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Start before you are ready, they said.
It will all be OK, they said. You know what? They are right! I did a thing. Show #1 of the Monetize Your Midlife Brilliance on YouTube. Livestream baby. Well, no. I wanted to livestream but ran into technical difficulrties. Let's just say YouTube live was glitchy. So I did it again with Zoom. The resolution isn't great. My good mic is in Mexico, where I can't get it for months most likely. (I am in Houston now, more on that in a bit) Better done than perfect, especially at this time! In this video, I cover - Why the world needs to hear from you. Now. What we are learning about building our economic independence and resilience. How to work with the fear even when the uncertainty is relentless. I should know, I’m a COVID-19 refugee in an Airbnb in Houston at the moment, living out of a suitcase. I've also decided to stay, but more about that another time. Practical matters: What sectors are business as almost usual, if not booming? Why is midlife a perfect time for upleveling your life, particularly this generation. If you are a midlife achiever, now is the perfect time to consider building your personal brand and monetizing your expertise online. Finally, what matters in the models of monetizing your brilliance online if you are a consultant, trusted expert, coach, corporate leader or mentor. Start before you are ready. Because guess what - some part of you probably IS ready. Don't starve the inspiration waiting for the stars to align.  Last week I shared a video about why sharing your wisdom on video is crucial right now.
And now what a gift that we have this strong example of Queen Elizabeth doing exactly that. If you haven't seen it, I've linked to it at the bottom of the post. Now, I am not a celebrity royal watcher. I could care less about the clothes and the drama. I lived in London for a bit in college. Recently I watched the entire Netflix series The Crown, yet still didn’t really understand the point of a monarchy in this day. Now I do. Or at least I see what a leader that is above political and religious fray can do for a country. So, what can we learn from Queen Elizabeth’s video for our own videos? How can you connect with your audience in a way that inspires and makes them feel better? Her video is a marvel of leadership messaging. Perspective: If you are in midlife, you’ve survived some challenges. What helped you back then? Is there something in that you could share now? The Queen references her past, I’ll get back to that in a bit. Another example is this: My friend in Mexico survived the 1985 Earthquake in Mexico City. I asked him the other day, what helped you then? He mentioned how the families in his barrio self-organized to help each other. He had stories of how his Tias took turns cooking for multiple families, and people pitched in what they could for the meals. What helped you after the crash of 2008? Or 9/11? Is any of that helping you now? Share those stories. Empathize and inspire. This is very important. People are upset. No one wants to be fussed at when they are scared and hurt. And they also don't need to have their fears activated even further. The Queen acknowledges the difficulty people are feeling, and gently encourages them to not give into despair or negativity. She calls on the legendary resilience of the British people. “Remember who you are”, she’s saying. Here is another part that is a classic example of why video is so powerful: The short clip at 2:18, with the photo from 1940 of her first radio broadcast, as a young girl, from Windsor Castle is brilliant. That photo instantly reminds us that she, and the world, have weathered many crises. For younger people watching that, she is a living bridge to a time that seems very distant from today’s reality, yet there she is, a survivor in a lovely green dress and pearls. How comforting is that? All communicated in a few seconds. Dignity and Authority: The Queen’s presence is a major factor of the power of this video. She’s calm, speaks slowly and clearly. There is no schmaltzy emotional music. In fact, the editing is very simple. Contrast that with most messaging to the very distracted public in today’s world. To get attention, marketers and media channels push on our emotional buttons until they bleed. It is highly manipulative and a great reason to limit screen time. Her Majesty’s calm delivery stands out like a beacon through the noise. I would love to see this understated yet powerful technique become a trend. In fact, this style is an opportunity for women in midlife and beyond. If we choose to claim it, we can convey our power on video. That’s a topic for its own post, but the Queen points the way. You don't have to be as reserved as she is, if that's not who you are. The point is, she knows who she is and isn't trying to be someone else. She is compassionate, authoritative and empowering. She has taken the time to compose herself and her message, without overdoing it or trying to look years younger. She has shared in the past that public speaking was never her favorite activity. She is 93, and I doubt she loves being on camera, but I also would guess that she spent zero time worrying about it for this video. It is 100% apparent that her concern for the audience is at the heart of her message. London’s situation is personal for me. My daughter Jessie has lived there for 4 years, and was to graduate from University of Arts, London, early this summer. The ceremony has been cancelled, like thousands of others across the globe. In the weeks before the lockdown, she debated coming back to the US, but she chose to stay. Jessie would like to live in London after graduation. She has worked very hard to create a toehold there, and would have had to walk away from it to wait out the virus in the US. While of course, I miss her, our daily Zooms are helping both of us. I feel that London is one of the safest big cities to be in right now. The Old Town has seen it all in its 2000 year history, England has a strong rule of law, coming together in times of crisis is in the DNA of the British people. And everything about the Queen’s video reaffirmed my faith in that. None of us has the street cred of Queen Elizabeth, but we all do have the option to slow down, share our wisdom, and appeal to the best part of ourselves, our audience and followers. I'd love to hear your thoughts. All my best to you - Kala Link to Queen Elizabeth's Video and my video: Sharing Your Midlife / Midcareer Wisdom is More Important Than Ever 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.
Hang Ten! Kala 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 - Kala www.FabVideosFinallyDone.com
Did you find this post helpful? Would you like relevant marketing video expertise and information without having to spend hours online?
Sign up below to receive our weekly info and videos delivered to your email.  Apologies to any vegetarians, this isn't meant to promote eating beef. Its a messy desk in a Montana office (not mine, btw)! 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. 1. Mindset 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.  After last week's post, where I pointed out the lack of marketing video on websites of top female coaches, I wanted to follow up with some specific inspiration. Below are 5 YouTube channels from a random sample of life and business coaches / consultants; professional women with different niches, brands and ages. I’m highlighting these to show you that growing your marketing, outreach and education with a YouTube channel is within the realm of possibility for any entrepreneur You do not have to become a YouTube celebrity with millions of followers to see great ROI on a your YouTube efforts. This is a myth; please don't let it stop you. You can improve your clients’ experience, deliver value in an engaging video format, uplevel your marketing communications, and make a difference in your business without millions of subscribers and views. There is a catch, though. You do have to get started, and you have to stay consistent. You have to have a simple strategy and a system for producing your videos. Sound familiar? Every single entrepreneur with growing video presence started with her first video. Every single one. So lets get started! Kylie Carlson Joined Dec 2017 9, 117 views 250 subscribers Kylie is first because of all of these, she's the one I most want you to see. Fantastic new channel from a business coach for creatives. I like this one especially to encourage you to get started now, because look at her numbers below after just one year. She’s connected 9,000 times with viewers, some percentage (I would guess over 70% at least) of them new to her. Can you say that about your email list marketing? Steal this - see how she leaves her bloopers in the welcome video reel? imperfection = vulnerability = instant trust with the viewer. Brilliant, really. Flipping Fifty: Debra Atkinson Joined 6/2013 4,710,541 views 64,000 subscribers Very nice YouTube channel for fitness for over 50 women. Steal this: Debra cross-markets her book with her channel, too, an excellent strategy for authors. This may account for her high number of subscribers. That and also the fitness space is huge for video. Angel Richardson Joined 2010 22,000 subscribers 1.4 million views I love the energy of this channel. Steal this: the innovative, honest storytelling, with simple visuals we could all come up with, in the welcome video. Angel is a smart cookie. Steal this too: An excellent example of leveraging the welcome video to tell her story and sell her journal. Carolin Soldo Joined 10/2013 3700 subscribers 193,000 views Vegas baby! Good example of a professionally branded YouTube channel. Not hard if you have your branding nailed already, and you plan ahead a little bit with a graphic designer. Steal this: Carolin shows the power of visuals and personal branding to show how clearly you can - and should - differentiate your unique brand on video. Her subscriber numbers are a bit low, given the channel is almost 5 years old. This likely reflects a strategy of building a highly engaged following vs. masses of subscribers. Rebecca Vocal Athlete Joined 4/2012 10 million views 71,000 subs Something a little different - a vocal coach. Steal this: I LOVE how she plays the video within her videos to critique the performances - check it out and see if there is a way you could do this in your business. You will get some SEO boost from critiquing high traffic videos. Your turn: Do you have a favorite channel you follow on YouTube? Let me know, I'd love to take a look. 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. .
SET UP A CALL 5 seconds. That's it.
That is all the time we have to capture attention with our videos. The opening line of your Youtube marketing videos is super important. There are small but important tweaks to the introduction, or opening line, that can help improve what is called "audience retention" - how long someone sticks with your video. Here is a nice example. In a script review for one of our clients, Rebecca Reynolds Moore, Founder of InANutshell Consulting, I see that she starts by introducing herself. This makes sense and 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..." aren't we automatically 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 is brilliant catchphrase for a Youtube video! 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 an opening line, or hook, and then get to the point quickly. What opener can you think of that would reel your audience in? Post in the comments below : ) PS I'm very excited to announce we've set the date to open registration for our next group of clients ready to transform their business with video in the next 6 months to set the stage for growth in 2019. Registration opens May 29 for a limited time. We've got fab new packages for different levels of budget and video readiness. One of the best things about our program is its flexibility - you don't have to be ready to shoot the day you sign up. We are growing slowly to accommodate everyone with excellence and will only have 10 - 15 spots available. (Total number for May depends on the mix of packages selected.) Please make a note, tell a friend, or both! After ending a 26 year marriage, selling or donating everything I owned, adopting a digital nomad lifestyle, and generally going on to re-invent my life, I felt a strong desire to help other women with their midlife struggles. I thought about starting an online community for the midlife journey. There is a beautiful way to gracefully navigate midlife and emerge renewed and excited about what remaining time you might have.
Based on my past interests and experience, I am fortunate to know that it is a good idea to test business ideas before you throw it all in. I started a simple website and a blog and made a few videos. I also surveyed some midlife women and interviewed others. My initial enthusiasm began to turn to a creeping sense of unease. Much to my surprise, my audience was not nearly as worried about their potential midlife crisis as I was for them. The real a-ha moment was when I joined a Facebook group for 50+ women. After observing the conversations and patterns in the topics that were coming up, I realized, "This is not my tribe!" That was an obvious problem, because I was considering building a business around helping 50+ women! The Facebook group should have been like a dream portal to lots of new followers. I am not criticizing anyone in that group, there are some very nice, caring ladies there - but the vast majority of them who are struggling have no real intention to change anything about their current situation. I also observed in that group that some of the women enjoy the process of talking others into taking the action that is so obviously the right choice. It energizes them to see the light bulb come on. In other places in society, these people are our master politicians, successful salespeople, 7 figure life coaches and even celebrities. I’m none of those. I'm not a convincer, it's not interesting to me to try to convince people to do what they already know is the right thing. Years ago, I would have written it off and said, "Well, I'm just not good at sales." Have you ever thought that? What I now know is that I am good at "sales", the kind that is based less on emotional persuasion and mountain top motivational moments, and more on showing up, showing proof, adding value, and working hard to gain my real tribe’s trust. At any rate, a couple of years ago, I didn't know any of that, and I wasn’t sure how to proceed. What I did know I wasn’t ready to water down my message and niche on something obvious like menopause, divorce, life coaching or the latest diet for 50+ women. I put that idea for an online community business on hold and moved on to other ideas. Even if you don't know what to do next, never underestimate the clarity that resides in knowing what you don’t want to do! Check out this post for some quick ways to get inside the head of your potential customer. Look around and really get a sense of what's going on in there before you dive into a marketing campaign to try to influence or persuade them. This post features 3 quick ways to get started.
Fab Power Tool for this post:
Fab Videos Finally Done Core Content Marketing Worksheet (download available at the bottom of this post) Is your product or service customer-centric? How do you know? I'm asking that here, in the context of video marketing blog, because the success of your video marketing strategy depends upon how well you know your customer. Its not about the camera, the lighting, or even where and how often you post. This post assumes you don’t have your video marketing strategy, or marketing or sales copy in place. If you do, and you are looking for the first 3 videos you should consider, you can read more here. For technical tips around “What should I say in my videos?” - meaning advice on openers, call to action, etc., please go to this post: (link coming soon). If you don’t have your video marketing strategy in place, stay right here because this post is for you. Lets back up just a bit. If you are a woman starting a business, you very likely got into business to help or benefit someone else. Statistics, and our own observations, often show that women start businesses, yes, to make money, but also out of a desire to make the world a better place. Join any women’s entrepreneur group on Facebook and you will see dozens of women starting businesses due to a challenge that they overcame in their past. I’m a member of a Facebook group for people who are developing online courses. It is probably 85% women, most of whom are creating a course based on a problem they had, and the strategy they used to solve it. So if you are just starting out, you likely you are brimming with what you want to say to your audience to help them. You have an idea for a product or service and you are excited about its potential to benefit others and the world. And that is a fabulous place to start. We’re going to spend a little time pushing on your business model, so if you find yourself thinking, wait, I thought this was a video marketing blog? What does all of this have to do with what to say in my marketing videos? The short answer is it has everything to do with successful video for your business. Video is like an x-ray, if you don’t have a message firmly grounded in solving a problem your customer wants to solve, your videos will have a hollow ring. Let me explain with an example and then we will bring all this back to the question of “how do I know what to say in my marketing videos” by the end, I promise. It is important though that you step back and find out more about the people you want to serve. Can you define them more closely? Are they looking for help? What are they doing to try to solve their problem? Do they perceive their problem the same way you do? You need to test your assumptions. This is because we all live mostly in our own head and reality. Our assumptions may not match up to our customer’s reality or needs. Finally, even if they do need exactly what you have to offer, it doesn’t mean they are emotionally ready to buy, or financially able to do so. If you have a desire to find out as much as you can about your customer’s needs so you can fine-tune your product for them, then you have a good start on creating a business out of your desire to help. If the idea of changing your idea to fit your customer’s reality does not sound fun to you, as was my situation a couple of years ago when I was testing the waters on another idea, that’s fine. Just realize that it is going to be more challenging to build a business because you will have a product / service-centric model, not a customer-centric model. And you want to know that BEFORE you spend a lot of time and money on video marketing. As we teach in the DreamBiz Test drive course (one of the courses I developed out of a desire to help women with little or not experience starting a business) - you start out in love with your idea. What you have to do is fall in love with your customer. And now we answer the question - What does all of this have to do with marketing videos - specifically, what should I say in my marketing videos? Everything. You see, to truly bake video into your marketing strategy, communications and process, you need to be in love with your customer more than your idea. And you need to have that customer-centric approach documented in a Core Marketing Document that feeds all of your marketing communications. This document is like a marketing strategy playground where you define and refine your customer, the problem you are solving for them, their pain points, and what they are doing now to solve the problem. It is also where you collect interview responses - their own words about the challenges they face as it relates to the problem you want to solve. You need to have a collection of phrases that describe the problem your customer has, in their own words. It is where you document customer objections and strategize ways to overcome them. It is where you start to think about the customer journey through your sales process and relationship with your product. It is where you start to collect the top questions they have. Once you have some detailed information about all of that, you will very likely see that a couple of the assumptions you made about your audience need to be adjusted. Again, this is key - you want to know that BEFORE you spend time and resources creating marketing videos. The question of "what to say" in your videos becomes very clear - your scripts will practically write themselves because your Core Marketing Document will provide a map for creating chunks of content that educate - blog posts for example - and writing up short scripts to create quick videos from those. We get into more detail about how to do that in our Video Content Strategy training, which is part of the Ultimate Guide for Fab Videos, Finally Done. (Currently being revised and will be released to our next group of clients in early June 2018). In the meantime, if you don’t have your core marketing or sales copy document, you can download our Fab Videos, Finally Done Marketing Copy Worksheet at the bottom of this post to get started. You can also watch this quick tutorial for some actionable strategies as well. I know this seems like a big assignment, and it will take a bit of time. Don’t get stalled here - it does not have to be perfect for you to get started on blogging and videos, because you will learn a lot about your audience as you begin to engage with them, too. But let me assure you, this document will save you oceans of time in the future, because you will simply repurpose this information over many different content “chunks” over time. For example you can review your blog content strategy plan through a video lens and dozens of ideas for short videos will pop out. (Our Video Planning Scratchpad is the power tool we use). It will also make your marketing communications more effective and cohesive - and that is important in a world where your audience can run across your content on many different platforms, and will be easily confused by mixed messages from you. Bottom line: When you get ready to create a batch of videos, you want to be sure that “what you say” is based on a realistic view of your audience gleaned from some research and conversations with them. ____________________ FREE FAB TOOL Below is the link for the FVFD Core Marketing Copy Worksheet to help jumpstart your content marketing strategy. This is the document that will simplify your scripts when you video-fy your content strategy.
May 29, 2019: Update:
Looking for the perfect video partner? We have packages for to fit most entrepreneurs and small business owners. We only open registration for new clients 4 times per year. Registration is now OPEN. Please click on the link above for more info. 3 Essential Strategic Marketing Videos Your Business Needs in 2018, including videos and scripts!4/26/2018
In this post:
3 basic strategic details to decide for every marketing video, before you shoot. Links to posts for the 3 Essential Marketing Videos, plus script template and brief examples! Optional Fab Power Tools: (available for download at bottom of post.) Fab Videos, Finally Done Marketing Copy Worksheet. FVFD Video + Social Media Planning Matrix Chart Are you old enough to remember the old days, when setting up shop meant checking off all of the essentials of opening a business - print up business cards, letterhead (wut?), sign a lease on an office, start marketing and attending networking events. Then the internet came along, and the big pain point for busy entrepreneurs was getting a website online and figuring out how to incorporate it into the marketing strategy. Here in 2018, we wish the website was all we had to worry about. Social media has splintered our audience and stunted attention spans. On top of that, there is one more huge shift we need to make to stay competitive. It is the one thing that most small entrepreneurs have not implemented yet, so if you do this, you will be way ahead of your competition, especially going into 2019: Prioritize video in your marketing strategy. We must start thinking of video as an essential element to your marketing communications, like your newsletter or blog posts, not a silo-ed “thing I need to get to later when I have time”. I have detailed the trends for video and marketing in several other places, and the reason I’m so loud about this is that I see a lag in video adoption among small entrepreneurs trying to get traction. We need to be nimble and quick to stay relevant and compete online with our bigger competitors that can spend thousands (literally) on ad platforms per month. In fact, you can even start a business with only a marketing landing page and a video based on your sales copy. (That is what I did with the Fab Video business line, by the way.) I get it - sometimes getting started is the hardest part. Especially with something a bit complex and unfamiliar. If you haven’t created any videos for your marketing yet, here are some ideas to crush the natural resistance many of us feel to video, and crank up the momentum. Be bold. I encourage you to plan out 3 videos, not just one. Why? Efficiency. Once you get the first 3 done, the video process looks and IS much easier. We practice what we preach. In phase one of the Fab Videos, Finally Done Ultimate System, most clients start with 3 videos to save money, learn the organization for their Business Video Hub, get momentum going, and break through the inertia. Begin with the end in mind. We also strongly encourage clients to create the basics of your core marketing copy or sales copy, if you haven’t already done so. This will make scripting your videos go MUCH faster (No core marketing or sales copy? We won't tell. Download our template if you need help - see the homepage). Power Tip: Speaking of beginning with the end in mind, you will also save time and angst if you know these three strategic basics for every video:
OK now that you know what you need to know first, let’s look at the 3 essential marketing videos for your business, updated based on marketing video trends for 2018 and projections for 2019. All including super simple script outlines. Here are the links to each post: Essential Video for your Business Marketing Strategy #1: Testimonials! Essential Video #2: Company Profile Essential Video #3: Product or Service Detail, including what not to say in this video
FREE FAB TOOLS
Wondering what to actually say in your videos? Below is the link for the FVFD Core Marketing Copy Worksheet that will simplify your scripts when you video-fy your content strategy.
Next is the link to the FVFD Video + Social Media Planning Matrix Chart which compares all the major social platforms, their audiences, video types and requirements. We created it to keep ourselves sane with social video, now we're happy to share it with you!
What is your biggest hesitation getting started with your videos? Any tips for others just getting started? Let us know in the comments.
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You get access to 3 short videos that describe why video is good for business!
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Kala PhiloKala is the Founder of Mirror Your Brilliance on Video. |
