Skills: What's Your Business Video Marketing Plan?

If you do not have a video marketing plan in place ready to go, you should!

Here's why...

90% of marketers say video marketing has given them a good ROI. YouTube has 2.49 billion monthly active users. People spend 48 minutes a day on that platform more than they are on LinkedIn. Viewers watch 1,000,000,000 hours of YouTube video per day on their TVs. The US population drives the most YouTube traffic compared to other countries, and YouTube shorts is quickly becoming a top video advertising platform. YouTube is the number one platform for viewing live content, so why is your business so resistant to that way of marketing your business? Hey there, I'm Janet Bartoli and this is the Founders Lab, where I share with you the smartest and most effective way to grow your business through mindset and skills and one on one conversations where I'll invite guests like you and experts across the internet to provide some insights to learn from today. I'm talking all about video marketing for your business.

I do not care whether you're B2B or B2C, or that you have a manufacturing company, or if you sell service. This platform should be a part of your 2025 digital marketing strategy. Why? All of those reasons that I mentioned at the beginning of this episode, for one, and I'm going to give you a few more.

1.  it requires a lot less time for you or whoever the subject matter expert is in your company to produce. Literally pull out your phone, hit record. That's it. And don't give me the excuse that you get tongue tied, because there's so many teleprompter apps out there that are so helpful. There are even teleprompter apps that will even if you are reading your eyes or, you know, going back and forth, they will. The app will fix your eyes using AI so that they appear to be forward facing and not look like you're reading anything. So there's really just no excuse, especially with the software out there and the AI, uh, tools that are embedded within it. Definitely. That makes it so much easier and really literally for anybody.
2.  it is far more interesting than reading a boring blog post by someone who isn't even really skilled at writing. How many times have you gone to a website and you would read through it? And maybe it's less than a thousand words, but that doesn't matter, because it could. It still could be good content if it's less than a thousand words, but you're reading the first 2 or 3 sentences and you're thinking, this literally looks like something that I don't know. Somebody in middle school wrote and probably not even that well. So you want to avoid that. If, you know, if writing isn't your talent, there's there's something with audio or video or the combination of those two that really is so much easier if you just speak. And then you can also avoid those that were skimming your message, and they mostly weren't probably even paying attention to the content if they're just skimming through that blog posts.
3.  Number three. It absolutely does generate a lot more trust and relatability. You really do get to know somebody through video. You see where their office is or how they express themselves, or when they're talking about a specific point of view or an opinion. You can really start to relate to them a lot better. And it's not like you've never seen video before. I know what I'm saying is is certainly ringing true. And it's just easier. It's an easier way to get to really understand who that business owner is. And it really is the next best thing to being in real life. And if you can't physically meet that person in their office or in their their hometown, this is the next best way to do it. And this is a really great marketing medium to get to know who that person is at a better level.
4.  Number four easy way to repurpose content. It's easy to cut clips and share those pieces of clips everywhere. You can share them an email or on LinkedIn, just about any platform really. And it's just easy to do because, again, of the software that we have available to us, one software in particular, Opus Clip, and I have a link in the show notes for that software. There's so many others that are like it. Even if you didn't want to use opus, you could use so many others. But there's a lot of of really good software out there that can help create those clips and then allow you to share those across other platforms. So I can't tell you how many blog posts articles. There were more than a few minutes to read that, you know, I just bookmarked and never ever got back to.

How many have you found yourself doing that? I mean, over the years, especially if you were reading something or you maybe if it was like a newsletter or something and it was more than a few minutes to read, maybe you would never do that. So this might be something you should definitely test out. You can't assume your audience will only want video.

What you might and should want to do is mix up the mediums a bit, maybe give equal weight to all of them, then let the analytics do all the work to determine which you should be doing a lot more of, or less of whatever that is. In fact, if you have access to Google Analytics reporting, what you should be able to see over the last 12 months is if you go in and you can see how many people were engaging in across all of the different channels organic search, email, etc. when you're and if I'm saying organic search, I'm talking about the traditional way of using a traditional search engine, going to a landing page and then reading that content versus going to YouTube or another video and engaging with that. So if you look at, let's say, organic search versus organic video, that should tell you a lot. And again, this is only for those of you who've actually been committed to publishing similar content, um, so that you can do an apples to apples comparison.

But if you just started last week, obviously you're not going to see that. But if you do get into this and you do make this a priority in your business, this would be a smart thing to really be. Create a baseline of when you're putting the content out, and then over a period of time longer than a few weeks, you should be able to start seeing the engagement levels and really be able to understand based on that which which of these your audience really resonates most with. Now I'm going to give you a pretty simple process you can follow.

You can get started with this this week. So number one, make a goal based on what you want your content to actually do. So this is not a brand awareness campaign I'm not saying let's get you know, because I hear a lot of people talking about brand awareness campaigns. That's not what this is. The purpose of this is let's use the sake of if you're a service based organization, you you need actual leads. So build a goal around that. Start with that. What is the goal? The goal is when I generate content, the goal for the content it's supposed to support, the ability to eventually book an appointment. Now, that doesn't mean all of your content should be, uh. Hi. You've never heard of me, but go here and book an appointment. There's different levels. You heard top of funnel, middle of funnel, bottom of funnel. And so what I'm specifically talking about is middle funnel. So that's number two.

Create a content plan with a mix of video and written text. And in that plan make sure you have that middle of funnel content. So nothing that I can answer in a few seconds. That is basically middle of funnel content or the kind of content that I'm talking about where you can beat out any LM that, um, is in a unable to answer, uh, a process or a specific situation. Case studies are really great examples, you know, that you could use for that or industry specific insights, a point of view that you have. These, um, should appeal to your audience's biggest challenges. So you can then create that content around that. So number one, you got your goals. Number two, you're creating the content plan and you're developing a mix of text and video.

I'm not going to tell you how much you know the length in terms of length or whatever in each. That's for you to decide. You can start off simply with a five minute video and kind of go from there. YouTube shorts does pretty well. Um, but longer form video, um, as you feel more comfortable and get into it, can absolutely do a lot and, and can be really great ways to kind of warm up an audience before they feel comfortable reaching out and wanting to work with you. So again, you just got to test that out.

1.  Determine your publishing schedule. That will require you to know the time it's going to take you to build out the content, batch it up, um, and then get it through editing and then actually setting that publishing schedule. So I know some people like to do a batch week. Um, I'm more of a fan of whatever works for you. I have tried weekly and batching content, and I'm partial to both of them. Honestly, I think it just depends on where you feel like you can get the most done and what you feel like without burning out what you feel like you can commit to. That's the most important thing is how can you be consistent?

Because consistency in every kind of content marketing is critically important. So if you can't be consistent and you can't adhere to that schedule, then figure that out. So decide the days your content will actually go live and that's what you can then be consistent. So if you decide every Thursday at 9 a.m. eastern, this YouTube channel will have one video that will be, uh, published, um, for everyone to, to watch.

Then you should keep to that schedule. Um, and do that for 90 days and everything should be a 90 day, goal oriented type of time period, because you can learn a lot in that time timespan and then you can really adjust from there. You can see basically within that 90 day period, you'll see which content is resonating more, what's getting a lot more engagement and what's comfortable for you.

What do you enjoy more of? And then after that 90 day period, you can adjust it from there. So this won't this episode is not going to be something where I'm going to go into the type of camera or the lighting or any of that stuff that you should have, because that's not my expertise.

I know what I use and I know what I like, but you can easily go to YouTube and just YouTube all of that and get some great advice instead. This is pure strategy and hopefully should be enough that really to get you headed into the right direction and and going. Sticking to a 9090 day plan does a lot. It will give you the insight and data you need to determine what worked or did not.

It will also test your ability to keep to a schedule while you build your brand through video, and you'll learn through those comments that you get what else you can or should be talking about. As I said, there's a lot that you're going to learn in this 90 day period of time.