April 8, 2021
Using Video Marketing to Communicate Your Brand Story with Ben Amos
In part 14 of our Masterclass Series on Building a Strategic Marketing Plan for Your Business, host Eric Dickmann speaks with Ben Amos, Founder of Engage Video Marketing. Ben has over 15 years of experience in the film and media industry and is also Founder and Creative Director of Innovate Media, a video production and online video strategy agency operating from Queensland, Australia. Ben has also founded Australia’s only purpose-built video blogging studio space, and facility – Vlog Pod®.
Ben is passionate about working with clients to develop effective online video strategy within their niche and is driven to help other business owners and marketers understand the full potential for online video platforms within a wider business marketing strategy.
For additional resources on this episode and from our other episodes in this Masterclass Series, visit https://fiveechelon.com/masterclass
To learn more about Eric Dickmann and The Five Echelon Group, visit https://fiveechelon.com
To learn more about Ben Amos and Engage Video Marketing, visit http://engagevideomarketing.com
https://www.linkedin.com/in/beninnovate/
Episode #64
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The Virtual CMO podcast is sponsored by the strategic marketing consulting services of The Five Echelon Group.
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If you’d like to work directly with The Five Echelon Group and receive personal coaching and support to optimize your business, enhance your marketing effectiveness and grow your revenue, visit Five Echelon.com to learn more and schedule a free consultation.
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Welcome to The Virtual CMO podcast.
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I'm your host, Eric Dickmann.
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In this podcast, we have conversations with marketing professionals who share the strategies, tactics, and mindset you can use to improve the effectiveness of your marketing activities and grow your business.
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Hey, Ben.
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Welcome to The Virtual CMO Podcast in our Masterclass series around building out a strategic marketing plan for your business.
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I'm really glad you could join us today.
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Hey, thanks for having me, Eric.
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I'm excited to jump in.
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Me too, because we're nearing the end of our series.
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It's been a 15 episode series.
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And just for the sake of the audience, I want to recap quickly where we've been, we've sort of talked about the benefit of building out a strategic marketing plan, identifying your target market and your ideal customer profile.
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Then talking a little bit about your product market fit and competitive differentiation.
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Using that to build a brand story and market messaging using content creators, to be able to then take that messaging and build out some really compelling and value, add content using marketing automation, CRM, and analytics, and then social media, to be able to amplify your reach, to get your message out there to the marketplace.
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Advertising SEO, other content development, and then PR and communications, as well as free tools to be able to sort of get your message out to people of influence within the marketplace.
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And then finally, we sort of moved into building a list and email marketing, because that's still super important to this.
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How to maximize your marketing budget because marketing is an expense, it does cost money for the most part.
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And so you want to be able to maximize that and then now we get to video.
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And I think one of the reasons that I wanted to include it, because if you look at all those other things, you may say, well, why does specifically call out video?
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But we are in a visual age, right?
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Video is so important to people and we've got content creators all over the world, whether they're individuals on TikTok or Instagram or YouTube or whatnot, video is sort of king right now, wouldn't you agree?
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100% and still just because that's what I do everyday for our clients and help people do.
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But.
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It's no surprise to anyone who is active on any digital platforms that video is everywhere, these days.
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Every social media platform is a video platform, and video as a form of communication I think is one of the most powerful forms of communicating a message to someone.
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So very powerful tool for marketing, which I'm excited to dive into deeper with you here today.
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Yeah, so that's great.
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And I really am excited about it as well.
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So talk to me a little bit about your company, just as means of background for the audience and how you got into video marketing yourself.
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Yeah, sure.
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Thank you for that.
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So, I'm kind of represent two companies in a way.
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One of them is Engage Video Marketing, which is my coaching consulting, course creation brand.
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I'd have my own podcast under that brand of Engage Video Marketing and that's my way of basically helping people understand this world of strategic video marketing to do better videos for either their clients or themselves.
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So that's kind of one way that I kind of help people understand video marketing.
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I also run a video production and strategy agency here in Queensland, Australia, which is called Innovate Media.
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And that's basically how we work with business clients right here in our area to help them do this.
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So we produce content, you know, we have full production crews and things like that, but we also help them implement and manage and distribute that content online as well.
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So it's kinda two ways.
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If you have anyone watching or listening is in Australia, then we can work directly with you in that way.
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But otherwise Engage Video Marketing is the place to find out more.
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And we'll give a chance to talk a little bit more about that at the end.
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And I'll certainly have all this linked up in the show notes, but what I was hoping we could sort of talk about in terms of framing this conversation today is obviously video is a digital medium.
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So you're going to have to be on a computer, on a phone, on a tablet somewhere to be able to receive it.
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So obviously the channels that this plays in become self-evident.
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So I want to start out by talking about your website.
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And we've seen a lot of video that started to be used and hero images on the front page of your website to almost be either an explainer video that tells a little bit about her product or service or your company, maybe a testimonial.
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Can you talk to me a little bit about your experience working with clients and what you're finding as most effective in terms of the use of video.
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Let's just start out talking about that front page.
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What grabs people's attention on a front page?
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Okay.
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Yeah.
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I mean, this is often the place where most of our clients start.
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So they often redesigning a website or rebranding, or they're speaking with their web designer.
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And they're saying, you know, we should have a video on the hero video on the front page of the websites.
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Pretty, common thing because you know, the goal of web design is to get people's attention, get people to stay on your website, to you know, have longer page view times and things like that, but importantly, to actually get people to realize very quickly that they're in the right place, right?
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That's the goal of a website.
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To communicate why people need to dive deeper into learning about your business.
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Video is very powerful at doing that because it's kind of like the in a way, if you think about the video's role in this place is it's kind of like the front of your shop, you know, in bricks and mortar kind of metaphor is the idea of you want your shop front to be welcoming, to bring people in, and to help them understand very quickly, why they want to come in and do business with you.
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Video does that both from a branding perspective.
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So both from a visual impact perspective, so the opening scenes or shots of your video on that hero section of the website need to hook people emotionally so that they're like, Wow, this is something that resonates with me.
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But then it also has the power of communicating.
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You know, rational information to people very quickly as well.
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So.
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I guess much like a impactful headline at the top of a website as well, which often the hero video works well with the tagline or the headline of the website as well.
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So if these things are kind of working together, then basically it should do the job of getting people to buy in before you ask them to buy, right?
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So buying is an emotional thing.
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So this video, this hero video, on your website, often we referred to it being a brand story is a term that's often referred to that video's goal is to get people to make that right emotional connection with your brand or business so that they are then interested to go further on that journey with you.
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Does that make sense?
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It does make sense.
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And one of the things that I love about what you're saying is that, you know, several times in explaining that you talked about the emotional connection and I think in my experience in dealing with a lot of clients, they're very focused on features, they're very focused on why they're better what their product does, but it sort of misses the point.
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So a lot of other things do that same thing, right?
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That's not the differentiator.
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The differentiator is how you can establish that connection with your potential buyer and establish trust.
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But it's the emotion of it, right?
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It's really setting the tone for maybe future interactions.
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Yeah, 100% and it's coming down to why people make decisions to buy.
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You've probably touched on it in your podcast before around the idea that people make decisions based on emotion, and then they justify that with logic and reasoning.
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Its how the human brain works.
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Our subconscious mind or our pre-conscious mind makes decisions based on gut feel or emotional connections.
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Well, before we make a rational decision to do something particularly to part with cash to buy something.
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So when you're thinking about selling, which is ultimately what we're doing in business, that's our ultimate goal, but it doesn't start with the sale.
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It needs to start with getting the right emotional connection, showing up for your ideal target audience with the understanding that you know how they feel, that you understand the pain that they're feeling, the emotions that they're feeling, that's triggered them to make a decision to buy this thing or to explore buying this thing, right?
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So that's where video can be really powerful is when you consider how you craft video differently, based on the stage that your ideal audience is at and engaging with your brand along their customers, the customer journey which I know you've talked about in previous episodes as well, the customer journey idea.
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So that's critical.
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Not eat every video doesn't look the same, you know?
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And to understand how you can strategically plan for video content that's used in different ways along that journey is very important.
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We can dive deeper into that if you like.
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Yeah, I do want to dive deeper into that.
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I would just share an example that I had.
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So one of the people that I used to do my accounting work, I was giving them some advice the other day on their website.
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And I think on their website, on the homepage, just what you could see on the first screen, there were probably five or six places where they were asking you to contact them, phone numbers, email addresses, forms, whatnot.
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And then there was a short sentence that said, you know, what they do in a very matter of fact way.
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But I happened to know this business owner pretty well, and she's a great person.
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She really loves her clients, she really takes a personal interest in everybody that she does business with, yet that was not reflected in any way, really at the most important place, which is the first thing that people see, which is that homepage of the website.
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And I think that it's interesting when you talk to businesses is oftentimes they immediately want to start to sell, they want to start to collect information, they want to start to push those conversions, right?
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Where, when somebody is landing on your page, maybe they found you through a Google search.
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There's some organic content, whatever it may be, you want to start to build that connection with them, not start to immediately sell the very first sentence.
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And I think video can play a really big part in that.
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Yeah, definitely.
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I often kind of liken it to the idea of dating.
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You are effectively building a relationship with your ideal customers, just like going on a date.
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And you know, if you think about that dating analogy, when, on that first date, that first time that you've met this person, what you want to do is you know, you dress nicely, you make eye contact, you take them out to a nice restaurant, you tell great stories.
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The goal of that first date is to get that emotional connection to see both if they feel like you're a good fit for them, but also conversely, that they're a good fit for you, right?
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So that's the goal in dating.
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We understand in the dating analogy that if on that first date, we went for the conversion, what would happen, right?
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Be slapped in the face and instead run away.
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But too often businesses considering their marketing in the same way that they're just slapping their customers in the face and customers don't like that.
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So, yeah, that's exactly the way to think about it, it's kind of liking it to dating your ideal customer, there is a process they go on.
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Sometimes that process can be very fast.
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If it's a you know, as simple cell or a low, low barrier to entry, kind of a product or sale, but particularly for larger decisions then it is often quite a long journey with multiple touch points along that you know, dating life cycle, I guess.
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So.
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Yeah, that's a great way to think about it.
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I like the way you frame that.
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And if we sort of stick to this you know, first area of being your website, so we've talked about what may be a good use in your hero to showcase your brand story, talk a little bit about those factors that start to build an emotional connection with your customer.
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The other place then as we drill into the website a little bit more that I've seen video used pretty effectively are sort of in two areas and I'd love to hear if you've got some others that you'd throw into this mix is testimonials and explainers.
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So explainers sort of maybe going into depth and bringing to light the features of your product, why your product is different, why your product solves a specific pain point and testimonials, people saying this product solved a problem for me, and that's why I think you should buy it.
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What else would you add to that list?
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Or how would you expand upon on those concepts?
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Yeah let me expand upon that idea.
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And it's kind of share some other ideas for videos that can be used.
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And I think it's a great way to kind of consider the website, the landing page or the front page of your website, as a kind of microbe.
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Cause him a microcosm of your bigger marketing strategy.
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Because what I'm going to kind of walk you through here if we consider the role that it plays on a website, you can think of it in your wider marketing strategy as well, which is incorporating, you know, touch points with clients on all sorts of platforms, even before they get to your website because it's, it follows the same idea of connecting emotionally and moving people along a journey through to a rational decision to buy or make that purchase.
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But let's just frame it in, let's imagine that it's a single page website, right?
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Single page, landing page, you've got the top of the page down to the bottom of the page.
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And let's imagine that your ideal customer that you're dating at this stage is scrolling down the page, right?
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So the top of the page above the fold on a website using website terminology is where you're going to put that brand story video, that hero video that we've discussed here, which the goal of that is to get people to emotionally buy in before you ask them to buy later, right?
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And that video you're going to tell the story of the brand in a way that positions not you or your brand as the hero, but the customer as the hero of that story.
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I know you've looked at brand storytelling prior in prior episodes as well, where you dove deeper into that.
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So when you've kind of got someone's interest, you've hooked them emotionally, and they're like this is the place for me.
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I'm going to scroll down further and dive deeper into this business.
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So as you move down, think of it like the second and third date, right?
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So they're going to scroll now down further into the website.
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This is where on those second and third dates where you want to actually add value to this relationship, right?
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So on your second and third day, it's not so much about making that emotional connection.
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I mean, yes, that is still part of it, but it's more about, you know, do I like this person?
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Do we have things in common?
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Are they going to add value to my life?
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You know, when we think about dating.
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So this is the same way as a business, you need to think about videos used in what we'd call the middle of the funnel, right?
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So middle of the funnel is often referred to as the consideration stage when people are now weighing up their options, they can either keep going on dates with you or they can go and find someone else, right?
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So this is where from a video sense, you need to create content that is helpful, that is valuable, that gives people information that they have been looking for, right?
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So from a video sense, this is where you'd be using videos that it might be you know, short education clips that talk to people about specific frequently asked questions they might have around your expertise or your product or your service, right?
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This is where video might be used.
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You talked about explainer videos, right?
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This is where an explainer video gives further valuable information so that people understand the product or the service better, right?
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So here, the goal is to provide helpful, valuable content that makes people want more, right.?
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They're more interested to buy now from you.
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And then as we scroll further down, the page provided those middle of the funnel videos have done their job, that then people are now considering whether or not they'll convert the purchase, right.
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And this is using the dating analogy.
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Now they're bought in emotionally and they know you're a good fit for them, but now they're thinking about the rational stuff right there thinking, ah, but he leaves in, you know, the other side of the country, can I move to the other side of the country or, you know, or they're thinking things like yeah, but he hasn't got the job the, level of income that I'm wanting.
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Their thinking rational stuff, now they're thinking like, can I actually live with this person?
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And it's the same with your customers on your website?
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They're thinking, am I actually going to make the right decision if I buy from these people?
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So this is where videos at that conversion end of the funnel or the bottom of this single scrolling website that we're talking about needs to be very rational.
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It needs to address any objections that people have to buying from you.
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So your video's here might be, you could call them frequently asked questions, videos, but they're answering the questions that are holding people back from buying.
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So it might be talking about, What's your refund policy?
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How long until delivery is made?
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You know, what does the process of working with you actually look like?
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So what's, what is your five-step process of leading me towards success?
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This is where you might also include testimonials, which are social proof, right?
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So often what's holding people back is just this feeling like what if I'm the only mug who got duped into buying this thing.
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Instead if you've got multiple videos there of people just like me that are saying this was the best decision I ever made, you know?
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Fantastic product or service or whatever, that's a testimonial.
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It's very rational, it's not really emotional, but the goal at the bottom of the funnel here is just to address that rational stuff, right?
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So does that make sense?
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When we kind of look at that webpage is a microcosm for a bigger marketing strategy.
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That's the way to funnel people through it.
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And the way that videos can change, the way you approach the videos change as you go.
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No, I think that's great.
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And obviously a one-page website is a simplistic way of looking at it, but.
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It gets to the core concept of when you want to use these different kinds of videos within the buyer's journey to build that trust.
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To, you know, explain what your product does to sort of answer any questions that they may have to give them that social proof that you are talking about.
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And there are other ways that you can use video to on the web.
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But as we know, it's not always about people coming to your website, people see your presence, or are introduced to your brand through the other places on the web, through social media channels and whatnot.
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Talk to me a little bit about how you think video is effective through social media.
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I get the distinct impression through my own experimentation and working with clients where you may be able to get away with a two and a half minute explainer video on your website as probably isn't going to fly if you're doing a Facebook post or something on Instagram.
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Everything is a bit abbreviated once you start to talk about video on social media.
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I think when you consider the way that you use videos on other platforms, it's important to consider the user intent on that platform.
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So why are people going to Facebook or Instagram or whatever platform they're watching LinkedIn?
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For example.
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Why are they on that platform in the first place?
00:19:56.622 --> 00:20:00.257
They're not there to research your brand or your business.
00:20:00.737 --> 00:20:05.146
When they're on the, on your website, they're there with intent to find out more about your branding, your business.
00:20:05.567 --> 00:20:13.997
Whoever on social media, they're there to engage with friends, family, community, with other brands and pages that they follow in light.
00:20:14.626 --> 00:20:16.542
They're there for the for the social aspect.
00:20:16.542 --> 00:20:17.113
It's social.
00:20:17.502 --> 00:20:18.012
Yes.
00:20:18.313 --> 00:20:18.762
Right.
00:20:18.833 --> 00:20:24.563
When you recognize that you need to put your content in front of them in a way that adds value to their experience on the platform.
00:20:25.133 --> 00:20:25.313
Right.
00:20:25.343 --> 00:20:32.813
So what you wouldn't use on social media is those videos which are designed to sell those conversion bottom of the funnel type videos.
00:20:33.202 --> 00:20:39.712
They need to live on your website right next to the buy now button or whatever the equivalent of that is.
00:20:39.772 --> 00:20:40.012
Right.
00:20:40.373 --> 00:20:42.952
Cause if they do their job, those types of videos.
00:20:43.432 --> 00:20:47.002
There should be limited barriers to people actually taking the action that you want them to take.
00:20:47.692 --> 00:20:48.202
However.
00:20:48.923 --> 00:20:52.343
The other end of the journey, we talked about the brand story type videos.
00:20:52.823 --> 00:21:06.708
They can work on social media, however, They need to be often, you know, re edited or redesigned in a way that can work for attracting cold audiences or people who haven't heard about you before.
00:21:07.008 --> 00:21:11.327
And this is where kind of paid social media strategy can work.
00:21:11.327 --> 00:21:11.597
So.
00:21:11.897 --> 00:21:14.298
Putting those kinds of storytelling or brand videos.
00:21:15.468 --> 00:21:25.098
Cut down in a version that's specific for the platform you're on, but using paid ads spent to get them in front of the right people at the right stage of their decision-making process.
00:21:25.608 --> 00:21:28.818
But then where I think social media video really.
00:21:29.419 --> 00:21:31.827
Has has legs and it's really valuable.
00:21:32.278 --> 00:21:34.184
Is that consideration phase, right?
00:21:34.184 --> 00:21:42.375
Because if people like your page on social media or they follow your page, Or brand then they're in that consideration phase.
00:21:42.464 --> 00:21:42.704
Right?
00:21:42.704 --> 00:21:49.545
So they're there in that maybe they have bought from you before and they could potentially buy from you again, or maybe they can, you.
00:21:49.694 --> 00:21:52.755
They're interested in your brand or your business, but I haven't yet bought from you.
00:21:53.204 --> 00:22:02.505
This is where you should be using video content that adds value, educate, inform, inspire, entertain, all of that sort of stuff adds value to your target audience.
00:22:02.535 --> 00:22:03.134
And that's.
00:22:03.644 --> 00:22:05.805
From an organic perspective on social media.
00:22:05.894 --> 00:22:10.305
So not using paid spent, that's the kind of video that you should be considering is.
00:22:10.875 --> 00:22:12.615
Kind of running it through the filter of.
00:22:13.424 --> 00:22:16.664
What value is this video providing to my target audience?
00:22:17.265 --> 00:22:18.734
If the answer is well, there's no value.
00:22:18.734 --> 00:22:21.734
It's only trying to sell something for us, then don't use it right.
00:22:22.214 --> 00:22:24.644
So, yeah, that's I think social media.
00:22:25.515 --> 00:22:27.884
Really is all about that consideration phase content.
00:22:29.380 --> 00:22:32.230
Hey, it's Eric here and we'll be right back to the podcast.
00:22:32.230 --> 00:22:37.089
But first, are you ready to grow, scale, and take your marketing to the next level?
00:22:37.299 --> 00:22:43.660
If so, The Five Echelon Group's Virtual CMO onsulting service may be a great fit for you.
00:22:43.930 --> 00:22:49.839
We can help build a strategic marketing plan for your business and manage its execution, step-by-step.
00:22:50.079 --> 00:22:52.630
We'll focus on areas like how to attract more leads.
00:22:52.900 --> 00:22:57.039
How to create compelling messaging that resonates with your ideal customers.
00:22:57.400 --> 00:23:00.970
How to strategically package and position your products and services.
00:23:01.299 --> 00:23:05.710
How to increase lead conversion, improve your margins, and scale your business.
00:23:06.039 --> 00:23:13.809
To find out more about our consulting offerings and schedule a consultation, go to fiveechelon.com and click on Services.
00:23:14.259 --> 00:23:15.519
Now back to the podcast.
00:23:17.309 --> 00:23:35.242
Are you an advocate of companies building a library of video content on something like YouTube, or are you more in favor of building a library of content on your website, in a resource center, a how is there, and then directing people that way.
00:23:35.363 --> 00:23:41.692
You lose a little bit of the potential YouTube search capability, but obviously you've got a little bit more tracking and whatnot.
00:23:41.692 --> 00:23:45.296
If you how's it on your website, what's your thought about either method?
00:23:47.395 --> 00:23:51.655
The answer is kind of a, it depends, you know, it depends on what your overall strategy is.
00:23:51.655 --> 00:23:55.346
And if I was advising a company on which way to go, there would be a.
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