Social Media VIDEOS? Steal This Framework!

Jim, welcome to the Rooster Adders podcast from a YouTube channel. I cannot wait to dive into today's topic. Social media video framework. What do we do when we're getting our face on camera? Thank you so much for being here.

Yeah, man, I appreciate you having me.

So Jim, in a land of full of digital marketing experts, why should we listen to you? I'm going to let you introduce you.

Before I introduce you, I'm Jimalene, the co founder of Roofer Marketers. Um, why should you listen to me? Well, you'll have to make that decision, but I've written two books on digital marketing for roofing contractors. I'm the host of the roofing success podcast. We are an Iko Preferred the digital marketing contractor for Iko Roof Pros. We're part of. I'm a member mentor in the Pitch Pro movement. I don't think you would bring me in if I was, you know, Kenny and a keyboard in my mom's basement. So that's my new favorite one.

If you haven't recognized.

Yeah. So you know, we do this every day. We do digital marketing for roofing companies every single day.

Thank you for that. I know that. By the way, this. That was Jim didn't know that was coming. The reason I brought you on Jim, and for everyone tuning in is I've played in the digital marketing world for a while. For those of you have started to be more open about this. I took a break from the roofing industry and I stayed in that space. And when I first crossed paths with Jim, I'm like, he actually gets it. He knows it. And I've been sending by way of referral and no, I don't accept any money on this Clients to Jim. Actually our, our biggest fan client, you know who that did that really cool video. I actually just talked with him this morning. Members of the Pitchfork movement. And that's why I invited you to join in the pitch from women as a mentor to help for all those with marketing questions, whether it's something you fulfill or not. Someone who understands this domain. So that's just a quick background. Now let's get into this. You know what you're doing by the way, anyone who's listening, if you're interested in joining the Pitch from Movement, if you questions for Jim about where your next steps should go on marketing, where should you be investing your marketing dollars, what to be looking for for return and pairing the right strategy with your specific company. I do recommend joining the Pitch Pro movement joining Jim. He runs two sessions per month and he hangs out in the discussion board for you to ask some questions. And there's a link in the description below for the pitch pro movement. So that aside, Jim, let's talk video content. I've got my notes pulled up here. You work with companies to help grow their digital presence, and it's no secret video is at the top of the list. This is the wave of how people are engaging in media and a lot of folks get intimidated getting on camera. You've got a framework big time. Five steps, if my notes are accurate.

Yeah. And there's. And really going, going back a little bit. It's, you know, first of all, contractors have. There's a few problems that they. That need to be solved in social media content in general. The first is inconsistency.

Right?

They are. There's very. Most companies are inconsistent with their social media posting, you know, and a lot of that comes from. And, you know, as a creator, that creativity, it takes time, right? How many times have you sat in front of your notebook looking out at that beautiful mountain view and come up blank, right? It's like, man, we got to think of something like, what should I post? What should I post? And then we get worried about how many people are going to see this, right? Who's going to see it? How many people is this going to be engaging enough to my audience? And in doing that, we just fail to execute, right? And that's, that's where this problem comes up. And then video, if, if you don't know you're watching this video, video is engaging. And so that is what you need to be doing on social media going forward from 2022 and beyond if you haven't already been doing it, right? So video is going to communicate your message on a much, much higher level than just writing a quick post, dropping an image, right. We all started off on Facebook typing in what we wanted or Twitter, right. Typing in the words. Then Instagram came along and there's these images and we got so engaged in these images. And then what just happened recently, TikTok. TikTok blew things away in time of engagement, people just flip through those video, video, video, video, video. Right. Just short videos. And so that's the way that we love to consume content. So don't give your audience something that they don't want.

Right?

It's. It's still good to have the pictures of your projects befores and afters. Maybe a, you know, a kind of a nice screenshot of your. Of a review that you. That a nice review that you've that. That you've received things like that, maybe some still shots around the office, people working out on job sites. That's great. But if you can do it in video, it's gonna, you know, it's. There's an exponential benefit to that.

Yeah, absolutely. So this framework you're going to share, we're going to hit five steps for anyone who's interested. I do follow my own framework and it's needed to keep the flow. I storyboard, I get my key points, but I just go with it. It's a skill set that gets developed with practice, which is why you need to do it. I also would not expect results to be amazing on the first video you put up, you have to have that cadence. But the biggest thing is just knowing what to say when you pop on camera. And before I develop my own framework to follow, which is different. We're not going to get too into that because it's not applicable. What I do is different.

Right.

Than how you are trying to produce videos for your property owners, residential and commercial. So let's hit this framework and, and hopefully everyone get your. Your journal handy, people. By now. If you're not following me on social, do that. This thing lives by my side. And I've got all my notes in here. Take notes of this framework because these five you're going to be able to write down and start executing as you begin making videos. So I'm going to start writing these on my whiteboard behind me. Jim, let's, let's kick things off.

So let's start with the first thing you want to do is come up with topics in advance. In coming up with topics in advance, you'll know what you're going to be creating this content about. And then that leads to the second thing that you want to be doing is shooting these videos in batches. I have a great guest on my pod that I had on my podcast, Andrew Itnauer. He has a video guy that comes out with him once. Once a week and they shoot. Yeah, Andrew was on your show too, man. Like, so he. He creates all of the content that he needs in that one day of shooting. And he may have changed it up now, but that was, that was what he was doing back then when. And so shoot in batches, right? Create your content in batches, learn how to freestyle in a framework is the third thing that you need to do. So having a framework so you're not just sitting there going, oh, man, what do I say? Oh, I forgot to introduce myself. I forgot to introduce the what I'm talking about. I forgot. Oh, man, I forgot to tell them to give me a call. Right. Like that type of stuff. So we want to create a framework to shoot your videos in. And then fourth, we're going to amplify your reach by. By. By being able to use this content in multiple places.

Right.

So if we want to go through it, it's come up with topics in advance is the first one. Shoot videos in batches is the second one. Freestyle in a framework is the third one. Amplify your reach through repurposing is the fourth one. And I'm talking too fast for Adam to write. I can see it here. So the number one is to come up with topics in advance.

Okay, got it.

In advance. Number two is to shoot video in batches.

Perfect.

Number three is to freestyle in a framework.

Freestyle framework. I love that. I'm excited to dive into that too. I can share some of my thoughts.

Reach. Amplify your reach. Yep. And then. And then the third part is to remove yourself from the posting process. Love it. Remove yourself from every process that you can in your business because it'll get done if you don't have to do it right.

Like, yeah. And if you can't remove yourself, batch.

The time to set it up for sure.

That's software is available. One thing I do want to interject on if it's okay. Hey, Jim, the reason I was looking down before my phone, when we talk about topics and coming up with ideas, here's my video idea list. I use Google keep and this way I have it and I can check them off when I do those videos, when I hear questions or I see YouTube comments. This like when, when I respond to comments, by the way, have a question or suggestion for a video, drop it in the comments right now. I look at those when I see, hey, I'll put them on this list. More of them come up like, hey, this is something that I should do because more people need to hear about it and. And that's what drives everything. So just to. When you come up with topics in advance, just listen to what your customers ask and like the top 20, 30 questions you get. Write those down to start. I'm going to shut up now. Back to you. Anything else on coming up with topics in advance? Yeah.

So coming up with topics.

Here's.

Here's. Here's some, some ideas for you, right? A success story, the before and after of a project and the story about what the homeowner was going through and the problem you solved and how you solved it, right? That is a success story, a character story. Maybe you tell your origin story, how you got into roofing, right? Teaching on a topic is another idea for you. You know when to repair versus replace. Like this teaching on a topic. Motivations. Share your favorite mantra or quote that keeps you going, right again, kind of on teaching on the topic, being the expert. And these simple things, you can keep doing them over and over again. You could create multiple videos in these major kind of headline topics. A team story, right? Something that your team has done and how they solved the problem or how they came through for that homeowner or for you as a company. So now you have some ideas on the topics, right? Now you sit down with those topics. You get a success story together, a character story together, a topic, a teaching on a topic, a motivational quote, something that you could be the expert on, a team story. Now you have like five things right? Now we have to shoot that in a batch.

Right?

Now we sit down and we shoot those videos that could be going out in the field and shooting those videos. It could be done in your office. It could be done walking down the road, standing in front of your truck. You could stick your phone in their phone holder in your truck. How many of these have you seen done? Right. Over and over again. And they're effective videos. It doesn't have to be this professional video shoot with all the lights, camera, action, and the whole thing. It just has to be done.

Yep. Has to be done. What is Daeshun? Daeshun Bryant, roof hustler's fellow mentor in the pitch pro movement. On his last call, I actually have notes. He goes there. It is progress, not perfection. Daeshaun Bryant, shout out to you, my friend. Love it. Done is better than not done. Full testament, by the way. Go watch my original videos.

Go watch my original videos. Go back years, right?

Like, start with what you got. It doesn't matter.

Yeah. You know what I like to say? Adam is in business. Business. Like, we do our business in phases. Phase one is do something. Phase two is do something better. Phase three is do something a little better than that and just continue through these phases of doing something a little bit better. People always ask, like, you know, I speak at a lot of industry events and things like that. And I, you know, we do a lot of videos and do a lot of content webinars, and they're like, jim, how did you learn how to do this? Well, I worked with a company that I became a trainer. I was a trainer at the company One of the corporate trainers and they would send in PowerPoints, like new trainings every week. I trained people six days a week. And, and, and so I just, I got to the point where they would send a PowerPoint in. I know my, my subject matter. Right. You as a contractor, you know your subject matter.

Yeah.

You are the expert. You know your subject matter. You just have to put it in a framework that you can express that to your consumers. So they would give me PowerPoints every week. I got to the point, Adam, because I did so many. Right. It's reps. It's just reps. The first ones are probably terrible. Just, you know, but as I got more reps in, all of a sudden they would just send in new PowerPoints. I wouldn't even look at the PowerPoints.

Yeah.

And I would just like, I would just train because I knew my material and I just thought I knew the framework of the presentation. Every time they had a same, this, a similar framework to it, to a teaching educational PowerPoint presentation. So it was easy. So that's what we need to do. Let's freestyle in a framework. Right?

We talked about that framework. Yeah, yeah. And by the way, just to wrap up shooting in batches, do it anywhere. Don't overanalyze the backdrop. I mean just here's my best advice. Do it in an environment that's professional, that's a true representation of your day to day work life. Shoot it in your. While you're giving your kid a bath or something. That's the only thing I'd say even then maybe that would be, that would go viral.

You might get good engagement.

Yeah, yeah.

I'll give you guys some. Here's some behind the scenes on, on me and Roofer Marketers.

Right?

You see the red backdrop behind us, the way this red backdrop came to be. So we started Roofer Marketers in my business partner Brian's basement. We worked out of his basement and there was nothing in that basement that I wanted as a backdrop to the videos that I was creating. So I went on Amazon and I bought a red muslin photo backdrop for 30 bucks. We are many years into this business. We have an office. This is a studio office that I'm in. I have lights, camera, action, acoustic paneling on the walls, the whole shot. Professional cameras and microphones all around me. This is that same red muslin backdrop. I just hung it on the wall in my office. You don't have to over complicate it. It's clean. It's probably annoying to people at this point. Because they just see me in front of this red backdrop all the time. But now it's become kind of a signature part of our brand. Right. And so you just, to your point, just do it, right? Like it doesn't have to be, it doesn't have to be too crazy. But let's get into a framework and there's multiple frameworks that you can have. And Adam and I have talked about this. He has a framework that he shoots his videos in so he understands, hey, I want to say this first, then this second or, you know, and there's a framework to it. So here is a basic framework that you can use and then you can play with it. You can move some of these parts around. Sometimes you'll want to, you know, you may find that something else works best for you. So that one of the things, one of the elements of your framework should be branding. So that could be, hey, this is Jim Alleen with Roofer Marketers or Jim Alleen with ABC Roofing or Joe's Roofing or whatever your branding is. The next thing that you're going to do. You could do these either way. We were talking about this, Adam. Your promise or your branding. You could do either way. The promise may be something like. On this video, I'm going to share with you how to determine the cost of a roof in Minneapolis, Minnesota. It's where I'm at. It's really cold here right now. The next thing you're going to do is seed that. So this is one of the most common questions that we get from homeowners in our area. Then we're going to talk about the topic and the training. So how do we determine the cost of a roof? Right? We're going to talk about the pitch and slope. We're going to talk about the, you know, peaks and valleys. You talk about ice and water shield and drip edge and roof accessories and the materials that you use, metal versus asphalt, shingle and all of the elements that go into determining the cost of a roof. That's your topic or your training. Then you're going to have a call to action and a sign off. Hey, if you'd like to receive a detailed estimate on your roof, please visit our website@joe's roofing.com this is. Thanks for joining me on this video. This is a, on this quick video. Look, look forward to talking to you soon. That's your site, like a sign off, right? So you have your branding, your promise, your seed, your topic and training, your call to action and your sign off. And you Want to hit these elements within that. And now that you have those elements, now you've developed your topic.

Right.

You have your character story. So you could take your character story and drop it into these, into this framework and have that conversation every time. If you watch enough of Adam's videos, you might be able to figure his out.

Out. You'll pick it apart. It's. And I'll share some bones of it now, you know.

Yeah, it's. It. That's what professional speakers, that's what they do. Like they have a framework.

Right.

You know, it's just. And there's a framework to what they do. And that keeps you on track in what to say and when and reminding you to make sure that you hit on all of those key elements.

Yeah. This whole concept, by the way, this framework, Think of this like a formula. Anyone who's followed the channel or the podcast, everything I teach, formula, slap, aro, car park. Why? Because with repetition, they become natural. So this framework, the only thing that I'm going to just kind of give my own viewpoints on. You guys can leave it. I don't disagree with any of these. There's two things that I would adjust personally. Number one is I like to bring the promise in front of the brand. Why is that? Because attention is in limited supply on the Internet. So if someone opens with, you know, I'm so and so with so and so. That's not enough to Sabri Subh, you've heard me quote or people have probably heard me quote him before. He says, and I'm going to paraphrase this, he goes, you're basically your message needs to reach out and grab your prospect by the jugular. And I love the way he put that because I was like, that is aggressive. So it's like you're shopping for a roof and wondering what it costs. Hey, my name's Adam with so and so roofing company, and today I'm going to share the average cost of a roof in Billings, Montana, for example.

That's right.

The topic teach. So roof factors. The main factors of roof are the size, the pitch and the stories and how complex it is, meaning how many faces, obviously, and up and over versus a roof that we say is cut up, meaning a lot of different faces that need to get tied together, blah, blah, blah. By the way, if you're interested in an estimate, we'd be happy to help you. And then we go back to teaching. So there's a couple of things I want to just bring my. Bring the attention to. One, I Like to bring the promise in front of the brand. See to expand on that, my notes here is is the to to address the consequences of not having this information versus and then comparing it to the ideal outcome. So let's go through some examples. I am going to do a story of Peggy who was a success story. I am standing here on Peggy's roof and she had water pouring through her ceiling onto the grand piano before she called me. Rest assured, everything is safe. My name is Adam with so and so Roofing company and we just helped Peggy with the worst leak of her life. Unfortunately it is no longer now we're going to see leaks mean you need to take care of things now because it's not just the roof, it's the entire inside of your home and your precious belongings. And if you don't address it, you risk running into long term issues like mold and rotting. But handling it quickly saves you a ton of money and protects everything inside. In this video I'm going to teach you this. Telltale signs that a leak is coming and how to take care of it right away. By the way, if you are facing the leak you can contact us at this number here. Now the top five telltale signs is 1, 2, 3, 4 and 5. And by the way, if you need help or you need your roof inspected, please call the number on this page. I would be happy to help you. And then on our sign off we want to end by giving them a feel good feeling so we don't end on the sales note. Sign up. Now you know whether you need us now or another roofer in 10 years. Exactly what to look for to keep you and your property safe. Video done. By the way, I didn't plan that.

That's just because it's just using a framework. And if you have the framework you could just insert the pieces here. Right? Insert next piece.

Exactly.

And so that's the, that's the important part, right? And we were talking about this. Now that you have that framework, you have you now you can go and shoot. You know, it'll, it'll take you much less time to shoot these videos, right? So now that you've, you've done that now there's different things that you can do with these videos. Post them on your Facebook page, on your Instagram page, on your TikTok channel, on, on your website, as a blog post, as a. Right. There's so many different ways that you can use this content. In some cases you may have to cut it short, make it a shorter clip of you just Just doing this part or that part, but just. I think you did a video recently of the cutting it down to. You have 10 seconds. Right? I watched that one of yours recently, right. So taking your slack framework and cutting it down to a 10 second pitch, like, think about how you can do that for different mediums.

Right.

So you won't always have the same thing, but at least this gives you something to work from.

Right?

Let it evolve from there. How you feel comfortable in talking about things. Your natural personality has to come out within these frameworks, right? Yeah.

That's huge. Your personality, your personality. The first few are. You're going to bobble. It's okay. Get through them. Don't pause. Get through them and then, and then shoot it again. So with this, by the way, on the reach, like splicing it up, I would say. And challenge me if I'm wrong here. This is more advanced. Some people get analysis. Analysis, that's right. And they're like, well, I don't, I don't. Editing. Who edits your videos? How do I do? Don't worry about it. Just do the video. Put it up, Start there as you go. Now you can grab this piece and use this on TikTok. You can grab this piece and using it in an Instagram story that has a different time limit. And you can use this piece. But that is like the. We could do an entire. Yeah, maybe we'll do that. A whole session on repurposing content. That'd actually be a great topic for the Pitchfork movement for us to talk about for sure. Distribution. Yeah.

And, and, and that's a, that's a big thing. Like you don't have to recreate everything or you can come with one big topic and then create a bunch of videos around that one big topic. Right. And make a lot of small content from that big content piece. So, and then from there, you know, try and get yourself out of the posting process. Whether it's someone on your team that's posting. But even with them posting, you know, I recommend using. There's a lot of softwares out there that, that could do this for you. So you just upload the posts in, drop them in a queue and press go and they will just post for you. Some of those are. We use sendable Social Pilot is a good one. Sprout Social meet Edgar. My favorite feature, this is the feature that I look for in these softwares is an evergreen posting option. What that means is you, you, you batch your content into queues, you set up a calendar for your Queue. So I want a post to go out Monday at 3:00pm, Tuesday at 8:00am Right. And each day you set a schedule, but you don't schedule any posts in it. You just set a schedule and then you build a queue of the content that goes out in the, in that schedule. So you just drop that content into the queue and then the, the, the, the. The software determines which post to, to put in each one. You can, you can move them around. You could say, oh, I want this one to go out before that one. And you know, you can drag and drop things around, but that allows that edit to continue to go out whether you're doing it or not. Because if you shoot those five videos for the week and then you get busy, no one sees those five videos for the week. So you shoot the five videos for the week, you drop them in the queue and they just keep going out. And the way Evergreen cues work is maybe a month from now or six months from now, if you stop posting, it'll recycle your posts.

Wow. I. By the way, I did not know of any of this. You told me about sendable and we were in the lobby at Roofcon after the most delicious steak dinner with.

That's right.

And Brian. Shout out to Brian and Nikki. The. I was just emailing with Nikki yesterday by the way. Super fun remembering conversations over stake. Yeah. Anyway, I want to get set up with sendable because I'm doing this about as least efficient as possible and that evergreen feature is great, especially this new initiative I was sharing with you before the call. So man, we covered a lot of ground. That's right. Can we, can. Can you do a quick summary? The five frameworks and then the freestyle framework. Yep.

So the five frameworks come up with topics in advance, shoot in batches, freestyle in a framework, amplify your reach by repurposing and take yourself out of the process is the fifth. The framework includes having your branding in the video, your promise, your seed, your topic and training, your call to action.

And your sign off. Love it. This was great. Oh, go ahead.

So for everyone watching, get started right now. Pick three topics, shoot three videos, two to three minutes each. Webcam, iPhone, it doesn't matter. Don't overthink it. Do it.

I love that. Thank you for leaving everyone with an assignment. That's what it's about is taking the learnings from this and putting it to work with everything. It will become habit with time and then start with those three videos. Love it. Jim, thanks for joining me. For anyone who is interested in joining Jim and I inside the pitchforward movement. I would love to have you there. There's a link in the video and the podcast description. You can also call or text my team. 303-222-7133. Alia, Sheena or I will be able to help and we can chat with you to make sure it's a good fit as well. Memberships available for individual sales reps, teams, single owners, you name it. We've got an option that may be a good fit for you, and there's good people hanging inside. And Jim is the one that spearheads all the marketing things and basically acting as your chief marketing officer for hire. On that note, Jim, thank you so much for being here.

Thanks, man.

Appreciate it. All right, everybody, three videos.

Go, go.