In order to craft a good campaign (video or otherwise) you must first fully understand its goal.
The number one reason why a marketing campaign fails is that they are trying to kill too many birds with one stone. They try to use the same generic campaign or concepts to apply to multiple very specific goals. This does not work. It’s a waste of money.
Make sure you don’t just make content, like videos, blogs, etc. Instead, make content that has a specific goal.
“But, but, but, my funnel consists of three goals does that mean I have to craft unique content for each goal?”
Yes. Each goal is different and requires different content. The content can and usually should share themes so it feels familiar, but each goal is specific and different.
“But, but, but, that’s a lot of work! Can’t I just make something that kind of works for all three to test?”
No. Anything that only “kind of works” also “kind of doesn’t work”. There will be leaks which makes this an invalid test.
Goal 1: Brand Awareness
The name “Brand Awareness” really doesn’t do it justice.
Imagine for a moment that you are hungry. Let’s say it’s lunch time and you didn’t bring a lunch. You need to go somewhere and pick up something to eat. What’s the first place that comes to mind?
Got it in your head?
Crazy right? You didn’t see an ad for it just now, it just came to mind the moment you thought of being hungry. You’re actually considering eating there.
That’s brand awareness. It’s not a direct call to action (buy now, blah blah blah). It’s a piggyback ride on a habit/routine/craving that allows you to be remembered.
So, when you craft great content with the goal of brand awareness you want to make sure that it establishes a habit and is memorable.
This step reaches the broadest audience and therefore is usually someone’s first impression of you. Remember that first impressions are hard to erase. Make sure that your first impression is spot on.
The content is the investment, then the goal is to get as many reasonably qualified eyes on it as possible for the lowest cost. So the ad campaigns that follow get the content out there in front of potential customers and/or clients.
Believe it or not, most people try to skip this step and wonder why their ad costs are so high and conversions are so low. They are presenting warm or hot content to cold traffic. It just doesn’t work.
Goal 2: Education
Okay. This step is very important, but if done wrong completely ineffective. First of all, the name “Education” just sounds boring.
First off, let’s remember that educational content should only be delivered to warm traffic. Now there are various levels of warm and the warmer it gets the more detailed you can be.
Starting off you want to focus on low commitment high value offers and content that QUICKLY explains that.
From there, you move to even higher value with slightly higher commitment, slowly inching them up toward being a client.
Eventually, you begin to ask for a medium commitment with a very high value offering.
Here are some examples of a commitment scale:
- Low Commitment: Page Like, Social Media Follow, YouTube Subscription
- Low/Medium Commitment: Email (Possibly Name and Email)
- Medium Commitment: Full Name, Phone Number, Address (if Applicable), Business Website, Business Name
At these various levels, your content should feel familiar. The people viewing this next step should recognize your brand at least a little bit (otherwise they are cold). So often times this type of content is related in theme to your awareness campaigns.
People don’t just jump from never having heard of you to buying from you (consulting with you, hiring you, etc.). It just doesn’t work that way. People need to be slowly warmed up, which is why you need different content for this general goal and the smaller specific goals throughout the process.
Goal 3: Conversion
Oh yeah. Now we’re talking. This is what everyone wants: more business! Woohoo!
Except that most people try to skip goals 1 & 2 and try to convert cold traffic. Then, to their surprise, no one is interested, which is a terrible feeling. Their first thought tends to be that it’s something wrong with them, their service, their pricing, their conversion ads, etc. So they go round and round in circles trying to fix all those problems (that probably don’t even exist).
It is a sad cycle. Many business owners get caught in it at some point. I’ve been there.
Remember this: people buy from their friends (or people they know).
The reason that people aren’t converting is that they don’t know you well enough to become a client. Plain and simple. They don’t know you well enough to know that you have something they need.
If you’re not getting enough leads it means that your funnel is either non-existent or leaking. You’re trying to skip steps. It just flat out doesn’t work like that.
Conversion is always tough, but it’s impossible if you’re trying to convert cold traffic. Get them warm first. Continue to give them value. Stay top of mind. Don’t force them forward, but provide them with adequate opportunities without pestering them. One day, they will be sitting there, thinking about a problem that you can solve and they will think of you, contact you, and get started.
I want you to picture a guy at a bar. Let’s say he looks across the room and sees a woman and is interested. She hasn’t seen him before, nor noticed him tonight. So he gets up walks over and proposes marriage to her.
Oof. Yeah. She said no. Probably ran away or laughed in his face.
Now I want you to picture that same guy. He looks across the room and sees her, waits for a moment, and makes eye contact. Maybe he waves. She flickers a smile and turns back to her friends. So he goes over there and proposes marriage to her.
Woah, that escalated quickly.
Okay, same guy. He makes eye contact, waves, walks over, etc. Now he introduces himself. Then asks her her name and her favorite flavor of peanut butter.
She laughs, it’s a unique approach. She answers, she likes creamy peanut butter. Alas! He does too! The conversation continues they talk awhile, he focuses on learning about her for a while, then offers to buy her a drink.
They talk more. Eventually she proclaims that her favorite song just came on! He asks her to dance. She considers, but then says yes. They dance, he’s respectful.
He thanks her for the dance and says he’d like to see her again. She gives him her phone number and says “call me”.
A few days later he does and they schedule a first date.
From there everyone’s story is different. Sometimes it works out, sometimes it doesn’t. But you need to remember that building strong relationships with clients is the same as building strong relationships with people.
How does that relate to business?
Whether you’re reaching people online, through social media, advertisements, TV, radio, etc. you still need to build a relationship.
- You need to make eye contact and smile (they need to know you exist)
- They need to smile back
- You need to introduce yourself and be memorable
- They need to choose to interact back
- You need to spend time with them, getting to know them, helping them with their problems, focusing on them, not you.
- You need to “buy them a drink,” give them value without obligation.
- Ask them to dance (attend an event, read some articles, take a questionnaire, watch some videos)
- They need to accept.
- You need to deliver on that value and be respectful of their space.
- And if everything’s potentially a good fit, meet with them fully realize that.
- And if it is a good fit, maybe then they’ll accept your proposal.
In summary, build the whole machine and go through the steps. Let the process work for you, don’t try to skip steps. Make sure your campaigns are delivering on their specific goals.