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The official podcast of Shoemaker Films. Every week we share content related to digital marketing, video production, and brand building; and frequently meet with local creatives, entrepreneurs, and business owners for in-depth conversations. Get to know local heavy hitters and influencers in the Greater Philadelphia region while picking up some tactical advice and tips on starting and running a business, being productive, creating content, and everything in between.
Hi. This is Dane Schumacher. Welcome to the Schumacher Lab. Today, we're we're doing a little bit something different with the podcast. I'm actually gonna be going into some charts that I have to show.
Dane Shoemaker:We're gonna get very tactical today. If you're a business owner, you know, how are you using video in your actual customer journey, your sales and marketing efforts? Right? Shoemaker Films, we talk a lot about, how we incorporate video into your business. You know, we do video production, we do podcasting, we do social media.
Dane Shoemaker:There's a lot of facets on how to incorporate video into your, you know, into your customer journey, into your, you know, sales and marketing efforts. Right? So, we're gonna get very specific today on on on where and when to use video throughout that that buying cycle. And it really applies, you know, pretty broadly to the, you know, the types of businesses. We'll use some different examples.
Dane Shoemaker:But if you're a brick and mortar retailer, if you're an ecommerce store, if you're a coaching or consultant, you know, there's a lot of different ways you can use video. Right? Builds trust, builds rapport. It really, is an effective communication tool, no matter what your your business is. So, you know, if you have ever done anything around marketing, you under you might understand kind of the, the nuances of, you know, what's a what's a marketing funnel.
Dane Shoemaker:Right? So we're actually just gonna jump right into the charts here right now. What is a funnel? Right? So again, if you've been working a business, you you probably understand from a high level what is a a funnel.
Dane Shoemaker:Right? So you have at the top, at the top end of the funnel, right, is your universe of, prospect actually suspects, we'll call them. Right? So anyone that's maybe a potential buyer of your product or service. Right?
Dane Shoemaker:They don't know about your brand yet. Right? They don't know about your store. They don't know about your business yet. Once they actually join, you know, once they become aware, you know, or you've gained their attention, that's when they actually enter the funnel.
Dane Shoemaker:Right? We don't know yet if they're gonna buy. We don't know yet if they're a qualified prospect, or, you know, interested in your service. They don't we don't even know if they're interested. They're just becoming aware of what you offer.
Dane Shoemaker:Right? So and then as they move down that funnel, right, they're they're getting different touch points from your business. They're learning more and more about your product or service. We're going through, you know, qualification. You know, they're understanding what things cost.
Dane Shoemaker:Hey. Do I really need this? What does my timeline look like? Do I need it today? Is it something that I'm looking at planning for for the next year?
Dane Shoemaker:No matter what you're selling, everyone pretty much goes down this funnel. Right? If you're you know, if if you ran out of, dishwasher, you know, detergent and you're going on Amazon to buy some more, you found out today, hey. I don't have that that product. I need to go and buy it.
Dane Shoemaker:That sales cycle is very short, very, you know, linear, right, versus, you know, a enterprise software package maybe that takes 6 to 12 months to incorporate into a into a corporation. Right? So, the whole game of marketing and sales across any, you know, any business is how can I get more people or more of the right people at the top of the funnel, And how can I increase my, conversion rate as they move down that funnel? Right? So there's a very common framework, AIDA.
Dane Shoemaker:You know, if you do a Google search on that, you'll learn that it was coined by someone in the late 1800. You know, I don't know what it is offhand, but it's pretty pretty common AIDA. So attention, interest, desire, and action. I actually linked to a pretty good, HubSpot blog post about that. It kinda dives into it.
Dane Shoemaker:But again, you know, the funnel, no matter how you segment it, right, you can have 3 segments, you can have 4 segments, you know, 10, 15. Like, there's different frameworks. There's different people that cut it up. But at at the end of the day, it's all about, you know, the the universe of prospects moving down that funnel to eventually becoming a buyer. Right?
Dane Shoemaker:At Shoemaker Films, we have, developed a a what we're calling a video marketing funnel. This is a simplification of it. We're applying, you know, basically some concepts that that I've pulled from in my career as well as some, you know, pretty, pretty common concepts. Right? You know?
Dane Shoemaker:So there's a funnel, but it's really a it's really an hourglass. Right? Because if we look at the customer journey, you know, they move down that funnel, and they get to the end. They buy, but that's really just the beginning of the of the, the relationship. Right?
Dane Shoemaker:So we kinda have, 4 buckets. Again, for simplification purposes, we're gonna do awareness, progression, conversion, and then expansion. So we're gonna dive into this today. And where does video and where do, the different platforms kind of plug into this, and how can you leverage, videos to, facilitate the sales cycle, and and your marketing efforts. Right?
Dane Shoemaker:So we'll start with the first, the top of the funnel. Right? Awareness. So, again, the individual maybe that's, you know, just finding out about your business for the first time. Right?
Dane Shoemaker:We'll we'll identify this as the persona. This is your target persona. That's a whole another video for another day about identifying your ideal client profile or your target persona. Right? But this persona is maybe just discovering your business for the first time.
Dane Shoemaker:Maybe they don't really know if they need your services or your products yet, but they've become aware of who you are, what your business does, and what you offer. Some maybe some questions they they might ask themselves. You know, what is this? What is your company? Right?
Dane Shoemaker:What why am I seeing this this, this brand? Maybe it's an ad or something like that. Maybe they did a Google search, and they're just becoming aware of, you know, who you are. Right? The goal at this point is really to get, their attention, you know, spark some curiosity, and get them to kinda take that next step.
Dane Shoemaker:Right? What's that next step? Keep exploring, you know, what you do. Maybe go to your website. Maybe, maybe start, you know, consuming some of your content on social media.
Dane Shoemaker:Maybe it's, actually picking up the phone and making a phone call to, you know, book an appointment, or maybe it's, hey. I'm gonna do a Google search. Where are you located? I'm gonna go walk into your store and check you out. Right?
Dane Shoemaker:That's kind of that first step. Right? Taking that universe of of suspects that might need your, might need your service or or product and then actually taking that next step and becoming aware of what you do and what you offer. And then you really wanna get them to that next step. Right?
Dane Shoemaker:So that's where we get to, the types of videos, right, on on how do we generate awareness about your brand. And before we dive into this too, I mean, this is a framework that kinda gives us a rough plan on different types of videos and how they how they can facilitate that sales and marketing cycle. There's there's some rules that we're laying out here, but rules are always meant to be bent or they're meant to be broken. Right? There's gonna be some overlap.
Dane Shoemaker:Different some of the same videos can, you know, facilitate different, different areas of the of the the customer journey. It really just depends on where your customer is on that journey. Right? They might see an ad, for your brand, and they might go, you know, buy right away. Right?
Dane Shoemaker:Just depending on where they're at. Or they might spend a couple weeks, couple days, couple minutes, couple months, whatever that time frame is to kind of marinate on your on your content, on some other videos, maybe some other stuff that's going on in their lives. Maybe there's some sales touch points that have to happen. So every every persona is different. It really just depends on, you know, what your product is, what your service is, what your what and and then those those psychographics or demographics of that that target persona that you're you're selling to.
Dane Shoemaker:Right? So in, the awareness stage, we have mapped out here 4 different types of videos. Right? So the first one is going to be an ad. And oftentimes, this is the go to for companies who want to, you know, basically make aware of the the the greater, you know, population of what their company does and what the benefits are and and how to contact them.
Dane Shoemaker:Right? So I think most people understand what an ad is. Right? In this day and age, video, you're gonna see a TV commercial. Right?
Dane Shoemaker:Or it's going to be an ad that pops up on Facebook or Instagram, a sponsored post. Right? It's YouTube pre roll. It's, over the top top or OTT. So think about Hulu, Disney Plus, or, you know, Netflix just is getting into it now, with actual ads, you know, coming on before, your shows come on.
Dane Shoemaker:Right? Ads are everywhere. Billboards, etcetera. Right? But we're speaking specifically about video ads, you know, that's those are the examples.
Dane Shoemaker:Social TV, over the top, streaming, you know, YouTube, things like that. Right? That's gonna be, you know, obviously paid. You're gonna have the creative. We can help you with the creative.
Dane Shoemaker:We can also help you with the the media buy. There's a lot of analytics around there, but oftentimes, seeing an ad is gonna be the first time that someone, maybe is becomes aware of of what your your brand or company does. Right? The next thing is called a video sales letter or a VSL. These have been around for a while.
Dane Shoemaker:And, you know, actually, a VSL is gonna you're gonna see that pop up throughout this presentation. But, you know, for the most part, you can treat it in a couple different ways. Right? It can be someone going to a landing page, and seeing a a, you know, a little bit more in-depth video, 3, 5 minute video that kinda talks about your service or product. That might be the first sign that they're, you know, learning about your your business.
Dane Shoemaker:Right? There's also a VSL that's become pretty popular in, you know, outbound sales, b to b sales, products like Vidyard and Pipedrive, I think, is another one where, you know, you're actually sending an email with a link to a short video. You know, maybe it's just done on your webcam. If I'm a sales rep, I might say, hey. You know, I'm Bob with company ABC.
Dane Shoemaker:You know, I saw blah blah blah. You did this. You might be a good fit. You know, if you wanna talk, give me a call. Right?
Dane Shoemaker:It's a it's basically like a cold email, done through video. Right? So you can call that a video sales letter as well. But that's another example of, of a way to kinda personalize your your outbound sales. Another obviously, another popular video type is YouTube.
Dane Shoemaker:Right? Let's talk about YouTube really in and of itself because it's kind of its own animal. Right? YouTube is the 2nd largest search engine in the world, second to Google. YouTube's owned by Google.
Dane Shoemaker:And a lot of people are searching for things. Hey. You know, they're gonna go to YouTube to figure out, hey. What's a good, you know, recipe for, you know, chicken or something like that? Right?
Dane Shoemaker:They're they're asking specific questions, and that's where that, you know, you know, ASQ is often talked about, ask specific questions or answer specific questions. Right? So your videos wanna be answering questions. That's how you optimize SEO. And, typically, you know, on YouTube, if we're talking about top of funnel content, it's gonna be shorter, you know, more consumable videos because I'm searching for something very specific.
Dane Shoemaker:Maybe, you know, maybe I'm trying to learn about, you know, the latest sneakers, and I wanna see a quick video, about, you know, maybe a review, about that that, you know, shoe or or whatever it might be. But oftentimes, YouTube might be the first impression that a a client or prospect has of your company or your product. Right? Because they're searching for things. And it's a great platform to optimize, video content about your brand.
Dane Shoemaker:I mean, YouTube is obviously a a huge a huge thing and, really its own topic for another day. Again, this video is gonna be very high level, and we'll go really deeper on on each of these different types of videos in future, future videos. So, and the last stop the last type of video is social media. Right? I mean, probably social media should be at the top, of this list in terms of awareness.
Dane Shoemaker:But, you know, the way that short form video has, you know, really exploded on social media over the last 5 years, right, between TikTok, Instagram, Facebook Reels, now YouTube shorts as well, you know, utilizing trending audio, reels that kinda blow up is is, you know, on the explore page, right, on Instagram or, you know, those algorithms are kind of understanding, you know, what you might be interested in. You know, social media and top of funnel type of videos, specifically reels, TikToks, are really how people might find you if if you're a brand or a company or a creator or an entrepreneur or a service or something like that, putting out regular content on social media, is is really going to is really going to allow people to find you. Right? And specifically short, snappy, trending, type of videos, that build trust, build brand. And we'll get into that kinda in the next phase, but really kinda leveraging those kind of, trending things.
Dane Shoemaker:And we'll we'll get more into that in another video on, you know, what specific types of reels, will help kind of, you know, get recommended, get the algorithm to recommend your content. Right? So now we're moving down to the progression stage. So this is really middle funnel. You know, people have discovered you.
Dane Shoemaker:They're aware of your company, what you offer, but here's kinda where that relationship really starts to build and that trust. This is really where the longer form type of content, we'll get in we'll talk about that, really helps, you know, where that that brand building, that trust building. Right? So this persona is now aware of you. Right?
Dane Shoemaker:Your target audience, your your prospect, right, is knows who you are. They they have a pretty good understanding of what you offer. And they've maybe they've acknowledged that, you know, you they have some type of need for your services. You know? They they may not know how, you know, how painful that that that need is.
Dane Shoemaker:Right? You know? They're still trying to qualify that, and and we're trying to qualify that. Right? So this is where sort of that middle funnel progression type content can help flush that out.
Dane Shoemaker:So, you know, either a prospect is either trying to solve a pain. Right? Okay. If I'm a we'll go back to the the running store analogy again. You know, maybe, you know, my shoes are falling apart.
Dane Shoemaker:Right? And I need a new pair of shoes. That's obviously I've looked down at my feet and my shoes are falling apart, so I need I need a new pair of shoes. Okay? So I'm gonna walk into the store.
Dane Shoemaker:I've become aware of, hey. There's a new store down the street. I'm gonna go check it out. And, you know, now I'm looking at all the products, and I'm learning a little bit more about the products. That's where that progression stage is at.
Dane Shoemaker:Right? There's either a pain or there's a gain. Maybe I have a pretty good pair of shoes, but there's a new pair of Jordans that just came out that are pretty awesome. And I believe that those shoes will elevate my persona or elevate my my reputation, or improve something about my my my person. Right?
Dane Shoemaker:And so you wanna buy a nicer pair of shoes than you already have. Right? There's so there's gain or pain typically as a product or service is what we're trying to solve. You know, you're gonna ask yourself, you know, how can your solution fix my problem or improve my situation? They're starting to maybe envision themselves, you know, you you know, using your service.
Dane Shoemaker:You know, at this point, the goal is to really get the person to go deeper on your content. Right? If we're talking about social media, we we want them to follow you on Instagram or Facebook, and we want you to start subscribing to your content, to your maybe to your YouTube channel, something like that. Right? So they're taking that next step and actually becoming a follower or a subscriber.
Dane Shoemaker:You know, the way you know, that could be a conversion event. Right? But I find that, you know, if we're talking about in this in this context, the the marketing funnel for video, in our framework here, you know, becoming aware of what you do and then becoming a follower, that's really like stage 2 because we're trying to get them to buy something at the end of the day. So this person is now going deeper under content. They're learning a little bit more about your product or service.
Dane Shoemaker:Maybe they're ready to engage in some type of sales touchpoint. Right? Maybe that's a live, a live conversation with a sales rep or it's with you as a business owner, you know, or they're kinda taking that next step, like scheduling a meeting or an appointment or something like that. Right? So here's the type of content video content that we can incorporate to facilitate this, this progression stage.
Dane Shoemaker:Right? So, 5 types of videos here. So here's where we do a little bit more brand building. We're a little more trust building. Right?
Dane Shoemaker:So we have what's called a brand story for businesses. You know, this is typically going to be a 2, 3, maybe 4 minute video that lives on your video on your, on your website. Right? So this is, like, an about us page or or a who we are page. Right?
Dane Shoemaker:You go someone clicks on you know, they found you on social media or they found you through an ad. They went to your website. Now they wanna learn a little bit more about you. The brand story is going to basically answer the who, what, why, you know, where, and how, right, of an organization. You know, what do what do we do?
Dane Shoemaker:What are the products and services that we offer? What does the culture look like of our organization? What's our mission? Right? Right?
Dane Shoemaker:Oftentimes, brand story and mission story is, interchangeable. And, you know, it's an opportunity to really give some insight into the the company's culture, the company's vibe. Right? Like, a way to learn, a way for a person to learn a little bit more about your organization or or what you do. Right?
Dane Shoemaker:We also have founder stories. So these are very similar to brand stories. However, oftentimes, it's a little bit more focused on, on the on the business owner, the entrepreneur. You know, if you're a creative, it's really that story, that personal brand story. Right?
Dane Shoemaker:So rather than brand story, which is more corporate, more organizational, a founder story is a little bit more personal. Right? So maybe it's, you know, that story arc. You know? Your, you know, what what you did before, there was some type of, compelling event that took our hero, you know, onto the the the stage, to create this business.
Dane Shoemaker:Right? It's a little bit more personal usually. And it just it it works for some companies where it's a if you're a solopreneur or an entrepreneur and you you wanna kinda build that story, founder story is really a a great way to do that. So social media, again, here's where, you know, reels are really good for top of funnel, and then everything else on social media is gonna be to help kind of progress that relationship. Right?
Dane Shoemaker:So we've you've become a follower, right, at that point. Maybe, you know, you're following this person on Instagram or whatever. Reels are really good for for attracting new followers, but all the other stuff, stories, carousels, posts, things like that on on and we're very heavy on Instagram. You know? We get a lot of our business from that.
Dane Shoemaker:I think Instagram's a really great platform, just kind of overall. There's a lot you can do on that. But from a progression standpoint, social media, you know, stories, again, You know, reels, but a little bit longer reels. Like, I would say more, you know, talking head style videos, where you're sharing a little bit more about your business. You're you're answering frequently asked questions maybe, maybe some more behind the scenes style content.
Dane Shoemaker:Here here's a day in the life of, you know, me as a business owner. Right? That's good progression content to continue to build that trust and rapport with potential clients. Maybe examples of work, you know, per for portfolio, you know, samples, maybe even client success stories. I think testimonials are kind of its own thing, but sharing quick case studies, again, that's social proof.
Dane Shoemaker:It helps to kinda progress that relationship. You know, just in general demonstrating, you know, knowledge and skill and authority in your industry or your social media is a great way to do that. Let's talk about webinars. So webinars are videos. Right?
Dane Shoemaker:They they're live, typically virtual events. Right? A great way to kinda deep dive on a specific topic. And, again, this you know, these are all different examples. There's 15 overall throughout this presentation of different videos.
Dane Shoemaker:There's overlapping, but, you know, pick and choose what works best for your audience and and and your business. Right? And we can help you with that. But with webinars, you know, you're typically it's an event. Right?
Dane Shoemaker:Hey. Next Thursday at 11 AM, we have a 1 hour webinar where we're doing a deep dive on topic x y z. Right? And you're promoting that event. You're sending out emails.
Dane Shoemaker:You're posting on social. You're trying to get people to register for that event. Right? It's a great lead magnet because you're getting emails, and it's an opportunity to get people, you know, live on a webinar to, you know, discuss a specific topic. Maybe there's q and a at the end.
Dane Shoemaker:Usually, there's a call to action, though. Right? Hey. If you want, you know, a 1 on 1 demo, something like that. You know, I come from the software industry, so webinars were, very big.
Dane Shoemaker:And typically that call to action, hey. It's a live 1 on 1 demo or a trial or something like that. Right? Webinars are great because you can kinda go deep on it. Usually, there's, you know, slide content.
Dane Shoemaker:Right? A visual. It's really a one to many. Typically, it's not, you know, there's not, like, live conversation going on. You can have q and a, but it's typically a little bit more structured.
Dane Shoemaker:But the great thing is that you can record them and use that as a, you know, lead magnet down the road. So you record the content, and that webinar be you know, you can turn that into, a lead magnet where they go to a landing page and they can give you an email. They can download and watch that webinar. So, you know, do the webinar live. That's a great way to generate interest, but that webinar then can live on for a long time and continue to generate, leads.
Dane Shoemaker:So we'll go back to, YouTube and podcasting. So oftentimes, you know, we we'll combine podcast YouTube. Right? So we're talking about video podcasts. In the awareness phase, we talked about YouTube, you know, because we're answering specific questions because YouTube is a search engine.
Dane Shoemaker:People are looking for specific things. And if your video can answer those questions, you know, they that's gonna help, you know, bring about awareness of of your business. Right? But when we're in the progression, there's this the style of content is gonna be a little bit longer. Right?
Dane Shoemaker:Again, in this middle phase is where people are kind of doing that deep dive research on, your business, your your services, your products. Right? So a podcast is a great way to do that. Hopefully, you're getting some value from this podcast. If you're interested about video, this podcast is where you're learning about a little bit more.
Dane Shoemaker:Hey. How can I incorporate video into my business? Right? That's exactly like this. So, maybe you have a podcast where you're talking about, you know, legal topics or accounting topics or, you know, if you're, again, the running store, maybe you have a podcast once a week where you talk about running, you know, best practices.
Dane Shoemaker:Right? Or trends in the industry of, sneaker industry. Right? Things like that. So a podcast, whether it's just audio or YouTube channel where you're doing deep dives on on content about your industry, kinda is 1 and the same in my mind.
Dane Shoemaker:It's really a regular syndicated, you know, piece of content, maybe every week, maybe every other week, once a month, whatever, whatever that that looks like for you. But it's typically, people will subscribe or download or or continue to follow you, and that's how you can build trust and progress those relationships. Right? So we knew we move now into the conversion phase. And so, you know, at this point, people know who you are.
Dane Shoemaker:They know what your business does. Right? They've spent some time learning about what you do and what you offer, your story. They trust you. They've, you know, they've they've learned, as much as they can, you know, from your website, from your other content, your YouTube channel, your podcast, whatever, your your social media.
Dane Shoemaker:And now they might be ready to buy. Right? They're at that point. So in the conversion stage, the persona is essentially is qualified. You know?
Dane Shoemaker:We we've, that's a whole other video for another day, but, you know, the the traditional BANT criteria if you're familiar with that, budget, authority, need, timeline, you know, those those basic, criteria have been met, and they're now convinced that, you know, your solution is is is going to fulfill that need. Right? They they either have a pain they need to solve or they envision a a gain from your product or service. And they ask themselves, hey. How can I how can I they start thinking about implementation?
Dane Shoemaker:Right? And what does it look like once I buy this, product? How's this gonna look in my business? You know? So they're starting to ask kind of those final questions before they buy.
Dane Shoemaker:You know? And the the goal at this point is to convert them into the types of videos that that can, you know, facilitate this here. So we go back to the video sales letter, and this is really going to be that, you know, versus that, you know, that entry point, like, Vidyard, like, kind of a a quick kinda personalized video. This is gonna be more of that traditional VSL. They're they're going to a landing page, and it's really going to be let's let's call it a 2 or 3 minute commercial for your for your product.
Dane Shoemaker:Right? It's really going into it's kinda pulling all the elements together. Hey. This is who we are. This is what we do.
Dane Shoemaker:This is what our product does. You know? This is who we this is how it benefits you. Here's some testimonials or some social proof. You know?
Dane Shoemaker:Click the link to buy now. Right? It's kind of a hard sell type of, video. Right? And for the right service or product or the right buyer, you know, if they're at that stage, they're ready to buy.
Dane Shoemaker:That's that's all they need is that just kind of that final, you know, 2 minute sales pitch to kinda move them to the next level. I'm gonna I'm gonna throw in live video call in in this just just to cover our bases. You know, we're talking about a live sales call. Right? So versus a VSL, which can live on its own without a human.
Dane Shoemaker:Right? A live sales call is where you're gonna kinda close that deal. Right? So this could be, like it says here on Zoom or Teams or Google Meet. Right?
Dane Shoemaker:This is a this is a live virtual call. Obviously, it's a video. Right? There's a webcam. You're talking to the person live.
Dane Shoemaker:So we're gonna count that as a video. This could also be you know, there's a big trend with, live selling, you know, on social media. Right? So you go on your, you know, live streaming, Facebook, the you know, all the platforms have it now. Right?
Dane Shoemaker:Where you're actually live selling products. I mean, this goes back to things like QVC, right, and home shopping network where people were doing 30 minute infomercials an hour live actual selling on TV. People would call in and and place orders. This is happening online now on social media where you can go live and you're doing the product, and there's a link to basically buy right there. So this is a really effective way, especially for, you know, kinda low ticket, physical products so so they can kinda see it and touch it.
Dane Shoemaker:Right? Or at least see a a live person feeling it and touching it on video. They can't physically do it, but, it's a great way to do that. We also have explainer videos. So oftentimes, explainer videos are going to be typically, they're animated, a lot of times, but I I I suppose they don't always have to be animated.
Dane Shoemaker:But, basically, these are, you know, simple tutorials, you know, that kinda go into how things work. Right? And animations help that a lot better because me talking about a product can only go so far or or really a service, more abstract, processes. I think this is really beneficial for on how something might work. Right?
Dane Shoemaker:How a, a service or, you know, you know, system that you might implement from a, you know, a a coach or a consultant or something like that. Explainers do a really good job at at kind of visualizing that, and that's why the animations are really good for for that person, for that that solution. Right? So, it could be a live person, but oftentimes, it is an animation. And then we'll do testimonials because oftentimes, a testimonial or a case study, or, you know, a ref you know, just any kind of social proof that shows, hey.
Dane Shoemaker:You know, you've sold me on everything. Your company looks great. The product and service looks great. Now let me see some reviews. You know, some reviews on the product, real people using your service, especially when it's been, you know, couple months, maybe even a couple years after they purchase it and they still are like, this is a great product.
Dane Shoemaker:It's a no brainer. Right? I mean, these are these are really powerful videos that can live, you know, separately on your website. Hey. You know, you have your Google reviews, but then a a video of someone talking about your product or service is really powerful.
Dane Shoemaker:You can also incorporate testimonials into a brand story or a mission story or ads or, you know, social media content. Again, there's so much overlap with all this stuff, but this is kind of, like, how we can break it out easily. So from a conversion standpoint, you know, this is it. This person's ready to buy. Right?
Dane Shoemaker:They're they're bought in. They've they've consumed all your content. They saw an ad. They're now a follower on your social media. All of their answers are all of their questions have been answered, and they're ready to buy.
Dane Shoemaker:Right? This is kind of the end of the road for most for most companies. However, really, really, it's not because that's this is where the relationship really begins. Once you convert that person into a customer, the goal really is to continue that relationship. Right?
Dane Shoemaker:Our our best clients at Shoemaker Films are people that we work with on a regular basis. Right? If you're a, let's say, a SaaS company or a software or you're you have any type of subscription, the goal is to continue to, you know, not only retain that customer, but grow that customer as well. Right? And that's where we, you know, we've in 2024, that subscription model is so so prevalent across everything almost to an annoying amount.
Dane Shoemaker:Right? You just wanna, you know, you just wanna buy something. You don't wanna subscribe to a $5 a month thing to get it. But it's in for a lot of businesses, a lot of solutions and products services, it makes a lot of sense. It's kind of a win win for everybody.
Dane Shoemaker:So, you know, this funnel really is more of a an hour class. Right? So once that person buys, the goal now is to, you know, not only expand, but make sure they're adopting. Right? You know, the the persona has been, you know, converted.
Dane Shoemaker:Right? They've already been converted to a paid client or customer, and now they're using the service. You know, we we wanna keep them engaged as a business owner. We want that repeat business. Right?
Dane Shoemaker:And we wanna continue to add value. So, this person, you know, might ask, what else can I can I use x for? Right? Or how can I how else can I use it to improve my business? Or what else do you have?
Dane Shoemaker:You've already solved my pain. You did a great job. Love your your company. Love your product. Love your service.
Dane Shoemaker:What else you got? Right? The goal at this stage is really to, you know, onboard that customer successfully if you're, you know, if there if it's a system or a software solution that you're implementing or or a you're an agency that's, you know, implementing some type of marketing system or something like that. You wanna get them onboarded and adopting that successfully. That's kinda key to number 1, before you start kinda growing that relationship.
Dane Shoemaker:Right? You also wanna keep them using your service. Right? So if you're using a, you know, it's it's a if it's a a web software or a SaaS product, it's a monthly subscription. How do I keep them, you know, engaged?
Dane Shoemaker:Right? Like, you know, or if it's a, you know, wine subscription or a, you know, whatever that is. You just wanna keep keep them engaged, keep keep adding value. Right? And video can help with that.
Dane Shoemaker:So some of the different types of videos here are let's let's call it an onboarding video. Right? So, you know, if you're if it's more of a high touch business that you offer and people subscribe, you know, you are, you know, wanna have some maybe one video, maybe it's a series of videos that kinda help with that onboarding process. Right? That kinda parlays into the tutorials.
Dane Shoemaker:Right? So you, you know, you want to you wanna teach people how to use your product or service or make sure they're getting the most out of it. And you could do that pretty effectively from with video, right, by tutorials. Right? How to's.
Dane Shoemaker:Right? Kinda go back to those explainers, but I would say these are a little bit more deep, than explainers. You're you're it's less selling and more how do you how do you use the product? How do I implement the service? Right?
Dane Shoemaker:You also you know, troubleshooting videos as well. So tutorials and troubleshooting kinda goes hand in hand. So answering, you know, common, questions, you know, if it's, you know, especially if it's a software tool or something like that, you know, a video that talks about how to, you know, solve simple issues that you might have. Obviously, it makes a lot of sense, because that's gonna reduce costs. You don't have people calling or emailing or trying to get, you know, tech support on the line or whatever.
Dane Shoemaker:You have some self help, videos to kinda help the clients resolve those issues on their own. We'll also put, you know, certifications here or online courses because, you know, let's say you have a, you know, a high ticket offer. You know, maybe it's a maybe it's a consulting business or, you know, a some type of you know, really any skilled service that you offer, you can you can offer a a course, or a certification. And you could you know, these are almost an extension of the tutorials or the how to's, but, typically, they're a lot more in-depth. They're typically paid.
Dane Shoemaker:Right? So they might buy your product, but now I wanna go deeper. I wanna kinda have some bragging rights that I'm, like, an expert in your in your product or service or your brand, and you have some type of online course. This is all video. Right?
Dane Shoemaker:This is gonna be video a series of videos that you can create. You can charge whatever you want for them. Right? And, just another way to incorporate video in your business. The courses could be it it the vid could be the bid the business itself.
Dane Shoemaker:Right? And that's that's becoming very common today where you have creators or entrepreneurs or, you know, influencers, if you will, that that are online and they're building you know, they're sharing value through social media, and then they have a paid course. Like, that is what they're trying to convert you to in the first place. So that might be the product itself is the course. However, there are you know, you know, there's other companies out there that, let's just say, again, going back to enterprise software, you have, you know, big communities around, different, you know, software, SAP and things like that, where they might have paid, you know, certifications and things like that around that.
Dane Shoemaker:So, we're gonna throw in ads here as well. So after somebody buys, they're they're they're, you know, a a client of yours or customer using your product or service, the types of ads that, you know, that are attracting new new clients are are are not gonna resonate with them. So you need a separate ad type to maybe in introduce them to other, you know, other products or services that you offer. So if you have multiple things that you sell, you know, you can run ads for different things, to to get them to buy other stuff. And that might be videos on social media, might be videos on TV or whatever.
Dane Shoemaker:Right? Or maybe it's custom videos that you email people, who you know who you know, in your CRM, they're already a they're already a customer, so I'm gonna send an email with a video about another service that we offer. Right? And then I'm gonna throw events in here. Right?
Dane Shoemaker:So, obviously, an event is not a video. But, as people are using your service or your product or buying your products, They're becoming fans. Right? They're you're building a community around your your organization. Live events are a great way to do that.
Dane Shoemaker:Live in person events, but use video to capture that event. Right? It's a great marketing tool, to really extend that entire experience. Right? So let's say you're, again, a running store or shoe store or retailer, you want people to to come in.
Dane Shoemaker:Maybe you have a the manufacturer come in to show off some product, you know, or you're a, you know, a jewelry business, something like that where you have people to come in and check out stuff, a ladies' night, you know, have some drinks or whatever, Use video to capture that event. Right? Once you have the video to to, you know, kind of extend that experience, people had a great night, then they open up their social media, and there's a re kind of a recap of that. That's really powerful. You can also use that footage for those videos to promote the next event that you do.
Dane Shoemaker:So really using video as a way to document things. Right? So that's why that's in there. So that's really it. So, obviously, there is a lot of different uses for video in your your buyer's journey.
Dane Shoemaker:Right? This is just a breakdown of about 15 or so different types of videos and how they fit into, you know, that marketing funnel. There's a lot of overlap. Again, there's rules that we kinda laid out, not necessarily rules, but kind of a a loose framework. There's so much overlap.
Dane Shoemaker:Right? And every person's different, you know, depending on what the product or service is or where they're at on that buying journey, how much research they've done on their own. So that's really it. And Shoemaker Funnels, we can help you with that. Right?
Dane Shoemaker:If, if you're a business owner, you're a marketing team member, and you wanna start incorporating some of these different video elements into your business, reach out to us, and, we'd be happy to help. So thanks for watching today. If you found this valuable, please make sure you subscribe to our YouTube channel. If you're just listening to the the audio podcast, please subscribe for future. Make sure to leave a comment in the description below as well, you know, if you found some value in this or if there's other topics, especially if you wanna go deep on any specific videos that you that we talked about today.
Dane Shoemaker:So thanks for watching. Take care. Thanks for listening today. Shoemaker Lab is an original production by Shoemaker Films LLC. If you enjoyed today's content, please consider subscribing on YouTube, Spotify, Apple Podcasts, and wherever you get your content.
Dane Shoemaker:Follow us on Instagram at shoemaker.films. If you're a business that's either interested in our video production services or would like to be a guest on the show, get in touch by using the contact form on our website, shoemakerfilms.com.