I had a great conversation on a podcast recently where I get to lend my thoughts regarding the art of video marketing. Below is a partial transcript for what we discussed.
QUESTION: As always, we’re talking about all types of videos here – Explainer Videos, Motion Graphic Animation, Live Action, 3D Animation – but for now I want to ask about those instances where the client was you. Internal marketing videos.
One thing that strikes me about what you do from a marketing perspective is, while it’s easy for a lot of companies to say, “Hey, look at us. We’re great. We do X, Y, and Z,” you really take an approach of, “Let me help the customer. If the viewer is an existing customer, if they’re a future customer, I’m actually going to solve some problems for them, even if I do it free of charge, even if I don’t win their business. Maybe in the long run, there’ll be a payoff, but for the good of humanity, I’m going to help them out.”
MAURY: First of all, let me say thank you. Thank you for noticing and realizing that we’re here to serve our customers.
Before I started this company, I was a part of companies that created a product and then went out and just did anything they could to sell it, whether there was value there or not. And I was never comfortable there.
I was with companies at least five, seven, eight years before I’d make a jump or we were acquired or we would sell ourselves to an investment house. I always liked being in the equity game. But the shortest tenure were places where I didn’t believe in the product because it didn’t seem like the customer was being heard and their needs were being solved. So as the sales team went out, they were trying to push something out there that the company believed was valuable, but the customer didn’t.
So I said, I’m never doing that again. What we’re going to do is we’re going to poll the market, we’re going to find out what’s needed and we’re going to come up with a solution and then guess what? We’ll come up with the solution that we get paid for and then we get to do what we love doing, which is coming up with solutions and the customer gets something great on their end too. And I think there’s a tremendous amount of value that we give away that companies aren’t even thinking of.
So now I can answer the question about how do we think about marketing. Marketing and branding are what people say about you when you’re not in the room. What are people saying? So that means your brand story.
Your marketing has to be telling a story when you’re not around. So it has to be really strong and you’ve got to hit people with the right story at the right time in the buying process. So every single thing we do is catered to getting people to move to the very next step.
If they’re interested in buying a widget, then you better show up at the right time with your widget that says, “Hey, are you interested in solving this problem?” Sure, I’d like to be better, faster, stronger, sexier, and your widget will help get me there. I’m interested – what’s next? You know, it’s $49 99 it does this and that.
No, no, here’s how we make you better, faster, stronger, thinner, or here’s why you want to be better, faster, stronger, thinner. And yeah, those are the reasons I want to be better and faster, stronger and thinner. And then, I’ll give you a little bit of information. Here’s my email address. I want to see what you’re like.
So then it’s, let’s send some video outlets. We can point them in the right direction and move them down the buyer’s journey. And I think that buyer’s journey is the philosophy that I follow for every one of our customers and including ourselves.
In fact, when I look at our own marketing, it’s all about the customer journey. Giving people what they want, when they’re at the right stage, the best stage of the buying cycle. That’s how we do things when they’re at the beginning and they’re just trying to learn why something’s important to them or why video or video marketing would be important.
I’m very conscious of that. And I think there’s a key within marketing that’s very difficult to achieve for a lot of companies. And that is that perception of being genuine, that you genuinely care and you’re genuinely concerned about the client and what they want and what they do as opposed to, “Oh, I hope I get the sale.”
QUESTION: One thing that I think is your bread and butter as it comes to marketing is the video blog series that you put yourself through on literally a daily basis. I don’t know if you actually do it daily or if they’re just there for daily consumption, but holy smokes, my friend, you spend a lot of time in front of the camera to make sure that people get a message.
MAURY: I’ve wanted to do it for years and I resisted it until about 11 months ago. I wanted to put information out there. Literally dozens and dozens of questions have been asked by different customers. How do you do this or is this important? How does trending stories relate to what we’re doing, and so on. They’ve stockpiled.
So I thought if I get to it, I’ll put together a blog series on this, and I think the best way is to share my face and my attitude and how we do things with the world. But the problem for me was, can there be a separation? Is there a separation between the high quality video that we produce and the low quality video, which is still a good camera, good lighting, good sound for the video blogs, but it’s just a guy talking and solving problems. Very low budget.
We’re not hiring actors, we’re not doing 3D animation or motion graphic animation. So I was curious if it would erode our brand image out there. And I think the answer is no, we didn’t.
There are two very different types of content now. There’s consumable, shorter term content that is really important. And that’s like blogs. Certainly it’s going to be evergreen, it’s going to last for a long time and people will find those answers useful in a year, two, three, hopefully even five years down the road. And that can be more consumable: one minute, two minutes, pick up the camera and record me or one of my guys, and just record a quick answer.
The other side is every brand needs to have key content and that marquee content that shows that you are able to provide a great message, a great story with whatever you do. You have to have marquee content because people buy based on perception, gut feeling and then they moved down to ROI, financial, that kind of thing. But you will never get in the door if you don’t really have good content to put out there.
So when the video blog went on, I said that that wasn’t bad. I’m glad I got this information out. The first time I went through the editing process, I thought, ‘This is really good stuff. This is really valuable.” And I was really happy we did it. At this point we have I think 60 or 70 video blogs out there, and they’re turning out to be really useful.
QUESTION: Are you getting good response and feedback from existing customers or future leads generated from them?
MAURY: It’s great. We’re getting a lot of feedback in different ways. I did it not as a complete focused and pure marketing strategy that we’re going to only focus on, but as one of many money marketing strategies that we do.
But it did a few things. Number one, it’s getting me, as the CEO of Rip Media Group invited to podcasts like this to be a guest speaker, appear on panels and speak at conferences because people can take a quick look and see, All right, he’s presentable, he knows what he’s talking about, and this is information people want to learn.
The more exposure that we get, the more people say, “Yes, we definitely need services like yours. We’ve got to solve a problem, we have a complex product and we need to make it understandable and sexy. Can you help us?” And obviously we can.
The other way that it’s been interesting is I created a YouTube channel and put these out there. Now there are certain videos that we promoted, but there are many that we didn’t. We just put those out as a part of the blog and after just a few months of creating that channel or that playlist, it’s got something like 22,000 views from people all over the globe.
You can track the metrics, how far they watch, what they’re watching and so forth. That’s without any kind of paid campaign. Just put it in our newsletter, let people know via blog that it’s out there. And low and behold, people see one of these videos and they’re like, What’s the next one?
So for me, 22,000 views is fantastic for a video or a little series that we don’t promote. We don’t add a lot of paid media to it at all. So wait till we start to give it a little bit of a boost. I think we’ll get tens of thousands more views.
QUESTION: I was noticing, looking at some of your recent efforts, clearly it’s something that you enjoy doing and you embrace as a side hustle. There was one in particular that you had recently where clearly you were having a lot of fun was the one you referred to it as “Duplicate Me.”
MAURY: So this was a really fun one. So one of the things that I’ve wanted to let the world know is you should be using video as your best salesperson. Think about me or my sales team or marketing team making 22,000 pitches or 22,000 influences in some way – on phone calls or with a cup of coffee. Impossible. I’d have to have a team of, I don’t know, a thousand people and have an entire year. So the idea is that video duplicates your efforts.
So what we did was we took Maury standing there and we duplicated me four times. So you see Maury and then another Maury and another Maury and another Maury. My daughter gets a big kick out of this video. It’s great.
So the idea is you can duplicate your best marketing, your best sales, your best HR efforts right now. And each time I say that, another Maury pops up and then later on in the video, we start shipping those people off to different customers. This one’s needed in China, so you see a YouTube pop up showing that he’s off the China. This one, he’s encapsulated by Linkedin and boom, he’s off to Silicon Valley. You know, that kind of thing, because it does create leads.
So video, if used well, creates great leads for you. You can duplicate your best sales efforts because obviously you put a lot of time into getting a great video instead of just something that’s nominal.
QUESTION: In terms of your marketing efforts as it relates to the video marketing space, would you put yourself ahead of the curve in relation to what you’ve seen from your competitors?
MAURY: I think that I’m pushing the limits all the time. Sometimes I’m a little too far ahead of the market.
Our head of Production says to me, not infrequently, that I’m always looking for what’s around the corner. And I actually really appreciate him saying this, but he thinks I do a great job of predicting what’s around the corner.
I’d say an example of this is a software that I created just for our own internal efforts that we’re now turning into an external product. It’s the ability to create a video email that’s personalized and interactive. And the problem this solves is one video talking to 10,000 people is going to have the same message, but if I can personalize that message for Andy and I can put pieces of what he wants and needs in there for you – you’re podcasting, your first name’s Andy, I know that you live in the South Bay, that kind of thing.
But when I put some of those details in there, your attention rate is going to skyrocket. We’ve seen 500% increases in conversion rates. So this personalized video was something we used internally and people always ask about it, always say it’s on the roadmap. They want to know how we do it. Can they do it too? Of course the answer is yes.
And just a few months ago, I developed a platform so that people can create their own videos and personalize them and then even make them interactive. So, you like this part of the video, click on that product or that product sheet or that other video can pop up and start playing right then.
So it makes it very gamified and very interactive. Much like the millennials are used to. And instead of it just being a setback in the video process or video – sit back and watch a video – your able to interact with it.
So I think the main takeaway for companies, and it’s probably universal too – it doesn’t necessarily have to be a video marketing company, but just anybody who takes what they offer seriously. And why wouldn’t you?
Why shouldn’t you embrace marketing efforts, but also don’t be afraid to give a little something away because I think there’s value in allowing customers and potential customers to answer some of the questions they might have before they pay you to do the work.
The important thing to realize is whether you’re the marketing agency, a video production house or an oil manufacturer, you exist to solve problems for your customers or you won’t exist anymore.
And there’s an old adage that says, “If you’re not growing, you’re dying.” I used to doubt that, but really what’s happening is there’s so much competition from every angle, no matter what kind of business you’re in. Even cross industries.
Industries that you don’t even think are your competition are your competition. You’ve got to be solving problems out there. If you aren’t, then you’ve got to rethink your marketing.
HOST: Great advice, as always, for companies forging a path in the video marketing space. Thank you again for joining the show, Maury Rogow, CEO and Founder of Rip Media Group.
If you’d like more information about Rip Media Group or how they can help your company grow through video marketing, check them out online at ripmediagroup.com.