Why do you hire a milkshake?
What is the job of a milkshake? This is how Clay Christensen, professor at Harvard Business School, explains his theory of the “Jobs to Be Done”, a product development activity that focuses on an action or activity done by a human, and on what is the real cause that triggers that activity. Once this is clear, the focus of the product development should be on how to make the activity as effortless as possible for a human being.
Starting with this in mind we though: why do you hire an online marketing person?
What is the real job-to-be-done of an online marketer?
Our step two was then asking ourselves the following question: are we really keeping in mind the real cause that triggers a user to open a browser and search for something when we plan our online marketing activities? Do we really have the user in mind, and do we know why, to use Professor Christensen words, the user is “hiring the browser”, or are we instead out of focus? To answer this question, we took a step back, and looked into how a user in 2020 wants to engage with content.
So, how?
We started browsing, looking for reliable sources that would tell us how a user acts to satisfy the same need, learning and finding information.
We started with the oldest way to learn, schools, and found some interesting facts, just to give a few examles:
- 48% of students are taking at least one class online. The most important reason is for convenience and flexibility (Bestcolleges.com)
- MBA programs that want to survive and remain profitable have to offer an online option
- There is a whole set of new way to learn through videos, Udemy and Coursera are just a couple of examples
After this, we looked into what is the type of content that users like the most:
- 90% of customers report that product videos help them make purchasing decisions (Forbes)
- A single minute of video content is the equivalent of 1.8 million words (James McQuivey)
- 68% of people prefer to learn about a new product through a short video (Wyzowl, Hubspot)
- Landing pages with videos lead to 800% more conversions (Single Grain)
All these numbers made us understand that if we wanted to bring value, we had to develop a tool that focuses on what people want to find, short video explainers. Thinking about it through the eyes of the “job to be done” theory, it makes complete sense: short videos are the easiest way for to learn about something, they do not require much effort from the user, they combine two senses and they require a short amount of time to invest in the learning purpose.
Luxyfer is Born
So, we decided to devote all our energy into short video explainers optimization. The next step was to look around and see what was already there, and (surprise!) we found the most of the focus was, and is, on the main platform for videos, Youtube. Nothing wrong with that, but does Youtube give a marketer all the needed features to optimize a video also outside of Youtube? What if a user searches on Google instead of Youtube?
That’s how Luxyfer was born. An easy and effortless way for the job to be done of an online marketer.
A platform that focuses on video optimization for organic SEO, using an advanced algorithm that automatizes the optimization of SEO parameters according to specific keywords. In other words, we automatically insert hundreds of metatags that result in boosting your visibility and bring your video on top of the SERPs.