In this update we’ll take a peak at the management consulting ANZSIC category in Melbourne, and see how well it’s using web marketing videos.
The Industry Defined
You’re a pretty broad church as ANZSIC categories go in Melbourne. There’s around 3000 business in Victoria falling in this category sharing $2.2b of revenue in 2014/15. (Ie 26.8% of the $8.1b Australian total).
At top end of town, offering full service to big corporate is Deloitte, KPMG, Accenture and Price Waterhouse who together account for 25% of the market. Then there’s a mid tier including the likes of Enst and Young, Mckinsey and Mercer. The other 2,992 businesses in this category are pretty small according to IbisWorld (2014). Many are sole traders. Regular business coaches through to quality assurance or OH&S specialists, HR or IT consultants, and many verging on or merging with financial services, but the category does not include accountants or lawyers.
A Communication Challenge
There is one thing you all have in common. Whilst you offer the carrot to your clients of operational efficiency and better business processes, you largely sell your, bespoke, self. Face to face communication is paramount and you need a good bedside manner to build strong and personal client relationships. YOU, are what your clients buy, and they are not always sure at the outset, what they’ll get. You’re products are not always so tangible. You know though that the lifetime value of client can make all the marketing effort worthwhile.
A survey of Melbourne Management Consultant Websites
I did a quick survey of 20 of the “other 2,992” businesses websites, picked out using Google Maps, from CBD through to Melbourne east and southeastern suburbs, to get the look and feel. Mostly straight forward, typical websites. Functional and less concerned with fancy graphics, sliders or programming. A brochure with a contact form at the end.
Only 10% of Melbourne management consultant websites had videos clearly present on one of the main pages. That surprised me since it’s such a good way to start building trust from your first point contact – your website. By comparison, 76% of B2B marketers in North America use video as part of their content marketing. 51.9% of marketing professionals worldwide cite video as the type of content with the best ROI. (Emarketer 2013).
Testimonial videos like this:
Web video clips are a great way to build confidence that you will deliver on your promise. Of course we select loyal clients who are camera friendly to say great things about us, but they wouldn’t say them it if they wasn’t true!
Explainer videos are a good way to communicate the benefits of a more complex service. It can overcome the client’s mental hurdle of having to find out why they should go with you instead of the next person in the list.
Website Welcome Clips
Similarly, a video like this on your home page is low cost to produce but is a great way to break the ice.
There are risks. There’s lots of amateur videos on Youtube done too quickly and which don’t help the business’s brand or sell a coherent story. It’s worth getting help, to get it right.
Marketing Video Production Offer
So what do you think? Could you be missing an opportunity? Let me make it easy for you. Here’s a limited offer to get you going with a template script. Try it to get started. Give me a call and we can have it done in a week.
By Keith Rhodes, Director, Clips That Sell.