Just launched “Shahabi Talk” on facebook


Without a doubt facebook is one of, if not the only, media platform that can spread content like brush-fire which is why I have launched “Shahabi Talk”.   Every week I will try and bring on board experts to discuss key issues related to sales, marketing, and communication in the digital era.

Hope you will join me here.   https://www.facebook.com/ShahabiTalk/

 

 

How to create and organize video content with impact


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.

  1. Can I present well?
  2. What value do I bring to the table?
  3. What issue(s) am I raising that could be of benefit?
  4. Am I offering a solution?
  5. 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:

  1. The needs buyer – who has a problem that needs solving right away
  2. The bargain hunter – who scouts for special offers and discounts
  3. The impulse buyer – who is emotionally driven and thinks with their heart
  4. The web browser – who searches the web and accidentally sees something they like
  5. 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

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

  1. They have a great 3 second intro (power intros are great)
  2. They are educational and entertaining to watch
  3. They address a problem / concern
  4. They elaborate on the problem with facts and figures charts and graphs
  5. They offer alternative possibilities and solutions
  6. 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,

  1. Create a character for yourself like a Hollywood star
  2. Create a format or genre for your video explainers and stick to it
  3. Make sure you are prepared with talking points or a script
  4. Understand your audiences needs well and customize the video for them
  5. Incentivize your audience to buy your product / service and share your video at the same time.
  6. 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.

What makes you better than everyone else?


People invest in WINNERS so give your visitors the assurance that you ARE ONE by demonstrating credibility and legitimacy of your operation.  This is called “identity building” where you are communicating “self-worth”.

There are too many fakes, scams, crooks, and con artists out there so your number one goal on your company page is to give your audience the reassurance that you are “legit” and you are worthy of their time and trust.

The best way to do this is to show track record so if anyone wants to research-up on you they can.  Researching is a good sign because when visitors come back that means they have done their homework and are serious to start a working relationship.  So here are a few guidelines that can help you better position yourself.

Step one.   Briefly explain when your company / business / organization was established and why.  People want to know how and why your business took off in this line of work.  They want to know the source of your passion, the inspiration, the drive and determination that has gone into building your brand.  This is also important because it will show visitors that you are not a come today, gone tomorrow, type of establishment and that if they start working with you the chances of you disappearing or abandoning them is next to zero.

Step two.   Explain and define your company / business / organization’s area of specialization.  In one paragraph your audience wants to know one thing.   Why you and not someone else?  In this section you need to put your best foot forward and build confidence.

Step three. Go right into testimonials by giving references.  This builds up assurances.

Step four.   Always close with a call to action.  Once the visitor has read your company brief ask them read up some more by taking them either to your file cabinet where they can access more information about your company / business / organization OR the video channel to watch you speak about your business.

The goal here is to build TRUST, establish rapport and build confidence so that the visitor will be motivated and encouraged to contact you.   This is the start of a working relationship in the new MEconomy.

Here are a few examples. 

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Example 1. (show confidence, enthusiasm and compassion)

Magic Solutions was founded in 2005 as a digital services company with a passion to help startups and SMEs break through the digital barrier by increasing penetration and reach in order to meet their business goals.

We know that for any startup the ROI of every dollar is important which is why when we deploy a marketing plan we know how to turn US $1 dollar spent in to US $2 dollars return.

Magic Solutions is proud to have worked with some amazing entrepreneurs and innovators such as Sam Torbin, the founder of Xox, Liz Patal, the CEO of Jumpbox that has just raised over US $6 million dollars in first round fund and Nargis Kohan, the Chief Marketing Officer at Bluewaters.

To find out more about Magic Solutions, what we do and how we work with our clients please access my file cabinet for more information and feel free to watch our introductory webcast in my videos.   If you have any inquiries, please do not hesitate to contact me directly on my AIO.  We look forward to working with you on time, with your budget and to your success.

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Example 2. (show experience and wisdom)

Yamamama is a specialty coffee shop with Turkish roots that go back to my grandmother’s time 80 years ago.  It also bears her signature on its custom menu from the day we started back in 1996 with one shop in one country to now that we have over 250 outlets across 8 countries.

With the food industry so terribly gone wrong we wanted to bring back the tradition of the past when food tasted real, ingredients were fresh and everyone was happy eating meals that nourished the body and soul.

Yamamama is also an award winning brand that has received acknowledgement from Presidents, dignitaries, nutrition experts and celebrities.

To get a taste of Yamamama please check out our products and services section and order our award winning Yamacookies.  Once you taste it you will be hooked on good food for life.

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Example 3.  (be humorous but maintain confidence as a game changer)

Troy Consulting is a one-man company established in 1972, the day I was born.  But it wasn’t until 1994 after graduating from Simon Fraser University from the faculty of engineering and later working on electrical power distribution projects in the US where I was able to disrupt the supply model by creating an off grid power source.

In 2002 I was offered a US $300 million dollar contract to bring electricity to inhabitants of a country in South East Asia and from there I created the first independent electrical system (IES) that is a patent of mine.   Under this patent within 72 hours we can now bring electricity to any neighborhood or town with a capacity of 500,000 homes.

If you would like to know more about Troy Consulting and what I can bring to your project please either contact me directly at my AIO, or for more information about the various project I have been involved with access my file cabinet or watch my videos.