As part of the Sales Kickstart initiative, I am profiling 1-3 companies this week doing sales right with online video. I will talk more in-depth about these mini-case studies in my e-mail tips letter. You can contact me via my site or by clicking the contact link above. I will also profile some of these companies at my YouTube channel. Read byline below for more info.
PearlParadise.com is one of the companies that volunteered to share some thoughts about online marketing after hearing about our work trying to help other small and mid-size businesses with their online sales.
Founder Jeremy Shepherd started PearlParadise in 1996 — so he’s ancient as far as dotcoms go! As far as I can tell, he’s tried it all and kept what’s worked and tweaked what hasn’t. The company does what the name suggests — they sell pearls. But they don’t just sell, they educate and they save you money. Although Jeremy tells me that he had okay results with some of his video marketing, I’ll be profiling his very successful work in building out a community of pearl lovers.
Jeremy shared that he ran a user-generated video campaign that received 75 entrants. They gave each blogger a strand of pearls and each created their own video, with no real guidance. That’s pretty sweet, huh?
They then selected one video that they really liked and it received decent traffic. But, overall, he has found that their own videos (educationally focused) seem to get a lot more views than the user-generated videos. We were hoping there would be some funny submissions that might have a chance at going viral, but that wasn’t the case.
Their YouTube channel has around 70,000 views. Jeremy considers it moderately successful, but says that they haven’t put much effort into it over the past couple of years. Not bad, really, for a couple of years of minimal effort. People continue to watch the videos. I think he should add to it from time to time. His travels alone are pretty interesting!
User generated content, especially video, is a pretty hot concept. Judging by the effort made by PearlParadise, it seems like it can be useful, but perhaps not as good as creating your own videos to educate your customers on your area of expertise.
TJ McCue shares online sales and web traffic tips in his Sales Kickstart series. This week is focused on video marketing. You can sign up at his site.