Free guide: The exact steps you need to take in order to create a video marketing campaign (that actually gets results)

A few years ago I decided to enter the digital marketing scene, and even though there was a lot of shiny objects everybody was talking about…

One thing I couldn’t help but see everywhere I looked, was explainer videos.

Now at the time, I honestly had no idea what these videos were – but after seeing how everybody was looking for them…

I figured it wouldn’t hurt to look into it a little more, and even though I learned a lot during my research  – one thing I couldn’t fully wrap my head around…

Was what they actually did.

I mean, sure – I understood how they “explained” a product or service…

And the main goal was to get sales right after that, but at the same time – I couldn’t understand how a 60 second video would do this…

So after looking into it for a little bit, I decided to venture out – seeing if I could figure out what part of the process I was missing.

Not going to bore you with the entire story right now, but let’s just say – that after “Googling” around for awhile…

I finally connected with a marketing consultant, and even though he gave me a lot of good information – my big “aha” moment…

Was when he told me that even though explainer videos have a few different jobs, their main benefit – is how they:

Start the funnel

Now at first, I didn’t understand what he was saying – so I asked if he could elaborate a little more…

And even though he went into a bunch of marketing lingo right away, I think he could tell I had no idea what he was talking about – so after that…

He decided to “dumb it down” for me, and said that with all the competition out there today – nobody just buys from a company on the “first touch” anymore…

Because instead, they generally need 7 touches with a brand – before they’ll ever think about taking the next step (i.e. free consultation). 

With that said, that part made sense to me – as I could definitely see how the increased competition would force consumers to be skeptical about who they worked with, and in turn…

Make us work harder for their business, but after that – he mentioned something that really caught me off guard…

“And oddly enough, the hardest touch – is the first one”.

In other words, with all the ads out there today – consumers have “ad fatigue”…

Where they essentially tune out everything that looks like an ad, and due to that – most brands struggle to even get the first touch…

Which is where explainer videos come into save the day.

Now I’ll be explaining this in full detail throughout the rest of this article, so I’m not going to go into too much detail right now – but let’s just say…

That after hearing him out for another 30 minutes, and learning a lot of stuff along the way – I decided to go implement his “explainer video funnel”…

And well, that was hands down – the greatest thing that’s happened to me during my entire marketing/business career.

From getting over 100 sales in the first week:

To getting cost per clicks that were way below industry average:

I was able to “crack the code” of video marketing, and over the years – I’ve noticed how many people don’t truly understand how to use this the right way…

So for the rest of this article, I wanted to show you a simple 3-step process you can use to get the most out of your explainer videos – and use them to skyrocket your business as well…

Starting with:

Step #1 – Use explainer videos to “plant the seed”

Alright, so as I mentioned a second ago -the biggest problem (i.e. misconception) I had with explainer videos in the beginning stages…

Was just thinking they were a conversion tool in itself.

In other words, I was under the impression of thinking how they were supposed to convert people on the “first touch” – but as I soon learned…

That’s not the case, and to be honest with you – this is actually a misconception I see 95% of entrepreneurs have with every form of marketing.

For example, I don’t care if you use:

  • Ads
  • Blogs
  • Webinars
  • Video
  • Etc…

Most consumers are never going to convert after hearing from you once, no matter how good your initial vehicle is…

And that’s why it’s important to always start off a marketing campaign, by “planting the seed”.

Now I guess there’s a few different ways I could explain this as well, but in the simplest terms – the way you really want to look at it…

Is that with the first step, the main goal – isn’t to get a “sale” or anything…

But instead, it’s just to warm them up for the next step.

This seems to be a difficult concept for most entrepreneurs to understand, as everybody wants to get the sale right away – and trust me, I get it…

But I can also assure you, if you take this approach – then it’s a losing strategy…

So even though it sounds “quicker”, it’s actually the longest path to success. 

Anyway, I could go on about this for days – but that’s really the gist of it… 

And for the “practical” application, let’s assume you were a CPA firm – promoting tax services to sole proprietors. 

When doing this, you know that people aren’t going to hear from you once – then sign-up for a consultation right away…

Because if anything, they’ll at least need a couple days to think about it – before moving forward…

And in that case, what you’d want to do – is create a short explainer video…

That gives them a brief description of how you could help.

Few ways you could do this, and I’m not going to give you the entire script right now – but as a general overview… 

You’d want your video to follow a format that looked something like:

  • Ruth was a self-employed freelancer, making $90K a year
  • She loved what she did, and liked how much money she made
  • But one thing that always irritated her, was self-employment tax
  • Couldn’t understand why the IRS felt like they could take 15.3% of her income, on top of regular taxes
  • But she didn’t know what else to do, until one day – when she reached out to “ABC Tax”
  • After that, we reorganized her into an S-Corp – that way she could restructure some of her income as “dividends”
  • From there, Ruth saved $2K on tax every year – all because of that one simple change
  • Want to see how we can do the same for you? If so, please visit us at Abctax.com – and we’ll see what we can do

And as you can see, it doesn’t need to be an hour-long webinar or anything – because nobody will watch that, well – on first touch anyway…

But instead, when you take this approach – you get them to start thinking about it…

And set them up for the next step (which we’ll cover in a second). 

With that said, that’s really all you need to know at this point – but the last 2 things I wanted to mention before moving forward was…

A) Always make sure you have a call-to-action at the end of your video

I know, this sounds counterintuitive to what we’ve covered so far – as we’re not expecting people to convert right off the bat…

And for 95% of the market, that’s true – but at the same time, it’s also important to remember that even though they’re the small minority, there’s still “hot buyers” out there…

And due to that, you always want to leave a call-to-action at the end of your video – just in case they want to move forward right away.

As for what the call-to-action should be, it really depends on what your product/service is – but when in doubt…

Just tell them to visit your website, and if you want to see a good example of this – then here you go:

Anyway, that’s the first item – and the other thing I wanted to mention was:

B) The delivery

Now for the most part, you can really put your explainer video anywhere – as they work in different ways…

But from my experience, the “best” method – seems to be when you use them as a Facebook Ad.

That works great for a lot of reasons, like how you’re getting your video in front of the right audience – for a very cost-efficient price…

But on top of that, it’s also the best setup for:

Step #2 – Asking for their contact information

Alright, so I don’t know how familiar you are with digital marketing – or what aspects you specialize in…

But if you’ve been around for longer than 2 hours, then I’m sure you’ve heard something along the lines of how it’s important to “grow your list”.

For the most part, when people say this – they’re talking about email list…

But at the same time, with all the tools available today – this can be other mediums as well…

Like: 

  • Messenger subscribers
  • Push notifications
  • Text subscribers
  • Etc.

And at the end of the day, the medium doesn’t matter – because as long as you can follow-up with them… 

Then that’s the important part.

Anyway, with all that said – this part seems to make sense to everybody…

But here’s the thing, most people mess this up as well – and I guess I could explain that in a few different ways… 

But at the end of the day, they usually just go for the “sale” too soon.

By sale, I mean getting their contact information – and even though it doesn’t seem like a big deal on our end…

Most consumers hate giving away their email address to people they don’t know, so if you go straight for that – then you’ll waste a lot of money…

But on the other hand, when you start by “planting the seed” – then following up with them later on…

Then that works perfect, as you’ve already started the relationship – and they’re a lot more willing to move forward after that.

Alright, that’s really the overview – but as I left off in the last step…

Even though there’s a few ways to do this, one of the best ways – is when you start off with Facebook Ads…

Because once somebody interacts with your initial video, they instantly become part of a “retargeting” audience – meaning you can put a new ad in front of people who watched your video…

Then get them to move forward after that.

As for what your retargeting ad should be about, there’s a few ways to do this – but for the most part…

What you really want to do, is give them something that’s either helpful – and/or low risk.

This is also a concept most people mess up anymore, where they think they can just offer a random ebook – then expect their audience to convert right away…

And even though ebooks do work, here’s the thing – it’s the main “logic” that matters the most.

In other words, going back to our CPA example – now that we’ve officially planted the seed…

And showed sole proprietors how we might be able to help, for the next step of the process – what we really want to do…

Is give them “gated content” that they actually want to see.

Maybe this is a free ebook, that shows them the exact steps you’d take to save them thousands of dollars – or maybe it’s a case study, that shows how you’ve done it for others…

There’s plenty of options, but the main goal of this step – is really just to get their information…

That way we can move onto step #3, where we have an automated funnel that gives them a few more touches – and in turn…

Gets them to eventually convert.

Anyway, that’ll make more sense here in a second – but before moving forward…

I just wanted to give you a few more examples of this, because even though the same logic applies to every industry – the delivery is slightly different…

So I know it helps to see this from a few different angles.

With that said, not going to go into a lot of detail now – but the first example I like to give…

Is SaaS.

In this situation, you’d still want to start off with an explainer video – that shows how you could help somebody…

Then after that, you’d want to have a call-to-action at the end – that offers a free trial…

And hopefully skip the retargeting step that way, BUT – if they don’t bite on the initial video…

Then what you’d want to do, is setup a retargeting ad – that offers the free trial.

This works great, because when done correctly – most people will at least give your software a try…

So that’s a foot in the door, but on top of that – since they have to give you their information in exchange for this free trial…

Then you can easily move onto step #3 after that.

Anyway, that’s SaaS – and the other example I like to give…

Is e-commerce.

This is also an industry that gets to be pretty vague, and you can do e-commerce marketing in a few different ways – but for the most part…

If you’re using an explainer video for e-commerce marketing, then you probably have a newer product that a lot of people don’t know about – and in that case…

You’d follow the same logic in step #1, then for the call-to-action – you’d really just want to offer a free sample (or similar item).

That works great, because nobody wants to buy something right off the bat – but people will generally do a free sample/trial (even if they have to pay for shipping)…

And after that, you’ve officially started the relationship with them – while also getting their contact info…

Which takes us to:

Step #3 – Follow-up funnel/conversion

Alright, so by this point in time – we have at least 2 “touches” with the prospect…

As we’ve officially:

  • Planted the seed, then
  • Gave them something in exchange for their information…

And even though we’ve probably gotten a few sales during this time, as there’s always a hot market that’ll move forward right away (i.e. via call-to-action at the end of step #2, where you offer sale)…

But for the most part, 95% of people won’t – and this is the stage…

Where we try to convert that market into customers.

As with everything, this will depend on your industry – and I’ll show you examples next…

But the main “logic” of this step, is really just to do more content marketing/lead nurturing – that way they have more time to become familiar with you…

And at the same time, you should leave a call-to-action at the end of each step – that way they can move forward (if they’re ready).

To give you a few examples of this, if you were a service-provider…

What you’d want to do at this point, is essentially just have an automated follow-up funnel in place – that helps them overcome more obstacles…

And in turn, gets them to move onto the next step – which is a “free consultation”.

Carrying on with our tax example, in that case – you could do these emails in a lot of different ways…

But for the most part, you’d want to send long-form content that helps them overcome any questions/obstacles they might have.

Could be a few different things with this market, but having a little experience with this industry – I know one of their biggest obstacles is just understanding how to pay themselves via paycheck once they do switch to an S-Corp (as opposed to distributions, when they’re a sole proprietor)…

And knowing that, what I’d do – is create an email that says something along the lines of “How to pay yourself as an S-corp owner”…

Then explain the process after that, that way we remove all the confusion with this – then from there…

We’d leave a call-to-action at the end:

So they can move forward whenever they’re ready.

With that said, that’s really the gist of it – and this part seems to make sense to most, but the last question I get… 

Is how many emails you need to have in a funnel.

To answer that, it really depends – as some markets take longer…

But as a general rule of thumb, remember – most people require 7 touches…

So you want to make sure you have (at least) 5 emails here.

Alright, that’s it for that example – and the same fundamentals apply to every industry…

So not going to get into too much more detail now, but just to give you 2 more quick examples – before moving forward…

With SaaS, you’d want to follow a similar setup – but instead of offering a “free consultation”…

What you’d generally want to do, is just offer the paid version.

Again, pretty self-explanatory – so not going to get into too much more detail…

And the same thing applies to e-commerce, where you’d really want to start offering your “full-priced” products – or if you’re doing a “subscription” service…

Then you’d want them to enter that.

Alright, that’s really all I wanted to mention for this step – which then takes us to:

The recap

One of the biggest problems I see with marketing today, is how everybody thinks they can just go for the “sale” right away.

Whether it’s a service-provider offering a free consultation right off the bat, which nobody will sign-up for – as they don’t even know how you can help them yet…

Or it’s a SaaS provider going for the full sale right away, which is also something nobody will do – as they want to try it out first…

Whatever it may be, I can assure you – if you think you can get a sale right away…

Then you’ll be very disappointed.

On the other hand, when you understand that marketing is really a series of steps – where you need to warm your audience up first…

Before ever going for the sale, which usually follows the logic of:

  • Step #1 – Plant the seed (via explainer video)
  • Step #2 – Get their contact info (via retargeting ad/gated content)
  • Step #3 – Automated follow-up funnel (that gets them to take the next step)…

THAT’S when the true results start to take place, and you essentially have an automated marketing system – that generates business at all times of the day.

P.S. Interested in having somebody create one of these videos for you?

If so, check this out.

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