Each Sunday for my video challenge, I am doing a book review, focusing on a book which has made an impact on my life and business. Today’s is not an exception – The Power of Now.
This book as sold millions and I have read it at least three times. This short review will not do the book justice as there is so much it in.
There are so many points in this book. If you read it, you’ll find that some resonate more with you than maybe me but let’s hear three things that I’ve taken away from it.
1. There is no such thing as time. It’s all made up.
2. The past and the future don’t happen. The past is gone; there’s nothing we can do about it. The future is something that we often create in our head.
3. The ego makes us overthink things. If we could stop thinking, I think we’d probably all feel a lot better for it.
The book is about The Now. The only thing we have is the present. I think if we realise that the mind is a superb instrument, it is very powerful but also it can very destructive in the way that we tend to overthink things.
Reading this book has opened my mind onto how I think and how the ego can control the way you do things and how the only thing you can do is be in the present. So I’d like to end on this quote, “Realise deeply that the present moment “is all you ever have. “Make now the primary focus on your life.” I highly recommend this book.
“Realise deeply that the present moment is all you ever have. Make the now the primary focus of your life” – Eckhart Tolle.
I’m just wondering if video has become a tick box exercise? I understand as busy business people, video is just one of many things to be done if you are launching a new website or champaign. So when it comes to video, there is more to just finding a video production company and tick it’s all done. Follow me today as I travel into London as I visit a digital agency to see if this is true. Day 21 of my video challenge.
Rather than looking at video from a strategic point of view, it needs to be seen in how it integrates into the whole marketing and business plan.
Put some thought into how you are going to distribute and market the video to make sure that you get a return of investment. There seems to be a missing link here between the, what I call the pre-pre-production, the strategy part, and the promotion and distribution of the content. Then there is no following up and checking on the metrics and measuring it to make sure it worked. Video is so much more than another item on a list to be ticked off.
Have you ever tried Video Ads and struggled to make them convert? Spent lots of money with Facebook and got no results? Day 20 of my video challenge I talk about the five strategies which will make high-converting video ads.
Here are the five strategies:
1. Target the right audience. Don’t try to appeal to everyone. You have got to niche. Pitch to the person you want to reach and talk about their problem and how you can help.
2. Keep it short. If the video is at the top of your sales funnel, you should make it short to create awareness. Your audience has to get to know you first before they can like you and trust you and then buy. So aim for 30 seconds or less.
3. A strong start. You need to grab your audience attention before they scroll past. This means no unnecessary intros, logos or stings. You need to jump straight in, so no waffling at the start.
4. Please don’t confuse the viewer by giving them options. Remember, video ads are part of the customer journey. Don’t expect the potential customer to buy only after watching one video. Map out a clear content journey where your attendant audience will get to like you and then trust you.
5. Test, test, test. Have more than one video, test different messages, different thumbnails, different durations. By testing, you’ll find out which gets the most reaction.
Video ads can provide a massive boost to your marketing success, that is if you do them right. So follow these strategies to start creating ads that actually convert.
I blame Kevin Costner! Do you remember the film ‘Field of Dreams’ starring Kevin Costner where he hears a voice when walking through his cornfield which says “If you build it, he will come”.
I often think of this analogy when clients make ‘build’ a video, upload it to the website or plonk it on YouTube and expect people ‘he’ to come and watch it. This might have worked in the past, but not anymore.
If you think about it, we live in a noisy content world. Look at the facts, over 300 hours per minute of video content is uploaded to YouTube. Five hundred million Instagram stories are posted per day. It’s getting tough to get your content seen by your audience. And even if you have a warm audience, they’re very likely to miss what you’re trying to show them.
Social media channels make their money through advertising. You may of heard the phrase “Pay to Play” and, like it or not, this is the world that we live in as marketers, and we need to see this as an opportunity. See this age of video ads as a Goldmine Era. What I am referring to is that you can reach a wide audience and not pay a lot of money at the moment, but this won’t last forever. All the social media platforms are offering video ads, which can be very highly targeted. But before you rush out there, there are a few things to consider to make this campaign effective.
The first, have clear goals. Do you want this to be a brand awareness campaign? Or do you want people to consider one of your products? Or you want a conversion and sales? This will shape what your video content will be.
The second consideration is to have a budget in mind. Now, you can spend just a couple of dollars, obviously, right up to hundreds or thousands of dollars, it depends on the size of the target audience and also their geographic location. But if you’re niche and know exactly who and where your audience is, you can run a very effective campaign for not a lot of money.
The third, measuring the results, and having an online campaign like this, will give you great metrics. So you need to consider what goals you want:
Do you want just purely views?
Do you want to promote people sharing and engaging with your content?
Do you want people to click through to a landing page?
Do you want to go straight for conversions?
Now, each platform has a slightly different setup, depending on these goals that you want to achieve. We are nearly halfway through 2019. The digital landscape is changing all the time. I would recommend you at least test some paid promotion for your video content. It’ll give you an unfair advantage over your competition. And believe you me, a lot of businesses are not doing this.
Your video content is an asset, and I often see a video only being used for one purpose and then consigned to the ether of the internet never to be watched again. With a bit of updating and editing a video can be repurposed, which maximises the return of investment on it.
For Day 18 of my video challenge, I have re-edited a video I made at my video company Tallboy Communications, and colleague Ryan Say. So watch to see how playing Jenga fits in with video storytelling. It is all a bit of fun.
Your story is multi-faceted. Yes, there is a beginning and probably an end – but how you start and when you finish is just one aspect of the story. Who’s going to listen to your tale? What sort of language will you use that gets the essence of what you are trying to say across? We build it piece by piece – like a game of Jenga.