Kevin Dieny: 00:00:00

Hello, and welcome to the Close the Loop podcast.

Kevin Dieny: 00:00:02

I'm your host, Kevin Dieny.

Kevin Dieny: 00:00:04

And today we're gonna be talking about Video Marketing for Small Businesses.

Kevin Dieny: 00:00:08

How we get videos created, produced, edited, published, marketed,

Kevin Dieny: 00:00:14

you know, how we get videos to help our business help 'em grow.

Kevin Dieny: 00:00:17

So to help me dive into this topic, I have a very special guest.

Kevin Dieny: 00:00:20

His name is David Feinman.

Kevin Dieny: 00:00:22

He, David Feinman is a serial entrepreneur.

Kevin Dieny: 00:00:24

David has been starting companies since the age of 16.

Kevin Dieny: 00:00:27

So he has been doing this a long time and for most of his life, uh,

Kevin Dieny: 00:00:30

he currently owns five companies and is heavily involved in the

Kevin Dieny: 00:00:34

video and business, of video with business, video creation industries.

Kevin Dieny: 00:00:39

Uh, David loves building community and he loves endurance sports and triathlons.

Kevin Dieny: 00:00:44

So he is pretty much an endurance type guy.

Kevin Dieny: 00:00:46

So welcome, David.

Kevin Dieny: 00:00:47

Thanks for coming on.

David Feinman: 00:00:48

Thanks, Kevin, I appreciate you having me here.

Kevin Dieny: 00:00:50

So just to ground our audience on what we're gonna be

Kevin Dieny: 00:00:52

talking about, uh, video marketing for small businesses, uh, video is

Kevin Dieny: 00:00:57

a great medium to grow a business.

Kevin Dieny: 00:01:00

However, I don't know how many, I don't know if I've ever met that many businesses

Kevin Dieny: 00:01:04

who are like, yeah, I'm using video, small businesses who are saying I I'm

Kevin Dieny: 00:01:07

using video all the time everywhere.

Kevin Dieny: 00:01:09

I think what I'm hearing a lot of times is, video, oh man, how am I gonna do that?

Kevin Dieny: 00:01:15

Or, oh, that's something I've been, you know, avoiding and it is tough to do.

Kevin Dieny: 00:01:18

So do you think, like, as far as the future of video and businesses, video

Kevin Dieny: 00:01:25

marketing, do you think that there's a point where all businesses, all small

Kevin Dieny: 00:01:30

businesses that everyone's gonna be adopting and using video across the

Kevin Dieny: 00:01:33

board and they're and you know, in creating and growing their businesses?

David Feinman: 00:01:37

Yeah, I, I think that's a, that's a valid question.

David Feinman: 00:01:41

So, I think it's important to like provide context of like how

David Feinman: 00:01:44

online marketing has gone, right.

David Feinman: 00:01:46

So when we started out, it was pretty much a directory, right?

David Feinman: 00:01:49

You'd go on a, you'd go find a list of a business, you know, on

David Feinman: 00:01:52

Yahoo or Google back in the day.

David Feinman: 00:01:54

And it was actually like a digital phone book and then things evolved and everyone

David Feinman: 00:01:57

started making their own websites.

David Feinman: 00:01:59

Websites were very basic.

David Feinman: 00:02:00

They just had text on them.

David Feinman: 00:02:02

You know, here's our hours.

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Here's a little bit about what we do.

David Feinman: 00:02:05

And then as time has.

David Feinman: 00:02:07

We're now currently in a stage where your website has to be really robust and has

David Feinman: 00:02:11

to really show off what you're doing.

David Feinman: 00:02:13

Uh, as a business, you know, if you're a restaurant, small business, you have to

David Feinman: 00:02:16

show your menu, maybe have to your food.

David Feinman: 00:02:18

If notice where the internets going with web 3.0.

David Feinman: 00:02:22

Um, we've gone from actually looking at something to being

David Feinman: 00:02:25

able to be inside of it.

David Feinman: 00:02:26

So I think video is like that midterm next evolution.

David Feinman: 00:02:30

Um, and it has been for years, uh, for, for people to, to recognize something,

David Feinman: 00:02:35

both from a search perspective, typing into Google and finding something.

David Feinman: 00:02:38

And also wanting to see something before they go and experience it.

David Feinman: 00:02:42

Especially a younger audience.

David Feinman: 00:02:43

They, they really wanna see what they're getting before they get it.

David Feinman: 00:02:46

A lot of people are unwilling to take their risk of time, to figure out what

David Feinman: 00:02:51

they should do with something before they actually see it before you buy it.

David Feinman: 00:02:55

So, um, I think all businesses need some form of it, whether that's a real, really

David Feinman: 00:02:59

robust strategy or something simple, it, it just depends on where you're at.

Kevin Dieny: 00:03:03

Yeah, that feeling of like, well, like people who say

Kevin Dieny: 00:03:07

it's too expensive, it's too hard.

Kevin Dieny: 00:03:08

It's too much.

Kevin Dieny: 00:03:09

They maybe just don't know.

Kevin Dieny: 00:03:11

Like, so for the business who are pushing back saying video is just for

Kevin Dieny: 00:03:16

a small business, too much, too hard.

Kevin Dieny: 00:03:18

Like, what you're you're asking me to do is like, you're asking me to produce

Kevin Dieny: 00:03:21

like a super bowl commercial here.

Kevin Dieny: 00:03:23

So so like what, uh, how, how as a business, who's a smaller business.

Kevin Dieny: 00:03:28

How do they jump into the world of using video to grow their business?

David Feinman: 00:03:33

That's a great question.

David Feinman: 00:03:34

So, um, If you're, if you're on the smaller side, you're just getting

David Feinman: 00:03:38

started, which is the group of people.

David Feinman: 00:03:40

I'm assuming you're, you're speaking about, you're going to want to

David Feinman: 00:03:44

either do it, do it yourself version, or you're gonna wanna do what I

David Feinman: 00:03:47

call the, do it together version.

David Feinman: 00:03:49

I always recommend that even, even if you think you could do it yourself, always

David Feinman: 00:03:54

try to do the, do it together, version, uh, with some sort of professional.

David Feinman: 00:03:58

Um, so what should you could do is you can record some sort of video

David Feinman: 00:04:01

and then pass along that video to an.

David Feinman: 00:04:04

To Polish it up and, and make you stand out, you could do it like that to

David Feinman: 00:04:08

start out and that'll give you, um, a way of doing a video that's, um, much

David Feinman: 00:04:14

more cost effective, but still get you that professional Polish to it.

David Feinman: 00:04:17

Um, and then, you know, as your business grows, you can graduate doing a little bit

David Feinman: 00:04:20

more professional, professional content.

Kevin Dieny: 00:04:23

Yeah, so in terms of the types of videos that small

Kevin Dieny: 00:04:26

businesses should be making, could be making that provide, I guess what

Kevin Dieny: 00:04:32

their consumers are, are requiring.

Kevin Dieny: 00:04:34

Cause you've said they wanna be able to see it.

Kevin Dieny: 00:04:36

They wanna be able to interact with it, or they wanna be able to

Kevin Dieny: 00:04:38

see how it is live, moving around.

Kevin Dieny: 00:04:41

So what kinds of videos I guess, would work best for a small business?

David Feinman: 00:04:45

Are you familiar with like the awareness,

David Feinman: 00:04:46

consideration, decision framework?

Kevin Dieny: 00:04:48

Mm-hmm.

David Feinman: 00:04:49

So we kind of think about video in that same framework.

David Feinman: 00:04:53

So awareness, like when someone comes and they're looking for something you want to

David Feinman: 00:04:57

create videos that fit into that category, that might be your search traffic videos.

David Feinman: 00:05:01

Like that might be an about us video, something like that.

David Feinman: 00:05:05

Then you want something in the middle, something that, um, lets people.

David Feinman: 00:05:09

That are deciding on buying your product or service to

David Feinman: 00:05:12

decide on this for a restaurant.

David Feinman: 00:05:14

This might be like a video of some of the food and how it's made for

David Feinman: 00:05:18

maybe someone that's selling more B2B.

David Feinman: 00:05:20

This could be like your, uh, testimonial, uh, type video, and then decision,

David Feinman: 00:05:25

um, stage of the, of the game.

David Feinman: 00:05:27

This might be stuff about features all your frequently asked questions.

David Feinman: 00:05:31

All those kind of videos can be put at that stage of it.

David Feinman: 00:05:34

So really we just kind of look at it like a sales funnel and

David Feinman: 00:05:37

operating your video is kind of like a virtual sales funnel in a sense.

David Feinman: 00:05:41

I'm curious what you think of that, that framework.

David Feinman: 00:05:43

Um, cause it's, it's definitely like a little, um, interesting way of doing it.

Kevin Dieny: 00:05:48

Yeah, well, so I was also gonna like, make sure I explain it

Kevin Dieny: 00:05:52

too, cuz the funnel or the framework, the sales funnel is very much like

Kevin Dieny: 00:05:56

a, I believe a great idea to do it.

Kevin Dieny: 00:05:58

And for our listeners who are like, what is he talking about?

Kevin Dieny: 00:06:01

Awareness, consideration decision.

Kevin Dieny: 00:06:03

It's basically the way I understand it is that you're moving from

Kevin Dieny: 00:06:08

consumers who don't have any idea.

Kevin Dieny: 00:06:10

They even have a problem.

Kevin Dieny: 00:06:11

To those that figure out, oh, I, yeah, that this is a, this is a problem.

Kevin Dieny: 00:06:14

I should do something about it to, well, who, who does solve the problems?

Kevin Dieny: 00:06:18

You know, like for instance, I've met people who are like, well, I've

Kevin Dieny: 00:06:21

got this problem, but I wouldn't know where to go to fix it.

Kevin Dieny: 00:06:24

Are there people that, that help with that kind of thing?

Kevin Dieny: 00:06:26

And so you're kind of moving people along now, how, how large those groups are.

Kevin Dieny: 00:06:31

Right.

Kevin Dieny: 00:06:32

Very much varies across the industry or industry landscape, but.

Kevin Dieny: 00:06:37

The other thing to consider here is right.

Kevin Dieny: 00:06:39

Like, yes, I'm moving people down toward, like they know they have a problem.

Kevin Dieny: 00:06:42

They know we could fix it.

Kevin Dieny: 00:06:43

They trust us, they know us, but at the end of the day, too, I.

Kevin Dieny: 00:06:48

One really important aspect about video is that yes.

Kevin Dieny: 00:06:51

On your website or wherever , you're interacting with your consumers, you

Kevin Dieny: 00:06:55

could tell them you could write it.

Kevin Dieny: 00:06:57

You could show little visuals like a diagram, an image, but

Kevin Dieny: 00:07:01

having a video also means that.

Kevin Dieny: 00:07:04

People can read it.

Kevin Dieny: 00:07:05

They can see it, like they can pick and choose their sort of

Kevin Dieny: 00:07:08

medium modality that they want to adopt to learn along these paths.

Kevin Dieny: 00:07:13

So I think, yeah, maybe first you'd go.

Kevin Dieny: 00:07:16

Okay.

Kevin Dieny: 00:07:16

Well, do I have written text for all these cuz you could just whip that up.

Kevin Dieny: 00:07:20

Fairly quickly you go, okay, well now I have texts.

Kevin Dieny: 00:07:22

Do I have images?

Kevin Dieny: 00:07:23

Do I have graphics?

Kevin Dieny: 00:07:24

Can I explain this visually?

Kevin Dieny: 00:07:25

Okay.

Kevin Dieny: 00:07:26

Now I think you're evolved to that third tier, which is like, do I have

Kevin Dieny: 00:07:30

video to move someone from, to, to just explain the problem and then to explain

Kevin Dieny: 00:07:34

how the, the solution works and that's what David is talking about and, and.

Kevin Dieny: 00:07:39

Also why I think it's so important that you include different

Kevin Dieny: 00:07:42

types of mediums at each point.

Kevin Dieny: 00:07:45

So that you're kind of, , you're hitting, cuz some people don't like

Kevin Dieny: 00:07:48

video at all and they'll be like, oh, like a video just makes me, you

Kevin Dieny: 00:07:52

know, sucks my internet bandwidth.

Kevin Dieny: 00:07:54

I'd rather read it.

Kevin Dieny: 00:07:55

Some people are blind and so they have to hear it.

Kevin Dieny: 00:07:58

Right.

Kevin Dieny: 00:07:58

So it makes sense that you'd want to have these different.

Kevin Dieny: 00:08:02

Mediums to, to cater to the entire possible grouping of whatever

Kevin Dieny: 00:08:05

your tastes of your audience are.

Kevin Dieny: 00:08:08

That's again, that's kind of why I think what you're saying, David,

Kevin Dieny: 00:08:10

is the videos in a way, the format you should think about what kind

Kevin Dieny: 00:08:15

of videos to make is fit them into.

Kevin Dieny: 00:08:17

Okay, how am I helping people figure out and then learn and then become

Kevin Dieny: 00:08:22

closer to a customer or a consumer?

David Feinman: 00:08:25

Yeah, exactly.

David Feinman: 00:08:26

Like you wanna, you wanna kind of just walk them through the process and give

David Feinman: 00:08:29

them another, another medium in which they can interact with you before they get to

David Feinman: 00:08:34

you kinda like a virtual sales person.

Kevin Dieny: 00:08:37

Okay, so let's, let's go at the very, very beginning of this right.

Kevin Dieny: 00:08:40

This whole topic.

Kevin Dieny: 00:08:41

If a business is like, okay, I'm bought in on the video thing, where do I start?

Kevin Dieny: 00:08:45

Do I have to go buy a video camera?

Kevin Dieny: 00:08:48

Can I just use my, Android, iPhone.

Kevin Dieny: 00:08:50

I know that some of them might be like more budget conscious

Kevin Dieny: 00:08:53

at the smaller business level.

Kevin Dieny: 00:08:54

So where does a small business with a limited budget start?

Kevin Dieny: 00:08:58

Like where, how do they go?

Kevin Dieny: 00:08:59

Okay, today I don't have a video tomorrow, I have a video.

Kevin Dieny: 00:09:02

Like how do they yeah.

Kevin Dieny: 00:09:03

Where, where do you start get started with that kind of thing?

David Feinman: 00:09:05

Yeah, so, um, I actually gave this, this one, some thought,

David Feinman: 00:09:08

because you had sent this question over to me, um, and as, as someone who does

David Feinman: 00:09:11

professionally, like, you know, I, I tried to think like, what is the simplest

David Feinman: 00:09:14

way that someone could create something that at least they have something and.

David Feinman: 00:09:19

What's crazy now is the phones, um, that are out there are

David Feinman: 00:09:22

really good in terms of quality.

David Feinman: 00:09:24

So I would recommend that you grab your phone, let's save a physical

David Feinman: 00:09:27

location, or if you don't have a physical location set, set up the

David Feinman: 00:09:30

camera on a nice steady service.

David Feinman: 00:09:33

Um, ideally you would have some sort of like either tripod, like, like

David Feinman: 00:09:37

this, like a little, you know, tripod like this that you could just put on

David Feinman: 00:09:40

your desk or, you know, even some sort of clamp the whole hold down your.

David Feinman: 00:09:45

And you can start recording.

David Feinman: 00:09:46

It can either be you talking to the camera and talking about as a given

David Feinman: 00:09:50

topic, or maybe you talk a little bit and then you scan around and you pull

David Feinman: 00:09:55

some footage and using, if you have a MacBook, you can use, you can use iMovie.

David Feinman: 00:10:00

Uh, you can download Adobe if you want to get a little more fancy or there's

David Feinman: 00:10:03

even if you Google free editing tools, there's a ton of different apps out there.

David Feinman: 00:10:07

Um, I have an experiment with them, so there's none in

David Feinman: 00:10:09

particular that I would recommend.

David Feinman: 00:10:11

There's a ton of different free editing apps that you can use, or even low

David Feinman: 00:10:14

cost editing apps that you can use.

David Feinman: 00:10:16

So like very simply put together a quick edit, uh, based on, on

David Feinman: 00:10:20

what you recorded on your phone.

David Feinman: 00:10:22

Or even you can go, you could go out and, and work with an editing

David Feinman: 00:10:25

service, um, that could take what.

David Feinman: 00:10:28

Take what you made on your phone and turn it into something

David Feinman: 00:10:30

a little bit more polished.

David Feinman: 00:10:31

If you have a, you have a little bit of a budget for it.

David Feinman: 00:10:33

So if you already have a phone, which I think 99.9, 9% of us do, you can

David Feinman: 00:10:39

make a video and you can get started.

David Feinman: 00:10:40

Um, it's easier said than none.

David Feinman: 00:10:42

Like, it's easier for me to say that outta my mouth than for you to do it.

David Feinman: 00:10:45

It's actually like very nervewracking to be on camera for a lot of people.

David Feinman: 00:10:48

And I think that's like the biggest barrier, um, myself include it.

David Feinman: 00:10:51

Um, you know, I'm like, I, I, I do get a little nervous behind the

David Feinman: 00:10:53

camera sometimes, so I it's something.

David Feinman: 00:10:56

Comes with a lot of practice.

David Feinman: 00:10:57

Like a lot of the customers that we've worked with for years

David Feinman: 00:10:59

are like, they're fine now.

David Feinman: 00:11:01

And it was, it, it just takes a lot of time to get used to being

David Feinman: 00:11:06

on camera, speaking in soundbites, speaking succinctly and, and

David Feinman: 00:11:09

just getting your message across.

Kevin Dieny: 00:11:11

Wow, yeah, I think that's really good and encouraging because,

Kevin Dieny: 00:11:15

uh, the, the thing, the question that goes along with that so much

Kevin Dieny: 00:11:18

with when in my head is, okay, well, what is the quality requirement?

Kevin Dieny: 00:11:23

Right?

Kevin Dieny: 00:11:23

Like if I make a video with my.

Kevin Dieny: 00:11:26

And I publish it.

Kevin Dieny: 00:11:27

Is everyone gonna go?

Kevin Dieny: 00:11:28

Oh, that's bad quality.

Kevin Dieny: 00:11:29

I'm not gonna watch that.

Kevin Dieny: 00:11:30

And is it gonna, or is it gonna make my business look poor or bad?

Kevin Dieny: 00:11:33

Like.

Kevin Dieny: 00:11:34

So I think one of the considerations too, is, is like, what should be the

Kevin Dieny: 00:11:38

production standards, like is like for a smaller business who may have a

Kevin Dieny: 00:11:43

brand, they, they feel needs more or less like, does all that sort of weigh

Kevin Dieny: 00:11:48

into, or is video like a special space where it's okay to have some low quality

Kevin Dieny: 00:11:53

stuff, maybe some higher quality stuff.

Kevin Dieny: 00:11:55

Like, can it run the gamut?

Kevin Dieny: 00:11:56

You know what I mean David?

David Feinman: 00:11:58

Yeah.

David Feinman: 00:11:58

I, I know exactly what you're saying.

David Feinman: 00:11:59

I think, I think, um, for a lot of businesses, it depends

David Feinman: 00:12:03

on where you're competing.

David Feinman: 00:12:04

Um, some of the larger business clients in the world, you, you can't afford

David Feinman: 00:12:07

to put out something that, that.

David Feinman: 00:12:09

That doesn't look polished because your competitors have something

David Feinman: 00:12:13

that looks polished and looks like, you know, the video costs a great

David Feinman: 00:12:16

deal of money and it represents the professional quality of the brand.

David Feinman: 00:12:20

That's not to say you can't do something, um, on TikTok as well, or

David Feinman: 00:12:24

do something on, in short form content.

David Feinman: 00:12:26

Um, we're seeing like a huge rise in over the past probably year

David Feinman: 00:12:30

and a half, two years, even since like the start of the pandemic.

David Feinman: 00:12:34

Of short form video content on both TikTok, Instagram

David Feinman: 00:12:37

reels, and now YouTube shorts.

David Feinman: 00:12:38

So that type of content you still want to as a business, have

David Feinman: 00:12:42

it have some level of quality.

David Feinman: 00:12:45

If you look at some of the top creators, it's not just like a junky shaky cell

David Feinman: 00:12:48

phone video, it has good lighting.

David Feinman: 00:12:50

It has good sound.

David Feinman: 00:12:52

It's well spoken.

David Feinman: 00:12:53

The points are clear and, and, and made, but you know, the

David Feinman: 00:12:58

bar of quality, um, is subject.

David Feinman: 00:13:02

But at the same time, you also want to make sure that it does

David Feinman: 00:13:06

have some level of Polish.

David Feinman: 00:13:07

And really the three things that I can recommend are, you know, doing

David Feinman: 00:13:10

a little bit of research ahead of time, about what you're talking about.

David Feinman: 00:13:13

Um, and, and kind of put your bullets and thoughts down on paper.

David Feinman: 00:13:17

The second one would be lighting.

David Feinman: 00:13:18

Make sure you have good lighting in your room.

David Feinman: 00:13:21

Uh, a good natural light.

David Feinman: 00:13:22

Would be great.

David Feinman: 00:13:23

Definitely a huge difference.

David Feinman: 00:13:24

Like if I were to lower my blind right now in the quality of like

David Feinman: 00:13:27

the light hitting my face, then now uh, I'm right next to a window.

David Feinman: 00:13:31

So that helps a lot.

David Feinman: 00:13:32

Um, and then your sound, um, you wanna make sure that you're

David Feinman: 00:13:35

speaking clearly, um, into a microphone if you have an extra one.

David Feinman: 00:13:38

Um, so those, those couple little things take like that amateur level

David Feinman: 00:13:42

and at least make it like an amateur plus video where it doesn't look like

David Feinman: 00:13:46

something that was record it fly by night.

Kevin Dieny: 00:13:50

Yeah, I think that's, those are all really great.

Kevin Dieny: 00:13:53

And I think.

Kevin Dieny: 00:13:54

Can easily be something that people go, well, this is why I'm not even

Kevin Dieny: 00:13:58

gonna pursue video because you know, like this, I, I, my idea is

Kevin Dieny: 00:14:03

my business gonna have to be great.

Kevin Dieny: 00:14:05

I want like a whole production team, like super bowl style, commercial ads.

Kevin Dieny: 00:14:09

Uh, so if it, if I can't do that, I'm just not gonna, not gonna bother.

Kevin Dieny: 00:14:12

So there's a great stat.

Kevin Dieny: 00:14:15

Um, I think I, I shared it with you ahead of time, but I'm gonna read it

Kevin Dieny: 00:14:18

is, uh, from HubSpot, they said 72%.

Kevin Dieny: 00:14:21

Customers said they would rather learn about a product

Kevin Dieny: 00:14:24

or service by way of video.

Kevin Dieny: 00:14:27

Right.

Kevin Dieny: 00:14:27

So that 72% would rather learn about a product or service from a video.

Kevin Dieny: 00:14:33

Right.

Kevin Dieny: 00:14:34

So if you just ignore video, what are the consequences?

Kevin Dieny: 00:14:37

What is the, what are you missing out on?

Kevin Dieny: 00:14:39

Like how bad really is it?

Kevin Dieny: 00:14:41

If a business just doesn't use video or doesn't do any video

Kevin Dieny: 00:14:44

at all, is it really that bad?

David Feinman: 00:14:45

Yeah, um, I mean, if you think about all of the platforms on

David Feinman: 00:14:49

the internet that we all go on, right.

David Feinman: 00:14:52

The majority of them are video based Facebook, Instagram, YouTube, Netflix,

David Feinman: 00:14:58

Hulu, they're all primarily video.

David Feinman: 00:15:02

And yes, you should actually have written content.

David Feinman: 00:15:04

That should be part of your strategy.

David Feinman: 00:15:06

But I think businesses that aren't doing it are missing a huge

David Feinman: 00:15:10

opportunity to capture their audience.

David Feinman: 00:15:12

So other competitors aren't doing it, or they are doing it and people are going

David Feinman: 00:15:15

there and learning about a product or service virtually on their own time.

David Feinman: 00:15:20

I think, um, Anymore people don't necessarily want to call without

David Feinman: 00:15:26

doing a little bit of research ahead of time on the business.

David Feinman: 00:15:29

And like at least having something where they can watch something before

David Feinman: 00:15:33

they do a little research is important.

David Feinman: 00:15:35

And it gives you kind of like a taste of what's to come with a business or with an

David Feinman: 00:15:39

experience that you're about to go into.

David Feinman: 00:15:41

So I think.

David Feinman: 00:15:42

That helps our article spot on.

David Feinman: 00:15:44

Um, and, and from what we found with a couple of our companies that

David Feinman: 00:15:47

have really embraced it, uh, we work with this one local company.

David Feinman: 00:15:50

They do kitchen and baths.

David Feinman: 00:15:52

They've really embraced video from start to finish.

David Feinman: 00:15:54

So every part of their process is documented.

David Feinman: 00:15:56

They probably have 50 videos on their website is they'll find when

David Feinman: 00:16:00

a customer comes to them that.

David Feinman: 00:16:03

The customer's like ready to go.

David Feinman: 00:16:05

Like the customer.

David Feinman: 00:16:06

They don't have to spend a lot of time explaining it's they just

David Feinman: 00:16:08

get right into their process.

David Feinman: 00:16:10

They've even gone so far as to create a process video to share.

David Feinman: 00:16:14

This is how our process works.

David Feinman: 00:16:15

So people know exactly what they're getting when they come the door.

David Feinman: 00:16:18

So all their leads, all the people that come into their,

David Feinman: 00:16:20

their shop are prequalified.

David Feinman: 00:16:22

They know all the FAQs they've seen the work that they've done.

David Feinman: 00:16:25

They could point to specific case study examples of kitchens

David Feinman: 00:16:28

that they've liked in the past.

David Feinman: 00:16:30

So.

David Feinman: 00:16:31

Really the work, the hard work that was done ahead of time with a salesperson

David Feinman: 00:16:37

or with, with humans is now done.

David Feinman: 00:16:39

And they're just coming in ready to go, um, as the perfect customer.

David Feinman: 00:16:42

So I think businesses that, that aren't do it, do it.

David Feinman: 00:16:46

Obviously you can still be successful without video.

David Feinman: 00:16:48

There's plenty of companies that are, but you're missing out on, you know,

David Feinman: 00:16:52

a lot of, a lot of getting a customer.

David Feinman: 00:16:53

That's kind of spending that time that you talked about in the

David Feinman: 00:16:56

HubSpot article up front, learning about your product or service.

David Feinman: 00:17:01

And, and they're ready to go.

Kevin Dieny: 00:17:02

Yeah, wow, that's a such a cool example.

Kevin Dieny: 00:17:05

I, I was gonna piggyback on what I had said with another, like quote I

Kevin Dieny: 00:17:09

saw from a company, called Limelight where they said, "Online video

Kevin Dieny: 00:17:13

consumption has increased across all age groups in the last five years."

Kevin Dieny: 00:17:16

So yes, kitchen and bath, right?

Kevin Dieny: 00:17:18

That's that's an industry for people who have.

Kevin Dieny: 00:17:22

I guess money to be able to afford to upgrade an existing kitchen and bath.

Kevin Dieny: 00:17:26

So I would say that that's not, you know, your 18, 16 year olds who no, you know,

Kevin Dieny: 00:17:32

so is video for all the age groups, right?

Kevin Dieny: 00:17:36

Like, is it impactful for all the age groups?

Kevin Dieny: 00:17:38

It's sort of what that's suggesting, but, and what's, you're found too

Kevin Dieny: 00:17:41

is like, it's, it's worked here and there for, for this customer, that

Kevin Dieny: 00:17:45

customer video is helping customers arrive at a business ready to go.

Kevin Dieny: 00:17:49

And it seems like you've seen that.

Kevin Dieny: 00:17:52

Not just the young crowds, like that's affecting everyone?

David Feinman: 00:17:55

Yeah, we've definitely seen it, uh, affecting everyone.

David Feinman: 00:17:57

I think you'll notice just what platform are people engaging with?

David Feinman: 00:18:01

Like obviously TikTok skews younger.

David Feinman: 00:18:04

So does Instagram reels, but if you go onto like a Facebook or YouTube,

David Feinman: 00:18:09

or even on the website of a customer, that's gonna skew older and it's also,

David Feinman: 00:18:14

you know, your, your buyer and the user of your product or service is.

David Feinman: 00:18:19

You'll have a certain demographic range and that demographic

David Feinman: 00:18:22

range is using the internet.

David Feinman: 00:18:23

Somehow they might not be using it like you would, or, or they might be

David Feinman: 00:18:28

using it a little differently, but every age group is using the internet.

David Feinman: 00:18:31

Like, Hey, my 90 year old grandmother, uh, we just got her MacBook

David Feinman: 00:18:36

pro and she uses the internet.

David Feinman: 00:18:37

So, you know, I think, I think it's covered across most age ranges.

Kevin Dieny: 00:18:42

Yeah, and kind of like I was mentioning earlier, I

Kevin Dieny: 00:18:45

think it's great to have different medium types for every major point.

Kevin Dieny: 00:18:50

Your business wants to communicate because you never know someone's gonna

Kevin Dieny: 00:18:53

be more hip in the video than others.

Kevin Dieny: 00:18:55

Someone, you know, the longer to me, the longer someone's engaging with

Kevin Dieny: 00:18:58

your webpages, the longer they're there, the more interactions that

Kevin Dieny: 00:19:01

happening are happening, even if they're like, Hey, I saw like, this is

Kevin Dieny: 00:19:04

really helpful and explain it to me.

Kevin Dieny: 00:19:06

I know someone else I'll just refer 'em to this video.

Kevin Dieny: 00:19:09

And then you like, yep.

Kevin Dieny: 00:19:10

Things have a way of virality.

Kevin Dieny: 00:19:13

Things have a way of expanding beyond.

Kevin Dieny: 00:19:15

Okay.

Kevin Dieny: 00:19:15

I, I paid for this be to be made in my business.

Kevin Dieny: 00:19:18

I'm seeing, it's getting 10, 20, 30, whatever views, like, am I gonna.

Kevin Dieny: 00:19:23

Get the million views.

Kevin Dieny: 00:19:25

Am I gonna end up like on morning shows because I made the, I made the greatest,

Kevin Dieny: 00:19:29

the, you know, small business video.

Kevin Dieny: 00:19:31

I don't, I don't know if that's sort of the expectation, right?

Kevin Dieny: 00:19:33

So how, how should a business sort of, what, where should its

Kevin Dieny: 00:19:37

expectations be with its videos?

Kevin Dieny: 00:19:38

Like, should it be like, I've gotta make the next, um, viral virality video.

Kevin Dieny: 00:19:44

That's gonna crush the waves or should they just be making content?

Kevin Dieny: 00:19:48

For their visitors and not be looking at million hits, you

Kevin Dieny: 00:19:53

know, like, you know what I mean?

David Feinman: 00:19:54

I mean, look, a, a video doesn't need to get a

David Feinman: 00:19:56

million views to be successful.

David Feinman: 00:19:58

In theory, a video that does get more views is going to be more successful.

David Feinman: 00:20:02

There's no way to spin the numbers like that.

David Feinman: 00:20:05

You know, if you're getting more, more of the right views, I should

David Feinman: 00:20:07

say, it's gonna be more successful.

David Feinman: 00:20:09

Um, but that being said, like, if you're getting, you know, as a local

David Feinman: 00:20:12

business, if you're getting a lower number of views, that's fine too.

David Feinman: 00:20:15

Or if you're a B to B, uh, company that doesn't sell to a lot of customers a year,

David Feinman: 00:20:22

but maybe your engagement size is higher.

David Feinman: 00:20:24

Of videos use, you know, if you have a hundred customers and a thousand

David Feinman: 00:20:28

potential customers a year, you close one in 10, you know, that could be

David Feinman: 00:20:32

great for a local business, right?

David Feinman: 00:20:34

Just as kind of like an example to the kitchen and bath line, they don't, they're

David Feinman: 00:20:38

not doing thousands of kitchens a year.

David Feinman: 00:20:40

Um, their videos don't get a ton of views, but the people that are visiting them

David Feinman: 00:20:45

and are interested in what they're doing.

David Feinman: 00:20:47

Um, are incredibly valuable customers.

David Feinman: 00:20:49

Like kitchens can cost quite a bit of money.

David Feinman: 00:20:51

So, you know, that focused customer.

David Feinman: 00:20:55

Sometimes is, is better for you to get for some businesses.

David Feinman: 00:20:58

It just really depends on who you are and who you're trying to reach.

David Feinman: 00:21:02

There's a concept that we always talk about, which is called micro viral,

David Feinman: 00:21:05

which is going viral in the audience that you want something to go viral in.

David Feinman: 00:21:10

Um, There's certain videos that all of us have seen, probably like, I think

David Feinman: 00:21:16

all of the us has probably seen Joe Biden falling off his bike this year.

David Feinman: 00:21:20

Um, but you don't need your video to hit that level of virality per se.

David Feinman: 00:21:26

You know, you, you just need it to hit it in your specific audience.

David Feinman: 00:21:30

And I think platforms like TikTok or Instagram reels have opened and have,

David Feinman: 00:21:35

have a great algorithm in order for people and companies to hit that right.

David Feinman: 00:21:39

Audience.

David Feinman: 00:21:40

Their, their algorithms super powerful and usually will put your video

David Feinman: 00:21:44

in front of the right people too.

Kevin Dieny: 00:21:47

Let's say a business is like, okay, well I'm gonna create some videos.

Kevin Dieny: 00:21:52

Uh, but I would like them to have some consistency or some standards or some, you

Kevin Dieny: 00:21:58

know, how, like, how am I approach this?

Kevin Dieny: 00:21:59

You mentioned like, okay, let's make sure there's good lighting.

Kevin Dieny: 00:22:01

Let's make sure that there's a good, I'm gonna capture what people are saying.

Kevin Dieny: 00:22:04

So it doesn't sound like I'm really far away.

Kevin Dieny: 00:22:06

Um, there's crazy road noise or someone's sawing in the background.

Kevin Dieny: 00:22:10

you know what I mean?

Kevin Dieny: 00:22:11

Like you're like, okay, I'm gonna, if I'm gonna make some.

Kevin Dieny: 00:22:13

The general, what are some of the general tips you'd have for, you know,

Kevin Dieny: 00:22:18

beginner to, to approach to be like, okay, I'll I'll remember, or maybe I'll

Kevin Dieny: 00:22:22

write these down, I'll have this list.

Kevin Dieny: 00:22:24

And then when I approach each video, I'll have this standard, that way my videos

Kevin Dieny: 00:22:27

turn out, you know, like you said, of the amateur level, you shoot for that.

Kevin Dieny: 00:22:31

Um, like, so what are maybe like, what are some of the tips for the baseline

Kevin Dieny: 00:22:35

beginner amateurs to, to make sure and help them get to that next level?

David Feinman: 00:22:39

So we covered a couple of them.

David Feinman: 00:22:41

So strong lighting would be number one.

David Feinman: 00:22:44

Um, good sound is number two.

David Feinman: 00:22:46

And then I would say, um, the most important thing is the first

David Feinman: 00:22:50

couple seconds of what you say.

David Feinman: 00:22:52

I always say to go right into what you're talking about.

David Feinman: 00:22:55

Um, you don't necessarily need to.

David Feinman: 00:22:58

Do like this whole long drawn out intro.

David Feinman: 00:23:00

Um, there, there used to be like a trend a few years ago and we still

David Feinman: 00:23:04

get requested this all the time to do like some 32nd intro for, for a

David Feinman: 00:23:08

company with like logos flying around.

David Feinman: 00:23:09

And it just, there's just no point you wanna hook people in with something

David Feinman: 00:23:14

that interests them, almost like the visual version of clickbait.

David Feinman: 00:23:19

You kind of wanna give people a reason to watch at least a little bit of the

David Feinman: 00:23:23

video for the first couple seconds.

Kevin Dieny: 00:23:26

Yeah, I have a it's a principle.

Kevin Dieny: 00:23:29

I follow with ads, but I always go, okay, someone's gonna see this.

Kevin Dieny: 00:23:33

Okay.

Kevin Dieny: 00:23:34

What in the first five seconds, if they're not interested, they're they're gone.

Kevin Dieny: 00:23:37

So what am I gonna capture the first five seconds?

Kevin Dieny: 00:23:39

Okay.

Kevin Dieny: 00:23:39

I won it.

Kevin Dieny: 00:23:40

Let's say I win it the first five seconds.

Kevin Dieny: 00:23:42

What am I gonna do with the next five?

Kevin Dieny: 00:23:44

okay.

Kevin Dieny: 00:23:44

And then let's say they're, let's say they read the, you know, the header

Kevin Dieny: 00:23:47

headline is probably the first five.

Kevin Dieny: 00:23:49

The description is probably the next five.

Kevin Dieny: 00:23:51

Okay.

Kevin Dieny: 00:23:51

Now they've decided to click.

Kevin Dieny: 00:23:53

Okay.

Kevin Dieny: 00:23:53

Now they land on my webpage, my landing page, the top, just the

Kevin Dieny: 00:23:57

top area, top header section.

Kevin Dieny: 00:23:59

That's the first five seconds again.

Kevin Dieny: 00:24:02

Did I win them again?

Kevin Dieny: 00:24:03

Okay.

Kevin Dieny: 00:24:03

Now they're gonna read the, the byline, the subline.

Kevin Dieny: 00:24:05

So like I approach it, like I gotta win every five seconds of attention

Kevin Dieny: 00:24:09

cuz people are, you know, maybe they're multid, devising, they're watching a show.

Kevin Dieny: 00:24:14

They're watching they're on the website.

Kevin Dieny: 00:24:15

They're listening to someone they're on their phone, on the website.

Kevin Dieny: 00:24:18

You gotta you're competing right with like attention constantly.

Kevin Dieny: 00:24:22

And like things like music and sound, maybe aren't gonna do it.

Kevin Dieny: 00:24:25

They're gonna be turning down their volume.

Kevin Dieny: 00:24:26

So, you know, am I gonna have captions over the video or on my webpage?

Kevin Dieny: 00:24:30

Is it gonna be sound reliant?

Kevin Dieny: 00:24:32

Like, is it gonna be visually, do they have to have their attention focused to

Kevin Dieny: 00:24:35

understand, like, if they have to watch a five minute video and they have to

Kevin Dieny: 00:24:39

remember the first 30 seconds and the middle 30 seconds to get the ending.

Kevin Dieny: 00:24:42

Maybe that video's not gonna do so well.

Kevin Dieny: 00:24:44

So I, I, I approach it like in this five second, gotta win it

Kevin Dieny: 00:24:48

each time approach and to my ads.

Kevin Dieny: 00:24:50

So it sounds like something similar is what you're talking about for video.

David Feinman: 00:24:54

Exactly and that's why a lot of times with like a more professional

David Feinman: 00:24:57

video, you'll see the video cut to something new every couple seconds, cuz

David Feinman: 00:25:01

it's like, oh, what's next let's stick around and see what's happening next.

Kevin Dieny: 00:25:06

Yeah, that's awesome.

Kevin Dieny: 00:25:07

So how about scripted versus unscripted type stuff?

Kevin Dieny: 00:25:10

I mean, you, you had said research your topic, maybe have some

Kevin Dieny: 00:25:13

bullets, but it didn't sound like.

Kevin Dieny: 00:25:15

You know, write down exactly verbatim what you're gonna say.

Kevin Dieny: 00:25:18

Um, but I mean, and not to say that there isn't a case for scripted.

Kevin Dieny: 00:25:21

So how do you see the script in and unscripted worlds of

Kevin Dieny: 00:25:24

video, videos for businesses?

David Feinman: 00:25:26

So we always do some sort of script, but the script is

David Feinman: 00:25:29

usually just like a topic and some bullets and a general direction.

David Feinman: 00:25:33

We're taking the video.

David Feinman: 00:25:35

Um, especially if someone is on camera talking.

David Feinman: 00:25:37

Now, if we're using a spokesperson, a trained actor or doing an animated

David Feinman: 00:25:42

video, we're always gonna write out word for word, what is going to be said

David Feinman: 00:25:45

and really craft every single word.

David Feinman: 00:25:47

But in corporate videos, like the person that is behind the screen

David Feinman: 00:25:51

is usually not a trained actor.

David Feinman: 00:25:52

And to memorize a minute, a video is actually really, really hard.

David Feinman: 00:25:57

So we prefer to do the question, answer style, and then, um, That could be cut

David Feinman: 00:26:02

down into something, but also free, you know, free flow speaking as well.

David Feinman: 00:26:08

If you're just doing kind of one cut or you're not ex you know, proficient

David Feinman: 00:26:11

with editing, that works too.

David Feinman: 00:26:14

So, you know, having the ability to cut down what you're saying and, and,

David Feinman: 00:26:19

and splice that in with stuff, you know, that that is a huge advantage

David Feinman: 00:26:23

too, because it's tough to be an actor when you're not an actor.

Kevin Dieny: 00:26:27

Yeah, you've also pointed out.

Kevin Dieny: 00:26:28

I would say another really important tip here, which is if you make a, like,

Kevin Dieny: 00:26:32

say a 2, 3, 4, 20, 30, whatever it is, long video, longer video, you could take

Kevin Dieny: 00:26:39

bits of it, chunks of it, quotes out of it, and you could cut those, edit those

Kevin Dieny: 00:26:43

out and have basically you can take one.

Kevin Dieny: 00:26:46

One video and turn it into a bunch of videos, right?

Kevin Dieny: 00:26:49

Like that's, that's something that I was excited about where I was like,

Kevin Dieny: 00:26:52

I could take this podcast and I could clip it and then I'll have a bunch

Kevin Dieny: 00:26:55

of, you know, consumptive media.

Kevin Dieny: 00:26:58

I can cut out of one main thing that I did.

Kevin Dieny: 00:27:00

And that was that's so valuable.

Kevin Dieny: 00:27:02

I think as a way to get additional videos out of one video.

David Feinman: 00:27:06

Yeah, a hundred percent, a hundred percent.

Kevin Dieny: 00:27:08

Now it does, like you mentioned, there is

Kevin Dieny: 00:27:10

some editing involved, so.

Kevin Dieny: 00:27:12

In terms of let's say, okay.

Kevin Dieny: 00:27:13

So we've talked a lot about businesses who at the beginner level and how

Kevin Dieny: 00:27:17

to get started, how to get going.

Kevin Dieny: 00:27:19

Let's say there's a business who has enough budget and is considering, you

Kevin Dieny: 00:27:24

know, what I wanna make a video week.

Kevin Dieny: 00:27:26

And I think at that point, they're they should be thinking about a videographer

Kevin Dieny: 00:27:30

or a video person, a content manager, maybe possibly freelance an agency.

Kevin Dieny: 00:27:35

I don't know something to help them create that volume, cuz that's a

Kevin Dieny: 00:27:38

decent volume of output of video.

Kevin Dieny: 00:27:40

So at that level, right.

Kevin Dieny: 00:27:43

So what should they be considering?

Kevin Dieny: 00:27:45

What should they be looking for in a videographer?

David Feinman: 00:27:47

Yeah, so I think there's two things, um, really

David Feinman: 00:27:50

there's filming and there's editing.

David Feinman: 00:27:52

Um, well the strategy filming video editing, right?

David Feinman: 00:27:55

So when you're working with someone, they might not be great on strategy.

David Feinman: 00:27:58

They might not know how to make something work for marketing or make

David Feinman: 00:28:02

something work for a certain platform.

David Feinman: 00:28:03

So you wanna make sure whoever you're working with has some level

David Feinman: 00:28:06

of strategy involved with them, or you're giving them the strategy to

David Feinman: 00:28:10

go from there with a videographer.

David Feinman: 00:28:13

Um, This is gonna be the person that like gets the right shot, makes it sound good.

David Feinman: 00:28:18

That kind of can look at something and make sure that what is being filmed tracks

David Feinman: 00:28:22

to the strategy and tracks to the script.

David Feinman: 00:28:25

Um, and then for the editor, that's gonna be someone that is actually piecing.

David Feinman: 00:28:29

Video content together.

David Feinman: 00:28:30

Um, depending on where you're sitting, like you can hire an agency to

David Feinman: 00:28:33

roll everything up into one thing.

David Feinman: 00:28:35

Um, or, or video production company will do everything for you from strategy all

David Feinman: 00:28:39

the way to delivering your, your video.

David Feinman: 00:28:41

Or you can work with like a freelancer that does a piece of it, or you can

David Feinman: 00:28:46

kind of do one thing really well.

David Feinman: 00:28:47

And a couple things you.

David Feinman: 00:28:49

Not as well, or you can just work with someone to edit your

David Feinman: 00:28:52

videos is an option as well.

David Feinman: 00:28:54

So a lot of ways you can interface with professionals that do it, um,

David Feinman: 00:28:59

that, that, that do it, um, you know, be it editing a video or recording

David Feinman: 00:29:05

a video and things like that.

Kevin Dieny: 00:29:06

Yeah, so that's really, that's great.

Kevin Dieny: 00:29:09

And in terms of, like I had mentioned one video a week as an example

Kevin Dieny: 00:29:12

here, but how often do you think.

Kevin Dieny: 00:29:17

This is why something people are thinking, how often am I gonna have to make videos?

Kevin Dieny: 00:29:20

Right?

Kevin Dieny: 00:29:20

Is one is one a week standard.

Kevin Dieny: 00:29:23

Normal is two a week, three a week is one a month, one a year.

Kevin Dieny: 00:29:27

Like, I know there's so many industries, but like what's what

Kevin Dieny: 00:29:31

would you say somewhere in what range is like a healthy, like.

Kevin Dieny: 00:29:35

Creation process for outputting videos.

Kevin Dieny: 00:29:37

Just getting stuff out there.

Kevin Dieny: 00:29:39

You may know you may have one come out and it's a winner.

Kevin Dieny: 00:29:42

You know what I mean?

Kevin Dieny: 00:29:43

Something, it hits really something really strong and powerful.

Kevin Dieny: 00:29:45

If you see, okay, I got 50 FAQs.

Kevin Dieny: 00:29:48

I'm gonna need to make videos for, and I have a hundred videos on the site, 150.

Kevin Dieny: 00:29:52

Okay.

Kevin Dieny: 00:29:53

If I wanna get a made in a year, obviously that tracks back to

Kevin Dieny: 00:29:56

one every three days or whatever.

Kevin Dieny: 00:29:57

So, I mean, you could do it in a lot of ways, but what would you say?

Kevin Dieny: 00:30:01

What are your thoughts on how frequently and how many videos a

Kevin Dieny: 00:30:04

business should be putting out there?

David Feinman: 00:30:05

So I think there's a couple ways to look at it.

David Feinman: 00:30:08

There's your foundation videos, which are videos that kind of are evergreen content

David Feinman: 00:30:12

that live on your website and there's your social media videos, which could be

David Feinman: 00:30:15

sort form content or, or things like that.

David Feinman: 00:30:19

So you wanna think about making.

David Feinman: 00:30:21

Some level of foundation videos that are like about us FAQ

David Feinman: 00:30:25

videos, things of that nature.

David Feinman: 00:30:26

But you also wanna look at, you know, how often should we be

David Feinman: 00:30:30

putting out content on social media?

David Feinman: 00:30:32

Um, and you know, we have, we have clients that put out a video every single day

David Feinman: 00:30:36

on TikTok, and that's a lot of videos.

David Feinman: 00:30:39

That's, 20 videos a month.

David Feinman: 00:30:41

Yeah.

David Feinman: 00:30:41

Um, so, um, you know, that's a whole separate strategy.

David Feinman: 00:30:46

I think when you're thinking about it, You want to kinda work backwards from where

David Feinman: 00:30:51

your budget is, um, and then figure out how many you can make within that budget.

David Feinman: 00:30:56

I hear on the side of like, um, don't just put out something to put out

David Feinman: 00:31:00

something, put out something that has a purpose and has a certain quality.

David Feinman: 00:31:04

I think a lot of people will do it to check a box, which in my opinion,

David Feinman: 00:31:07

if you're just gonna do it, check a box, you might as well just lead a B.

David Feinman: 00:31:11

I think you should actually like put time and effort into thinking.

David Feinman: 00:31:15

What it should be.

David Feinman: 00:31:16

So I'd rather see people do one really good one than six, four

David Feinman: 00:31:19

quality ones, especially if they're re representing their business

David Feinman: 00:31:22

in a professional way online.

Kevin Dieny: 00:31:24

Yeah, yeah, no, that's really good advice.

Kevin Dieny: 00:31:26

I love the idea of, uh, being, having your video part of your video

Kevin Dieny: 00:31:29

strategy, being purposely driven.

Kevin Dieny: 00:31:31

Right, and organizing it, so, okay, here's the priority videos we'll

Kevin Dieny: 00:31:35

make first, you know, essential, foundational videos, things like that.

Kevin Dieny: 00:31:38

And then, okay, here's the other, we also are gonna need some amount of social.

Kevin Dieny: 00:31:41

So kind of like, sounds like you're kind of planning out like a calendar.

Kevin Dieny: 00:31:44

And then from there, you're like, okay, this tells me how

Kevin Dieny: 00:31:46

many videos I should make.

Kevin Dieny: 00:31:48

Do I wanna do this on my own?

Kevin Dieny: 00:31:49

do I wanna hire someone?

Kevin Dieny: 00:31:50

You know what I mean?

Kevin Dieny: 00:31:51

Like you can kind of back into that and figure out what suits your business based

Kevin Dieny: 00:31:54

on your business's needs and resources.

David Feinman: 00:31:57

Yeah, that makes sense.

Kevin Dieny: 00:31:59

So, okay.

Kevin Dieny: 00:31:59

Now I want to ask you about, okay.

Kevin Dieny: 00:32:02

You've mentioned the animated style.

Kevin Dieny: 00:32:04

So I wanted to ask you about that.

Kevin Dieny: 00:32:06

Some businesses are all about in person live captured stuff.

Kevin Dieny: 00:32:10

You know, people, uh, inter being interviewed, maybe like

Kevin Dieny: 00:32:14

on the job, here's the process.

Kevin Dieny: 00:32:15

Here's how things are going, you know?

Kevin Dieny: 00:32:17

And then there's animation style.

Kevin Dieny: 00:32:19

We use a lot of animation style stuff, um, because pretty much our product.

Kevin Dieny: 00:32:24

Isn't something you can even show visually like a phone call is like,

Kevin Dieny: 00:32:27

you show someone on the phone, but, uh, you're not gonna be able to show the,

Kevin Dieny: 00:32:30

the call moving around on the wires.

Kevin Dieny: 00:32:31

You know?

Kevin Dieny: 00:32:32

So sometimes it is, we can do that with like an animated concept

Kevin Dieny: 00:32:37

and people go, oh, now I get it.

Kevin Dieny: 00:32:39

You know, like, it's not just someone telling you, it's like showing them.

Kevin Dieny: 00:32:42

And that's why we've found animation to be great.

Kevin Dieny: 00:32:44

So how does, where does animation have place and where does the live per live?

Kevin Dieny: 00:32:49

Real time type of, or not even a real time, but live video have place?

David Feinman: 00:32:53

I think if you have a complicated idea that you need to

David Feinman: 00:32:56

explain visually, animation's a great way to distill the words you're saying

David Feinman: 00:33:01

into a deeper visual explanation.

David Feinman: 00:33:05

Even if you have someone talking like a lot of times we will incorporate

David Feinman: 00:33:08

some level of animation or graphics that, um, take something simple

David Feinman: 00:33:12

or say something complex or seek something, um, nuanced and explain it.

David Feinman: 00:33:16

Well, visually a lot of SAS products do well with this.

David Feinman: 00:33:21

And a lot of, uh, a lot of, uh, services will do well explaining their

David Feinman: 00:33:27

offering and their process through animation because it, it's not enough

David Feinman: 00:33:31

to just tell sometimes, sometimes you wanna show some sort of visual

David Feinman: 00:33:34

board in graphics that move and walk people through a journey that way.

Kevin Dieny: 00:33:39

Yeah.

Kevin Dieny: 00:33:39

So does it mean that let's we use a tool for it?

Kevin Dieny: 00:33:44

It's sort of like, uh, PowerPoint.

Kevin Dieny: 00:33:47

, it's sort of like, it's very simple interface to make these videos, but if

Kevin Dieny: 00:33:51

a business wants to explore the live side, right, they need to make sure

Kevin Dieny: 00:33:54

they have the camera, they have the capture, the audio, stuff like that.

Kevin Dieny: 00:33:57

And it's a little different with, with the animation.

Kevin Dieny: 00:34:00

Um, so does that mean people are gonna need like animators?

David Feinman: 00:34:02

Well, there's definitely softwares that you could do to

David Feinman: 00:34:05

it yourself, but yeah, you could work with an animation company or

David Feinman: 00:34:08

use an animator to do it as well.

David Feinman: 00:34:10

So when you're talking about there's one called I think Adam Moto,

David Feinman: 00:34:13

that's a software that you use.

David Feinman: 00:34:15

I'm not sure which one you guys use.

David Feinman: 00:34:17

It's very similar.

David Feinman: 00:34:17

That there's definitely a couple different.

David Feinman: 00:34:18

Yeah.

David Feinman: 00:34:19

There's definitely a couple different softwares that people, people use to

David Feinman: 00:34:21

do it themselves, but you can also hire animators to handle it for you.

Kevin Dieny: 00:34:24

That's awesome.

Kevin Dieny: 00:34:25

So now I want to ask you about the pitfalls so.

Kevin Dieny: 00:34:32

What should a business be looking out for what dangers exist, what lurks, you

Kevin Dieny: 00:34:37

know, in just putting music in your video that you don't, you know, what, what

Kevin Dieny: 00:34:41

happens if you know, what are things that a business needs to be like on its

Kevin Dieny: 00:34:45

radar about when it starts making videos to make sure it doesn't get in trouble

Kevin Dieny: 00:34:48

to make sure the videos are successful, to make sure they don't, you know, trip

Kevin Dieny: 00:34:52

and fall halfway through and realize, oh, no, I have to go reshoot now.

Kevin Dieny: 00:34:55

You know, like, I'm sure there's quite a bit of things, but what

Kevin Dieny: 00:34:57

things come to mind that are pitfalls that a business should watch

Kevin Dieny: 00:35:00

out for when it's making videos?

David Feinman: 00:35:02

Well, I think, I think you just mentioned two of them and

David Feinman: 00:35:04

we're alluding to me saying this, but, uh, make sure you use royalty

David Feinman: 00:35:08

free music in what you're doing.

David Feinman: 00:35:10

I know it's not the best.

David Feinman: 00:35:11

It's not the latest.

David Feinman: 00:35:13

20 music hits, but you know, you don't wanna use music that you

David Feinman: 00:35:18

don't have commercial license to.

David Feinman: 00:35:20

Um, and you know, you could theoretically get yourself in trouble for that.

David Feinman: 00:35:24

Also, you wanna make sure you're using license.

David Feinman: 00:35:26

If you're using any stock footage or things like that, you wanna make sure

David Feinman: 00:35:28

you require the certain licenses.

David Feinman: 00:35:30

And if you're using someone's face, make sure you have the

David Feinman: 00:35:32

permission to use their face.

David Feinman: 00:35:34

Um, so, um, definitely cover your bases with that, but then also, um, In addition

David Feinman: 00:35:41

to that, make sure that when you do it, um, and you watch that video back and you

David Feinman: 00:35:46

have other people watch it, make sure it like really represents your brand, right?

David Feinman: 00:35:50

Because, um, since it could work in the opposite, like if you have a poorly done

David Feinman: 00:35:54

video on your site could be something that you have worked really hard on and

David Feinman: 00:35:58

you've stared at it for a hundred hours.

David Feinman: 00:36:00

But at the end of the day, it could just not be the right quality video.

David Feinman: 00:36:04

Um, It could turn people away in the business as well.

David Feinman: 00:36:08

So I think a pitfall too, is like people sometimes will spend so much

David Feinman: 00:36:12

time on something looking at it.

David Feinman: 00:36:13

They think the end product is actually still good, but it just, it's not.

David Feinman: 00:36:17

So you just wanna make sure that you're presenting yourself

David Feinman: 00:36:21

professionally, um, in addition to, you know, it's everything else.

Kevin Dieny: 00:36:27

Yeah.

Kevin Dieny: 00:36:27

What, what you're saying reminds me of the sort.

Kevin Dieny: 00:36:30

Disregarded, uh, Batwoman movie.

Kevin Dieny: 00:36:33

I believe that was gonna come out.

Kevin Dieny: 00:36:34

And then they realized, okay, something's wrong.

Kevin Dieny: 00:36:36

This isn't the way we want we, we made the movie, but now we're not happy with it.

Kevin Dieny: 00:36:39

We're gonna just scrap the whole thing.

Kevin Dieny: 00:36:41

um, that that's unfortunate to find out at the sort of near the

Kevin Dieny: 00:36:44

end or at the end to be like, oh man, everything we'd worked on is.

Kevin Dieny: 00:36:48

Is wrong is off.

Kevin Dieny: 00:36:49

And that could, that could be savings.

Kevin Dieny: 00:36:51

You could make earlier if you had sort of maybe checks or feedback or something

Kevin Dieny: 00:36:54

in place along the way, or if you have a good strategy, a good plan, a good

Kevin Dieny: 00:36:59

idea for how you're gonna execute this.

Kevin Dieny: 00:37:01

So the planning and execution for creating the video is one thing.

Kevin Dieny: 00:37:05

Now you've got videos, you're gonna launch them.

Kevin Dieny: 00:37:09

So do you have any ideas, tips, or pointers for businesses?

Kevin Dieny: 00:37:13

Smaller businesses who are like, okay, I I've made these videos.

Kevin Dieny: 00:37:16

I put 'em on my.

Kevin Dieny: 00:37:17

How do I get more people to watch?

Kevin Dieny: 00:37:18

'em how do I get these videos shared?

Kevin Dieny: 00:37:20

How do I get them out there?

Kevin Dieny: 00:37:21

You know what I mean?

Kevin Dieny: 00:37:22

Like, how do I get the right people that micro virality to occur?

David Feinman: 00:37:26

Right?

David Feinman: 00:37:26

So let's start with no budget.

David Feinman: 00:37:28

You did the video, you wanna put it out there.

David Feinman: 00:37:30

So my recommendation is jump in some local Facebook groups.

David Feinman: 00:37:34

Try not to be spammy.

David Feinman: 00:37:36

Maybe share your video in there, share your video to your

David Feinman: 00:37:38

Facebook, personal audience, Sarah, to your Instagram audience.

David Feinman: 00:37:41

Personally, send it out to an email list.

David Feinman: 00:37:44

Those are like the cheapest.

David Feinman: 00:37:45

Effectively free ways to do it.

David Feinman: 00:37:48

Also just posting on all the platforms.

David Feinman: 00:37:50

Uh, you know, if you're gonna post it on YouTube, make sure you have the right

David Feinman: 00:37:53

keywords, the right tags, the right descriptions that people can find it.

David Feinman: 00:37:56

And it shows.

David Feinman: 00:37:58

In addition to that, um, you could also put some ad money behind it.

David Feinman: 00:38:01

So all the major platforms, if you're not familiar offer some

David Feinman: 00:38:05

sort of advertising program so that you can amplify your video.

David Feinman: 00:38:08

So YouTube ads, Facebook ads, uh, TikTok ads, Twitter ads, all, they all

David Feinman: 00:38:13

offer some sort of video ad program that are gonna get more eyeballs, the

David Feinman: 00:38:16

right customer to your actual video.

David Feinman: 00:38:18

Um, and then also, you know, if you have a website that's already getting

David Feinman: 00:38:21

some traffic coming in, you can take that traffic and just simply.

David Feinman: 00:38:27

Put the video there so people can watch that video as part

David Feinman: 00:38:30

of their website experience.

Kevin Dieny: 00:38:31

Yeah, those are great ideas.

Kevin Dieny: 00:38:32

And there are goals in these marketing platforms, at least on the ad side.

Kevin Dieny: 00:38:37

There's the goals like I want some, I wanna see, I wanna put money here,

Kevin Dieny: 00:38:40

but I want people to watch the video and something that I love about those.

Kevin Dieny: 00:38:45

Not all of them have it, of course, but some of them have the ability to take an

Kevin Dieny: 00:38:49

audience out of people who watched video.

Kevin Dieny: 00:38:51

Which is, I think amazing.

Kevin Dieny: 00:38:53

You could say, okay, I want, I wanna be able to show another ad to the people

Kevin Dieny: 00:38:57

who watched my video at least halfway or 75% or watched the full thing.

Kevin Dieny: 00:39:01

And that audience is someone who's been educated enough to watch you hope right.

Kevin Dieny: 00:39:06

From watching a video.

Kevin Dieny: 00:39:07

Obviously, if you're using it 15, second video, someone who's watched half of it.

Kevin Dieny: 00:39:11

May not have even reacted quick enough to turn it off.

Kevin Dieny: 00:39:14

so take into account how long it is and what you're, what you're thinking of.

Kevin Dieny: 00:39:17

But I think video represents like an amazing retargeting opportunity from

Kevin Dieny: 00:39:21

my, my expertise in the ad side too.

David Feinman: 00:39:23

Yeah, absolutely.

David Feinman: 00:39:24

I that's an amazing point because what you could do is you could show, give

David Feinman: 00:39:29

them an offer once they, you know, once they've found out about you, you

David Feinman: 00:39:32

could take, you know, anyone that's watched 45 seconds of your video.

David Feinman: 00:39:35

Throw them a 10% off coupon or like do something to just bring them in or,

David Feinman: 00:39:40

you know, offer them a free coaching consulting call, like whatever, whatever

David Feinman: 00:39:44

your offer is to get someone in, you could do it based on people watching a video.

David Feinman: 00:39:49

So they're a hundred percent right.

David Feinman: 00:39:51

And with GDPR and a lot of the changes with cookies, um, video retargeting is

David Feinman: 00:39:58

kind of one of those, like almost like the last man standing, you know, in,

David Feinman: 00:40:02

in the form of, of, of retargeting.

David Feinman: 00:40:05

You know, that's, that's the other piece of it.

David Feinman: 00:40:06

And people getting more control of their data.

David Feinman: 00:40:08

This is, this is one that's platform controlled in a way.

David Feinman: 00:40:11

So the platforms are able to still operate and still let you know,

David Feinman: 00:40:15

if someone watched 30, you know, a certain percent of their video, then

David Feinman: 00:40:17

you're able to retarget that person versus like that multi-platform thing

David Feinman: 00:40:22

that's being banned on, uh, apple and.

David Feinman: 00:40:25

Probably eventually Android too.

Kevin Dieny: 00:40:26

Yeah.

Kevin Dieny: 00:40:27

Yeah.

Kevin Dieny: 00:40:27

It's a, it's valuable to be building your audience and your website to be building

Kevin Dieny: 00:40:32

your email list, to be building your, you know, your followers and social media

Kevin Dieny: 00:40:36

or your, your audience and social media.

Kevin Dieny: 00:40:38

However you wanna call it, uh, to be able to build a good referral network.

Kevin Dieny: 00:40:41

So a lot of times businesses are doing all these things or doing

Kevin Dieny: 00:40:44

these things, uh, and it's, it's a great way for them to move forward.

Kevin Dieny: 00:40:48

I've um, even like I had some work done our house and the company

Kevin Dieny: 00:40:53

was like, Here's what to expect.

Kevin Dieny: 00:40:55

Looks like you had mentioned with the kitchen and bath company.

Kevin Dieny: 00:40:58

And they, they were like, we really, also really want you to have watched

Kevin Dieny: 00:41:01

this video before we work with you.

Kevin Dieny: 00:41:03

And it was like, oh, That's interesting.

Kevin Dieny: 00:41:05

The video is a part of a requirement, but in the video they are like,

Kevin Dieny: 00:41:09

here's the main things that are gonna help us be successful.

Kevin Dieny: 00:41:12

And it was very, it was like a minute, it wasn't that long, but it was like

Kevin Dieny: 00:41:15

covering the bases so that they knew okay.

Kevin Dieny: 00:41:18

That you had seen in a concise way, the, the big obstacles that we will face

Kevin Dieny: 00:41:23

that will throw off the whole project.

Kevin Dieny: 00:41:25

Right.

Kevin Dieny: 00:41:26

And they were using it in that way.

Kevin Dieny: 00:41:28

So I think it's interesting to consider, like, what are,

Kevin Dieny: 00:41:31

so here's a question, dude.

Kevin Dieny: 00:41:33

Maybe one of the last ones, cuz we're getting close to the, in here.

Kevin Dieny: 00:41:35

What are the foundational type videos you think a business should consider making?

David Feinman: 00:41:41

I think, um, if you're gonna pick anything, you should do an

David Feinman: 00:41:44

about us video, who we are, why we exist in the world for some that might be an

David Feinman: 00:41:49

explainer video, walking them through like what the product offering is.

David Feinman: 00:41:54

Um, and then FAQ videos take the most frequently asked questions you get on the

David Feinman: 00:41:58

phone in sales calls, um, or people that walk in your door, what are they asking?

David Feinman: 00:42:02

And just put a bunch of videos together that cover those, um, those things.

David Feinman: 00:42:08

It could also be used as a customer success tool as well.

David Feinman: 00:42:11

So, you know, putting together videos that explain how to use your product

David Feinman: 00:42:15

in a deeper way, um, are great.

David Feinman: 00:42:17

So, I mean, if you get beyond those first two and want to use it on the back

David Feinman: 00:42:21

end for not just customer acquisition and strategy, but for customer success

David Feinman: 00:42:25

strategy, that's a whole nother.

David Feinman: 00:42:27

Hour that you and I could chat about.

David Feinman: 00:42:30

But yeah, I think today we focus mostly on customer acquisition, so.

Kevin Dieny: 00:42:34

Yeah.

Kevin Dieny: 00:42:34

Yeah, no, I really appreciate you coming on David and sharing all this.

Kevin Dieny: 00:42:37

This is fantastic.

Kevin Dieny: 00:42:38

Someone who has the knowledge and the experience of doing this and what to

Kevin Dieny: 00:42:42

expect and, and, and demystifying it, making it less scary, I think is a big

Kevin Dieny: 00:42:47

thing I'm trying to get out of this too.

Kevin Dieny: 00:42:49

So if anyone does have questions for you wants to connect with, you wants to

Kevin Dieny: 00:42:53

learn more about you, how should they, go about finding you or connecting with you?

David Feinman: 00:42:58

Absolutely, so I am very findable on all of the social

David Feinman: 00:43:01

medias, so you can just go use my name and then just, uh, reach out there or

David Feinman: 00:43:06

our website, viralideasmarketing.com.

Kevin Dieny: 00:43:08

Great, I really appreciate David.

Kevin Dieny: 00:43:10

You coming on, sharing all your wisdom, talking with us about Video Marketing

Kevin Dieny: 00:43:14

for Small Businesses, and you've given us such great tips, things that I'm even

Kevin Dieny: 00:43:18

gonna take back and consider looking at.

Kevin Dieny: 00:43:20

And I would definitely say like we should be approaching video, with

Kevin Dieny: 00:43:25

a little bit more motivation and confidence than we were before.

Kevin Dieny: 00:43:28

So, uh, thank you so much for coming on.

David Feinman: 00:43:32

Thank you, Kevin.

David Feinman: 00:43:32

I appreciate it.

Kevin Dieny: 00:43:34

Thanks for listening to the Close the Loop podcast.