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.
Day 16 of my video challenge and each Sunday of this month, I am doing a book review. Today’s book review is ‘OverSubscribed’ by Daniel Priestley, and in this video, I am concentrating on the numbers 7,11,4 mentioned in the book and how understanding these can grow your business. I had the privilege of catching up with Daniel on Friday at one of his ‘Dent’ events in London, and I asked him why having multiple touchpoints, content and channels to reach your audience works.
“If you think about the human brain and the way it evolved, it evolved to figure out who in the tribe is a friend, and who in the tribe is potentially a threat. And the way the brain evolved, according to the research, is that the more time we spend together, the more interactions that we have, and the more locations we’ve been together, it’s more likely that you’re part of my tribe and you’re a friend” – Daniel Priestley
The first number, seven. Do you have seven hours of content that someone, if they Googled you, would find seven hours of content they could just gorge on? For example, it could be video. Do you have lots of videos on YouTube? Do you have a book that someone can download and read the book? Do you do a daily, or weekly, or monthly blogs that people can look at? Do you do a weekly or monthly podcast? And what about doing webinars that someone can find and then watch an hour of content as you go through a particular subject?
Then there are the 11 touch points. So this is where someone can visit your website so they can read your blog. Or your Facebook channel and there’ll be a whole lot of videos or posts that they can read. Do have a weekly podcast that they can subscribe. An email list you can send daily or a monthly email newsletter. Or can you host put an event every 90 days?
Then there are the four channels that people can experience you on. So that could be online. So it could be your website (blogs, articles, videos), social media channels (Facebook, Instagram, YouTube, Instagram, Twitter, etc.), what about hosting a monthly webinar. Email is another channel to reach your audience. Offline it could be a physical book you have written. Or it could be an event or a workshop where people can come and see you speak.
The idea is that having all these assets in place, people will find you, and it’s all part of the journey how they get to know you, like you and trust you. And eventually, they will buy from you. What assets do you have? How many 7, 11, 4’s do you have?
Day 15 of my video challenge and today I give ultimate advice on how to make video work for you.
I have worked with hundreds of businesses and made thousands of videos over the last 15 years, and I see most companies a video seems to be a one-off event. The attitude is, “We’ll make a video when we need one”. I think in this day and age, if you look at the stats, see how video is dominating the social media channels and looking at the engagement you get from video content. I think as a marketing manager; you need to include video as part of your strategy, of your overall marketing strategy, rather than seeing video as just something as a “We’ll do it when we need it.” The best way to start doing this is to allocate some money towards it. When you do your annual marketing budget, make sure you include a budget for video, not just one video, but by creating a series of videos. This will help focus the mind on working out what content you need, so when you go out to video producers, to say that we’re looking at an annual spend of this, see what kind of deal or negotiation you can get with the company.
The second part is that when you have this video content, is to make sure that it’s being viewed in by the target audience, one of the best ways to do that now is through paid-for promotion. It is not enough just to put the video on YouTube and website and do some social media posts You need to amplify by placing some money behind some Facebook ads, Instagram, YouTube, and LinkedIn. There are lots of opportunities now for doing that. When it comes to paid-for promotion, I suggest allocating about 20% of the production budget. For example, your production budget is $10,000, set aside at least $2000 of that for paid-for promotions. The main point is to test it to see how it works out. You may be surprised how well it works and how you can actually really reach a new audience and can be so targeted in what you’re doing.
My big tip is to make sure you’ve got a video strategy and have a budget for the year. Here is a link to our guide to making sure you get a return of investment on video.