Get Coached - Can I Create an Overview Video and Be Done With It? (Episode 64)Jul 02, 2021
If you aren't creating videos, you're likely falling behind your competitors. But having a video doesn't necessarily mean problem solved.
Welcome to 'Get Coached', the Video Marketing Legend podcast segment where you submit your video marketing questions and Chris will help coach you through them.
In this episode, Chris Schwager, Video Marketer from Ridge Films, gives his professional take whether a single video will solve your marketing problems. Find out why a stand alone overview video trying to be everything to everyone may be a waste of investment.
Learn the concept of leveraging multiple video assets to cut through the noise and ultimately improve your sales and marketing.
This is game-changer episode if you’re in the financial or property industry to learn how to generate new opportunities using videos with the support of Google's highest rated video company in Australia. Check out Ridge Films Company Profile Videos.
If you're trying to solve the mystery of video marketing your business... what has you feeling overwhelmed?
Or download our guide, because we’re always helping the business community become better video marketers.
Links and Resources:
- Connect and follow me on LinkedIn and let me know you’ve heard the podcast
- If you want more content like this, check out The Power of Video Marketing (On-demand) where you'll find 60-minute seven-lesson course just for you just for you where you can access anytime you want.
- Produce Do-It-Yourself Videos that make selling easy. Check out Ridge Films DIY Video Program.
Welcome to Get Coached the video marketing legend podcast segment where you submit your video marketing questions at ridgefilms.com.au/question and I'll help coach you through them. By listening in each week you'll learn how each video marketing problem is solved, giving you the knowledge that will make your videos more valuable. And say you come across as a true business professional on the open market.
I'm your host, Chris Schwager. Today's Get Coached question was submitted ridgefilms.com.au/question and is from John. What John wants to know is, "I'm a mortgage broking firm, can I create an overview video and be done with it? And this is an important question because we're all busy professionals. We all want to guarantee that video will work that our money is very well spent, and more importantly, whether video is going to be the best use of our time.
Okay, so John, this is what you need to know first. Have you ever wondered why your marketing fails to stand out? We've got brokers on our clientele, and the ones that do it really well are the ones that deploy a bunch of videos to help them through their sales and marketing activities. And does an awareness video solve your problem and be done with it? The answer is, no.
You've got to do a lot more than that John. One video is not going to solve the problems of your marketing. Now, it might satisfy you that you've got a video in your armoury great tick, hey, it's on our website, great tick. Now, that is a very limited mindset, you need to start thinking about how you communicate not just in a company overview, but in a way that addresses a whole bunch of different sales and marketing challenges that you're faced with and leverage your time and investment as you go.
So let me give you an analogy. It's like the olden days where you used to put an ad in the paper. And if you put your ad in the paper for a week, you would expect very little return from that if you put it in for a month, maybe you'd get a couple leads out of it. But if you put it in for six months, or 12 months, you would get a really high turnover. And if you didn't, you'd have to then change it up, you'd have to look for different ads in different ways to advertise your ad, or change the messaging of the ad, right.
So it's kind of similar with video. If you're just looking at a stand alone video to try and do everything, it's very difficult to get that cut through. And if you're looking for one video to solve all your problems, you know, to three, four or five minute videos, to try and answer all the questions and solve all the problems. I don't think that that's the way to go. And I say this hand on heart knowing that attention is scarce, they're not going to sit through a long video, certainly not going to sit through three to four to five minute videos, the guy don't want it short, sharp and to the point. And you know, for you to then focus on Well, what is the problem? What is the reason that you need video in the first place. And if you identify that, then it will give you a better idea when you come talk to a video marketing specialist. They'll give you a clearer idea about what specific video that you need.
So for instance, today I had a conversation with a company I brought actually it was a broking firm company that said, okay, we need a testimonial video. And I said, Okay, well tell me what the challenge is what the problem is. And it's like, we need visibility. It's like, Okay, so what warrants having a testimonial video and like, well, that's what the owners want. So it's not governed by expertise for video marketing specialists is governed by the gut instinct of owners. Now, this is just like the worst thing, right? Because, you know, this is where video fails is people making decisions based on gut instinct on an idea. And what they did say to me is, look, we'll send you an example of what we're thinking about. And then you give us a quote on what it's going to cost us to do that.
This becomes very contentious point, because they, as it happened, showed me the example. And the example was, whilst it was beautiful and shot nicely, and everything was aligned, the message sucked the message wasn't right, it offered zero value. And unless I knew really 100% knew what the business did, I would be completely confused.
It was just very poorly produced from a messaging point of view. It's not going to give me any information that would increase my understanding in terms of visibility of that company. So as far as I'm concerned, while it looked good, and it seemed great. It fails at communication. And there's a lot of companies out there particularly video production companies, videographers that miss that mark of messaging and communication.
So I would say to you, John, that if you're going with an overview, make sure you know what you're doing before you get into it, because you might just end up with a single video that's trying to do too much just trying to be everything to everybody and really misses the mark and you still don't have the leverage capacity to get your video saying by everyone everywhere. At any time, people legitimately struggle to understand this concept of leveraging multiple assets across multiple areas, repurposing, reusing refashioning content, across different channels that when they come across a company like Ridge Films to show them how to do this, they get a direct result of being very video centric. And that's what's really needed in today's market to lead with video. And to put video first, in every form of communication that you have out into the market.
We know that attention is so scarce, people aren't reading, people have very little understanding about the mortgage market. And so you've got to be communicating at the lowest common denominator in some cases, and in a language that is generic enough to capture an entire audience, right. And it's really hard to do that in text. So if you're relying on growth, you need to start adopting new forms of marketing, by way of video new ways to humanise your business and get it out there. Stop producing single videos, start integrating multiple videos into your processes, areas of weakness that you know you could really leverage from by having videos there.
Now, I'm not talking about like, splashy dashi videos, I'm talking about some in some cases, very simple 15, 30, 60 second little clips, it could just be two camera pieces, get some knowledge and understanding education around this because it's worth knowing, particularly now in a COVID world where access to your customers is in some cases limited. We're in lockdown now in Sydney for the second time and businesses are now having to adjust again. And those that already recruited us the DIY program last year already got leaps and bounds and headstart, you would know how important that is in your sales activity. You've got to be showing love. You've got to be continually building trust, always in the mortgage and finance industry and letting people know that you have a process.
And that process is about personalising you and your business, and removing a lot of those unknowns that are associated with people putting a lot of money down to buy their investments or buy their homes. Think long term how is this video going to work in three to five years. If you do this, you'll be minimising your time in the long run because you'll have amazing assets working for you 24/7. You'll be able to improve your sales inquiries, you'll convert higher and faster because people will start to recognise you and build confidence with you. And that'll happen without you knowing. Wouldn't be great, John, if you get known for being informative, being professional in the videos that you serve to your market. Now just one more thing before we wrap up.
If you want to learn how to convince decision makers in your business, go to ridgefilms.com.au/convinceyourboss and download our guide. We're always helping the business community become better video marketers. So go to ridgefilms.com.au/convinceyourboss, download the guide and we'd love to help you convince your boss. John, thank you so much for asking your question.
We know that video marketing can seem overwhelming at time but if you use this method I've coached you through you'll be able to leverage your video marketing investment so you spend less time on a single video and more time diversifying your video marketing reach across multiple areas of your sales and marketing. You'll not only make sure for every dollar spent is improving your bottom line but you'll have video assets working for your business for years ahead.
And for everybody else out there trying to solve the mystery of video marketing your business what gets you overwhelmed? On Get Coached we are here to help coach you through it. Just submit your video marketing question to ridgefilms.com.au/question For your chance to get coached by me just go to ridgefilms.com.au/question and thanks for listening.
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