YouTube video by Jeff Harrison (Local Marketing Insight) advising offline/local businesses how to choose and produce videos. Main advice: pick topics that solve specific customer pains (discoverable via Google or customer feedback), create many focused videos to increase chance of owning search results, organize videos into playlists, and prioritize good audio and simple mobile-production workflows. Examples include carpet-cleaning (pet odors, dander, health effects) and golf instruction (putting/bunker issues). A low-cost editing tool (Sony Vegas Movie Studio) is briefly recommended.
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Foreign.
Hey, welcome back to Local Market Insight. I'm Jeff Harrison, your host where we actually help you with tips and strategies to take your offline business, brick and mortar, if you will, to online and leverage those tools and assets to help you grow your business. Today we're going to talk about, hey, what would I do or what would I make a video about? You know, video was in 2015 was an incredibly powerful tool and it's only going to get more powerful in 2015. Why? Well, let's face it, there are so many distractions out there that to sit down and read a 250 or 3,000 word piece of content is almost unheard of these days. But if I'll watch a video for two, three, four minutes and you engage me, that's so much more powerful. But the question comes up is like, well, what do I make a video about?
Well, here's the answer. Lean in. First of all, here's what's going to happen. You need to find out what pain or solution or really pain that your client is experiencing that you can provide a solution for. So let's say as an example, alright, I'm a carpet cleaner, right? I'm a carpet cleaner. And what pain would your clients deal with? Well, let's face it, if you have kids or pets, boy, there are some things. How do you get rid of that cat odor in there if you have kids and pets? You know, I notice my kids all of a sudden they're coughing, they're sick more than they should be. It could be because of that dander or whatever is in the carpet. They're really not allergic to your pets or allergic to the fact that it's getting trapped in your carpet and they're sleeping on it or they're playing in it and it's getting all over the body and how important it is to have you come in and clean that. So let's say for instance, are you tired? Or your kids seem like they're always got a runny nose, they've got like hay fever, but they're really not allergic to anything. What is the answer? Well, there's the problem, right? They're having consistent colds, they're having consistent runny noses, their eyes are irritated, whatever it may be. Or your people come over and they tell you, boy, it smells like a pet in here or whatever it may be, there's some stains or whatever. Well, you as the carpet cleaner then will offer some solutions, right? You might offer solutions at the end to say, hey, I'll come in, I'll test your carpet again. I'm not a carpet cleaner, so I don't know if you can actually do that. But you know what I'm talking about. You can actually go in and say, hey, we give this free consultation to find out if it is dirt and dander. That's up to your carpet. Even sometimes you might have an inferior carpet company come out and clean your carpet and maybe they don't deep clean that stuff and, and maybe there's something that you can do differently. Well, you have to find out what their problem is and then solve that. Here's a big no, no. It's not about telling us how great your carpet company is. It's about solving the problem that your customers have. Okay, so that's the first thing. Second thing is the question is, well, how do I find out what problems my customers have? Well, well that's what Google is for. So you might even Google, hey, what are the top 10 things?
And then fill in the blank, whatever your business is, what are the top 10 problems? And I might say, hey, what are the top 10 problems? If I'm a golfer, that golfers have. And boy, it'll list that. Promise you it won't stop at 10, but there'll be a list of those things. And you say, well, gosh, they have trouble with their putting, they have problems with their getting out of the bunker. And maybe in each one of those they have problems with their putting. Well, they have problems they're putting with distance control. Well, they have problems with their direction control. They have problems making solid contact. Well, there's three videos right there. And then you go to the bunker and on and on and on. In other words, if the excuse is, well, I don't know what to talk about. Boy, there's an answer. Well, I don't know how to make a video. This is pretty easy. Now you can use watch here. You can shoot everything you want to right here on your mobile device. These are great cameras. In fact, if you use. Here's a tip, when you're doing this, try not to do it where you're watching yourself. Not that that's a bad camera, but on the other side of your device is your better camera. Even on the newer iPads it's a 4K resolution. So those are high end cameras on your videos. Just make sure you get some kind of an audio device on there. But my point is there really are no barriers. The only thing that's holding you back is really your perception that this is too hard. You know, I wish you could see our studio. It's pretty cool. It's nice and dark with the background. But it's a very simple setup. It can be done almost anywhere. And then decide, hey, what problems are our customers having? What problem are customers having? They're having problems figuring out, hey, what are they going to talk to about making a video? So that's what we're talking about here. First, find out what your customer's problem is. Then get a list of those, and that'll give you a lot of videos you can make. Now I can hear somebody saying, well, why would I make a lot of videos? Well, here's the deal. There's a thing called serp, Search engine results, okay, that come back, Search engine results. And so what happens is, let's say I'm looking at saying how to get rid of dander in my carpet, right? And then the Google, if you will, or the search engine returns the results. Well, let's say you only have one video about that. Well, then maybe one will show up in the top 10. Or let's say on the first page. By the way, if you're not on the first page, you might as well not even make your video because it'll be on page two. And 91% of, almost 92% of us will not go to page two.
So if I have 10 videos on there, right? And they all are tagged, if you will, they're all in their description. Have something to do with what I just said. Guess what? You have a chance to populate that entire page. We have one client that she had 20 videos, and she basically owned the first page. So when that happens, what do you think? She must be the best there is, right? That's what he wants you to do. So when you make one video and you make another video, there's a thing called a playlist. So you'll put this on playlists like carpet cleaning tips, right? And you tag them all together, and then they tend to populate together. And that's really, really important. So is there any questions about that? Why do I make a video? What would be my topic? And how would I find it? And then where would I put it? Put it on YouTube. Get it to populate on the first page. These are little tips that anyone can do. Oh, we even talked about the camera, using your iPhone or a mobile device to shoot your videos. The biggest thing is make sure there's good sound. Sound is almost more important than the quality of the video. If you can see me but you can't hear me, you're going to turn it off or you're going to struggle for a period of time and then you're going to turn it off. Make sure the sound is really good. All right.
If you like this kind of stuff and let's say you're just starting out. One of the products we use to do a lot of our video editing is called Sony Vegas Movie Studio. It's a very inexpensive product. It's Probably a couple $300 and you can get the Pro version for 7800 DOL but it's been a very, very robust product for us and it's done a really good job. If you like that I'll leave some information down below about that. It's called Sony Vegas Movie Studio. Now there's all kinds of product out there. If you're on a Mac you're on a PC. Check that out. But again it's called Sony Vegas Movie Studio. Thanks for joining me. I'm Jeff Harrison on the local marketing insight. We'll catch you next.
