If you’ve been making little short videos for social media, especially for LinkedIn, Facebook or Instagram, you might be getting a result, you might not. But it usually takes a while. This is a good way for people to get to know you, it’s a good way for people to get exposed to your content and over time, take some sort of action. But there is another way.
And recently, I had a client of mine ask me, you know, should they be making these videos, or should they be making more direct approaches, even if it takes a lot more time? Now, I shared a few examples of a bad, a reasonably okay, and a quite good approach inside my SuperFastBusiness membership for this particular student. And on this answer in a Q&A call, I actually broke down my thoughts on when you should use which strategy, and listen in and see if this could be helpful for your marketing.
It’s interesting you said, it looks like work when the guy that sent me the pitch worked pretty hard on it, I imagine. However, in the general scheme of things, it probably only took him half an hour. And it’s hyper-relevant. I am the only audience on the planet who that video is relevant for. But I’m also, according to his research, he would have identified that I am potentially someone who spends money on traffic. And if you did extra research, he’d know that I’m extremely well-connected and coach people who spend exorbitant amounts on traffic. In fact, I’ve referred some of my clients to agencies, and they’re spending 10 grand a month with the agency. So that guy could have found a whale, you know, if I was the right person, and if he did a great job. And as it turns out, funny timing, I’m sort of switching who’s running my ads at the moment, just because the agency that I’m getting helped with is focusing more on a different business model, which is fine. So at the time he sent that video, I wasn’t really looking for someone, and then I actually needed to find someone.
So the short answer is, it’s definitely worth making hyper-targeted, relevant stuff. That would be my preference. If you can only choose one of those two, no point to keep droning on with short, general-appeal videos. That’s not your conversion piece. That’s really an awareness piece, and a trust builder. And it’s a long-term strategy. And it’s great, and it works if you’ve got other calls to action in place.
I would definitely go deep and focused and relevant on your absolute perfect prospect. You make the video that’s ideal for them. Give you an example, I just had an email in the last day or so from someone who said something along the lines of I’ve noticed you’ve got a book and you’re running ads on Amazon. That’s exactly what we do. We help people run more effective campaigns on Amazon. If you’d like to get some help from us, we can have a chat, something like that. I’m like, God, I’ve been waiting for that email! I’ve asked everyone I know, I’ve posted on social media, I’ve asked all the experts, and no one has pointed me to someone who’s really good at running Amazon ads for books. And so this guy has come up with just a very simple email at exactly the right time to the right person. And I said, yeah, let’s chat. And I’m pretty hard to get through. I’m extremely sales-savvy. I get approached every single day for all sorts of things. But most of the approaches are rubbish. And the thing that I did for you and your private chat was I gave you examples of a crappy approach, a medium approach and a good approach.
And hopefully, you’re able to determine the differences between those and when it gets down to it, you know, the ones that are super relevant, personalized and are meant for me are the ones that will get through my radar. General-purpose videos on social media are really just to get attention. You got to do something else if you want to make the conversion or the sale.
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