Innovate Media

Online Video Strategy Experts

Your Clients Don’t Want Video (Why VIDEO STRATEGY Matters)

by Ben Amos

There’s an old marketing adage that goes something along the lines of – people don’t want a quarter-inch drill bit, what they want is a quarter inch hole.

But I reckon we really should take this a few steps further and recognise that people don’t want a quarter inch hole, they really want the solid fixing to the wall, so they can hang a shelf, which will finally give them the space to display their family photographs, to allow them to remember their grandfather who passed away last year through the only framed photograph they actually have of him.

That’s what they really want.

So as a video producer, when you’re working with clients to produce a video it’s important to understand and get clear on the underlying business goal that is driving the desire for the video.

And make THAT the focus of your approach. Sell the result, not the video.

Let’s look at it another way.

As a typical video producer you’re effectively paid for the content you create. Make video – get paid. Move on to make a new video. And so the perceived VALUE of that video is aligned to the act of producing that video. How many hours, how many people, how fancy is your camera…

Effectively – as a video producer you’ll often be trapped in the concept of ‘commodity based’ pricing. The video is your product, and your clients will pay what they think that commodity is worth in the market.

However – the paradigm shift that I want you to make here is that as a video STRATEGIST you’re positioning yourself as selling the SOLUTION – the content you create is simply the vehicle that will get your client to the result they desire.
As such you can move away from commodity-based pricing and towards value-based pricing.

You’ll establish what is the ‘value’ that this video marketing strategy will have for the business and be able to position how much your client is willing to pay based on that.

Is there potential for the video strategy to drive 10 new clients a month, and each new client is worth $1000 to the business? Then that’s a sixty thousand dollar win for the business. So – with that in mind… how much might they be willing to invest?

It’s a different conversation… and let me tell you. It’s a much more effective one.

So if you’re in the business of selling video production to your clients. I want you to stop, and recognise that it’s not the VIDEO that your client wants … They might think they’ve come to you for a video, but now it’s YOUR role to ask the right questions, to dive deeper and help them understand what they really want from the video and how the right video can get them there. (the SOLUTION)

It’s about making a transition from ‘just-another-video-production-company’ to becoming a confident video strategist.

And it’s a game changer.

 

How to Use Clubhouse (for Video Marketing)

by Ben Amos

Are you getting started with Clubhouse and wondering how you might leverage the platform for your video strategy?

In this article I’m sharing the ways I think you could be using the new drop-in audio platform Clubhouse to support a video marketing strategy.

Despite Clubhouse being an audio only platform I really do feel that there are some valuable ways to leverage your followers and conversations on there to drive more engagement and success with your video strategy.

But I’m keen to hear from you, how are you using Clubhouse? And where do you think the platform is going? Leave a comment below.

 

Understanding VIDEO ANALYTICS in a Video Strategy

by Ben Amos

Become a Video Strategist here: http://www.onlinevideostrategyblueprint.com

Understanding video analytics in a video marketing strategy can be one of the most confusing and potentially overwhelming part of doing video strategically for a business.

However, if you don’t pay attention to the metrics that matter you could be making serious mistakes or missing out on a massive opportunity with your videos.

In this video I’m breaking down for you the 5 key ‘buckets’ of metrics that are available to you across different video platforms, some of the main data that you’ll be measuring in each, and which bucket should you be paying attention to at any given stage of your video marketing funnel.

YouTube Analytics, Facebook Analytics, Google Analytics…. every platform has it’s own available data so without understanding which data to pay attention to and why, then it can be very overwhelming.

If you’re interested in diving deeper in to video strategy and how I help video producers transition into being confident video strategists then this video will give you an insight into how I do that.

Hit me up in the comments? How are you measuring success in your business?

Why People Buy (Video Marketing Strategy 101)

by Ben Amos

Ever wondered why people make buying decisions? How does this impact on a video marketing strategy for your business? In this video I’ll break down the ‘Feel, Think, Do’ concept in more detail…

In marketing – good content strategy really comes from simply understanding the human that you’re trying to reach. B2B or B2C it doesn’t matter.

It’s about the person.

Ultimately the goal for marketing is to move someone to take an action. So – your strategy should be human, and I kind of liken it to dating… stick with me as in this video, I’ll explain more.

For entrepreneurs, business owners… or non-marketers the idea of creating a content marketing strategy is overwhelming…

How do you know where to start?
What will work for my business?
How do I know if it’s working, or am I just throwing money away?

In it’s simplest form, video marketing or content marketing – any marketing really – is simply about relationships. People connecting with people.

Harvard Business School professor Gerald Zaltman says that 95 percent of our purchase decision making takes place in the subconscious mind. So – how do we, as marketers, influence the subconscious?

Mind control?

Simpler than that… it’s about emotions. Allowing our customers to connect with our brand or business on an emotional level first. To FEEL something first, then to take the action.

People make decisions based on emotions and then justify with logic. All action, be it a purchase decision or otherwise follows this journey. Feel, think, do.

Feel something – think about it, then do it.
Get a 30 day free trial of my recommended YouTube growth tool TubeBuddy here;|
https://www.engagevideomarketing.com/tubebuddy

When to DIY Video for Business (or should I hire a professional videographer?)

by Ben Amos

Should you DIY Videos for Your Business or is it better to hire a professional video producer? It’s a common question and the answer certainly isn’t black and white. Learn how to address this by understanding the Cost Vs Quantity Inverse Rule.

Let me know in the comments… how do you make the decision about which videos to invest in a professional to help you, and when it makes sense to do-it-yourself (DIY video).

It’s all about understanding what I call a ‘full funnel video strategy’ – that is, as your ideal audience, your business prospect moves down the funnel on their journey to buy from you they’re moving from what in marketing terms is referred to as a ‘cold’ audience through to becoming a ‘warm’ and potentially ‘hot’ audience as they get to know you, your brand and what you offer better.

In short, as they move down the funnel they are moving from a stage of ‘awareness’ through a process of consideration and then to a stage of conversion… and then ideally, they’re ready to buy from you.

And if we consider this journey mapped out like a funnel, it’s wider at the top, the awareness stage so there are potentially many more people in your audience who will engage with your business here, then they move down the funnel to the pointy end where there will be proportionately less people who eventually become your customers.

You with me?

So when it comes to deciding where invest your budget on hiring a professional to help with your video content versus when it makes sense to do it yourself I like to refer to this quantity vs cost inverse rule.

And it goes like this.

If we consider the wider part of the funnel, the awareness stage, then in your marketing strategy you actually need less number of videos to be effective here, perhaps just one or two, BUT these videos are the first potential interaction that someone might have with your brand, so they must reflect your brand the right way. So here, is where you will probably want to invest the most budget.

And as we move down the funnel, the quantity vs cost inverse rule applies. MIddle of the funnel you’ll need more videos than at the top, but you’ll be able to spend less per video, perhaps start to introduce some DIY videos for example.

And then at the bottom of the funnel, for conversion videos. You’ll be needing many more videos which potentially work to sell each individual product, service or offer you have uniquely for each audience type.. So more videos, but you can absolutely get away here with spending little budget… and in fact, it’s here where you’ll find authentic, no frills, DIY type videos can be highly effective.

Quantity vs Cost Inverse Rule… Top of funnel, less quantity of videos, higher cost per video. Inverse that down to the bottom of the funnel where you’ll want a higher quantity of videos, but use less of your budget on production.

So… the clear next step for you is to decide with your next video… where does this video FIT within this marketing funnel? Is it better therefore to invest in getting a professional to assist you in putting it together, OR is DIY the right way to go.

Get a 30 day free trial of my recommended YouTube growth tool TubeBuddy here;|
https://www.engagevideomarketing.com/tubebuddy

Video Strategy For Business (7 Questions to Guide Every Video)

by Ben Amos

When producing videos for your business you need to have a video strategy in place to set your videos up to return on the investment. In this video, I share 7 simple questions to ask yourself before making every video.

Many people get overwhelmed when thinking about creating a video strategy for business marketing, but it doesn’t need to be complicated. By answering these 7 questions in relation to your video, your business and your ideal customer you’ll be way more strategic than 99% of other business videos on YouTube.

Get a 30 day free trial of my recommended YouTube growth tool TubeBuddy here:
https://www.engagevideomarketing.com/tubebuddy

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