How To Use Videos To Attract and Keep More Customers Featuring Summer Mulder - I Love Marketing Episode #436

You want to with these videos, meet them where they are, what are they struggling with, what is the conversation that's happening in their head? What are the thoughts that they're having? This is where you can meet them and immediately get them to go, oh my gosh, they understand what I'm going through.

If you'd like to join world renowned entrepreneurs at the next Genius Network event or want to learn more about Genius network, go to geniusnetwork.com Sommer Felix Mulder is the founder of the Draw Shop. Known as the pioneer of whiteboard animation videos and today most importantly, known for helping businesses make their businesses crystal clear through high converting videos. Many entrepreneurs and businesses were leaving money on the table for one simple reason. People didn't understand their offer and how that offer would make their customers lives better. It was the mission of the Draw Shop to help businesses craft their most important messages and communicate them in a way that inspired people to take action. The Draw Shop uses scientifically and psychologically proven methods to craft videos of all styles from whiteboard animation to 2D, cartoon animation, motion graphics, 3D animation and live action. To make video content that converts. Summer and her team work with companies like Genius Network, Google, Uber, the United Nations, Lockheed Martin, Netflix and many more to communicate their most important messages both internally to their teams and to their audiences. Today, Summer is going to talk video marketing with you and she's going to share where, when and how to use video in your marketing funnel to really make a difference in your business.

All right, so yes, we are going to talk video marketing today. I have a question for you to think about. For how many of you would this make a really big difference in your business? Getting more qualified leads, increasing engagement and getting higher conversions and more sales. Would that be like a big difference in your business? Would that be considered? I'm making a difference. I'm going to share with you insights and I'm also going to share with you the nine types of top performing videos that you can use in your marketing funnels that will bring in more traffic, bring in more qualified leads and keep them engaged and ultimately convert them into sales because that's what we want. So what I've done is I've broken these nine types of of videos into the three parts of your funnel. So we have the top of the funnel, the middle of the funnel and the bottom of the funnel. And in each of those, I'm going to talk about the three important videos to have in those parts of the funnel. Some of them might not be trendy, but they are reliable. Some of them might not be super sexy, but they are effective. And some of them might not be new to you, but they are proven. So what I'm hoping is that you might say, yeah, I've heard of that, but am I using that? Maybe some of these things are going to be a reminder to you. My goal is that you're really thinking about where am I not using video that could really make a difference. So let's talk about the top of the funnel. This is really the place where people have no idea who you are yet. So you want to attract them, you want to qualify and you want to capture them. Capture their information. The whole purpose of this beginning part where they have no idea who you are is to earn your leads attention. Remember, they're completely cold at this place and they know nothing about you. So what you want to do is qualify whether or not they would be a good fit for your business. This is the place to do that. And then you want to capture them into your audience. Whether that means they are a follower on your social media or on a YouTube channel, maybe a subscriber to your email list and just turning them into a prospect and bringing them into the buyer's journey. So one of the most very important videos in this part of the funnel are problem solution videos. So remembering that they have no idea who you are, they are just going about their business tragically unaware that you even exist. At the same time they are, they are painfully aware of the problem that they have. So think of your service or product and what problem does your prospect have that is it's painful. They want to get rid of it. So you want to, with these videos, meet them where they are, what are they struggling with, what is the conversation that's happening in their head, what are the thoughts that they're having? This is where you can meet them and immediately get them to go, oh my gosh, they understand what I'm going through. And you also want to offer the solution. Here's the solution to that pain point. And then because you've intrigued them that you have a solution to this problem, now you're inviting them to stick around where you can start to bring them more value. I kind of think of this and I'm sure you guys have heard this before. This part of the funnel is like that first date. The second part or the second video in this funnel is your why video. So in your why video, this is an awesome opportunity to really talk about why you're doing what you're doing, what are the Values that you have within your brand or your product, your service, your company? What is the mission that you're on? What is the vision that you have in terms of where you're going and how many people you're going to help? This is also a great place for people to start to see why they're going to choose you why over the competition. And another thing about this, why video is it's an opportunity to share your stories. We all have reasons, hopefully, that we have started our businesses. Something was really important to us. We saw a lack in the industry that we wanted to fix. Or you have some type of a story. Maybe it's your own hero's journey that got you to where you are now to start this business. People get inspired by that and they become connected. And what really happens is that they start to see themselves as in that story. The third video, the simple action video, it is literally as simple as it sounds. Show them how to take the next step with you as simply as possible into solving their problem. So what that looks like is, hey, click here, opt in, Give us your name and email. Book an appointment. Let's do a free strategy call. Download this free guide. It's giving them just a bit of something to keep them going. It's kind of like, I don't want to forget you. I went on that first date with you, we had a good time, we had some good banter. I'm kind of into this. I'm not committed yet. I'm not sure. But I think I'm interested enough to go on that second date and learn more about you. So, yeah, maybe I will give you my number just to make sure I don't lose contact with you. Think of it that way. So now that we've got these leads that are turning from cold into warm, we're now bringing them into the middle of the funnel. So you've just qualified at the beginning of the top of the funnel. It was qualifying. So you've qualified them into. Okay, you're interested enough. I want you now in this middle of the funnel. Let's continue this journey together. This is where you really start to build trust, educating them and really, again, differentiating yourself from the competition. So you here are educating your leads about your offer and how that offer can help them achieve their goals and solve their problems. Essentially, you want to do both of those. It's where you continue to set yourself apart. Because at this stage, they are comparison shopping. They have a problem. They're probably opting in everywhere. They're trying to See who's going to be the best provider to solve this problem. What's going to be the best diet, what's going to be the best fitness plan, what's going to be the best lead generator, what's going to be the best solution for my marriage? Whatever that problem is, they're opting in and they want to find out who's going to be the best person. Again, dating. I'm dating a lot of people and I might, I'm going to go on this second date, who's going to be the one that I want to actually spend my time with. So the primary focus here is again, educating them and really building that trust. And it's also important to, to continue to deliver ongoing, really good massive content. When I say massive content, I don't. Or massive value. I don't mean a ton of stuff that overwhelms them. It can be just little things, but it's just enough that gets them to go, okay, I'm getting a lot, I'm actually getting a lot out of this. And they're not really asking me for anything. There's no strings attached. It's just keeping it light and mellow. So one of the greatest videos that you can have at this point is a comparison video. So these, these are videos that can really answer the objections that they're having at this point right now. What are the questions going on about? Well, if I were, if I were to take this, you know, take this further, are there, are there any red flags? Are the things coming up, answer them before they even have a chance to ask you about them. It's also a place to point out the industry inadequate standards so you can start to talk about, and I don't mean, you know, shame your competitors, but what are the things that, you know, people are frustrated about in your industry that you do differently? This is, this, these are key things that people get attached to. Well, most of these people have no guarantee. There's so much risk involved. But if I go with this brand, there's not really any risk. So that, that makes me feel more comfortable. What are the things that, that you do better and what are the differentiators between the competition and yourself? And this is also a great place. If you have a compelling guarantee, this is a great place to talk about that in these comparison videos, the next explainer videos. Now, I am totally biased here because we are a company that does explain our videos, but I do believe that any video marketing strategy needs to leverage explainer videos at all parts in, in your Marketing. And this is one of the best places in this middle of, of the funnel. Because if you have a product or service that is complex, that is a little bit confusing or can be overwhelming, this is the place where you can explain it in the most simplest way. Little, little sound bites. Maybe it's daily videos. There's a lot of people that are doing really great things on, on YouTube or in their email campaigns where it's a daily video that might be a one minute tidbit of value that can actually move you, move people forward. So the audience is going, wow, that was just a little bit of advice, but it actually was a game changer for my day or for my week. Things like that, Little explainer videos that just kind of explain something so, so simply and you're just kind of like dripping out this, this content to them and getting them more connected to your brand. So with explainer videos, you really want to show how easy it is, whether that's your service, your product, whatever those things are. This is really how easy it is when, when you sign up with our brand. This is really how easy the fitness program is. This is really how, how easy it is to use our software program. You also want to show the desired results and get them to see themselves in that after that after transformation moment. These are the results that using this will bring you. And then risk reversal is always amazing because people are so much more likely to stay connected to your brand when they don't feel that there is this big, heavy, committed risk involved. Now, demo videos, we have discussed the general problem solution. We discussed explainer videos, comparison videos, demo videos. I'm a huge fan of demo videos and tutorial videos because it gets you into the customer mode as if you're already a customer. It lets you experience what your solution is before they've even committed to the solution. For example, if, if it's an app or if it's some type of software or maybe it's, hey, here's what you're going to get when you sign on with this fitness program or diet program. You get to go through what they're actually going to experience. So here's what you'll do. And it actually helps people to realize it's not going to be overwhelming. It's actually going to be super simple. And wow, this really is going to be a solution to my problem. It demonstrates the real value in solving the real problems your prospects are struggling with. Demo videos are awesome. They're really great. After, at this point, after a sales call, after somebody has booked an appointment with you, wanted to talk about something great. Let me send you over a demo video that you can share with your team that you can really experience what it is that happens once you become a customer. And it allows you the opportunity to really show off your product or service before they buy in a way that is compelling and easy to understand. And the goal is to really make that and get excited and go, okay, well now I want to, I want to keep having this, I want to keep having that experience. So now your leads are a lot more warmed up, they know more about you, they're trusting you. And now comes the critical point of are they going to move forward with you? Are they going to become a customer? This is where it is so important to prove, reassure and convert. So the purpose of this stage of the funnel is showing overwhelming, concrete proof that your product or service can deliver the results that they need. This is where you're going to address again the objections which might be a little bit different, but the objections that happen that come up right before you click that buy button or say, yes, I'm going to sign the contract. What are those objections? This is like so powerful at this stage to answer these. And then of course, it's making that irresistible offer that makes them say, okay, this is a no brainer. How do I not do this? I've experienced the demo, you've answered my objections. I've got all of this proof and reason why I can't think of a reason not to. That's the goal here at the bottom of the funnel. So case studies, this is where case studies come in. Case studies are incredible because they actually, they help with two things. They provide the social proof that your product or your service works. They go, oh my gosh, okay, that person who had a very similar situation to me, a problem just like I did, got those results. They've been through all the stuff I've been through, then this happened and now they have these results. Amazing. Everybody loves a really good case study. I know for me, it's definitely the thing that pushes me forward and goes, okay, if that company similar to mine got those results, I'm in. It also communicates the scope of results and transformation that you can deliver. And that's what people care about. At the end of the day. They care about that after, where is this going to bring me and how is it going to make me feel afterwards? How does this make my life better if it made their life better? Okay, this might be the thing for me. So now we go into video testimonials which video testimonials are a little bit different than case studies because video testimonials are really going to be about the emotional aspect of the experience that your customers have had with you. Where case studies have a rational and analytical component, video testimonials are mostly emotionally and story driven. What do those need to contain? These are coming from your customers. It's not just a case study that you've got printed out with numbers. This is coming from your customers. And what you want to accomplish in these videos are how they used to struggle before discovering your offer, the dramatic moment that your solution came to the rescue, and the amazing after picture of their life. Right now people get so connected to these and there's some great testimonials out there, but a lot of times people say, yeah, that was a great company to work with, great team, it was awesome. But people just go, ok, cool, somebody liked working with you. It is really about the story behind it that people get drawn to. So really painting the picture of here is where I was at. I tried every single fitness program, I tried every single diet on the planet and then I saw this product and you know what, I just came at a time when I was so desperate and so I used it and here I am three months later. I have more energy, my relationships are better, I'm doing better at work. I just feel like I'm on top of the world. Those are the things you want your video testimonials to contain. And finally, the ninth top performing video, this is the sales video. So really sales videos are. They're like an explainer video, but they have a much bigger job, they take on a lot of responsibility. So whether it's a short sales video, a long video, sales letter, the messaging is going to be so important because you're going to kind of take a bunch of those things that we talked about in those first eight videos and you're going to put them, you're going to sprinkle them throughout this sales video and really take them through the whole journey. Again, this is where you're going to explain your offer in a very clear and compelling way. You're going to agitate the prospect's problem, not in a mean way, but just really, you know, we know what it's like. Show that empathy. If you know what it's like to have that problem, you're going to counter the objections and concerns quickly and decisively. You're going to provide as much proof as possible for each claim of value and then you're Going to secure the sale with a powerful and specific call to action. So those are the nine videos I just talked about. All these different videos. Now you're like, okay, wait, do I have to be on my phone and do this? Do I have to have a full production crew? Do I have to have animated? Does it have to be whiteboard? Should it be 2D? It can be overwhelming. All the types of videos. And here's the truth, the truth of the matter, it can be any of those styles. If you have a full production crew, that's awesome. If you have your handheld device with the awesome quality of filming that they do now, you can do that as well. If you really need to explain something that's complex, do a whiteboard animation video. If you want to share numbers and show a specific case study in a video, try some, try some infographics. There's so many different ways that you can. So many different mediums that you can use that are really, really effective. What you want to make sure of is the messaging. You want to make sure that you're accomplishing all of those goals that I talked about within those videos. So the quality in terms of the production, yes, of course it's important, but equally as important as, as the messaging and what people are seeing and hearing and how it's going to inspire them at the end of that video to take the next step. It's so important. And be clear on each video, what next step do I need this person to take? Is it opting in? Is it replying to this email? Is it booking an appointment? Is it clicking by now? Is it call me on the phone? Is it just to reply yes or no? Just what is that clear action that you need to take? And know that at the beginning.

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