Everyone’s scrambling to put together video content. We all know the data overwhelmingly supports the use of video. But where to begin? Actually.. if you’ve decided to embark on a video marketing campaign in support of your professional speaking career, now is a good time to stop, smell the roses, see where the pieces are and reorganize before you launch your video marketing campaign.
Step 1. Conduct an Audit. Don’t Even Call it a Marketing Audit.. Just an Audit.
- Take stock of all your writing materials (blog posts, books, ideas, past and present).
- Take stock of all of your printed media (business cards, flyers, posters, etc.)
- Is the information still correct? Is anything missing?
- Do you know where all the digital files for these materials are?
- Do they all have a consistent design theme, color scheme, font use, logo?
- Has your “why” story been developed? This is all tying in to Simon Sinek’s position on branding. Ironically, I didn’t start this post with “Why?”. But it’s important. Having a crafted theme story that comes from the heart is a powerful force.
- Are all your books and other salable materials posted properly online?
- Website: has your website seen better days, or did you get the supreme coder special? Ideally, your website is mobile responsive, has lots of relevant, useful (to your audience) content and you’ve set up your SEM capabilities adequately.
- Social Presence: Are you on the social sites you need to be on for your subject matter? Are you regularly engaging your audience? Is all the information in the profiles filled out and up to date? Are you using a platform like Hootsuite or MavSocial to instill some sanity in your social media marketing efforts?
- Have you set up an e-mail newsletter to stay in contact with your customers / audience? Are you sending it out on a regular or consistent basis?
- When was the last time you updated your list of venues/events/conferences that were relevant to your industry?
- Do you know what metrics mean most to your online marketing efforts? Do you have easy access to them, are you automating reporting? Are you reviewing this stuff on a regular basis?
- Does everything tie in with everything else? In terms of look/style/branding/messaging?
- Has your audience changed? Who are they, where are they? Have you gotten clear on who your audience personas are?
Step 2. Goal Setting & Strategy
Assuming the above is all good and you know your audience, it makes sense to set your goals and your strategy. Remember, goals can be anything from, “I Want to Publish 1 New Book in 2017” to “I want to write 1 new blog post a week” or “I want to sell 100 books”.
Professional speakers receive income in a variety of ways; through speaking engagements, to coaching, workshops, training programs, etc. so think about a) how many of these activities you want to do this year, next year, the year after, and
b) what other super goals you might want to set like “Getting booked on Oprah’s show” and keep that list next to your desk.
The next part, or the strategy, is answering “How are you going to do all of this?”. What needs to happen between points A and Z? You’re only limited by your creativity, time, hard work and luck. There are a variety of ways to reach your goals, but think about how each activity (speaking, workshops, etc.) gives you a chance to deliver more value to your audience and potentially generate income or promote your cause (or both) and how you’re going to do that for each activity. Systematize it. Think that for every speaking engagement you can participate in, there might be 5-10 activities you can do to move your business forward. Get in the habit of engaging in those 5-10 activities and use whatever materials you need to support that (brochures, etc.).
Marketing just isn’t for online anymore; it’s both online and offline activities working in concert together. Think of it as a miniature integrated marketing & communications exercise.
Step 3. Plan your Video Marketing Campaign
Why do you think I waited for you to get through the last two steps before writing about launching a video marketing campaign? Because now you can think about video in a smart way: making the most out of your content. There’s something to be said for jumping headfirst into anything, but if you’re trying to keep a certain focus for your message, you might want to be a bit more deliberate in your approach.
Things to Keep in Mind
- Some things to know about writing for video: 150 words is equal to about 90 seconds, +/- depending on cadence.
- Develop a speaking reel: a 90 second to 3 minute video highlighting some of your beliefs, speaking engagement best moments (etc.) that share your personality and ability will help you stand out. Michael Hyatt’s speaking reel is a good example of a simple approach.
- You can create an additional source of income by recording and marketing your workshops online, or record them as training sessions to give out for free.
- Make nice with a videographer. There are several “types/flavors” of videographers you can hire: for example, a videographer who knows a camera like the back of their hand, but not much else or a producer who may have some video making capabilities, but their primary focus is on narrative development. Know the difference and know when to use which.
- Ask yourself how you can break up bigger videos into smaller, easier to digest videos.
- Map out all of your channels (e-mail, website, social, etc.) and determine which ones you should focus on in your video marketing campaign. Pro tip: The best advice I ever read was to focus on getting good at one channel before adding another (if it makes sense).
Thoughts on Planning a Video Marketing Campaign
- What software do you need to buy, which services will you need to subscribe to?
- Props/disposable stuff. What can you use that will make your video more entertaining?
- Will I need to hire a video crew or videographer? Will I need to hire someone to help with editing my video?
- Do I need to buy any additional tools? (Video camera, hard drives, memory cards, lighting, microphones, new computer).
- Am I going to be making and selling DVDs? (yes, people still use DVDs).
- Can I commit 1-5 hours a week to recording, editing and publishing my own video?
- Can I create the video assets I need for my video marketing campaign within the timeframe I’ve allotted?
- Is anyone else involved and can I rely on them to commit to the time needed?
- Can I record multiple segments in one block of time and publish them on a weekly/monthly basis?
- If I live stream, when might be the best times to do so?
- Start slowly
- Implement redundancy in archiving your videos. You will be unhappy when a drive containing all your work fails.
- Are you sticking to a standard format or changing it up each week (i.e. Week 1: something inspirational, Week 2: something instructional, Week 3: something entertaining, Week 4: something inspirational, etc.)
- Would including guests in your video increase your exposure?
- In content marketing, the practice usually starts with having a cornerstone piece of content, like an e-book and then building off of that message. Can you do something similar with a longer format video?
- How are you engaging with your audience in each video and is that engagement leading to customers (if that’s a goal)? If not, what can you do to change that?
- What footage can you repurpose?
- What are your key calls-to-action?
- Are you having fun?
Give it time