2020 was already supposed to be a record-breaking year for video streaming, with AppAnnie forecasting we would be up 20%. That prediction almost seems quaint now that COVID-19 came along and the overall sector exploded, growing by 99% year-over-year in hours of live streams watched.
At November’s Social Media Breakfast, we focused on lead generation with video, as Kami interviewed Todd Giannattasio (@growthsuite).
Go where the people are
With video everywhere, the question is inevitably what platform should I be on? Todd says simply, “…the real answer is always wherever your audience is.”
Understanding and fostering your audience is chief among Todd’s process. He is a deep believer in never selling to strangers or playing to a cold audience. He has a very structured process centering on a funnel that always has a hub where it's not content for content’s sake but rather, content for a customer journey. And of course, we want that journey to lead to action. One point Todd really drove home is that any lead magnet you choose to utilize must truly reflect the content you will offer long term.
Tell me what you want, what you really, really want
Creating content that people really want is based on answering a need of your cultivated, “warm” audience. How we first connect with them and get their attention comes down to brain science. There are three parts of our brain that operate in sequential order to keep us alive.
Reptilian Brain
The first part is the reptilian brain which scans the environment for danger or opportunity. This is the part of the brain that will put a guard up against a sales pitch if she is not in the mood to receive it. This is the “cold” audience. So your first piece of content needs to be problem-focused. You are earning credibility by answering a need and being educational.
Mammalian BrainThe second part is the mammalian brain. This will be an emotional response. Sharing the human side of your business, connecting, and teaching on a very personal level will be very important during this stage. Todd pointed out that this may be harder for large corporations but should still be a goal.
The Mind
Finally, after you have spoken to both their guts and hearts, now you want to speak to their mind with a call to action. It can be a free video you are sharing or a printable, like a quote card; anything that legitimately offers value to the reader.
Well- placed Facebook and Instagram ads can really aid in finding you pre-warmed contacts. By making an appropriate funnel-based list, these ads can fill the top of the funnel with ideal candidates for future clients.
Sending those candidates to a landing page where they can learn more about you, your company, and what you have to offer is the first step. And then, hold their hand! Todd stressed that people need to be constantly reminded and reassured to take action.
So, in conclusion, create quality video content, consistently publish and engage with your audience, and offer something that they can take away with them. By filling the funnel with the right content, you will see amazing results flow out.