A lot of marketers who weren’t using videos in 2021 started including video in their marketing strategy for 2022. To help you get better results, we ask Cliff Coelho StoryDriven Video to share his video marketing secrets.
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How to Make a Marketing Video
Cliff: One of the biggest problems that businesses are facing is that they’re putting a lot of content, whether video or blogs, and a lot of that content is ending up blending into each other because they’re doing the same type of content. For example, if you go on LinkedIn, you will see a lot of “how-to” videos because that’s what businesses think that their ideal customers need. Unfortunately, all of it blends into each other.
How to Make Video Marketing Work for Your Business
Cliff: Start with the hook. You have 10 seconds to really get someone interested. And then go into the emotional engagement and then lead to the logical justification.
The first 10 seconds is critical. That’s where the reptilian brain jumps into gear.
Cliff: To get someone’s attention within the first few seconds, you need to identify the story that they’ve already created about their pain point in their own minds and then put your value proposition forward.
The key is to understand your audience really well, not just the physical pains that you solve for that. For example, if you’re running a B2B service, you don’t have to just understand the business impact of the problem that your audience is facing. Someone is struggling to get leads, and that’s affecting their sales.
That’s not the only impact, there is another level of impact, which is the emotional level. As humans, we are conditioned to think and make decisions emotionally. It’s only after the decision has been made by emotion that the justification happens through logic. Once you’ve done that, you’re able to put your value proposition forward: what your solution does for someone.
It’s also important to know which hook works with different segments of your audience. A hook for someone who’s aware of their problem may not be the hook for someone who’s not aware of what their problem is. For example, if you’re selling weight loss or a ketogenic diet, the people you’re selling to might not know what is the thing that is causing them to gain weight so even though they don’t overeat, they’re still gaining weight. You cannot sell them a ketogenic diet straight away. You have to educate them first about the problem because they’re not aware of what’s causing it.
When someone who’s already aware of what ketogenic diets are, there’s no need to waste time on talking about why you need to get into that kind of diet you’re selling. You can skip that point of the hook used for someone who doesn’t know what’s causing them that problem.
It’s not necessarily about generating loads of content and hoping for the best. For B2B, it’s about having a few core videos that allow for you to understand what that business is and what their sales process is like. If you do have different market segments or different people that are at a different position in the buyer’s journey, it’s better to focus on the green field customers—the people who have never heard of what you have to offer and then using the videos there or having different videos for each funnel.
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How to Make Sure Your Videos Suit Your Target Market Segments
How do you make sure that you have the same quality message for different market segments?
Cliff: You need to have a message that resonates with the three segments:
• Cold audience: people who don’t understand their problem and don’t know who you are
• Warm audience: they know what the solution is
• Hot audience: they know about the solution and they know about you
For our clients, we start off by giving information and value upfront through what is called an empowerment video.
Cliff: An empowerment video is not just giving information for the sake of giving information. It’s more about changing people’s beliefs about something that gave them hope, that there’s a better way of doing things.
Most people who start a business do so because they saw that the existing solutions were not working or they had a vision for something better, faster or cheaper.
Through the empowerment video, while you’re giving information, you’re also changing their perspectives in the sense that you’re telling them that so far you thought that this was the only way.
I’ve used practically just one video in my business right until a couple of months ago. The more you create, the better chance of having more reach. But that reach doesn’t necessarily mean conversion.
Just because you can get your message in front of someone doesn’t mean you’re bringing them any closer to doing business with you. You need to create that change in mindset, perspective, and belief.
That comes from the emotion that they have associated with their pain point or their aspiration. Once you’re able to change that, you can send them further down the funnel, where you’re educating them more about your solution and your brand, creating that connection to your unique story.
An empowerment video does that. It educates the audience in a way with the intention of changing their perspective towards the problem or aspiration that they have.
Cliff: For hot leads, you can create a retargeting video, such as a 30-second video showing the features of your products or services to someone who is comparing prices, features, etc. You put an amazing offer in front of your hot leads, and they take it.
Do I have to be in my marketing videos?
Cliff: Most of my clients have the same issue where they feel they’re not ready for the camera yet. Even the professional public speakers feel like they have to get everything right in one take. A lot of business owners struggle with getting in front of a camera. But videos are no longer a nice-to-have. It’s a necessity.
I know I’ve got a great business but I started off in mom and dad’s garage as an overweight teenager. I saw ways that you could automate businesses better and make businesses more efficient than what they’ve been done in the past.
I thought I’ve got to be able to talk to people and have the confidence to do that. I said I’m going to make a YouTube channel, so I went and bought $8,000 worth of video making gear—cameras, five different lights, green screens, display monitors and microphones—but it didn’t film itself.
My personal belief was that I have to lose weight and to be healthy to have the confidence to be on video. So I read a bunch of personal development books, spent 10-12 hours a week in the gym, and changed my diet from having alcohol, meat and complex carbohydrates to pretty much raw vegetables, and I haven’t looked back.
Cliff: Your first video is going to be bad. It doesn’t matter how good you are at videography. Even if you’re a presenter, your first videos are going to be bad.
I re-recorded the first 12 episodes of Business Built Freedom. They’re cringe-worthy, so I removed and re-recorded them.
Cliff: Also remember that it’s not about looking good in front of a camera. Focus on the problem that your ideal customers is facing. Will they benefit from what do you have to share with them?
Even if you think you weren’t amazing but the message you’ve delivered is strong and powerful and you think it will solve a problem for a client and possibly change their perspective on something, you should publish it. Once you do that, you’re letting go of control. The worst that you thought could happen has happened.
And you realise people are mostly very supportive. Your next video gets slightly better and you get more feedback, and that becomes a self-fulfilling feedback loop Sometimes you might not get feedback. It’s like a lot of content doesn’t really get anywhere, but at least you’re learning through a process.
The path that seems the hardest is always a path that you should be taking. If you freak out with the thought of being on video, that’s exactly what you should be doing. You definitely grow as a person.
When I published my first videos, people were saying, “We could never do that.” My biggest regret was not putting my hand up more to ask questions when I was at school. If I put my hand up, I would have learned more and I probably wouldn’t have looked stupid.
Maybe in your recorded video, you might look stupid but you would have learned more and that’s what’s important.
Showing You in Your Videos
We’re not all TV presenters. We don’t all talk in a monotone voice. In our podcast and YouTube channel, we try to sprinkle some sexy on it. It’s a dry subject most of the time, so we try to make things fun. Visit our YouTube channel to know what I’m talking about.
Some people say they would never do that or it sounds so unprofessional. But I don’t want it to sound like a safety video.
If people aren’t interested in your quirkiness, your approach or your sense of humour, you’re probably not going to want to work with them.
Creating a StoryDriven Video
What to Expect
Cliff whelps his clients identify their message. A week before the recording, he will sit with you and ask you about the things that draw people to do business with you and he will condense that message into what it needs to be without telling them what it is.
The team of StoryDriven Video will give clear instructions on everything, including branding and clothing.
On the day of filming, Cliff will talk to you. A typical interview lasts about an hour, and he condenses it to a three-minute video that gets you more visibility.
Do you want to tell your story?
Have someone who can massage it into something that’s going to be a masterpiece that you’ll love for years to come.
If you like this episode, head over to iTunes and let us know what your thoughts are. Stay good, stay healthy and start cracking out some videos.