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Video Tidal Wave 2018 - Jump On or Get Washed Out

1/2/2019

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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:
  • By 2020, 82% of all web consumer traffic will be video. (Cisco)
  • 53% of people want to see more video content from marketers.
  • 60% of marketers use video for marketing, both B2B and B2C. 

I could go on about how people buy more stuff after they see a video, about how, in this era that has seen the death of organic reach, Facebook and Google both reward video content with more shares and higher search rankings. But then you would stop reading because statistics only get you so far.

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:
  • 64% of marketers say video is the most difficult content to create.
Do you agree?

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?
  1. Avoiding video altogether because you don’t know where to start.
  2. Shooting video and editing by yourself, which is incredibly stressful and a terrible solution for busy women.
  3. Trying to find, hire and manage videographers, also a terrible solution for busy women.
  4. Posting video directly from your phone, which has its place, but without structure or strategy, you end up with a jumble of video that quite frankly doesn’t look that great or say much. 
  5. Relying on Facebook Live for all your business video.
  6. Extremely expensive (5 figure) studio shoot and branding packages to have it all done for you. A great solution if you can afford it, but it does nothing to help you implement a flow of videos that today’s smart content strategy demands. And quite frankly, we wonder about the small business ROI on that level of investment for so few videos.

So what can you do?

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!   
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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
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What NOT to Say at the Start of your Marketing Videos

6/21/2018

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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
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Ordering the Complexity: Setting Up Your Video Strategy and System

6/20/2018

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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:
  • Easy peasy ‘cause you don’t have to shoot it: Ask all your happy clients to send you quick video testimonials about specific outcome they had with you, directly related to your secret sauce. Ask them to tell a quick story about it. Then use it in a short blog post to highlight THEIR achievements or business. With their permission, of course.
  • If you don't know what videos you want to create, outline a basic script for 1 - 3 core SHORT marketing videos every business needs - for most businesses this your personal introduction, and a video or two about your main product or service. Your goal is finished length, Max 2 minutes each. 60 seconds if you are going to post on Instagram.

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: 

  • ​Unless you are a 14 year old YouTuber, do not open your video with “Hi guys! Whats up?" Or  “Hello, my name is…” Open your video with an unexpected comment or “hook”. Sometimes it can lead to a story. See this video 1 minute quick tip below (and subscribe to our channel to receive more Quick Tips!)
  • Break the script into chunks and practice your delivery. Practice with your dog or cat as audience. They will love it. (Well, your dog will, your cat will remain unimpressed as usual.) 

  • You can and should shoot video with your smartphone. Use a tripod, a Rode lavalier mic that you plug into the headphone jack, sit about 3- 4 feet from the camera (yes, we that close because videos are increasingly being watched on mobile phone these days). Stand or sit near a window with some natural light, but not full sunlight. Try not stand right up against the wall, it's not a mug shot. Go HERE for a quick short list of equipment to simplify what you need.  

  • Clear the clutter from the background.

  • Tape a piece of paper with some reminder words to your tripod below the smartphone. Look into the camera, visualize your best friend is inside that little black dot smiling at you. Do not read to us from a script off camera. Do a couple takes and relax.

  • Tell your perfectionist self to go sit in the corner and be quiet. If you can, try recording the whole video at once over a couple of takes.  If not, record usable chunks so the editor isn’t trying to splice together fragment sentences.

  • Unless you have fat bucks to spend on the edit, do not upload a mass of jumbled comments and expect that the editor can just “edit that part out.” Our Ultimate Guide contains detailed tips for how to shoot footage that is easy to edit and will make your editor love you.

    Which leads me to: 

    4. Lastly, people always ask me, How do I edit?  

    As a former damn good video editor, my honest answer is, you shouldn’t. You are running a business. But we know sometimes you may need to go ahead and edit at least the first couple. This is why we offer our clients a few different levels of editing help - from editor matchmaking, to consulting with clients who are editing, to full-service editing package.    

  • Apart from some quick trysts with my old buddy Final Cut Pro now and then, I don’t edit anymore, either. I am running a business.

    Editing is a huge time suck. Unlike some other things may do ourselves, like taxes or social media, it doesn’t teach you anything that has a ripple effect in your business. Lastly, there is an art to it. DIY edited videos usually do not flow very well. Look for a video editor in your town to increase their accountability to your project.

    Managing video editors is no picnic, either, but it is better than editing yourself. I say this with all love, having been an editor and managed them too.

    The truth is, most editors want to make the client happy, but they don’t know about your business goals or your market space. What they want to be doing is working on their friend’s music video or cutting the newest BMW commercial.

    However, if you tell them you’ve tried to shoot your footage in an organized way with the editing flow in mind, they will light up and move you to the front of their schedule because, unlike that gnarly mess of footage someone else just gave them, they know they can finish your job soon and get paid. 

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. 
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    Kala is the Founder and Executive Producer of the Ultimate System for Fab Videos, Finally Done

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