Adam Sand explains how businesses should start with video marketing. Prioritize good audio over expensive cameras, pick one platform and go live consistently, then scale with paid ads. He shares results from his roofing company to show what works.
$250
2,600 videos
91 videos
$5 per day
Less than 5%
Why we should be implementing video in our business. We've heard about this from all the marketing influencers. The Gary Vaynerchuks of the world are always telling us to go and make video. But the problem that we have is who's going to do them, how are we going to do them and what are we going to talk about? And I want to address a few of these basics right out of the gate. So the who should be doing the videos? Is anyone in the company willing to do it. And as many people in the company who are willing to do it, typically you are a great option. Or a sales rep or a site supervisor will also make a good candidate. An easy way to find out who might be good at it is to go download Snapchat or Instagram or TikTok and see, look up your employees and see who's made making videos every day for free to gain them nothing just because they like creating content. And maybe it's funny stuff. But if they are making things, this is a great candidate. And you can usually find a way to incentivize that, especially when they're salespeople because then they become a natural authority in the local market. And if you're putting ad dollars behind the videos they make, you're just making them the Bob Vila of roofing in your town. But if nobody in your company is going to do it, you absolutely should. The second part is the how and what I will say first is you don't need fancy video equipment or even audio equipment to get started. But if you were to do anything, I would that it comes to audio. It matters more than video camera on your iPhone today is better than the cameras that were available in fancy digital cameras three years ago. But audio, if you're up on a roof and the wind is blowing and you're getting that like sound, that can hurt the experience of the video. These are really cheap. They're 250 bucks. There's no link here, you know, for me to get affiliate things or anything like that. I mean, it's literally just what we used back in the day. You could just clip it on your jacket and it cuts down on the wind noise and makes the audio quality better. When you're outside. I want to make sure that, you know, you don't need this guy. I'm not saying that these guys are not a value. If you are having a hard time getting video out, I would highly recommend hiring somebody like Patrick Carr to help you. But if budget is a concern, I don't want you to get paralyzed with inaction because you think you need this guy. You can make up for a lot of lack of budget and have a huge impact by simply grabbing your phone and going like selfie, camera style. And just go live on Facebook and get going. It's very, very simple to do. What are you going to talk about? And this is where the real magic happens. Step one is go live and record something. Get comfortable with the discomfort of the camera suddenly being live and get over it. Because not as many people are gonna watch your videos as you think, and they're not gonna watch them for as long as you think. So when you screw up what you said two minutes into a video, less than 5% of people are gonna see that. Meanwhile, you have got a hundred percent of the benefit of just getting something out there. Then I want you to go live consistently on one platform. So pick something and stick with it. Facebook works great. Instagram too, but Facebook is probably the best for reaching homeowners. So just get live and then post video consistently on more platforms. So when you get consistent on one, get consistent on others, run your videos as ads. When you start to make good ones, like when you start to actually feel like, okay, I'm getting comfortable on camera, I'm saying better things. Now you can say, okay, I'm gonna put dollars behind these videos. Because they're starting to get to the point where I would want to pay money to make sure more people saw it. Then find your best performing videos and spend a ton of money on those videos alone. For example, in our roofing company, I recorded 2,600 videos in five years. But along the way, we found the 91 best performing videos. After about, like, year three, I looked at all the stats from all of our videos And I found 91 videos that were like, in the top 10% of all the videos we made. And I put $5 a day behind these 91 videos, basically until I couldn't handle any more work. It wouldn't be very long and we had ranting, raving customers. Then you can learn about the magical world of retargeting, which is where you can start running ads to the people who viewed your videos.
