Does Social Media work for video production businesses and what is best practice?
Feb 20, 2023
Introduction
If you run a video production business, or are a freelancer in the video world, you’ve probably tried using social media to promote your services.
And if you’re like most videographers, filmmakers, production company owners, it’s likely that you’ve had limited success.
But that’s very common.
What channels should you be using? What should you be saying? How do you actually make sure that your content, your showreel, your case studies, your posts actually drive engagement?
Well, in today’s Deep Dive, we’re going to find out.
We’re going to understand what works, how to drive results, and, I’m going to share with you a few resources that are really going to help you.
Does Social Media work for video production businesses and what is best practice?
Links
- Watch: The Buyer's Journey: The most important marketing concept for video production professionals to understand >>>
- Watch: Blue Ocean Strategy and how video professionals can use it to completely eradicate the competition >>>
- Purchase: The Lead Generation Machine for just $7 >>>
Transcript
00:00:00:01 - 00:00:27:16
If you run a video production business, or are a freelancer in the video world, you've probably tried using social media to promote your services. And if you're like most videographers, filmmakers, production company owners, it's likely that you've had limited success. But that's very common. What channels should you be using? What should you be saying? How do you actually make sure that your content, your showreel, your case studies, your posts, actually drive engagement?
00:00:27:17 - 00:00:50:16
Well, in today's Deep Dive, we're going to find out. We're going to understand what works, how to drive results, and I'm going to share with you a few resources that are going to really help you. Does Social media work for video production businesses and what is best practice? Let's get stuck in. So social media is a powerful tool, right?
00:00:50:17 - 00:01:10:10
You know, you should be using it, but if you're really honest, it just doesn't drive the results that you want. And because of this, it seems a bit pointless, a waste of time. Now, as you may know, today I teach video production company owners and freelancers how to build powerful marketing, sales and retention strategies into their video businesses.
00:01:10:17 - 00:01:34:01
So I've seen a lot, but I've also lived it. Aside from my consulting business, I also work with brands such as Shell, Deloitte and The International Olympic Committee to create and promote their video content. But back when I had my first production company, I too struggled with this one. It wasn't until I attended the Traffic and Conversions Summit in San Diego back in 2015 for it all to click.
00:01:34:18 - 00:02:00:16
I was sitting in a Molly Pitman seminar (and Molly's one of the best in the industry when it comes to social media). So I was sat there. I knew that social was powerful, but I never really knew how to leverage its potential for my video production company. And I see this all the time today. You think that you need to use social media, but there's so many channels that you can use ... Facebook, Instagram, LinkedIn, YouTube, Twitter, Tik Tok, the list goes on.
00:02:00:16 - 00:02:25:05
So you never really know which channel is most powerful and you decide to use them all. You create a bit of content, post it on all those channels and what happens? Nothing. Maybe a family member gives the post a token like. I see it all the time. Look at your competitors’ Facebook feed or their Instagram channel. They'll either not be posting at all or they'll have sporadic posts with little to no engagement.
00:02:25:05 - 00:02:45:15
It's not only a massive waste of time, but it's actually embarrassing. But let me tell you this ... social media is powerful when you have a process. So let's break this down to make it super clear. There are three things that you need to be clear on in order to ensure that social media does what you need it to do and drive opportunities into your video business.
00:02:45:23 - 00:03:11:07
And I'm going to give you for free various resources that will help you with each of these things. So, number one, you need to know who you are targeting. Obvious, right? But without this knowledge, you're never going to know where these people are. You might create an incredible blog post, or a beautiful showreel, but if you post it to Vimeo but your target audience are marketing directors or small business owners, well, of course it's not going to get engaged with.
00:03:11:07 - 00:03:29:24
Same goes for Facebook or Instagram. Number two, you need to know what to say. Now, if you've engaged with a lot of my content, you would have heard me talk about The Buyer’s Journey and Blue Ocean Strategy. Posting your showreel, or even some case studies, even if it's on the right social media platform, is going to be completely pointless
00:03:29:24 - 00:04:06:11
if your audience is not aware of an issue or opportunity that they have - so they're not problem or opportunity aware. Or, if they don't know that video can genuinely help them - so they're not solution aware. And that percentage of your potential prospect base that are in that stage of The Buyer’s Journey (The Awareness and Consideration Stage) is 99%. So only 1% of your potential prospects will be in The Decision Stage at any given moment in time, aware of a problem or opportunity, and aware that video is the route that will help them to fix that problem, or achieve that opportunity, and actively looking for a video supplier.
00:04:06:12 - 00:04:29:13
And that compounds because all of your competition are fighting it out to win projects from this 1%, which makes it super competitive and ultimately it comes down to price. This is the reason that the video industry has got so competitive. Easy challenge to overcome, but you have to understand those two key concepts (The Buyer's Journey and Blue Ocean Strategy) to be able to avoid this.
00:04:29:19 - 00:04:49:13
I've got two videos that cover of these two concepts, which I've linked to below, by the way. Now, number three, you need to be able to serve the right content to the right people at the right time. Again, this is based off The Buyer’s Journey, but 99% of your potential prospect base will be in either the awareness stage or the consideration stage.
00:04:49:13 - 00:05:13:01
In each of these stages, they have different questions they need answering. In the awareness stage, they need to become aware of an opportunity, or an issue that they are facing. So your content, your messaging, your posts, need to dig into those. And in the consideration stage, your prospect needs to understand why video is going to help them to fix that issue, or help them to achieve that opportunity.
00:05:13:02 - 00:05:48:09
Why will video help? Not you. But video specifically? Why should they be creating video content as opposed to putting their budget into a radio campaign, SEO, pay per click advertising, sponsorship, print campaigns? You get the gist. And then and only then, once they've decided that video is going to be the vehicle that's going to take them to their goals, when they're in the decision stage, they need to understand why you, or your team, or your business, is going to be the person, or are going to be the team or business, that's going to help them to fix that issue or achieve that opportunity.
00:05:48:14 - 00:06:20:21
Again, a far more detailed explanation of this is available within the two videos for The Buyer’s Journey and Blue Ocean Strategy, which are linked below. But you need to have your systems in place to serve the right content to the right people at the right time. Again, that's very easy to do when you know how. When you're using the right social media channel, the channel that your perfect prospects use daily, and you're serving them content or messaging that genuinely helps them depending on what stage of the buyer's journey they are in,
00:06:20:21 - 00:06:48:20
you suddenly have a system that attracts and converts people that have never heard of you before into red hot opportunities and leads. Sounds good, right? How do I do this? Well, below this video, I've linked to some resources and worksheets that are going to help you in each of these stages that we've just identified. The first resource is a worksheet that helps you to identify exactly who your perfect prospect is. It’s an audience persona worksheet, but it's not any old audience persona
00:06:48:20 - 00:07:12:18
worksheet. It’s the one that I use for my business and that I use when consulting with video production companies and freelancers. It does cover the usual audience persona items such as age, gender, location, income bracket and so on. But it goes deeper than that. It provides you with a crystal clear view on the challenges that your prospects face, the opportunities that they have, the aspirations that they hold,
00:07:12:24 - 00:07:36:02
what content engages them, where they spend their time and a lot more. It's been built specifically to help video production professionals and video business owners to extract everything that they need to know about their audience. You can download that by hitting the link below to get those resources. Now, the second resource builds upon what you will learn as you build out your audience personas.
00:07:36:03 - 00:08:00:21
It's a worksheet that helps you to identify what you should be talking about at each stage of The Buyer's Journey, so you're able to attract and convert the 99% of your perfect prospects that your competition is completely ignoring. That will give you all the answers to knowing exactly what you should be talking about, what that content or messaging should look like, and how to convert them to the next stage of The Buyer's Journey.
00:08:01:06 - 00:08:34:19
And the final resource is a chapter of my book, The Lead Generation Machine, and that chapter is the role of social, which teaches you exactly how to use social media as a video production business owner, or freelancer. You can get all of those resources via the link below this video. Now, whilst we're on the topic of the book, because you've watched this far and you're obviously keen to get your social media sorted and drive more opportunities into your video business, I want to offer you that complete framework for just $7.
00:08:35:01 - 00:08:59:05
By using the link below this video, you can get the e-book for just $7, the physical book for $27, or both the e-book and the physical book for just $27. This comes with free worldwide shipping, by the way. But what we focused on today is just one part of a wider marketing strategy that has now been implemented by over 3,000 video production companies and freelancers worldwide.
00:08:59:14 - 00:09:26:03
And it's a system that generates incredible results. It allows you to have a system in place that attracts and converts a constant stream of opportunities (that are perfect for you) to your video business. And it does it in the background of your video business, so you can focus on the reason that you got into the game in the first place, which is to create beautiful video content for clients that you are proud of, without having to worry about where the next project is coming from.
00:09:26:03 - 00:09:52:12
As I said, you can get that framework for just $7 via the link below. So I hope that’s been helpful. I hope you've learned something here, but if you have any questions, please don't hesitate to leave a comment below. Go grab the free resources. Grab The Lead Generation Machine for just $7, or $27 if you prefer the physical book, and let us build a powerful, proven marketing system in to your video business today.
