MBA1866 How I Create Video Lead Magnets That Convert Part 1

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This is a recorded video that addresses a pain or problem your audiences has in a short lesson format. They get access to this video by just, you guessed it, giving their name and email. Sounds pretty simple, but we got to make sure that it actually works. It actually converts. That's why I put together this two part lesson. Part one is today and part two is tomorrow. I'm going to walk you through exactly how I pull this off in my own business, how I create my own video with lead magnets with my team. What are the steps involved? What are the things you must do and what are the things you need to avoid? Like the plague. I'm going to break it down for you step by step in Today's lesson and tomorrow's too. So let's get into it. Let's get down to business. Does it feel like it's getting really hard to figure out the best way to save for retirement? Fidelity can help you find clarity so you can save the best way for you. With a free personalized plan, goal tracking and timely insights, you'll be set to take on retirement your way. Get started@fidelity.com future expenses charged by your investments and other costs and fees associated with trading or transacting in your account. Apply Fidelity Brokerage Services member NYSE SIPC all right, today is part one of this two part series on how to create a video lead magnet that converts. The point here is we want qualified leads. And what do I mean by convert is we want the right people and a high conversion rate, meaning that when people hit the page, they're enticed, they opt in. And not only does that convert into a lead, but we want that lead to convert into a customer eventually. So we want to make sure the actual content primes them to be interested in what you have to offer. So how do we do this? Well, I'm going to break it down into three parts. I do this every time I do any kind of video lead magnet. And the three parts are the video content, the actual thing I'm going to give to them in exchange for the name and email. This is kind of like your product, right? You're giving away for free, but it's like a product in the way we were going to approach it. We want to make sure it's high quality. So part one is the video itself, the content. Part two are the pages on your website. This is the landing page that they're going to hit to sign up for the actual video content and the page that goes after, which is the actual content, the page that they're going to consume the content on. So step two is pages on the website and step three are the email sequences you're going to send. Once they opt in, this is going to give them the information. This is going to tell them what to do next. This is really going to help them become a customer. Today we're going to focus on part one, which is the video content. Tomorrow we're going to cover the pages on your website, how to create them, what are some of the things you should include on both pages and what are some things you should avoid? And we'll cover the email sequences you'll send automatically to your email marketing provider. We'll talk a little bit about that. And how to set that up so that you can make sure they convert into a customer. So let's jump into part one, which is the video content. There's nothing worse than opting in for something, consuming it and realizing this wasn't worth my time, it leaves a bad taste in your mouth. Your impression of that company or that brand is quite negative and you probably never come back to that website. So we want to win them over, we want to really delight them. So I like to create video content that people would be willing to pay for. Okay. Something that's actually high, high value. So whatever your product is, whether it's the physical product, whether it's an online course, whether it's training or consulting or software like in my case, the best way to approach this and make sure you're giving a high value experience is to address a major pain point your audience has. Every audience has pain points, has problems, have things that need solving. And I'm going to give you some examples in different industries. For example, in my industry I serve coaches, creators, course creators, and one of the biggest pain points they have is selling their online course. They have great content, but they just don't know how to sell and get students. So I created an opt in totally focused on how to sell your online course. It's 15 minutes round of content, great video, which gives them a strategy and actually comes with a worksheet as well. On address a major problem my audience has. If you want to check out this opt in, this is not a fake opt in. I actually created this with my team. You can go to webinarninja.com sellyourcourse and you can actually go through the whole process and, and learn and see all the steps that I'll be explaining in this two part lesson. If you sell physical products, for example, we have a user, one of our customers that sells organic honey. They have a honey farm and they sell organic honey. What would be a good topic for a video lead magnet for them? Well, what's a major problem that some of their customers have? Well, they love the taste of honey. They know it's healthy, but they're trying to find ways to consume it. How are they going to prepare or present or eat honey with their family in a creative way? So a great video opt in would be five amazing recipes using our organic honey. So there you got it. Five amazing recipes using our organic honey. So there you have it. It's just finding the pain point, finding something that would be high value in creating a video. So how do I create the video? Well, I keep it very simple. I actually have a very simple home setup for my home studio where I have my webcam. It's the Logitech Brio. It's a full HD 4K webcam. I have a ring light right behind it. I got it from Amazon. It's like $20. I have a USB mic. I used to use the ATR2100. This is an Audio Technica mic. Still highly recommend this mic. I recently upgraded to the Shure MV7. Really nice mic. It's, you know, a little bit expensive, but I really love it. And I just teach. I just teach in front of the camera. And what I do is I add what's called B roll in the edit. So I actually just shoot the whole video on camera. You might be asking, how do I do this efficiently? Well, one of the things I do before I do that is I write a script. And this is just basically me writing down what I want to say before I say it. And you can see this as an outline if you don't like reading things word for word. And that's totally fine. I do an outline. But it's super helpful for you to actually get your ideas out before you're about to say them on. This allows me to do my video and maybe a couple of takes. That's it. So I just go ahead and I record the video. Sometimes I have to look off screen to look at my outline, and then I look back on screen and that's fine. I can just make that a cut or an edit or transition in my video. I edit in a software called Camtasia. It's super, super simple, and I like to keep it dynamic by editing the video, by adding some B roll, some cutscenes, maybe some screenshots from my SC software or my product. I might add some titles or lower thirds. I might even just zoom in and zoom out, like by cropping the screen just so my transitions look a little bit different so they're not looking at the same talking head angle all the time. After I edit the whole video, I render it, which means just export it from Camtasia. I watch it all the way through from top to bottom. I share with somebody else on my team to say, hey, what do you think? They make some comments, I make some more edits, and then it's all ready to go. Once I have that video ready, that's my product. That's what I'm giving away. That's awesome. Right? The next thing is you're going to upload it to your video host. I like Wistia and Wistia is one of my favorite tools. It's one of the more expensive options, but you can go with Vimeo if you choose, or even just YouTube. YouTube is free and you can just make it unlisted if you don't want to make it, you know, public to the world. I upload it to a host so that way I can just embed it on my website. We'll talk about that tomorrow when I create. Now I have my video ready, I want to shoot one more short video because I am fresh off shooting the actual content. All the information's in my mind and I literally shoot maybe a 30 second, 40 second video for my landing page for the actual opt in page to encourage people to sign up. And literally I just flat out put my cards on the table. I just again get in front of the camera, say hey, thanks for landing on this page. This is what you're signing up for. This is what you're gonna get. This is what it's all about. See you on the other side. And you again can look at my page over at webinarninja.com sellyourcourse to see an example of that. Building a portfolio with Fidelity Basket Portfolios is kind of like making a sandwich. It's as simple as picking your stocks and ETFs, sort of like your meats and other topics and managing it as one big juicy investment. Now that's pretty good. Learn more@fidelity.com baskets Investing involves risks, including risk of loss. Fidelity Brokerage Services LLC Member NYSE SIPC all right, we got our content down. We know exactly what we're doing. We've edited it. We uploaded to our host. We even shot a little video for our landing page where people are going to sign up again. I'm going to upload that straight to my video host again so I can embed it to my page tomorrow. We'll explain that in lesson two. A couple things I want to mention about these videos. Some people kind of overdo it or feel like things are necessary when they're not. What are some of those things? One of the things is that when you're teaching content, you don't need to necessarily have an intro and an outro. You can do it if you'd like. But some people over complicate it and try to have some sort of logo reveal or animation and mono look like there's some sort of TV show. Honestly, as a viewer of content that doesn't really add value to my Experience and it's okay for you to jump right into the content and you'll see that in my opt in I do that and it's totally fine. People are there to learn. Right in the beginning of the video I do a short intro, you know, introducing who I am and what I do and why they're in good hands. You don't need to kind of overdo it. Sometimes we make things a little harder on ourselves when they don't really matter too much or really don't add tremendous value. Some people love putting a music track in the background of all their videos. I think that's a great idea for promotional videos, marketing videos, but for the content, a 15 minute video, a lesson, a mini kind of course, not really necessary, could be even distracting. Sometimes I don't even put music on my promo videos, like that short video I shot for the landing page. So don't feel like you need to put that stuff in and try to find royalty free music. Sometimes it works, sometimes it doesn't, but definitely for the content, not really necessary. Now a couple things that might add a lot of value is subtitles. Subtitles are actually really great to be added to your videos because some people would like to kind of opt in or watch the video without having to put on the volume if they're on their mobile device or they're in public. So that can add a lot of value. I've done with subtitles, without subtitles, you know, and I like to experiment with it. But I do think it adds value. Well, there you have it. That's part one. You got your video ready? Tomorrow we're gonna cover how to create the pages for this video lead magnet and your email sequences that go with it. Make sure you hit subscribe so you don't miss that episode. I love doing these in depth lessons, these two parters, because we get to cover a lot of ground. And that way at the end of these two lessons, you can actually take action and do something with it. So do me a favor, take action. Go ahead and do it and let me know how you went. Let me know how it went. You can just drop a rating review on any podcast app. And let me know what was the biggest takeaway from these lessons. Well, that wraps up today's episode. But before I go, I want to leave you with this. You'll notice that I like to get things done right. So all the things I talked about, they're not really fancy schmancy equipment or hardware. It's high quality, but good enough, right? My software to edit videos, right? I'm not using Apple Final Cut Pro. I used to use it actually to edit videos, but I realized it's too complicated and it's really not necessary for what I'm trying to do. So go with something simple. If you already have a software installed on your computer, go ahead and just use what is already installed. Like for Macs you have imovie already installed. Use that. Most of the edits you have to do in the transitions and things like that are already built in. So don't make it hard on yourself. Just get it done and get it out there. Thanks so much for listening and I'll check you in tomorrow's episode Part two of this two part lesson on how to create a video lead magnet that converts. I'll see you then. Take care. Of Introducing Fidelity Trader plus, the next generation of advanced trading from Fidelity. 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