Newsletter-Issue #19 Subscribe at digest.boardstudios.com
You may hear “Just start posting videos, so people get to know-like-trust you”. While this is good advice in principle, unfortunately it’s not that simple. If you don’t have a strategy in place and you just start posting videos, you will end up wasting your time. You won’t get any results… And you WILL give up.. Here’s a framework to take a more scientific approach to generate leads and awareness with your videos:
1. Pick a service
Pick a service you want to promote. You may have many offerings, but when you’re starting with video, you want to keep things simple: focus on ONE offering.
2. Research key-phrases to come up with topics
Research key-phrases to come up with topics around your service. These are the topics you’ll talk about in your videos. What blog posts are out there, which ones are getting the most traffic (you can do that with Ubersuggest or KWfinder). Then, which key-phrases actually show video results? (just search on Google and scroll under the paid ads)
3. Create ONE polished video
Pick the most interesting topic and create a video ad. Make it educational for your audience, and script it. If you wing it, it’s rare that you’ll be able to add value. And they won’t engage with any more of your content. This video should intrigue your ideal clients so they will click on the video or check out your website to learn more, or check other videos on your YouTube channel.
4. Create a series of 5-10 videos
Just a video ad and a landing page won’t cut it these days. You need to educate and inform. Your clients need to see you many times so they can get to know, like, and trust you. So you need more videos on your website, on YouTube, and on LinkedIn. Create a series of 5-10 videos on topics relating to your service.
5. Expand your content with interviews
After you start seeing traction with your videos, expand your content by interviewing: clients, prospects, practitioners, experts. You will connect with potential clients, as well as grow awareness and tap into their audience as they share the video. You can even create an eBook or report with the gist from your interview.