People Connect With People — Here’s Our Step-by-Step Process to Create Videos That Connect With Your Ideal Customers
The best leads are the ones who trust you.
Here’s how it usually plays out.
You pay your web designer, and sit back and wait for the leads to come in.
And your website doesn’t deliver.
Digital tumbleweeds are passing through.
No one is coming to your site.
So you decide to look online. See what other people are doing to get leads.
You discover a whole world of online marketing you didn’t know about and don’t want to.
'If I wanted to spend my entire life on marketing,' you think to yourself, 'I would have specialized in that!'
There’s a better way.
How do we know?
That’s what we’re going to get into in this step-by-step guide.
1) Why you need to be doing some sort of marketing, and how to reframe it so you don’t end up going crazy.
Some people get hung up on this part - if you have questions just
I'm going to let you off the hook (pun intended) before we go further: you don't have to do everything.
You need to be doing some sort of marketing, but you don't have to do all of it.
In fact, all of online marketing can be summed up using a fishing analogy.
Digital marketing (sales pages, email sequences, webinars, opt-ins, sales funnels) is the net.
Content marketing (blog posts, videos, social media marketing) is the fishing pole, the lure, and the bait.
Used in conjunction, you'll see success.
They're both critical. A fishing net alone will not catch any fish. On the other hand, going fishing without a net will ensure you don't bring anything home.
But a simple set up will do. Sure, the commercial boats will catch more fish, but there'll still be enough fish left for the person with a fishing pole set up at the end of the dock.
And if you don't even have a fishing pole, the idea that you'd have to buy a boat and hire a crew is daunting for anyone.
So keep that in mind as you get started -- simple works just fine.
2) How to get in front of the right prospects.
Remember, building a marketing engine is a long game. If you need sales today, content marketing won't get you there.
3) How to create content that has prospects contacting you rather than you reaching out cold to them.
How We Come Up With Content Ideas
There are three questions we ask during our content strategy sessions:
- What are the questions you're asked by your prospects?
- What are some questions you wish people would ask you when they're on a call with you?
- What's missing in the conversation?
We also research keywords.
What are some of the high-value keywords in your industry? What are other people like you putting out, content wise?
These questions (and their answers) form the basis of a robust content strategy. In fact, for some clients, strategy alone is what they need. If that describes you, click here to map out your content strategy together.
4) Turning strategy into content
For some people, getting a list of topics they could create content around is energizing.
And I get it. In today's noisy world, in order for any piece of your content to get any amount of attention from the search engines, it has to be the best article about that topic.
Which means it has to be long.
And even if you're a good writer, and love writing, you probably don't have the space or the time or the interest to spend half your working time writing.
So the list of potential topics ends up sitting on a digital shelf somewhere, mocking you, saying, "here's what you could create if you gave it some time" which further stagnates your content production.
Meanwhile, people are coming to your site and seeing that you haven't updated your blog in three years. "Huh," they think, "maybe this person isn't in business anymore," and they continue searching, then end up as another client of your competitor's.
Or... try the easy way: video.
I get it, video can be intimidating. What if you mess up? What if you sound terrible?
It's like my dad said when teaching me photography in the digital era: these days, film is cheap!
Meaning: no one says you have to show your first few takes to the world.
In fact, you probably shouldn't.
But you shouldn't dismiss video altogether. Especially if you're not interested in writing thousands of words per week to create great content.
In fact, video is about playing a different game. Ignore the search engines altogether, because you're an expert and your clients are people, not robots.
I can anticipate the responses here, and no, you don't have a face for radio. You don't have to look like a supermodel or a news anchor to effectively do video.
There are two reasons to really love video: it's an easier way to convey your expertise, authority, and tone, and it's endlessly repurposable.
Planning on outsourcing this? That's what we do!
5) How to batch your content creation.
Creating four videos is only marginally more difficult than creating one. And it's absolutely worth doing, because if you're publishing content once a week, setting aside two hours to have enough content for a month is something you have time to do.
Here's how to do it:
- Don't worry about changing your outfits or clothes. No one is paying attention to what you're wearing.
- Use enough lights to make sure you don't look spooky.
- Make your audio good enough so people don't think about the audio. Mute your dog if you have to.
- Look at the brain dump from your content strategy session.
- Find the one that jumps out at you.
- Think through the shape of what you're going to say. How will you