It’s no secret that video and social media have changed the landscape of marketing communication forever. Today, people on average spend between 30 to 40 hours a week watching video content on their mobile devices, laptops and tablet PCs. Thanks to YouTube, Vimeo, Facebook, Instagram, snapchat and twitter, online video broadcast has become the new way of information sharing far beyond the reach and influence of TV and print advertising.
Video content for the web generation is the new form of public relations, marketing and branding all in one. And its social reach and influences goes beyond borders within seconds.
Let’s also not forget about its impact that’s four times more powerful than static content on the web and conventional 30 second ads. But here is the downside, you have 7 seconds to grab a viewer attention and under 3 minutes to say what you have to say or lose them forever.
So if you want to be convincing in front of your target audience you need to know how to master the art of becoming a “social influencer” via video content really well.
This is a two-part activity just like the file cabinet section of your AIO. First you need to know how to create good content followed by organization and distribution that’s in line with your sales and marketing strategy.
Let’s talk about the first part, first.
What to consider when making “impactful” content that builds rapport & social influence
To make powerful content that grabs attention is easy if you know what’s involved in the process but sadly not a lot of people do and jump right into broadcasting content without much thought. To do it right you need to give yourself time to think through a 3 step process which starts with a) knowing how to be authentic and trust worthy, b) knowing how to connect with your audience by being confident in front of a camera. And c) knowing how to hit a homerun by bridging (a) and (b) together so you can profit from the attention your audience has given you.
So let’s start with point A which is all about being authentic and trust worthy. To do that you need to go “all in” which means being ready and willing to share your knowledge, insight, and experience without any reservation.
Building up the credibility factor is imperative as a predecessor to making a sale so don’t look at it as a cost but rather an investment in building up your “Brand Value”. In the digital world of marketing and communication people look at authenticity as a positive quality and in return will give you their trust by a) sharing your content and b) becoming your advocate online. This is key because unless you can demonstrate sincerity in wanting to help others and that you are knowledgeable enough in your field (domain expertise), audiences won’t give you the time of day, period. You can’t fake this one.
Equally important is your on camera delivery which basically means being confident enough to speak to an audience by looking down the barrel of a lens in order to captures your audience’s attention. Public speaking and media training comes in really handy. But here are a few quick tips that can get you started right NOW.
Think of yourself as a Hollywood actor and get into character. Clear your throat, chin up and look into the camera with a smile. Be conscious of a few technical issues such as tonality, facial expressions, and use of language (distinguish between slang and formal talk and go somewhere in between).
In order to become an influencer in your “explainer” videos your demeanor needs to exude positivity, enthusiasm, confidence and present a demeanor that shows you are a force to be recommend with.
So before you get in front of a camera and upload a video on youtube or vimeo ask yourself these questions.
- Can I present well?
- What value do I bring to the table?
- What issue(s) am I raising that could be of benefit?
- Am I offering a solution?
- Will I buy what I am selling?
The best sales people in the world are those who use their own products and services, they follow their own advice and as the cliché goes, they “practice what they preach”.
So what’s being shared needs to be a lot of your own personal experience, your insight, your challenges, and successes in addition to talking about the benefits of a product or service that and how it can positively impact their lives. As a word of advice, don’t bullshit people in the digital age because they will see right through it. And make sure you never get in front of a camera without talking points (a script) and a few rehearsals before actually filming and uploading the content. This is one of the BIG differences between raw social media content and “purposeful” content with an end game, to build rapport, earn trust and to make a sale. I call it, “the Art of not blowing it” on camera.
Whatever you do, stay true to yourself and stay on message (don’t lose focus).
You will develop a BRAND over time.
On to point B which is all about understanding your target audience and their social impact on your bottom-line.
There are 6.5 billion people in the world and not all of them are your customers and not all of them will impact your bottom-line so don’t worry too much about social media “likes” and don’t pay too much attention on what is called the social media “herd effect” when something goes viral where everyone becomes a link in the chain. Those two negatives will take you down the wrong path as opposed to the path of success.
The focus here is to understand the mathematics behind social influence and social reach.
Let’s do the math by asking the important question. What is the real “commercial” not brand, but commercial value of ONE serious connection on social media?
The answer is TEN.
Which means the ratio of ONE “commercial connection”, and by commercial I mean any connection that has either purchased from you, is purchasing from you, OR, values you as a social influencer enough to market (share) your video(s) within their circle of business friends, is TEN. Which means if your goal is to reach 1,000,000 “potential buyers” for your product or service you will need to have a social connection (a network) of 100,000 commercial connections and the best way to reach that target is to “categorize your audience into 5 groups and then make video content for each segment starting with group 1.
The 5 groups of buyers are:
- The needs buyer – who has a problem that needs solving right away
- The bargain hunter – who scouts for special offers and discounts
- The impulse buyer – who is emotionally driven and thinks with their heart
- The web browser – who searches the web and accidentally sees something they like
- The seasonal buyer – who make buying decisions in cycles
Keep in mind that it will take between 1.5 to 2 years to build solid “commercial connections”.
This time is needed to start engaging with your audience to truly understand their needs, what kind of deals and offers attract their attention, and how to make your audience come to you as a primary source when it’s time for them to place an order. So don’t give up quick and don’t get impatient.
Explainer videos work like a charm online because a) they tell a relevant story with an impact on peoples lives, b) they address a problem, c) they solve a problem with a product or service and d) people love to share them on social media because they have “edutainment value”.
Collaborations are also an amazing way to make videos. Bring on other industry experts on your video to “discuss issues” because it’s not only good for your video content / channel to build up credibility but that through collaboration your guests can also share the content on their AIO channel / youtube / vimeo which would double the reach and visibility for you. It’s a good content distribution strategy.
Explainer videos have the following themes running through them
- They have a great 3 second intro (power intros are great)
- They are educational and entertaining to watch
- They address a problem / concern
- They elaborate on the problem with facts and figures charts and graphs
- They offer alternative possibilities and solutions
- They ask for permission to sell or take the viewers information for follow up
And last but not least is what I call the “Homerun Strategy” that 9 out of 10 videos don’t have.
Videos should NOT leave people dangling. Those types of videos that do are often used for branding with a lower “b” and really have no impact on your sales. Instead what you want is to incentivize the viewer with an offer, a reward, a benefit that if they take action after watching this video they will be treated “special” and people like that.
Make the homerun work for you by making it “beneficial” for your viewing audience and guess what they will do in return? Take a guess? In addition to being a buyer themselves they will share the video within their network of friends and spread the benefit with their inner circle and that’s how the 1 to 10 social reach number comes into play and will very quickly help you build up your customer base, locally, regionally and globally.
So, to recap,
- Create a character for yourself like a Hollywood star
- Create a format or genre for your video explainers and stick to it
- Make sure you are prepared with talking points or a script
- Understand your audiences needs well and customize the video for them
- Incentivize your audience to buy your product / service and share your video at the same time.
- The end goal is to earn your viewing audiences trust that will convert into sales.
Your AIO Video Channel and how it works
So we talked about what goes into creating a powerful video content now let’s talk about organizing the content in order to maximize viewership on your AIO.
The first thing you need to do is to create a Channel. Simply click on the plus sign to create a channel of your choice.
My advice is to break down the channels by customer segment that we talked about earlier. This way it will help you organize your videos effectively.
Once you have created a channel name click on it and then click on the upload video arrow where you will see a screen pop.
There you can add your header (video name), a short description that explains what the viewer will be watching and why. You can even use this area to create a link back to a destination of choice such as a product page on your AIO. Once you have added the text you can then copy a Youtube or Vimeo URL address of your choice and drop it in the video URL section. We have deliberately used third party platforms because we want to help you increase your viewership while on the other hand help you increase your sales opportunity across social media platforms. We will get in to how powerful the interplay between your video channel, product page and message board is once you familiarize yourself with all of the features to create a push – pull marketing strategy from your AIO.
Your video file has a “lock” feature as well where you can upload videos in advance of any campaign and once the time comes you can unlock it with one click. There is an editing option so you can always go back and make changes to the text and video URL as you please.
Once you are happy with the header, the description details and the video URL click save and your video will be ready for broadcast inside your AIO channel.
It’s that easy.