Not getting enough traction with your video marketing?

In this Facebook live video we discuss the one thing that will get you more traction with your video marketing on social media sites, and we take questions live from the viewers.

Transcription

SCOTT: Alright, go ahead.

ANGELA: We’re live. We’re live and you know what I didn’t do?

SCOTT: What didn’t you do?

ANGELA: I didn’t get my checklist out and I didn’t turn the notifications on my phone off. So it’s going to be beeping and buzzing so I’m going to go turn that off.

SCOTT: Okay.

ANGELA: And you tell everybody what we’re talking about today.

SCOTT: Well, I really don’t know. Ange came up with an idea today to just sort of get on live and help people get some more traction with their video marketing on social media. If you’ve been doing some video marketing and you’re not really getting a lot of traction and you want a little help with that, we’ve got some tips for you today. And if you have any questions at all, you can fire them at us. And Ange is coming back right now. Turning off her cell phone. Yeah, we did … We had our workshop last week, one of our first full day workshops and it went great. It was actually, there was some hiccups during the day, some technical hiccups so I learned a few things about broadcasting my mobile phone live to a projector. Mistakes I won’t make again.

But the reason I’m bringing it up is that in our production guide, we put together a checklist. Not only for pre-recorded videos, but also for going live. Just something to look at, a little checklist. These are things that I should go through before I go live and then you go live. And you’ll prevent a lot of mishaps and you’ll be more organized and your live videos will be much better.

But we also are always learning and I’m still surprised that every time I got live I still find myself running around and rushing around at the last minute to make sure the lighting’s okay, how’s the audio and making sure I understand the idea. And I don’t think I’m giving myself enough time. I think when you go live, you do need to give yourself a certain amount of time to technically get set up. But also, get into the right mindset. The right frame of mind and a positive place where you can actually help your target audience. Because I found myself flustered as I’m about to go live because I’m running around and making sure that everything’s good. And then I go live and it’s a little difficult sometimes to get into the right frame of mind, the positive mindset that I want to help you guys with your video marketing.

So for me, when I started doing live more with Angela, I think I’m getting set up half an hour before so I’m done. So that gives me half an hour to have a cup of coffee or have a tea and relax. And just get my energy in a different place so I can be more focused in helping people as opposed to being scatter brained and stressed out.

ANGELA: Yeah.

SCOTT: Everyone can see you looking at your phone down there.

ANGELA: I know but I’m just making sure that my notifications are off.

SCOTT: Okay.

ANGELA: Because sometimes I turn it on vibrate and then it’s going zzzzzzzzzz the whole time and driving me nuts.

SCOTT: So today was your idea.

ANGELA: Yeah.

SCOTT: This is something that you wanted to talk about today so maybe you have a better way of explaining it than me.

ANGELA: Yeah. I think a lot of people have a hard time getting started. And there’s the whole psychological thing we talk about, right? People come up with reasons and we, everybody does. Not people, we do, everybody does. Why not to do video, right? I need to lose five pounds, or they have all of these excuses, right? Excuses preventing them from doing video. And it’s kind of like to me, I was thinking about it this morning, it’s like saying as soon as I lose 20 pounds I’m going to go to the gym. Right?

SCOTT: Yep.

ANGELA: So doing video is the same thing. And people have a hard time getting started. So there’s a psychological and emotional, like I’m going to be putting myself out there. I’m going to be putting a video out, is it exactly what I want? Is it perfect? People hold themselves back. And there are people who create a video and then never post it for the same reason. They go through, sometimes even pay to get it made. They go through the process, they do their scripting, they pay to get it made and then they don’t post it. We call it the Universal challenge line.

Your brain brings you so far and then it takes you back. And I know a lot of people who are like that. They go so far with your video and then they pull back and they don’t post it. So there’s the emotional and psychological preparedness, I guess, for getting ready for a video.

But sometimes, the other side of that is, even before that, people aren’t sure what to say. Or they’ve done video and it hasn’t really gotten them results. And I think one thing I wanted to talk about today was the difference between value based information and a sales video. And if you do too many sales videos, people will stop engaging. Right?

So, what is the difference between, oh hi Rosy. Hi, welcome. Thanks for joining us. And if you have any questions or struggles with starting your video content for social media, Rosy, ask. Post it and we’ll answer. So I was just talking about people don’t know what to say and the difference between value based information and a sales video.

So, value based information is information you’re really just giving people. You’re sharing your expertise, you’re sharing information that’s going to help someone in a way that doesn’t ask for business on the other side. You’re being really genuine and sharing. A sales video is when you’re explaining your product or service and how it can benefit them and why they should buy it. Right? Does that make sense.

So if you do too many of the sales videos … And there’s nothing wrong with doing a sales video. But if you do too many sales videos, too much about how great your product is or how great your service is or how great you are, if you do too many of those, people might disengage. So you have to have a balance. And for me, I think you want to do 80%.

SCOTT: That’s probably not bad. An 80/20.

ANGELA: 80/20. 80% of value. Actually, I’m going to use Rosy as an example because she’s here. So, Rosy does Pampered Chef. Amazing products. I mean, I could go on about it. I have some of the tools I use in my kitchen and I love them. And it’s not a plug. I’m not plugging. It’s just Rosy’s here so she gets the attention. So, if you did a video about a specific product and how easy it makes cooking in the kitchen, there’s value there but it’s very sales based. So if you’re talking about your chopper or your mandala, you’re welcome, then that’s very product or sales based.

But let’s say you talk about how to make breakfast in two minutes. Look, I’ve got Kathy. Hey. Hey Kathy. So this goes for both of you. Kathy is also Pampered Chef. And Kathy actually applies some of this. So, for example, Kathy posted a video a couple of weeks ago that was chicken sizzling on a Pampered Chef stone on her barbecue. She said nothing about the stone, nothing about Pampered Chef. It was a picture of yummy, scrumptious chicken sizzling on a barbecue. If you’re a Pampered Chef person, if you are doing kitchen or cooking or spices, that is a great value video.

And people are like, who cares about sizzling chicken? Well, kids, food, kids, food and animals are some of the top content that people watch. Especially if it’s not salesy. So that’s great value. Value could be how to cook breakfast in under five minutes. And you can talk, you can use the product, but don’t talk about the product. So that’s value based information.

So I think what I’m saying is if you want more engagement, do more value based videos. Really teach people or show people something that will solve a pain point and help them make their lives better. Right?

SCOTT: Yeah. No, absolutely.

ANGELA: So, I think that is a really important key to making your videos be watched more.

SCOTT: Yeah. And the 80/20 rule, I don’t know how accurate that is. But I think it’s a great way to start. And maybe we should even be applying that as well. Because Angela and I do a lot of just value videos. We don’t do a lot of sales and promotional videos. I mean, sales and promotional videos are obviously, I want your money. Give me your money and I’ll give you this. But it can also be other things that are just a little too salesy like how great I am and these are my credentials. And you know, look what I’m doing. I mean it’s not real value for your target audience.

So I think 80% of your video content should be value, here’s free value. I’m not asking for anything from you. Through giving you free value I’m demonstrating myself as an expert. I might be using some of the tools that I can sell you but I’m not being direct about it. But then there’s that 20% like when Angela and I have an upcoming workshop or a seminar. There’s no reason we shouldn’t be getting on social media with a video just saying, hey if you haven’t attended our free seminar yet, check it out. We’re in Cambridge next week at 3 pm.

ANGELA: And we’re not in Cambridge next week.

SCOTT: We’re not. We’re not. But that’s a promotional video and it’s like, well people don’t pay for our seminar but I am asking people to get into my sales funnel. So people still know that it’s a promotional video, it’s a sales video. So I think 80/20 is pretty good. And again, it depends on your target audience but I think it’s a great place to start, would be 80/20.

ANGELA: It is. Paula just jumped on. Hi, Paula. Welcome. Thanks for joining us. Yeah, Rosy says that’s great proportions.

SCOTT: Yeah. And for regular posts as well.

ANGELA: Absolutely. For any kind of marketing but especially for video. So really try to see the value of the information that you have, apart from what you sell, or apart from the service that you provide. And think about the information you can share with people that can help better their lives. Make them look better, feel better, be more efficient. What are the pain points that your clients have and how can you honestly solve them? So, if you’re having trouble coming up with content, those are the things to think about.

And I think one of the other things to think about … Okay I’m just going to recap that. 80%. I mean, these proportions aren’t exact. But I’m saying 80% should be value based. Not sales based, not showing your product, not talking about your service, but … Welcome Michelle, who’s late to the party. 80% should be your knowledge in how that helps the world become a better place. In any little way, shape or form. If you can’t find that value, reach out to me. It’s funny how other people can see the value you have when you don’t have it.

SCOTT: Yeah. It seems so obvious to other people. We were talking about this at the workshop. When you’re in your business, you’re so subjective to it. You’re in it. And some people don’t even feel like they’re experts, they feel like … What’s that entrepreneur syndrome where … Not a cruck, but you feel like an imposter. Imposter syndrome. And, you know, we don’t really know how much value that we actually carry. And when you sit down with somebody, you’re partnered with someone, it’s amazing some of the ideas that they can come up with. And some of them might not be great, but I bet you 80% of them are really interesting ideas that you should consider, or at least inspire you to, “Oh, that’s good but this is even better,” because you’re the expert and you really do know.

ANGELA: Yeah. And sometimes, you don’t now … You know you’re an expert in the product or service, but you can’t see how that really impacts people on a higher level when other people can see the value that you have. So if you are having a hard time and you’re like, “Well, I don’t really have anything but my product or service. My product or service is my value.” Reach out to people. Reach out to me, if you know me. And I can tell you what I think your value is.

SCOTT: Mm-hmm (affirmative).

ANGELA: Or reach out to several people, especially if you have a tribe. Reach out to your tribe and say, “Hey, besides what I do, what information could I share with you to help you be better, look better, feel better, solve a problem?” And get that answer.

SCOTT: Yep.

ANGELA: So the other thing, though, that I was going to mention was scripting. So the other, really important part to that is having your notes, not scripted. Don’t stick your notes up right here beside the camera and read them. Even point form, if you can avoid it. And now I’m talking about pre-recorded video. Live video, I mean you can have notes on your table. It’s a bit different. The format’s way more informal. But if you’re going to do a pre-recorded video, and you should be doing both, pre-recorded and live. But if you’re going to do a pre-recorded video, don’t forget to write your script notes so you can stay on point. So it can stay under two minutes and so it’s extremely, extremely sharable. Right? That’s going to get traction on your video.

SCOTT: Yeah and I don’t even think it’s necessarily just about being sharable. People don’t have time to invest online. They’re scrolling through those feeds really, really quickly and most people won’t watch a video over two minutes unless they’re really invested in the topic. So, yeah, it’s sharable, but also it’s consumable. These are like little tidbits of information that are easy to consume them very quickly, give value and establish you as an expert.

I’m a big fan of the two-minute video. I like the live video as well, but I think it’s a separate strategy and I think it applies to people a little further down your sales funnel. But the two minutes video, I don’t want to say two minutes, less than two minutes is ideal. The 60 second Instagram videos, I’m still not sure about those. That’s a very short amount of time to try to give some value. But it is possible. But if your target audience is there, you need to figure out how to do that.

ANGELA: Yeah. Yeah. For sure. So we have some people online. Are there any questions you have on getting your videos watched more, on creating more videos, on what content you can share? Does anyone have questions? Now there’s going to be a bit of a lag if you post a question so it’ll probably take me a few seconds to answer it after you’ve posted it. But I want to know from the people who are here today. What is your biggest challenge with your video marketing? And if you’re doing great with your video marketing, do you have a tip you can share on what makes your video marketing so successful?

And I’m about to sneeze. That’s the problem with live. I can’t cut. I’m just going to have to sneeze. Look at the light. So does anyone have any questions or want to share any of their success tips on their video? I’m going to wait for that.

How to get more people to watch? Oh you talked live … Is there a ratio? Okay so Paula says, how do you get more people to watch? Keeping it short is key. So, Paula, there’s two types of videos. There’s the pre-recorded video and the live video. Pre-recorded needs to be short. And you need to be doing both. Because if you can engage people in your pre-recorded video, then when you go live, you’re going to engage more people. Also with … And I’m not an expert at Facebook algorithms, but there is an algorithm where the more engaged your audience is, the more Facebook will serve your content to your audience. So only 5% of your page subscribers or your followers get served your content. But the more people engage, the more Facebook engages.

The other great part about pre-recorded videos when you do it, and live videos after they’re done. But pre-recorded videos can be boosted. So for as little as $2-$5, you can get way more traction.

SCOTT: And your live videos.

ANGELA: Your live video once you’re done posting. You can also boost. And when you boost it, you pick your demographic. You be very, very clear on who your audience is and you boost it to those people for $5. So we do that every time after we go live.

SCOTT: Mm-hmm (affirmative). Well not every time. I do the boosting so not every time. If we have a really good Facebook live that I think a lot of people will benefit from, absolutely, I will boost that. But sometimes I’m still testing and measuring some things. Like how many replays am I going to get from live without boosting versus with boosting? And a $5 boost typically, it doubles the viewership.

So there’s been a few other questions. I’m just going to back up a bit.

ANGELA: Yeah.

SCOTT: Two people brought up how do I get more people to watch and Michelle was asking about should I keep posting videos. So to answer both those questions about getting more viewers and should you keep posting, absolutely. Consistency is, I think, is really, really important. It’s not easy but I think with Facebook live, you should be going live the same time every week. People will get used to the idea of that’s when they’re going live.

Someone, Sylvia, brought up at the workshop, there’s also a really interesting trust factor that’s built. If you go live at the same time every week consistently, you don’t miss that, people begin to trust you. They’ll go, “Oh they’re reliable. They’re there every time on Tuesday at 10:00.” Now, that said, we didn’t go live last Tuesday because we were doing a …

ANGELA: We had an urgent project for a client.

SCOTT: Yeah. We had an urgent project for a client. And we could have pre-recorded something. So I’m just saying, it’s not perfect but you’ve got to try to get consistent. If you know there’s something coming up and it’s going to prevent you from going live, maybe do a pre-recorded video as well and set it to go live.

So, to get more watchers and do you need to keep doing videos, I think absolutely. You should be consistent. But, you know, if you’re only doing one video every two weeks, is what you want to do, that’s okay. That’s consistency. Just every second week be putting out a video. But I do believe that that’s important.

ANGELA: And remember the videos should be value based not sales based. Not promoting your product or service but showing yourself as an expert in what you do so people are engaged and attracted to you as a person. Because they will engage and be attracted to your product or service later.

SCOTT: Yeah. And then if you have a promotional video or a sales video, those can just be released at specific times. They make more sense. Like if you’re opening up an online course, obviously release that video at, you know, an appropriate time. But with your free value content, yeah, consistency, same time every week, is what we’ve been seeing works for us and for a lot of the other online marketers.

Someone else asked about the ratio between live versus pre-recorded. I think, and again, we’re still testing and measuring everything, but what seems to be working, has worked well for us is an equal balance of doing a live video and a pre-recorded video. Now, some things are going to change a bit because Ange is going to do her own season of episodes and I’m going to do my own season of episodes. So there’s two of us in the business. So we’ll likely be doing one live video a week together then Ange will be releasing a pre-recorded video every week and I will also be releasing one. And they’ll be slightly different topics. I’m pretty my season’s going to be on camera confidence and how to be more confident on camera. I still have to come up with mine, I’ve got to do that this week.

ANGELA: And mine will be more technical tips that people ask me. Because there are really easy things that everyone can do that they just don’t know that their phone or computer has the capability. So for me, I’ve had a lot of success in tips and technical things to help people create videos or make them better. Like when I did, I tested a microphone. That’s one of the most popular videos. Not only was it one of the most popular videos, but a lot of microphones got sold. I don’t sell microphones, it’s not what I do. I tested a really cheap wireless lavalier microphone and the amount of people who said, “I bought the microphone, I love it, it’s great.” I’m like, “Darn I should have invested some money in the company before I did that.” But it was an honest review. I showed it, how it worked. So people really liked that. So that’s what my season’s going to be about because it can help people.

Business or personal page?

SCOTT: Now that’s … I keep changing my mind on this. A little bit. The answer is, or the rule is always your business page. Post your video on your business page because you can boost it, you get in depth analytics so you can understand what’s happening with those videos. There’s so many tools available to those native videos that get uploaded right to your business page. I know that people really like posting videos to their personal page because they feel like they get a lot more traction. Their friends watch it from high school and their mom and their dad …

ANGELA: And it’s true. They do.

SCOTT: Oh yeah, it’s absolutely true. But are they your target audience? Now, I’m not saying they’re not because maybe they are. Maybe your target audience is on your personal page. But there’s no reason you can’t post to your business page, wait for about an hour, and then repost that video on your personal page. Now as for going live, it’s a little different. But again, you’ve really got to understand your target audience and what makes sense for them. But if you want the blanket answer, without a doubt, you need to be posting on your business page because that’s where all those tools are to help you grow your business, not on your personal page.

ANGELA: You can’t boost a personal video. You can’t boost a live video after it goes live, if you’ve posted it on your personal page. So for me, I feel really strongly about boosting on your business page. And I’m actually going to look into, because there are ways now to go live on several pages that you control at once. And I know, Paula, you and I actually had a quick conversation about that. There is a way. I’m figuring it out. I’m going to do a video on that, a tutorial on how to go live in multiple groups at the same time.

SCOTT: Not groups though. It’s tricky, the technology keeps changing and Facebook keeps releasing new things. So right now, you have the capabilities to cross post into multiple pages. You’ve got to go to the pages, give permission to the other page. You’ve got to be the owner on all those pages. But if you have six pages, and you’ve given them all the ability and permission to cross post, you can go live on six pages. But you can’t go live on a page and a group at the same time. Not yet. Unless they’ve released it. If anyone knows, let me know. But as far as I know right now, you can only cross post on pages.

ANGELA: And you know, this is a live video, first of all. So it’s not evergreen. This information isn’t going to last forever and ever because social media changes so quickly. So when things change, obviously, we will let you know as well. I think posting on your business page and sharing it on your personal page is the way to go. Not only for the boosting, but for the analytics. For knowing exactly how many people are watching, when they’re watching, what time of day they’re watching. You can’t get any of that on your personal page so how can … When you have that information you can always do better and better and better.

And you know, that’s the other thing about video marketing actually. If you haven’t started it, at the beginning, it might not be great. Or you might have bad days when you go live that just aren’t great. They don’t have the same energy, they just don’t have the same feel. Don’t let that stop you. Again, we talked about the universal challenge line. Your brain is going to try to take you out because it’s out of, maybe some people’s safety zone. Don’t let that stop you, just do it. And even when you look at your first video, you look back on it, you’re like, “oh, that was horrible.” But what you’re going to notice is your first videos might not be great. They might not get much engagement. But as you go on in your star status career of becoming a great video marketer, you’re going to notice your videos are getting better and better and better.

But if you don’t do the not good ones, you’ll never do the good and great ones. It’s a process. So that’s … Most important piece of advice today, for everyone, is doing videos and going from bad to good to great is a process. And you have to do it and you have to work through it. So thank you everyone for joining us today. I hope, did we answer all of your questions? Did that make sense for everyone? Just give us a thumbs up or a heart if that makes sense. And if you have any questions, because we are going to wrap up, so thank you so much everyone for joining us and the questions were great. But if you have more, let us know. We could either answer here or we will do a video about it. Our next live video about it.

So before we wrap up, Rosy says, that’s my problem. I always feel like I have to be perfect. Don’t. Don’t worry about being perfect. That’s going to stop you. Oh my gosh, I’m so not perfect in my videos. Especially my live ones. And the night before I go to film, I go to bed with that feeling in my stomach, like, “Oh my gosh I got to do a video tomorrow.” And I feel a little nervous and anxious, but I get up and I do it. So don’t worry about being perfect. Yeah.

Yolanda says no one likes perfection. We’re human beings.

SCOTT: And we talk about this a lot. No one trusts perfect. When someone comes online, and they’re completely perfect, you’re always a little skeptical that you’re about to be sold to so don’t worry about … Don’t worry about being perfect. Worry about being authentic, being you, being the real you. That’s how people like, know and trust you. So that’s taken me a while to get over perfection for sure. Actually, I’m still trying to get over it because I want everything to be perfect and I struggle with it. But I’m in the process of getting better at that.

ANGELA: Yeah. Wonderful. Yolanda, thank you for that as well. Thanks. It’s hard to connect with perfection and no one likes perfection. And our bodies go into fight or flight when things are uncomfortable. So yes. And I don’t want you … I want you to fight. And I want all of you that have joined us today to do a video and post it and tag me. And I will like and share it.

But it’s got to be a value based video. I want everyone to try a value based video, not a sales video. Share your expertise. What you’re really good at, what you’re smart at. Don’t share a product or service, just this time.

SCOTT: Try it. Yeah, if you don’t got an idea, ask someone else and they’ll have an idea for you.

ANGELA: Hey Tony. Hey. Good to have you on. Thank you so much.

SCOTT: Tony, how are you? Tony you’re jumping in right at the end, man but you can watch the replay.

ANGELA: Yeah, I would love you to. Let’s connect, Tony, soon. And thank you everyone. That’s a wrap.

SCOTT: Stay cool today. It’s hot today. I can feel the sweat starting to drip down my face so yeah …

ANGELA: Ew.

SCOTT: I can feel it. I’m starting to yeah … Anyway, stay cool today and we will see you guys next week.