There is both an art and a science to online video. Today I am going to focus on the science of online video and, more specifically, the science of using online video to get more clients, customers and patients for your business.
You already know than more than 500 million people watch at least one video on Facebook every single day. You might also know that YouTube has more than 1.5 billion logged in users coming to the site to watch videos every single month.
But, what you really need is a formula and a system to get your perfect prospects to watch your videos, and turn those views into new clients. The system we have built for ourselves, and our clients, is called The TV Trifecta. The TV Trifecta was built to position you as the definitive ThoughtLeader® in your market. We then use that positioning to grow your business, no matter what business you are in.
But, the system doesn’t work if you aren’t shooting an online TV show, which happens to be step #1.
Step 1: Create A Weekly Online TV Show
The first step in the TV Trifecta is pretty obvious: you need an online TV Show. Let’s clarify what that means.
An online TV Show is just as it sounds, a show. It’s not a quick video you filmed on your iPhone. It’s not a selfie video. It’s a fully produced show. If you want to look and sound like everyone else (and thus get lumped in with everyone else), then by all means film with your iPhone.
But, our goal is to be the leader in our industry. We do this by creating a highly produced show, complete with a show intro, theme music, graphics and credits at the end (which drive people back to your website).
The show must also be at least weekly. Why? People want new things. We are obsessed with new. As I am typing this, the iPhone 8 and the iPhone X were announced yesterday and people are chomping at the bit to trade in their iPhone 7 to get the new version of the coveted phone. They are essentially the same phone, but we are obsessed with new. We’d always choose watching a new episode of our favorite TV show over re-watching last season.
In marketing, when someone says, “I’ve seen this before” you have lost them and their attention. By creating a weekly show you will continue to be in front of your marketplace constantly and consistently. It’s what mainstream TV shows do, and you want that same positioning passed onto you.
Now that you have your weekly, online TV show, let’s move into Step 2.
Step 2: Create Your Ambitious Sales System
We are creating this show with the goal of driving sales. Yes, I love having a show and all the glory that comes with it, but I would stop doing it right this instant if my show wasn’t making my phone ring and filling up my calendar with qualified prospects.
You must also understand that your show alone won’t get someone to run up to you in the middle of the street waving a credit card at you (boy wouldn’t that be cool if that happened everyday). Your show should provide education and value that gets the attention of your market. This translates into clients by helping them get to know you, like you and trust you.
A new research study from Conductor.com shows that consumers are 131{cd266c1509fca34f59dc93da7daf12a6ee52c6401aabb2126e757d9de7c223fc} more likely to buy from a brand immediately after they consume early-stage, educational content. That is what your weekly show does. So, now you need to get viewers to stop watching your show and into an online sales funnel.
I love doing this by bringing your perfect prospects to a landing page where you collect their name, email address and even a mobile phone number. They give you this information in exchange for a training video, which further educates them about you and your product and concludes with a sales pitch to take the next step in working with you. Finally, you are going to follow-up with your perfect prospects via email, text and phone to get them to take that next step.
Now, I bet you have one big question right now. “How do I get people to watch my online TV show in the first place?” Great question, and the answer is in step 3 of The TV Trifecta.
Step 3: Advertising Your TV Show To Your Perfect Prospects
Yes, we are going to spend money to have your show seen. But, we aren’t going to spend this money recklessly. Due to technology and big data, we can use precision targeting to show your new TV show episodes to those that are most likely to do business with you.
We do this by advertising your show on Facebook first. In our recent testing, we have seen that you will spend an average of $0.01-$0.04 cents to have your video seen. To put this into some perspective, we are seeing that you can spend about $25 to have your video seen by 1,000 people, or, on a larger scale, $250 to have your video seen by 10,000 people.
And remember, these are just your perfect prospects who are seeing your video. We do this by creating a few types of audiences on Facebook. The first is a custom audience that is comprised of all of your current clients and prospects. Then we might create a lookalike audience of your current clients. We can expand this by purchasing lists that match the specific criteria of your top clients. There is even more detailed targeting we can do once we learn more about your business.
And then after they see your video, you are moving them into your Ambitious Sales System (Step #2 above).
I hope you can see how powerful The TV Trifecta is. By combining a weekly TV show and giving you the position as a TV Show host, then advertising your show to be seen by the people most likely to need your help and moving them through an Ambitious Sales System, you will be the hero of your market. You will be the one they turn to for help, advice and answers to their problems.
And that is exactly where you want to be. Not just another ___________. But the only one your perfect prospects think of.
To learn more about how we can help you to create your own TV Trifecta, send an email to [email protected] or visit http://ambitiousmediagroup.com/trifecta.