January 21, 2021
Do you struggle with putting your face on video? Do you feel like you have NO idea what to say, how to act, where to post, and how to not sound sales-y?? AHHHH so many things, right?!? Well, we have a treat for you today. Today we’re sitting down with the incredible Krista Mashore to talk ALL about video marketing.
Krista is a former teacher with a Masters Degree in Curriculum and Instruction. She is the author of Four best-selling books focusing on digital marketing. Krista recently took her new business, from zero to 7.4 million dollars in just 25 short months using online digital strategies. Through her coaching, teaching, speaking, and training Krista is revolutionizing the way business owners market themselves online.
Today’s episode is a good one and you’d better buckle up if you’re ready to get inspired AND given step by step tools ALL on video marketing. From why video is important and vital for your biz, to what to even talk about on video, to how to not sound sales-y, how to utilize a digital marketing funnel to take cold leads to paying clients, how to get started with Facebook ads for your videos, and MORE… this episode is packed full of tangible takeaways. You’ll walk away knowing how to make a splash online and show up as the authority (whether you have ANY experience or not!!!), how to serve your potential customers well, and THEN turn them into paying, satisfied customers.
After being a third-grade teacher for six years, about nineteen years ago Krista left the teaching industry when her daughter got sick and wanted to be a stay-at-home mom. Having just bought a brand new home, she later found out her husband at the time was having affair, so she was then left with her two girls, a brand new house with a big mortgage and an empty bank account.
This pushed her into real estate where she sold sixty-nine homes in her first year. Krista has been doing real estate for about nineteen- twenty years now and three years ago she left the real estate world to start coaching entrepreneurs, business owners, and professionals on how to use digital marketing and video to dominate their local profession.
Video is what helped Krista stay in the top 1% in real estate nationwide. Just this month she found out the business she launched three years ago has now reached over ten million dollars. She tells us this because that all happened because of video. All online marketing. With no one knowing who she was when she started, Krista just started to produce video content. Nothin fancy, your normal video.
When you use video your audience gets to know YOU and see who you are. There is so much stuff out there in the world and when you can take a video and make sure it is seen, the results are astronomical. The problem is so many people are creating video content and posting on their personal or business page and no one is seeing it. The true power behind using video is making sure you properly distribute it so it is seen by your client or customer. If you can start doing that, they start to develop a relationship with you, they see you at the authority and before you know it they feel like they truly know you.
When you know somebody and like them, the chances of converting that relationship into business just skyrockets.
Some of you may be afraid of doing video, but the bottom line is we all are to an extent. We all have to work on it. Krista works at it because she knows powerful it is. First, take the emphasis off of you and think more of how you can serve others and make their lives better. The power of a photographer or entrepreneur showcasing their skills and combining that with their personal life and personality, letting people get to know not only you as a business but as a person is SO powerful. If you see somebody regularly show up on your newsfeed then you are more likely to think of them when you need their service.
Be known as the community market leader in your profession/industry in your local area so you cannot be forgotten.
Start with, what problems are people having? You can only be a solution if you are solving a problem. You all know who your clients/customers are so think about what their problems/questions are, what are thinking about, and what keeps them up at night? What do they worry about? What can make their life easier? Consider the five most common problems/worries that your customer/client has and start creating content based upon that. That is a great place to start because then you are the solution to their problem.
For photographers think about outfits, makeup, shooting with kids, and locations. What are the questions that your clients are asking? And start showing up as the authority. Even if you are brand new in the industry when you start creating content people start seeing you as the authority. Once people see you as the authority then they will start to listen. You need to give them a reason to listen.
If you aren’t positioning yourself to your customer as someone who knows what they are talking about and develop a relationship with them, they won’t see you as the expert and it won’t matter. If nobody knows about you and you aren’t serving your clients you won’t have the opportunity to work with them.
Give it ALL. Some are afraid to give it all away and give away their secrets but that is not the case. People still need help. Help on figuring out what to do, how to do it and they will still come after you because they need you.
You know your product and service, you know how to serve people and make their lives better. Just start talking about it on video.
First of all, nobody likes to do video. Most humans hate it and if they don’t they are one out of hundreds. They are the unicorns that like doing video. Go and research video stats, the power of video, conversions, and click-through rates. It will blow your mind!! According to Forbes, 64% of people said if they see a video are more likely to purchase it. Right?!?
You are developing a relationship with somebody. When you hear and see someone the information is processed more quickly. You don’t have to always sell.
For example, you can show a video of you photographing a family, the before and after of the end product, and say what tips you gave them beforehand. It’s not always about hiring you, but showcasing what you are doing. Every time you are creating a video it doesn’t have to be to sell. You never know what someone is interested in. There are different types of videos that you can create because you never know what a person is looking for.
Inadvertently your video content will do more selling for you than anything else. Why? Because your content is selling for you while you sleep, on vacation, all the time!
Exposure is leverage. You can make-up in leverage what you lack in ability or experience. When you do it consistently you are positioning yourself as the go-to person.
Don’t worry about being perfect. Nobody likes perfection. Be perfectly imperfect. Be authentic and real, and let yourself make mistakes. People like that because you are human and relatable. Be relatable, be human, be imperfect, but just be.
Many times people will just throw out content and try to get you to give your email or phone number, but we need to understand that we are dating our community. That what they see before us asking them to take action is different depending on who we are going after.
Sometimes you need to make more general content. Other times make content specific to a problem and make sure that you are specific as to what that problem is and then continue to bring them down your funnel*.
You want to warm up your cold audience (people who don’t know you at all), get them interested in you first, and then start educating them and they will turn hot as you warm them up. Hot being they know they have a problem, they know there is a solution and know that you are the best solution to that problem.
What you give to your clients and when you give it to them is important. Make sure you are aware of the pre-frame (what they are getting before each action), what stage they are at, and what content they are getting beforehand.
*A funnel is where you bring people through a sales process, bring them into your world. Always start that process with a video of yourself so they get to know you. The pre-frame of getting them warm beforehand to you.
First, pick your platform.
If you use Facebook, don’t just boost your posts but set-up an ad through your ads account on Facebook. The reason you don’t want to boost is because you want to have the retargeting capability that the ads manager has. You initially want to target your local areas, start identifying certain interests or behaviors, then start creating ads using the objective reach. Which means you are reaching everybody at a local level. Then use the Facebook objective called video views, where you are telling Facebook to reach your entire community locally so they are seeing your videos. Go after people who like to watch videos in the first place. That would be your first step.
Then make sure that when you have videos they start with a hook. You want to hook your audience. You hook them by serving a need and answering a problem. Identifying with them on their personal needs, wants, or problems.
Then you align with their feelings.
Third, you are positioning yourself as the expert. You are telling them why they should continue listening to you without giving a full recap of your business history.
Then give two or three training tips and then ask for a call to action. There may not always be a call to action as sometimes it might be them getting to know you.
The biggest one is asking people to download your stuff or buy our product before they ever get the chance to know you and you position yourself as the expert. You have to take the time to develop a relationship with your community.
The idea is to get your audience to give you a little more each time. So many marketings go to get the click the first time. Before you have asked them to give you their information, ask for smaller actions. The first might be just watching you, then downloading something without having to give their information, or joining a group/clicking on them. Then later on as you continue to market you can ask for something.
Just start. People say ready, aim, fire. Krista says fire. Just fire and go because you will learn so much. Even if you spend weeks or months aiming you are still going to have to go back and fix and tweak. So fire fast, fire forward, and fail forward. Take action and get out of your head and just do it.
Whatever you think is going to move the needle in your business, do it first. You will have more energy, you will get more done and be more productive. Then you will see just how much more you will get finished throughout the day.
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WASSUP FRIENDS. We’re Evie + Lindsey, co-founders of this wild partayyy called The Heart University. Our goal is to empower entrepreneurs to kick freaking BUTT in their businesses, dive down into the heart of their why and how, and serve you with all possible tools you’ll need to up-level your business game and CRUSH those goals of yours.
Whether you’re coming to an in-person workshop, joining our online course, or soaking up all the strategies via this blog or our podcast, we’re STOKED you’re here + can’t wait to see you out there kicking butt.
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