

Want to brush up on SEO basics, but also learn how to improve your traffic, leads, and sales by adopting a simple framework that has helped our clients generate millions in revenue?

Here’s what to know.

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What Does a Great Inbound Marketing Website Look Like in 2022?

When I was 10, I built my first website.

It was a single page dedicated to the anime series Sailor Moon and, to use a phrase from that era, it was “the bomb.”

It had everything you’d expect from a glorious web presence of the late 1990s and early 2000s.

It was built on the pioneering, but now defunct Geocities. There were animated looping GIFs I saved from other websites, large slow-loading images, and background music that auto-played at every refresh. Then, we can’t forget the unreliable “site visitors” count, and, of course, the same static, generic information about the series you could find on hundreds of other fan sites.

Today, it’s laughable. But, if we’re being honest here, it was pretty on-par with most websites online at the time.

Fast forward 20-odd years and, thankfully, the web space has dramatically changed, and not just because websites now live in our pockets rather than just on chunky desktop computers in our living rooms.

Who we are as consumers has changed as well, and marketers need to take notice, especially when it comes to their inbound marketing web design, but it’s natural to be confused. There are so many different content and design practices to consider and evaluate.

What do users actually want to see? What content do they want to read? What features will help you convert more leads? What design can help you close more sales?

Answering these questions and launching successful inbound websites is something that we’ve helped hundreds of companies with in the last decade, and I personally have participated my hand in strategizing.

So, in this article, I will:

  • Summarize how websites and user behavior have changed in the past decade
  • Share 9 features of a great inbound marketing website design
  • Showcase examples of these features in action

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A Weekly Onboarding Guide for Your New Content Manager

As you start out on your They Ask, You Answer journey, you’ll certainly be eager to begin seeing results. The most consequential step you’ll take in this whole process (other than choosing to work with IMPACT) is hiring your content manager.

As fast as you want to move, this is a hire you have to get right. (If you’re still looking for the right candidate, this course will help you interview and hire the best fit for your company.) 

But if you’ve moved past that step, with an accepted offer and a penciled-in start date for your new content manager, you’ve now got another challenge: How to get this person up and running to be the voice of your company.

The good news is this: Within four weeks of the day you hire your new content manager, that person should be fully onboarded, producing three articles per week and confidently representing your brand in written content.

To get to that point, this new employee needs a balance of training and support. If you follow the right steps, your content manager will feel challenged and accomplished without feeling overwhelmed.

So, how do you get your new content manager comfortably situated in their new position?

The key is frequent touchpoints, supportive accountability, and trust. 

  • Make sure you’re checking in regularly — once a week formally, with frequent informal checkups in between.
  • Make sure this person is clear about what they need to produce, as well as the process they’ll need to follow to produce it.
  • Make sure this person feels trusted to figure out their own way to produce content and to develop their own writing voice.

Micromanagement and impatience could lead to an unhappy, unproductive employee, so do your best to get this right. 

This article has everything you need to get your new hire onboarded:

  1. A deep look at the “why” behind the onboarding process.
  2. How to prepare your company for the cultural shift that a content manager represents.
  3. A week-by-week onboarding guide so your new content manager doesn’t miss a step.
  4. Essential relevant resources to round out their learning.

If you’re about to bring on a content manager, bookmark this page. You’ll want to come back to it to check your progress.

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What Is a Learning Center and Why Does My Website Need One?

There is a good chance that your business blog will be bad.

Lots of companies totally miss the mark in their blogging style. I’m here to tell you now that what many of them are doing is wrong.

Oftentimes, organizations see their blog as a place for occasional ads and other kind content like Meet the newest members of our team! or Summary of the annual fundraising.

We need to reimagine what a blog should be.

Now, I’m not saying these topics aren’t important – I’m saying that Not likely to resonate with your target audience. In other words, this content will not make it easier for your customers to buy from you.

To actually impact your revenue goals, your blog should only accomplish one thing: Educate your customers about what you’re selling and why they should buy it.

This does not mean that your blog should be filled with ads for your offers. Ads are biased, and only offer one solution to a customer’s problem.

No, your blog should contain factual and honest content that helps your customers make the right buying decision for them. (More on this in a minute!)

However, when your blog is viewed as an educational resource, you quickly run into another problem. How do you organize all this content in an intuitive and easy-to-navigate way for your site visitors?

At IMPACT, we help our clients create ‘learning centers’ on their websites to solve this very problem.

In this article, I’ll cover the basics you need to know about learning centers:

  • Why useful content is the best way to connect with customers.
  • How the Learning Center helps your visitors find the information they need to become customers.
  • How do you add a learning center to your website.

Let’s dive in.

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Who Should Be On Your Content Marketing Team? 5 Critical Positions

Something magic happens when businesses find and hire the right content marketing team. When the team is finally in place, and the content creation process is figured out and chugging along, that’s when the traffic, leads, and sales begin to really take off.

Putting these teams together, however, isn’t always as straightforward as it might seem. It’s important to have the right people in the right roles from the start — at least if you’re going to see the type of results you’re looking for.

Many of the business owners or team leaders we speak to aren’t confident about which content marketing roles they really need to hire in-house, which they can hold off on, and what skill sets should be paired with each. But, over the years, we’ve worked with hundreds of companies to grow their businesses using the They Ask, You Answer approach to inbound — and we’ve helped our clients put together some incredible content marketing teams that have generated big results.

We’ve seen these content marketing team structures work for our clients, who have grown to generate millions in revenue, and we’ve also seen these content marketing roles work for our own growth here at IMPACT.

So, whether you’re ramping up your content marketing efforts in general or implementing They Ask, You Answer for your business, a strong content marketing team couldn’t be more important to your success.

In this article, we address what you need to put together the best content marketing team possible, including:

  • Why you need an in-house content marketing team.
  • The ideal content marketing team structure.
  • The one step you must take before hiring anyone for your content marketing team.

Ready to finally succeed with content marketing by hiring perfect-fit candidates for the exact roles you need, and avoid hiring those you don’t?

Here’s what to know.

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