The importance of relevance in your marketing - EP #229 - Shorty

G' day guys.

It's Dan Lanney here with the how.

To Scale a Video Business podcast with this week's Shorty.

This is episode number two to nine on the 26th of October. How are you going? We have just finished our weekly coaching call with the video business accelerator Mastermind and wanted to just share a little bit about what we were discussing today because I think you'll find it to be very helpful and it's really all to do with relevance in your marketing. And that's because all too often.

When video businesses try to do marketing, they tend to try and fire hose the market with, you know, we do video for anyone at any price and a lot of times I'll see adverts that focus on or words on the page copy that focuses on, you know, hey, if you want to increase your revenue, if you want to make more money, you need a video. And it's a big mistake. It's a big error because most businesses aren't coming to you to make a video because they simply want to make more money. There can be a whole host of other reasons why they are thinking about video and they want to use video. You know, someone for example, who's in internal comms, who wants to train the team, making more money is not their number one priority. It could be a whole host of other reasons. And more often than not, the thing that, that people are looking for is can they trust this company to not are they going to spend money with a company and get what they need and not end up with something that's overly creative, overly ambitious? Unless you're working for an agency, of course you might have that desire in mind, but this is where relevance comes in. It's very important to understand who you are talking to and, and where they are at on their buying journey.

There's something called Eugene Schwartz was an ad man.

Back in, back in the day and he has a five step process that he uses for what they call the five stages of customer awareness. And that is something that is very important when you're creating a marketing campaign to understand who is it you're talking to. If someone is searching on Google for a videographer or video production company, then there's a very good chance they know already that they want video. They just haven't decided who is going to do it for them or what the options are. And so the kind of advertising or content that you would have on your website to answer those kind of questions would be different than someone who doesn't even know if they need video. Yet. And so you want to be avoiding working with people who don't even know if they want video yet. You don't want to be that person who has to become the advocate for video and convince people that video is a good idea and that they need video. That's just not going to be helpful at all. You're going to be trying to convince someone who doesn't know the extent of the problem, they've got to take action and spend money on a solution that they don't even know if it's the right solution yet. So you want to be, you want to be avoiding working with those kind of people. You ideally want to work with people who know they want video and they are looking to find the best supplier. And therefore when they land on your website or your landing page, it's important that they feel like they can trust you. They're going to be looking for, you know, your culture. They're going to be looking for, you know, social proof. What other brands have you worked with? But they're also going to be looking for telltale signs that you might be working out of your garage. So, you know, don't make elaborate promises that you can't substantiate. Now it's not to say that working out your garage is a bad idea. I worked out of a shed for many years, did multiple six figure projects for Sony. But the information that you display on your website, the behind the scenes that you show the evidence of your ability to do the work, that is much more important. And so what you show them and how you display your information is very, very important. And something I always say is, you know, if you're selling a premium product, is your presentation of your service premium. Is everything that happens when someone interacts with your website a premium service? Or does your website just have a phone number saying, you know, call my mobile and we can have a chat. So often what we do inside the VBA is we encourage everyone to have a kind of get a quote or get a call for discovery call and that goes through to a calendar link or something similar and then it moves into a kind of some sort of survey and then, and then, you know, you go through the call process with the client. But it's very important that relevance is number one. It's how Google works, it's how Facebook works. If you're doing any kind of paid advertising, and that's not something I recommend many people do until they've got a very solid idea of their own business. They've got plenty of organic Traffic and then they move into paid because they want to increase that sort of virtual knocking on doors. But you've got to know who you're talking to. You've got to understand your client and your target avatar very, very well. You've got to know why people use you, what is it that's unique about you that people come back to you for. And oftentimes people say to me, oh well, I'm easy to work with and we make it fun and it's like, that's okay, that's for superficial reasons. I mean everyone likes to work with people who are fun and people want life to easy. But it may not be the reason someone's going to spend twenty or thirty or thousand dollars or more with you. They need to know that they can trust the investment. And it's probably the number one concern on any corporate managerial person's radar is like, is this a company I can trust with this budget, are they going to deliver and therefore am I going to look good or are they going to mess up and therefore it's going to make me look bad? So that motivation for why you're doing something is very, very key in the decision making process. So oftentimes what I observe is filmmakers don't necessarily understand what it is why they're being hired because they haven't asked the question. And we have a process inside the VBA where we do what we call the Ask framework, which is a series of questions that are very strategically considered that we ask clients and we do it in a certain way that gives us all the information we need to understand exactly why the client works with us, what they like, what they don't like and how we make them feel. And once you understand that, then everything else becomes easier. People make decisions based on emotion, how you make them feel. So if you confuse them, they'll just disappear. It's like goes in the too hard pile. There's plenty of other distractions. I'm trying to find a video production company. I've hit your website and I'm even more confused. So I'm going to go and find somebody else. So the more you can simplify that process of giving them relevancy and give them a sense that when they land on your page they found what they're looking for. You want them to think, ah, this is me, this is who I am, this is who I want to work with. And what's really important to all of that is culture and values. So what I recommend is that you align your values and your culture.

With your marketing message so that people will be drawn to you because you're just like them. Ask yourself this has owning your own.

Video business been everything you dreamed it.

Would be when you first got started?

It might be hard to admit, but think about whether you're genuinely achieving everything you set out to when you made that decision to grab the camera and go it alone. Are you really working less?

Are you really earning more? And are you really in control?

Chances are you're bloody good at what you do, but you're having to work like a dog, 70 plus hours a week, whether it's filming, editing, marketing, or any of the other jobs that come with being the big boss of your own video company. When you're managing projects, constantly searching out for new clients and worrying about cash flow, it's easy to lose sight of the bigger picture or make real progress. Let's face it, that stress is the last thing you need when you're trying.

To run a profitable company that supports.

You and the people you care about. Truth is, a business that provides financial, professional and personal freedom really is achievable. But maybe you've got that nagging feeling that you're overworked, lacking stability, and struggling to get to where you really want to be right now. It could be that you just don't know how to make a positive change on your own. So I created the Video Business Accelerator coaching programs to really supercharge your video business. With these unique coaching programs, you'll learn all the tools you need to get complete confidence in the success of your video business. You can take the first step on your journey to a successful business that.

Doesn'T control your life.

Let me show you how. Head over to Denlany.com and click on Accelerator.