Summary:
In episode 305 of my podcast, Engage Video Marketing, I’m thrilled to celebrate a major milestone—the launch of my new book, Engage: The Definitive Guide to Video Strategy for Business. This episode is a bit different, as AI hosts from Google’s Notebook LM take the reins to dive into the key strategies and insights from my book. They explore the vital role video plays in today’s digital world, my ‘Simple 7’ video framework, and the idea of creating detailed customer avatars. Whether you’re just starting out or already experienced in video marketing, I believe this episode—and my book—will provide you with practical tools and inspiration to take your strategy to the next level.
Chapters:
- (00:00) Ben Amos: Engage is the definitive guide to Video strategy for business
- (01:17) The Definitive Guide to Video Strategy for Business is available online now
- (03:47) Ben Amos’ new book Engage the Definitive Guide to Video Strategy for Business
- (04:47) Ben says that video isn’t optional anymore, it’s a necessity
- (05:54) He has a unique approach to video marketing that flips the script
- (07:19) The beginning of the customer journey is all about awareness
- (11:31) Using video to guide customers through each stage of the customer journey is easy
- (15:27) Why video is a short personal introduction to your brand or business
- (16:23) People connect with narratives and when they see success stories it builds credibility
- (17:13) Ben says the key is to capture authentic testimonials that feel genuine
- (19:11) Next up is the bite sized video content. People are consuming content on the go
- (20:39) Ben recommends AI videos for those who are a little bit camera shy
- (22:02) The next two videos in his Simple 7 focus on guiding your audience towards a purchase decision
- (23:19) What’s the next video type that’s focused on conversion
- (24:48) Engage is a masterclass on video marketing. It’s a complete guide
Links & Resources:
- Engage: The Definitive Guide to Video Strategy for Business.
https://engagevideomarketing.com/book - Google Notebook LM
https://notebook.google.com
Quotes from the Episode:
“Video isn’t just a nice to have, it’s essential.”– Ben Amos
If you found this episode of value I’d love for you to reach out and let me know on Instagram @engage_ben or email [email protected]
Rate the Engage Video Marketing Podcast on iTunes
Transcript of the Interview: ** Note: the following transcript was generated by AI and therefore may contain some errors and omissions.
Ben Amos: Engage is the definitive guide to Video strategy for business
>> Ben Amos: Well, g’day my friends, and welcome to episode 305 of the Engaged Video Marketing Podcast. I’m Ben Amos from Engaged Video Marketing and today’s episode is a very special one because not only is it an audio, only podcast, so sorry for those guys that sometimes watch on YouTube. And it’s not just another episode, this one is actually a milestone episode. Because today I am thrilled to officially announce the launch of my brand new book, Engage, the definitive guide to Video strategy for business. Yes, this book has been years in the making and perhaps you’ve heard me talk about it before. It’s honestly been an absolute mammoth effort to get this book out into the world and I’m so proud with how it’s come together. It’s absolutely packed with everything I’ve learnedt over the past decade or more helping businesses and brandedd with video strategy. So whether you’re just getting started or you’ve been at it for a while, I believe that this book has something for you. And I hope that everybody who listens to this podcast will pick up a copy and importantly, leave me a review on Amazon that’s super helpful to me. I’d love to get this book as a number one Amazon bestseller. So help me out with that if you can.
The Definitive Guide to Video Strategy for Business is available online now
So in this episode, I’m doing something a little bit different. In a moment, I’m going to hand over the mic to an AI powered deep dive created with an app called Google. an app by Google called Notebook LM m. You may have heard about it before. So, yeah, I’m not going to tell you about my book. I’m going to let some AI hosts tell you about my book. And it’s really fascinating how these guys bounce off each other. If you haven’t heard Notebook LM in in action before, this is super cool. And the best part about it, not only it’s AI which is a little bit gimmicky, but it’s actually they do a really good job at breaking down my book. so I hope you find that really valuable as well. And in particular, for some reason the AI kind of hooked on to chapter 17 in the book, which is called the Simple 7 video framework. And they do a bit of a deep dive on that chapter in particular, which I think is quite fascinating and interesting. But, I just want to let you know that there’s a lot more in the book than what you hear about the simple 7 video framework. All right, so the best part, the book is available right now. So when you’re listening to this episode, it’s available, you can go online and order it. Right now the best place to go is to engage videomarketing.com book and you can order it directly through there. If you’re here in Australia and I’m. If I’m needing to post it to an Australian address, then I’ll personally sign your copy before sending it out. So the best way to order it that really helps me out as well is to go to engageide videomarketing.com book and buy the book from there. And for my friends elsewhere in the world, you can still go to that site and it’ll link you through to the best place for you to buy the book. And then just shoot me proof of purchase if you do buy the book. And I’ll send you a PDF version as a bonus so that you don’t have to wait for it to ship to you. So you do have to get the paper version, the hard copy version, you know, because I’d love you to have that in your hands. But so that you don’t have to wait, just send me your proof of purchase. I’ll shoot you back the PDF version of the book. You can dive into it straight away and I know you’re gonna love it. So I appreciate you. I really look forward to hearing, everybody as they get the book into their hands and I wanna hear from you if you do. So anyway, I’m excited. This is a real momentous moment for me. All right, enough for me. Let’s dive into the episode and hand over the mic to the AI hosts, as they share all about Engage. The Definitive Guide to Video Strategy for Business.
Ben Amos’ new book Engage the Definitive Guide to Video Strategy for Business
>> Speaker B: All right, let’s dive into some really interesting video strategy stuff. Today we’re gonna be taking a look at Ben Amos new book.
>> Speaker C: Yes.
>> Speaker B: Engage the Definitive Guide to Video Strategy for Business. It’s his first book.
>> Speaker C: It is.
>> Speaker B: And I’m very excited to kind of pick apart some of the gems in there.
>> Speaker B: So for people who might not know who Ben Amos is, can you give us little background about him?
>> Speaker C: Well, he’s been in the world of video marketing and strategy for like over 15 years.
>> Speaker B: Wow.
>> Speaker C: He also has the very popular engaged video marketing podcast. So he’s been putting out content for a long time, helping people. And this book really is the culmination of all of his, experience and knowledge and tips and all that kind of stuff.
>> Speaker B: Absolutely. And it’s available now?
>> Speaker C: Yes.
>> Speaker B: If you want to go and get a copy and go to engageide videomarketing.com that’s it. But if you wanna wait, we’re gonna break down some of the most important key takeaways that we found in the book.
Ben says that video isn’t optional anymore, it’s a necessity
>> Speaker B: So let’s jump into it.
>> Speaker C: Yeah, let’s do it.
>> Speaker B: One of the things that Ben starts with is that video isn’t optional anymore, it’s a necessity. And he lays out some pretty compelling stats.
>> Speaker C: He does? Yeah.
>> Speaker B: To kind of illustrate that like just.
>> Speaker C: In terms of the number of people that watch video every day. It’s insane. Like billions of people are watching billions of hours of video content every single day on YouTube, Facebook, all those different platforms.
>> Speaker B: Okay. So that’s a lot of people watching. But what does that mean for people.
>> Speaker C: Like us in the real world?
>> Speaker B: In the real world, trying to run a business or market something or just get the word out.
>> Speaker C: Yeah. Well, this is where it gets really interesting. And this is where Ben really drives home the point that video isn’t just a nice to have, it’s essential.
>> Speaker C: So for example, 90% of customers say that watching product videos helps them feel more confident about making a purchase.
>> Speaker B: Oh, wow.
>> Speaker C: Right. And then on top of that, companies that are using video. Are seeing revenue growth that’s almost 50% faster than those who aren’t.
>> Speaker B: Wow. Those are very compelling.
>> Speaker C: Yeah, it’s pretty powerful stuff, stats.
>> Speaker B: Yeah.
He has a unique approach to video marketing that flips the script
So what’s been sort of approach to creating videos? Cause it’s not just like, you know, just throw anything up there and hope it sticks. Right.
>> Speaker C: No, he’s all about strategy. He has what he calls the people to people approach to video marketing, or P2P for short. And so it’ what’s really fascinating about this is that it flips the script on how a lot of us think about video marketing. It’s not about focusing on vanity metrics like views or going viral. It’s about understanding that on the other side of the screen are real people with their own needs and motivations and anxieties even. It’s about building relationships, not just racking up numbers.
>> Speaker B: Right.
>> Speaker C: It’s about seeing video as a way to have a conversation with your audience.
>> Speaker B: I love that. It’s not just like a. A one way broadcast medium.
>> Speaker C: Yeah, exactly. It’s about connecting on a deeper level.
>> Speaker B: Yeah. And so how does he sort of illustrator or put that into practice?
>> Speaker C: He uses this really clever analogy to explain how this P2P approach actually works in practice. And it’s something that I think we can all relate to.
>> Speaker B: Okay.
>> Speaker C: He compares the customer journey to dating. Oh yeah. So think about it.
>> Speaker B: Yeah.
>> Speaker C: On a first date. you’re not going toa launch into a 20 minute monologue about your life story, right?
>> Speaker B: Hopefully not.
>> Speaker C: Right. You’re going to focus on making a good impression, being in attentive, finding common groundes. And it’s the same with video marketing. You need to approach your audience with the same level of care and understanding.
The beginning of the customer journey is all about awareness
>> Speaker B: Okay, so how does the dating analogy then kind of map onto the different stages of the customer journey?
>> Speaker C: Well, just like on that first date, the beginning of the customer journey is all about awareness.
>> Speaker B: Okay.
>> Speaker C: It’s that initial spark of interest, that moment when someone becomes aware of your brand or your product. You only get one chance to make a first impression. So your video content in this stage needs to be focused on grabbing attention and showcasing your personality. It’s about standing out from the crowd and making people wa want toa learn more.
>> Speaker B: Okay, so what kind of content would you recommend for that stage?
>> Speaker C: Well, you want to create content that’s intriguing, maybe even a little unexpected. Okay, so think brand story videos that give a glimpse behind the scenes, or client testimonials that highlight the positive impact you’ve made. it’s about piquing their curiosity and making them think, hey, I want toa know more about this.
>> Speaker B: Okay, so we’ve made a good first impression.
>> Speaker C: Yeah.
>> Speaker B: We sparked their interest. What’s the next stage?
>> Speaker C: Okay, so think about those first few dates. After the initial spark, you’re getting to know each other better, exploring common interests, seeing if there’s potential for something more.
>> Speaker B: Right.
>> Speaker C: And this is what Ben calls the consideration stage.
>> Speaker B: Okay.
>> Speaker C: Your potential customer is aware of you, but now they’re digging deeper.
>> Speaker C: Evaluating their options, trying to figure out if you’re the right fit for them.
>> Ben Amos: Right.
>> Speaker B: So our video content at this point needs to shift gears a little bit, Right?
>> Speaker C: Absolutely. It’s not just about grabbing attention anymore.
>> Speaker B: Right.
>> Speaker C: It’s about providing value, answering their questions and positioning yourself as a trusted resource.
>> Speaker B: Okay, so what kind of content would we be looking at for that stage?
>> Speaker C: Think educational content that addresses their pain points m tutorials that show them how to use your product or service.
>> Speaker B: Right.
>> Speaker C: Or even behind the scenes videos that give them a glimpse into your company culture. It’s about building trust and showing them that you understand their needs.
>> Speaker B: So we’re building rapport, we’re establishing credibility.
>> Speaker C: Yeah.
>> Speaker B: We’re showing them that we understand their needs and if everything goes well, o cool. Just like in our dating analogy, we move on to the next stage.
>> Speaker C: That’s it.
>> Speaker B: The purchase stage.
>> Speaker C: The purchase stage. Exactly. This is the moment of truth. The equivalent of deciding to commit to a relationship.
>> Speaker B: Okay.
>> Speaker C: Your potential customer has done their research. M. They’ve weighed their options, and now they’re ready to take the plunge. Whether that’s buying your product, signing up for your service, or taking whatever action you want them to take.
>> Speaker B: Right. So our content at this point needs to be focused on overcoming any of those final objections and making it as easy as possible for them to make that purchase.
>> Speaker C: Exactly. Think product demos that showcase the features and benefits. customer testimonials that highlight the positive results others have achieved.
>> Speaker B: Yeah.
>> Speaker C: Or even videos that address common concerns. Or anxiet is about making a purchase.
>> Speaker B: Okay. So we’ve navigated the awareness stage, the consideration stage, and the purchase stage.
>> Speaker C: Is that not quite. Just like in a relationship, the journey doesn’t end when you say I do.
>> Speaker B: Right.
>> Speaker C: It’s about nurturing that connection. Going above and beyond to make your partner, or in this case, your customer, feel valued and appreciated.
>> Speaker B: I love that.
>> Speaker C: yeah.
>> Speaker B: What does Ben call this stage?
>> Speaker C: He calls this final stage delight.
>> Speaker B: Delight. I love that.
>> Speaker C: yeah. And it’s so important because it’s about creating those raving fans.
>> Speaker B: Who come back for more and tell their friends about you.
>> Speaker C: Yeah.
>> Speaker B: So think personalized. Thank you videos. Behind the scenes content that gives them an exclusive peek into your world. Or even just responding to comments and questions in a way that makes them feel heard and seen.
>> Speaker C: Right. So Ben has given us this really clear framework for understanding the customer journey. Hm. And how our video content needs to adapt at each stage.
>> Speaker B: Y.
>> Speaker C: But how do we know who our ideal customer is in the first place?
>> Speaker B: Right. That’s where the concept of customer avatars comes in.
>> Speaker C: Okay.
>> Speaker B: And that’s what we’re gonna talk about after the break.
>> Speaker C: All right. I’m excited to hear all about these customer avatars.
>> Speaker B: It’s really interesting stuff.
>> Speaker C: We’ll be back in a moment.
>> Speaker B: See you soon.
Using video to guide customers through each stage of the customer journey is easy
>> Ben Amos: All right, time for a quick break. Funny thing is, I didn’t ask the AI to insert these ad breaks into their discussion of my book. But I hope you’re enjoying this and I hope you’re thinking about buying a copy of the book. Remember, go to engagevide videomarketing.com book and I’d love all of your rating and reviews added to Amazon so that we can together get that Amazon number one best selller. All right, let’s go back to the AI and hear what they have to say next.
>> Speaker B: So before the break, we were talking about the customer journey and using video to guide people through Each stage. But to create those videos, we first need to understand who we’re talking to.
>> Speaker C: Right, right. And that’s where, I guess these customer avatars come in.
>> Speaker B: Yes, exactly.
>> Speaker C: Which sounds a little bit intimidating, to be honest. I can understand that.
>> Speaker B: Do we need to hire a private investigator to stock our customers?
>> Speaker C: That’s a funny image.
>> Speaker B: Yeah.
>> Speaker C: But no, you don’t need to go full detective mode.
>> Speaker B: Okay.
>> Speaker C: Ben lays it all out in Engage. and it’s actually a lot simpler than you might think.
>> Speaker B: O.
>> Speaker C: It’s about creating detailed profiles of your ideal customers, going beyond just basic demographics, like their age, gender, location, that kind of stuff. And really trying to understand their psychographics.
>> Speaker B: Oay.
>> Speaker C: Their values, their goals, their fears, their motivations, what makes them tick, what keeps them up at night.
>> Speaker B: So really getting inside their heads and understanding what motivates them.
>> Speaker C: Exactly. It’s about figuring out what makes them say yes to a product or service. M. And Ben gives a really great example. In the book, he talks about this customer avatar he calls Hesitant Heather for a handcrafted jewelry business.
>> Speaker B: Right. Tell me about Hesitant Heather.
>> Speaker C: So Heather loves supporting local artists and the unique pieces that they create, but she’s a little hesitant about buying jewelry online.
>> Ben Amos: Right.
>> Speaker C: She worries about things like the quality, the authenticity. Whether it’s going to look as good in person as it does in the photos. Right. She also wants to make sure that the purchasing process is secure, that she can easily return the jewelry if it’s not quite. Right.
>> Speaker B: I can totally relate to Hesitant Heather.
>> Speaker C: Right. And that’s the power of creating these customer avatars.
>> Speaker B: Yeah.
>> Speaker C: It helps you step into your customer’shoes understand their concerns. M. And then you can create video content that directly addresses those anxieties.
>> Speaker B: Yeah. So in Heather’s case, you know, the jewelry business could create videos that really showcase the quality and craftsmanship of their pieces, maybe highlight their secure online purchasing process. Feature testimonials from other happy customers who may have been just as heitant as Heather was at one point.
>> Speaker C: Exactly. It’s about speaking directly to those needs and those fears, building trust and making them feel more confident about making a purchase.
>> Speaker B: I love this idea of customer avatars.
>> Speaker C: I think it’s super helpful, really smart.
>> Speaker B: And I think it’s something that everybody could benefit from kind of going through that exercise.
>> Speaker C: And Ben gives you a step by step guide to creating your own customer avatars in the book.
>> Speaker B: Fantastic.
>> Speaker C: But the key is not just gathering this information, but using it to actually create the video content that resonates okay.
>> Speaker B: So we’ve created our customer avatars.
>> Speaker C: Yes.
>> Speaker B: We understand their journey.
>> Speaker B: Now it’s time to start making some videos.
>> Speaker C: Now it’s time to make some videos.
>> Speaker B: This is the exciting part.
>> Speaker C: That’s fun part.
>> Speaker B: Yeah. So Ben introduces this framework that he calls a simple seven.
>> Speaker C: Yes.
>> Speaker B: And it’s essentially a content plan that outlines seven specific types of videos. That’s it that anyone can create.
>> Speaker B: Regardless of their budget or technical expertise.
>> Speaker C: Exactly. And these videos are strategically mapped to those stages of the customer journey we’ve been talking about. So you’re not just creating random videos. Right.
>> Speaker B: You’re creating content that strategically guides your audience towards that desired outcome.
>> Speaker C: I love that.
>> Speaker B: Yeah. It’s a roadmap to success.
>> Speaker C: Yeah.
Why video is a short personal introduction to your brand or business
So walk me through these simple 7. What’s the first type of video on Ben’s list?
>> Speaker B: All right, so he starts with the foundation.
>> Speaker B: And that is the why video. It’s a short personal introduction, ideally under 60 seconds, where you speak directly to your audience about your passion, your purpose.
>> Speaker B: And how you help people.
>> Speaker C: Yeah. I mean that sounds so simple, but I can already see how powerful that would be just to put a face to the brand, you know, Especially in.
>> Speaker B: Today’S world where the digital world. Yeah.
>> Speaker C: Everything’s so faceless in transaction, you know?
>> Speaker B: Yeah. It’s about making that human connection.
>> Speaker C: Yeah.
>> Speaker B: And the cool thing is you don’t need any fancy equipment or editing skills for this.
>> Speaker C: Right.
>> Speaker B: Grab your phone.
>> Speaker B: Find a well lit spot.
>> Speaker C: Yeah.
>> Speaker B: And just speak from the heart.
>> Speaker C: You could even do it selfie style, Right?
>> Speaker B: Absolutely.
>> Speaker C: Think it’s real? Yeah. Authent. Yeah. Ben even jokes that you can film it in your pajamas.
>> Speaker B: I love that.
>> Speaker C: If it makes you feel more comfortable. Whatever works.
>> Speaker B: Okay. So that’s the why video. What’s next on the list?
People connect with narratives and when they see success stories it builds credibility
>> Speaker C: All right, next up we have success storieskay. And these are all about showcasing the impact your product or service has had on real people. M so classic customer testimonials that really pack an emotional punch.
>> Speaker B: The power of story_ing right?
>> Speaker C: Absolutely. People connect with narratives and when they see how others have benefited from what you offer, it builds trust and credibility.
>> Speaker B: Yeah. Have you found that to be true in your own work?
>> Speaker C: Oh, 100%. Stories are how we make sense of the world and they’re incredibly persuasiveah. And Ben actually suggests a really helpful framework for structuring these success stories.
>> Speaker B: I’m all ears.
>> Speaker C: All right, so he recommends focusing on five key questions that guide the viewer through what he calls the hero’s journey.
>> Speaker B: Okay, I love it. I’m ready.
Ben says the key is to capture authentic testimonials that feel genuine
What are the five questions?
>> Speaker C: All right, so first you wanna establish the problem or the challenge that your customer was facing. What was their pain point? What were they struggling with?
>> Speaker B: Okay, so setting the stage, you’re really drawing the viewer in.
>> Speaker C: Exactly. And then you ask, how did they discover your product or service? Was it through a friend?
>> Speaker C: Was it through an ad?
>> Speaker B: Yeah.
>> Speaker C: A random Google search.
>> Speaker B: Yeah.
>> Speaker C: This is where you introduce the solution, the potential turning point in their story.
>> Speaker B: It’s like that classic before and after.
>> Speaker C: Exactly. And then you dive into the implementation. How did they actually use your product or service? This is where you get specific, showcase the benefits, the aha moments when the solution really starts to make a difference.
>> Speaker B: I love this.
>> Speaker C: Yeah.
>> Speaker B: Because it’s not just about saying our product’great.
>> Speaker B: It’s showing how it works.
>> Speaker C: Exactly. Showing, not telling.
>> Speaker B: Yeah. In the real world.
>> Speaker C: Right. And then of course you want to ask about the results they achieve. What were those positive outcomes? How did their life or business improve?
>> Speaker B: Yeah.
>> Speaker C: Did they save time, make more money? Achieve a long held goal?
>> Speaker B: So you’re painting a picture of the transformation.
>> Speaker C: Yes.
>> Speaker B: The happy ending.
>> Speaker C: The happy ending. I, like it.
>> Speaker B: And then finally you ask for their adviceay. What would they recommend to others who are considering your product or service?
>> Speaker C: So it’s like that, it’s a call to action.
>> Speaker B: Yeah.
>> Speaker C: That personal endorsement.
>> Speaker B: Exactly. It comes from a place of authenticity.
>> Speaker C: Yeah.
>> Speaker B: Someone who’s been in their shoes.
>> Speaker C: Okay.
>> Speaker B: Wow.
>> Speaker C: That framework, I think is really smart. And it really takes those customer testimonials to a whole other level.
>> Speaker B: Exactly. And Ben emphasizes that you don’t need to overproduce these success stories.
>> Speaker C: Right.
>> Speaker B: The key is to capture authentic testimonials that feel genuine and relatable.
>> Speaker C: Okay, so we’ve got the Y video.
>> Speaker B: Yep.
>> Speaker C: We’ve got the success stories. What else is in Ben? Simple seven.
>> Speaker B: Right.
Next up is the bite sized video content. People are consuming content on the go
Well, the next one is particularly relevant in today’s digital landscape and that is reels and shorts. Ah, the bite sized video content.
>> Speaker C: Right.
>> Speaker B: That is just taking over everywhere.
>> Speaker C: Instagram, TikTok.
>> Speaker B: Is this something that small businesses can even handle?
>> Speaker C: Absolutely.
>> Speaker B: Okay.
>> Speaker C: It’s all about working smarter, not harder, meeting your audience where they are. People are consuming content on the go. They have short attention spans for sure. So it’s not about trying to cram a complex message to a 15 second video. It’s about finding those creative ways to share snippets of valuable information, entertain or just spark curiosity.
>> Speaker B: So it’s like repurposing some of our longer content exact into these smaller bite sized pieces.
>> Speaker C: Given a second life, reach a whole new audience.
>> Speaker B: But how do you make those stand out? Because everybody’s doing them now.
>> Speaker C: Ben emphasizes that the key to success on these platforms is authenticity.
>> Speaker B: Okay.
>> Speaker C: Be yourself, have fun. Experiment with different formats. Don’t be afraid to show your personality.
>> Speaker B: I like that.
>> Speaker C: Connect with your audience on a human level.
>> Speaker B: It’s a good reminder that it is all about connection at the end of the day.
>> Speaker C: Yeah.
>> Speaker B: Even though we’re talking about all this fancy technology and stuff. So why videos? Success stories, Reels and shorts. That three down, four to go.
>> Speaker C: Four to go.
>> Speaker B: I’m excited to find out what the other four are.
>> Speaker C: Let’s do it.
Ben recommends AI videos for those who are a little bit camera shy
>> Ben Amos: And now for another quick commercial break. This time brought to you by engagevide videomarketing.com book. Don’t forget to pick up your copy today.
>> Speaker B: Okay, so we’re back. We were talking about reels and shorts. what other types of videos does Ben Recommend in his simple 7?
>> Speaker C: Well, this one is for those of us who are a little bit camera shy.
>> Speaker B: Okay.
>> Speaker C: We’re gonna talk about AI videos.
>> Speaker B: AI videos.
>> Speaker C: That’s amazing.
>> Speaker B: Yeah. That sounds very futuristic.
>> Speaker C: It is.
>> Speaker B: Is that something that, you know, a regular person or a small business could do?
>> Speaker C: It’s a lot more accessible than you might think. There are some amazing AI tools out there like Hayen, Capwing and Ve and you can create these lifelike avatars that can actually deliver your message for you.
>> Speaker B: Wow. So for somebody like me who doesn’t love to be on camera, this could be a game changer.
>> Speaker C: The total game changer.
>> Speaker B: Yeah.
>> Speaker C: And then makes it clear that it’s not about replacing human connection altogether.
>> Speaker B: Right.
>> Speaker C: There’s still a lot of value in showing your face and letting your personality shine through.
>> Speaker B: For sure.
>> Speaker C: But for certain types of content, AI can be a fantastic tool. Especially if you’re just starting out or you have limited resources. So it’s really adding another tool to your toolbox.
>> Speaker B: Yeah, that’s great. I like how Ben’s giving us all these options.
>> Speaker C: Yeah.
>> Speaker B: And we can kind of choose what works for us.
>> Speaker B: Pick and choose what works for our audience.
>> Speaker C: Exactly.
The next two videos in his Simple 7 focus on guiding your audience towards a purchase decision
>> Speaker B: Okay, so the next two videos in his Simple 7 focus on guiding your audience towards a purchase decision.
>> Speaker C: Yes.
>> Speaker B: So we’re moving into that selling phase.
>> Speaker C: Moving into the sale.
>> Speaker B: And the first one is sales videos and FAQs.
>> Speaker C: Yes. This is where you really shine in that consideration stage. Remember we were talking about that M. So instead of waiting for Potential customers to reach out with questions.
>> Speaker B: Right.
>> Speaker C: You’re anticipating their needs.
>> Speaker B: Ah.
>> Speaker C: And providing the answers upfro front.
>> Speaker B: Yeah. Which should be super helpful.
>> Speaker C: Super helpful.
>> Speaker B: Because people, you know, are busy. They don’t necessarily have time to like email you back and forth to get those answers.
>> Speaker C: So think short, concise videos that address common concerns.
>> Speaker C: Bust those myths. Or explain complex concepts in a way that’s easy to understand.
>> Speaker B: Okay, so how do we strike that balance between, you know, providing value.
>> Speaker B: But not sounding too salesy?
>> Speaker C: That’s the art of it.
>> Speaker B: Yeah.
>> Speaker C: Ben emphasizes that the Sales videos and FAQs should always be rooted in authenticity and a genuine desire to help your audience. It’s about educating them, empowering them to make informed decisions. And building trust along the way.
>> Speaker B: Okay, so clarity, conciseness.
>> Speaker C: Yes.
>> Speaker B: Authenticity.
>> Speaker C: That’s it.
>> Speaker B: Got it.
What’s the next video type that’s focused on conversion
>> Speaker B: What’s the next video type that’s focused on conversion?
>> Speaker C: This is a really good one. Quote or proposal walkthroughs.
>> Speaker B: Oh.
>> Speaker C: So imagine you’ve sent a potential client this detailed proposal. Instead of just hoping they read it carefully and understand everything, you send them a personalized video, walking them through it.
>> Speaker B: Oh, I love that idea because I know when I get those big long proposals.
>> Speaker C: Yeah.
>> Speaker B: It can be a little overwhelmingah to try to sort through all the information.
>> Speaker C: Exactly. So you’re giving them that guided tour, explaining the key points, highlighting what’s most relevant to their needs, and answering any questions they might have up front.
>> Speaker B: Yeah. And it shows that you care as well.
>> Speaker C: No.
>> Speaker B: 100% that you’ve taken that extra time.
>> Ben Amos: Yeah.
>> Speaker C: It’s personalized.
>> Speaker B: Yeah.
>> Speaker C: So you can use tools like Loom, Vidyard, Bom bom. All those screen recording tools and you walk them through each section, point out those important details and even add a personal touch by, you know, showing your face and speaking directly to them.
>> Speaker B: It’s like a virtual face to face meeting.
>> Speaker C: Yeah. Much more engaging and it’s really effective.
>> Speaker B: Yeah. Have you seen businesses using this successfully?
>> Speaker C: Oh yeah, I’ve seen it firsthand. And Ben shares examples in the book.
>> Speaker B: Of, businesses that have seen dramatic increases in their conversion ratesow by incorporating these personalized video walkthroughs. Yeah.
>> Speaker C: That makes sense.
>> Speaker B: It’s a simple but powerful way to make those proposals stand out and close more deals.
>> Speaker C: So we’ve covered six out of the simple seven.
Engage is a masterclass on video marketing. It really is. It’s a complete guide
What’s the final video type?
>> Speaker B: Okay. This last one is all about nurturing those relationships and building that loyalty. Turning those one time buyers into raving fans.
>> Speaker B: Who can’t wait to tell their friends about you.
>> Speaker C: I like it.
>> Speaker B: And these are personalized videos.
>> Speaker C: Okay, so this goes back to the delight stage of the customer journey, going above and beyond to make people feel valued and appreciated.
>> Speaker B: Yeah. And Ben points out that it’s so easy in today’s digital worldah for those interactions to feel impersonal and transactional.
>> Speaker C: Very true.
>> Speaker B: So these personalized videos are a way to inject that genuine human connection back into the equation.
>> Speaker C: Right. Like sending a personalized thank you video after someone makes a purchase.
>> Speaker B: Exactly.
>> Speaker C: Or a welcome video for a new customer.
>> Speaker B: Maybe even just a quick video check in to see how they’re doing.
>> Speaker C: Absolutely. And the beauty is they don’t need to be long or elaborate.
>> Speaker B: Right.
>> Speaker C: A 30 second video expressing your gratitude or offering a helpful tip can go a long way.
>> Speaker B: Yeah. Those little touches, I think really do go a long way.
>> Ben Amos: Yeah.
>> Speaker B: So Ben seems to have thought of everything.
>> Speaker C: He really has.
>> Speaker B: But with all this talk about creating videos, how do we actually get these videos in front of the right people?
>> Speaker C: Right, that’s the million dollar question. distribution. Ben actually dedicates a whole section of Engage to this and it’s packed with valuable insights. He emphasizes that distribution isn’t a one size fifth all approach.
>> Speaker B: Right.
>> Speaker C: It’s about understanding your audience and meeting them where they are.
>> Speaker B: Okay, so if my audience is on TikTok, I shouldn’t be putting all my energy into LinkedIn.
>> Speaker C: Exactly. And it’s not just about choosing the right platform, but understanding the nuances of each platform, from the preferred video formats and aspect ratios to how their algorithms actually decide what content gets seen.
>> Speaker B: All right, so I can’t just create one video and expect it to work everywhere.
>> Speaker C: Right. And Ben provides a helpful breakdown of how to optimize for the different platforms, including YouTube, Facebook, Instagram, LinkedIn, even newer platforms like TikTok.
>> Speaker B: So engage really is a masterclass in video marketing.
>> Speaker C: It really is.
>> Speaker B: I mean, it covers everything. It’s a complete guide from the strategy to the content creation to the distribution, to the optimization and the why behind everything. Yeah, that’s so important.
>> Speaker C: So important.
>> Speaker B: I love that. He explains the why so we understand it’re not just blindly following steps.
>> Speaker C: Absolutely.
Ben Amos is offering signed copies of Engage for Australian listeners
>> Speaker B: So before we wrap up, you mentioned earlier that there’s a special offer for our Australian listeners.
>> Speaker C: Yes. Ben is offering signed copies of Engage with bonus materials for all Australian orders.
>> Speaker B: Oh, wow.
>> Speaker C: Placed through his website, engageide videomarketing.com book.
>> Speaker B: That’s fantastic. So for all of our Australian listeners, go and grab yourself a copy yeah.
>> Speaker C: Get on it.
>> Speaker B: And for anyone else listening, whether you’re, a seasoned video pro or just starting out.
>> Speaker C: Yeah.
>> Speaker B: Ben Amos is Engage is a must read.
>> Speaker C: I highly recommend it.
>> Speaker B: Yeah, it really sounds like a game changer.
>> Speaker C: It is.
>> Speaker B: So we’ve covered a lot of ground today.
>> Speaker C: We have.
>> Speaker B: You know, we’ve talked about the customer journey, creating compelling content, mastering distribution and optimization.
>> Speaker C: That’s right.
>> Speaker B: But the biggest takeaway for me is that video isn’t just a tactic.
>> Speaker B: It’s a powerful tool for building relationships, connecting with your audience on a deeper level.
>> Speaker C: Ex.
>> Speaker B: And ultimately growing your business.
>> Speaker C: I just said it better myself.
>> Speaker B: So embrace the power of video.
>> Speaker C: Yes.
>> Speaker B: Tell your stories, share your expertise. M. And watch your business soar.
>> Speaker C: See you next time.
>> Speaker B: Thanks for listening.
Engage the Definitive Guide to Video Strategy for Business is now available
>> Ben Amos: Well, there you go. That’s a wrap for today’s episode. And how good was that? Man, AI is crazy. You should check out Google’s Notebook LM for yourself at the moment. It’s completely free. Very cool tool. We won’t talk more about it here today, but I want to thank my AI team for walking us through the Simple7 video framework. Just one of the many insight you’ll find in my new book, Engage the Definitive Guide to Video Strategy for Business. This book is really designed to help you level up your video marketing strategy and make a real impact with your videos. I can’t wait to see copies of this book with earmarked pages and post it notes sticking out of it. So if you like what I heard today, I know you’ll love diving into the full book. Head to Engage videomarketing. Com book to grab your copy. And remember, Aussie readers, you get a signed copy for everyone else. Let me know if you want me to sign it. I can. We’ll just figure out shipping costs and stuff like that, but otherwise, just buy it wherever you get your books. Don’t forget to claim your bonus PDF when you do, by sending me your proof of purchase. I can’t wait to get it into your hands.
So before you go, I’d love to hear your thoughts on this podcast
So before you go, I’d love to hear your thoughts on today’s episode. What did you find most helpful? What did you think about the AI hosts? Hopefully I’m not putting myself out of a job. Drop me a DM on Instagram @Engage. Ben, connect with me on LinkedIn and let’s chat there. And of course, don’t forget to subscribe to the podcast if you haven’t already. There’s plenty more where this came from. we’ve had a bit of a gap in the past but now we’re ready to keep going. 2025 is going to be a massive year for this podcast. So until next time, keep. Keep showing up, keep engaging, keep making an impact with your videos, and I’ll catch you real soon. Oh, and don’t forget to go and get the book engageide videomarketing.com book.
