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Grow your business & influence with video - Issue #19

5-step framework for lead-gen with videoWith conferences on lock-down, how to connect with prospects?

Growth tactics for B2B Services

August 2 · Issue #19 · View online
Every week, we test B2B growth tactics, share insights from webinars, and experiment with growth/sales coaches

  1. 5-step framework for lead-gen with video
  2. With conferences on lock-down, how to connect with prospects?
  3. Options for recording your videos: interview vs script
  4. Best teleprompter apps
  5. Book summary: how to be a capitalist without any capital

1. 5-step framework for lead-gen with video
You may hear “just start posting videos” so people get to know-like-trust you. But “if I post it they will come” doesn’t work for videos anymore. Here’s a framework to take a more scientific approach to generate leads and awareness with your videos:

  1. Pick a service you want to promote, e.g., for us it might be Virtual Events because we’re helping companies produce events to demonstrate thought leadership and add value to their audience.
  2. Research key-phrases to come up with topics around your service. These are the topics you’ll talk about in your videos. What blog posts are out there, which ones are getting the most traffic (you can do that with Ubersuggest or KWfinder). Then, which key-phrases actually show video results? (just search on Google and scroll under the paid ads)
  3. Create ONE polished video (=educational ad). Ideally script it, edit with stock footage and lower thirds to make it dynamic & engaging. Also consider shooting with an actor in a studio for best results! This will be the video you’ll use for paid ads on YouTube (and perhaps Facebook, depending on where your audience is). Place the ad in front of videos that your audience watches as a pre-roll.
  4. Create a series of 5-10 videos on topics relating to your service. People who engage with your ad may then visit your YouTube channel for more educational information. Transcribe and convert all your videos into blog posts on your website, promote them on social media through QuuuPromote and allocate a small budget for pay-per-click ads.
  5. After you start seeing traction with your videos, expand your content by interviewing: clients, prospects, practitioners, experts. You will connect with potential clients, as well as grow awareness and tap into their audience as they share the video. You can even create an eBook or report with the gist from your interview.
2. With conferences on lock-down, how prospect?
Before COVID-19 there was already a big trend by companies who organized industry events as a great lead generator. The industry was booming, but the tactic was limited to companies with greater resources.
Now, everyone is adapting to a virtual-first environment. The good news for smaller companies - or those who weren’t sure about conference ROI - is that Virtual Events cost a tiny fraction of physical events, and carry much lower risk of failure.
You can put together a Virtual Event within 1-2 months and with a budget of $10-20k. Of course, it can go much higher depending on how many speakers you have and what platform you use, but you can definitely execute a great event in that budget.
Why would you? A Virtual Event can uniquely position you as a leader in your space and enable you to connect with high-value clients without selling (so you’re building a much more valuable business connection). Here are some specific benefits:
  1. Interviewing industry experts = halo effect on your brand
  2. Interview past clients to generate repeat business and referrals
  3. Interview high-value prospects you couldn’t previously connect with
  4. Demonstrate your thought leadership
  5. Add true value to your audience
3. Options for recording your videos: interview vs script
Some people feel very comfortable in front of the camera and can come up with great content on the fly. It’s VERY rate and I don’t recommend it. A much better option is to script your videos and use a teleprompter app. Here are your options:
A - INTERVIEW: you do NOT want to script your videos
One way to record your videos efficiently is to 1st come up with the topics you want to talk about and then organize a Zoom call where someone is asking you these questions and you record the video. Then edit / remote the interviewer out of the video and splice it so you get a bunch of videos done for your social media.
HOWEVER, be aware that speaking off the cuff presents many challenges: you may end up with lots of content that doesn’t seem to be valuable enough, and your editors may have a nightmare of a time trying to stitch everything together as you inevitably go back and forth between concepts.
B - SCRIPT: you DO want to script your videos
You may be concerned that you will come across as robotic. You WON’T. Most people who’ve had success with video do everything scripted. The reason is that you develop MUCH higher-quality, value-adding content. You simply can’t do that when you’re speaking off the cuff.
If you’re comfortable just writing your script, go for it. That’s how I do it. However, there’s another - equally efficient - way to produce your scripts.

  1. Come up with topics you want to talk about.
  2. Have someone interview you on these topics and record the conversation.
  3. Transcribe your conversation, and edit extensively so you have a perfect script.
  4. Load the script on your teleprompter app (on your phone or ipad), and record.
  5. Send to your editor to polish it up with intro/outro, captions, lower thirds, stock footage - anything to make the video more dynamic & engaging
4. Best teleprompter apps
Once you script your video, then you need a teleprompter app so you can read the script while recording yourself on video.
The biggest thing to pay attention to is that you either want to go to a studio to do that, or if you do it at home/office you want to be careful of “eye traveling”. That’s when the viewer sees your eyes bouncing around as you read sentence after sentence.
It’s super distracting. So you want to use an app that solves for it by bunching text close together. Here are some great options:

5. Book: how to be a capitalist without any capital
Our latest business book summary is “How to be a capitalist without any capital” by Nathan Latka. He shares some interesting ideas on how to prospect for business ideas and where to invest. 3-minute summary
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