There should be a Tsunami warning blaring. I’m scrolling down my Facebook feed and every post features a video. Every. Single. One.
When I did my planning for this year, I thought, "Whoa, this video tidal wave is growing faster than most of us can imagine." I got a queasy feeling in my stomach, like the time we rode out a hurricane in La Paz, Mexico. You prepare, scramble, stock up and wait for it to hit. At least we had some notice. I think about people who live in areas where they don't always get advance warning of hurricanes, tsunamis or tidal waves.
If you are a woman in business whose success depends on connecting, engaging and influencing your online audience, this is your tsunami warning. As an aside, the basics apply to men as well, of course (hi guys!) Women simply have different mindset challenges around video, and I address some of that here.
We are going straight to el corazon (heart) of the most valuable content out there.
Video. And lots of it.
We're going to call out why you aren't doing this, and why you should be. In part two, I'll go over how to create lots of quality video without losing either your mind or your shirt paying for production.
Gary Vaynerchuk says the future is audio, and maybe he’s right. I’m not so sure. Did I just doubt my man GaryVee? Yes I did. Blogs and podcasts are great (well, some of them are), but unlike images, a podcast isn’t worth a thousand or million words. People multitask while they listen, shredding their attention and retention.
Regardless of what the crystal ball says, the statistics and trends are clear: the one thing 99% of entrepreneurs need to focus on, starting today, is a video strategy.
So why aren’t you?
I know why. After 15 years as an marketing consultant, producer, and creator of online marketing videos for small businesses, I know why you aren’t doing video.
And it’s not because you are too busy.
Especially women. We’ve got our own special designer baggage around being on camera, don’t we ladies? Mindset is almost always why you aren't doing video. I have a separate blog post to help you with video jitters.
On top of that, video is a bit complex, especially to do a decent job. Kind of like most things worth doing in your business.
What do you do when confronted with complexity in your business? Run and hide under your desk? Catch up on your Insta posts because we still can't 100% automate the damn things? (#SOannoying)
Watch someone else's sappy viral videos on Facebook to restore your faith in humanity?
Well, maybe. But AFTER all that, you create a strategy and a system. You stare down your fears, grab them by the, um, tail, nail them to the calendar and get this goodness DONE.
First, some brief statistics that speak for themselves:
Let's talk about why. Why video?
Engagement, pure and simple. People prefer watching videos to all other formats.
My experience gives me a unique perspective in this space. This is a real opportunity for women that make this perspective shift, and quickly!
Let me explain:
The question used to be - how do I get a marketing video done? As in just one, maybe two. In truth, a couple of videos is not nearly enough anymore to remain relevant, let alone lead, in your market space.
Here is the problem:
Most of my colleagues certainly do.
Once they learn about my video experience, I always get questions for advice about what kind of videos to create, how to shoot videos that look decent, what to say, and how to edit.
I have been watching this space evolve for 15 years and I know how challenging it is for entrepreneurs.
These are the typical options. Which one applies to you?
The solution lies in creating a strategy, using a system, and taking action while you can still catch this wave.
It's not too late, and you can start today without disrupting your whole schedule.
How? Start here with our time saving video miniseries - The 3 Biggest Video Mistakes - and How to Fix Them!
In the meantime, if you have questions, I’m here for you.
sources: 9/2017 Forbes "Top-10-video-marketing-trends-and-statistics-roundup-2017", https://blog.hubspot.com/marketing/video-marketing-statistics
5 seconds. That's it.
That is all the time we have to capture attention with our videos.
There are small but important tweaks that can help improve what is called
"retention" - how long someone sticks with your video.
Here is a nice example, one that also illustrates how my background in marketing AND video production benefits our System and our clients. In a script review for one of our clients, Rebecca Reynolds Moore, Founder of InANutshell Consulting, I see that she starts by introducing herself. At first glance, you think, well, that makes sense - and it is a very common way people start their videos.
Then I notice she has a soundbite that starts with "I have a confession to make...." where she details a challenge she had been through that her audience could identify with.
I suggest we lead with that soundbite - this is called a hook.
When someone says "I have a confession to make..." doesn't that make you curious? Who doesn't want to hear a confession? Plus, she's being vulnerable right off the bat, which immediately elicits trust from the viewer.
This was brilliant choice of words.
I'm going to use this hook soon, too! Kudos Rebecca!
So I bet you want to see her video, right?
Check it out here, on her shiny new YouTube Channel. I feel like a proud Auntie. Its sooo awesome to see entrepreneurs diving into video and a real privilege to work with them on this!
To sum up, one rule of thumb for scripting your marketing videos is this - your audience is wanting to know how long its going to take to get to the point.
A hook is like a promise of what's to come. Set up the promise with a hook and then get to the point quickly.
You can also check out my 1 minute video on changing up your first 5 seconds.
All my best -
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Do you remember the messy kid in class? The one with papers flying out of his notebook, always borrowing a pen, shoes untied, and a backpack that hadn't been cleaned out since pre-K?
That's a little bit how you might thinking about video. Its the messy kid in class for your business.
It all seems like a hopeless jumble of steps and confusing gear.
It doesn't have to be that way. Different video are used for different goals, but here are some guidelines to get you going.
Note: This is a long post, taken from our Guide to the Ultimate System for FabVideos, Finally Done. To receive more tips and a free limited time 30 minute consultation on your videos or marketing video strategy, sign up here. You'll be taken to an easy to use calendar to choose your time.
Start working on your mindset around video. I have a separate post around this, because it’s a big deal for most women.
2. Now, get tactical:
Eventually you will want to set up a 3 - 6 month business video content strategy . For now, start with 2 steps:
IMPORTANT>>>>>>Don't forget a call to action that reflects your conversion goal for the video.
Have a podcast? You still need some video. Create a monthly video about upcoming speakers, or the best highlights from the month before. Do a “behind the scenes” video of your podcast set up. I know a woman with a podcast for working moms, she podcasts in her closet to hide from her kids. I totally want to see that - from her kids POV. Have them shoot it, maybe even interview her in her closet. Brilliant, right?
Once you have your list of videos you want to create, here is the key:
3. Batch those suckers.
Set up a day to do your script outlines. Set up a day to practice. Maybe you don't need a day, choose what works for you. Tell us what is different about you and your product. Who is it for? Do not use the same glittering generalities that everyone else in your space is using.
Set up one day to record all of your videos. Get some sleep the night before. Get a buddy to help you.
This is introducing you to the idea of batching your videos, which is the key to eventually creating lots of videos, efficiently.
Success mentor Darren Hardy’s Darren Daily is a genius example. Every single weekday, he sends a short, inspirational video to his email list. He is in the same chair, wearing the same blue shirt in almost every video.
He must have shot a couple of hundred videos over the course of a few days. He has leveraged that to build a huge following online in just a couple of years. Good video content is the definition of a good investment. Shoot once, use a gillion times.
Whatever your flow, ideally you are shooting 10 days before you need the videos to give you time for the edit. (more on the edit, below)
Tips for scripts and shooting:
So that's it! We've cleaned up the messy kids' backpack! Those steps will yield your 3 core business videos and a simple home video setup. There is more to cover about organizing your marketing videos, and posting them, and tracking them - it's all part of the Fab System - but lets start with getting your first batch out the door.
Now, schedule your batch video days, get your bad self in front of that camera and OWN THIS.
Because you know that messy kid in school? He's a millionaire right now with a ton of videos online!
If you have questions, I’m here for you. : )
This is taken from our Guide to the Ultimate System for FabVideos, Finally Done. To receive more tips and a free limited time brief consultation on your videos or video strategy, sign up here. You'll be taken to an easy to use calendar to choose the time that works best for your schedule.
Kala is the Founder and Executive Producer of the Ultimate System for Fab Videos, Finally Done