What would happen if an expert in mindset, marketing, sales, and leadership with more than 30 years of entrepreneurship experience were willing to share the principles, playbooks, and processes he and his successful guests had learned with you? It would speed up your success. Welcome to The MindShift Podcast. Join host Darrell Evans and his amazing guests as they help you shift your mind so you can shift your results.
https://www.themindshiftpodcast.com
126: Why Video Marketing Is So Effective [transcript]
Nothing and I mean, "nothing" has helped me accelerate sales faster since 2007 than using video marketing.
I believe EVERY brand, professional service provider and expert MUST (yes, that's a strong word) use VIDEO to maximize ROI in their marketing and advertising.
If you agree and want help, visit: https://www.darrellevans.net/apply-now
00:06 Malcolm Gallagher
Welcome to
00:06
the BVTV network coming to you
00:09
from the UK studios of Best
00:09
Vision. I'm your host, Malcolm
00:12
Gallagher. Now, this is episode
00:12
two in our BVTV trilogy with
00:19
glamorous Las Vegas, Las Vegas
00:19
space marketing expert Darrell
00:23
Evans. Hello again, Darrell.
00:25 Darrell Evans
Malcolm. So good
00:25
to be here again. I love it.
00:28
Love it.
00:29 Malcolm Gallagher
I'm a bit
00:29
disappointed man, you're sitting
00:32
there with books behind you. I
00:32
thought it would be flashing
00:34
lights, you know, as going down
00:34
the strip and things like that.
00:37
Yeah,
00:38 Darrell Evans
Yeah, I've got
00:38
those. They're just on my Google
00:40
Drive, I keep those.
00:41 Malcolm Gallagher
I promise
00:41
myself all the dancing girls as
00:46
well. Darrell, professional
00:46
services, businesses walking at
00:50
last to the need to have
00:50
effective marketing driving them
00:54
forward. Though in the UK, many
00:54
still prefer to call it business
00:58
development, as they dislike the
00:58
word marketing, feeling it
01:02
beneath them. So let's help them
01:02
see the light. What are three
01:05
things professional services
01:05
businesses should do better with
01:09
their marketing? Sorry, business
01:09
development. In 2022.
01:14 Darrell Evans
Absolutely. Thank
01:14
you for asking. That's a great
01:16
question. And I, I couldn't
01:16
agree with you more the phrase
01:20
was at last, at last. And we've
01:20
been now helping companies for a
01:25
little bit over 10 years, 11 and
01:25
a half years now, actually. And
01:28
I think that the first thing
01:28
that they can do is realize that
01:32
the very thing that they love to
01:32
say is the reason people do
01:38
business with them is because
01:38
they like someone like knows and
01:41
trust them. They like to say in
01:41
some way one or all three of
01:45
those things matter. So when we
01:45
talk to them, they agree that
01:49
those things matter. But yet
01:49
they don't prepare a marketing
01:53
plan or strategy to be more
01:53
visible to develop that, like
01:59
know and trust factor. And one
01:59
of the first things we always
02:01
recommend professional service
02:01
companies do is to release their
02:05
expertise on platforms like
02:05
YouTube, Facebook, Instagram,
02:11
etc. Because they know things
02:11
that somebody their ideal
02:15
customer is thinking in their
02:15
head. And if that person is
02:18
thinking that in their head, and
02:18
you show up with an answer, then
02:22
there's this. Again, digital
02:22
transference of trust, and it
02:26
helps to bring and warm that
02:26
person up. Yeah, the second
02:30
thing is,
02:31 Malcolm Gallagher
yeah, isn't
02:31
it exciting, though, this, this
02:34
new technology that we've got
02:34
now that that that doesn't die
02:37
away, you know, like yesterday's
02:37
newspapers, tomorrow's Fish and
02:40
Chip paper, we used to call it
02:40
over in the UK, it doesn't die
02:44
away. So if you've key worded
02:44
it, and you've structured the
02:49
the conversation or the
02:49
presentation of the video and
02:52
everything there, it will remain
02:52
evergreen, won't it?
02:56 Darrell Evans
100% Malcolm,
02:56
these professional service
02:59
providers have been saying the
02:59
same things to their customers
03:03
and their prospective customers
03:03
for decades, five years, 10
03:07
years, 20 years, 30 years,
03:07
they're there. For example, if
03:10
if I'm working with a divorce
03:10
attorney or a Lasik eye
03:15
provider, they have been saying
03:15
the same things and consultative
03:19
sales processes for years. And
03:19
the interesting part about it is
03:24
they they are sometimes
03:24
complaining that their
03:28
businesses aren't developing
03:28
fast enough growing with revenue
03:31
fast enough. But yet, they're
03:31
still resigned to speaking one
03:35
to one mano y mano. And what
03:35
we're saying is with the simple,
03:40
I call it simple, but we are
03:40
carrying in our hands, a device
03:44
that I've been told, or I've
03:44
read somewhere, could actually
03:48
get a spaceship to the moon.
03:51 Malcolm Gallagher
Yes. Well, I
03:51
talked about NASA, when the
03:55
originals went to the moon. It
03:55
was something like a matter of
04:02
case, not megabytes, wasn't it?
04:04 Darrell Evans
That's correct.
04:04
And so what we always say is
04:06
that it just takes seconds on
04:06
your phone to - I just finished
04:12
a meeting prior to our show. And
04:12
the gentleman that I just spoke
04:18
with is a small business owner,
04:18
professional service provider.
04:21
And I left that meeting with
04:21
three myths that he talked about
04:28
things that he believes are true
04:28
that are not true, that I had to
04:32
talk to him about, about his
04:32
particular marketing situation.
04:36
And for me, today, I'm going to
04:36
take those three dialogue, those
04:43
three points of conversation and
04:43
record one minute videos on each
04:48
of them because if he believes
04:48
that they're true, and they're
04:51
not, not because I said so but
04:51
because he just doesn't know
04:56
what I know. Then who else
04:56
believes that those Three things
05:00
are true that could be holding
05:00
them back from their end goal.
05:03
So I'm simply going to record
05:03
three one minute videos with
05:06
those topics, and put those out
05:06
on my socials. Now, to your
05:12
point, they're there now, for
05:12
anyone who comes across my
05:15
brand. And so that's a that's
05:15
just one of the opportunities
05:20
that is missed by a lot of the
05:20
professional service providers
05:23
as it relates to business
05:23
development. But they'll all
05:25
agree again about like know, and
05:25
trust factor. So this is one of
05:28
those ways.
05:30 Malcolm Gallagher
Yeah, I think
05:30
you've hit was your expression
05:34
know, like, and trust is, is a
05:34
proven well known one there. But
05:38
the word trust these days is
05:38
more important than ever. I've,
05:43
I've been around the world. I
05:43
was in Australia this morning,
05:46
Switzerland in the afternoon,
05:46
and obviously, into glamorous
05:50
Las Vegas this afternoon. But
05:50
and wherever you go, the word
05:54
Trust is coming through. Now
05:54
professional service people have
05:59
that advantage already, don't
05:59
they?
06:02 Darrell Evans
I think so. I
06:02
think so. And I think there's, I
06:05
think obviously, today with the
06:05
internet and a lot of business
06:08
owners, they are great at what
06:08
they do. And I think one of the
06:12
challenges if I were to talk
06:12
about a challenge number two,
06:16
and that is obscurity. Yeah. And
06:16
so in some situations, I'm
06:20
hearing from business owners
06:20
that, hey, I'm better than so
06:24
and so who's ranking higher than
06:24
them on Google? Or I'm I, we
06:28
provide more service or better
06:28
service, or we've been around
06:31
longer than X, Y or Z company,
06:31
but we are not getting our
06:36
share. And that is where the
06:36
opportunity to build trust
06:42
faster through these digital
06:42
platforms matters. And so it
06:46
used to be great when you were
06:46
face to face or in small,
06:50
offline communities. But today,
06:50
we actually see a lot of small
06:54
business owners who are really
06:54
good at what they do not getting
06:57
their share, because they're not
06:57
transitioning to this. How do
07:01
you start building those touch
07:01
points, those seven to 12? touch
07:04
points, we talked about? How do
07:04
they do that online? And how do
07:06
they do it effectively? What's
07:06
the right plan and strategy? So
07:09
that's a great opportunity for
07:09
them.
07:11 Malcolm Gallagher
Excellent.
07:11
Yeah. And quickly, what's your
07:13
number three?
07:15 Darrell Evans
So I think number
07:15
three is there is an opportunity
07:19
that's almost always missed with
07:19
us in the world of paid
07:22
advertising. And here's what I
07:22
mean by that. We've all grown up
07:25
watching television, radio,
07:25
we've all seen billboards on the
07:28
side of a freeway or a highway,
07:28
we've seen the magazines, well,
07:32
for years and years and years
07:32
that was out of reach for most
07:35
small to mid sized companies,
07:35
you know, in my city $3,000 a
07:38
month for one billboard on the
07:38
side of one major arterial,
07:41
that's a strong stretch for a
07:41
company that's doing a half
07:45
million or a million. I mean,
07:45
he's just you start chunk, how
07:47
many? How many billboards do you
07:47
need, right, so that can eat up
07:50
your budget really quickly. I'm
07:50
constantly pitched by
07:53
television, television companies
07:53
to do media spins, with my
07:58
clients. And generally, Malcolm,
07:58
this spend is roughly I don't
08:03
want to get too technical, but
08:03
it's roughly $100 to $150 Cost
08:08
Per 1000, meaning for every 1000
08:08
impressions to get the ad shown.
08:13
It's costing 100 $250. Well,
08:13
what a lot of small businesses
08:17
don't realize today is they can
08:17
get those same 1000 impressions
08:21
on platforms like Facebook, and
08:21
Instagram and YouTube for five
08:25
to 10 to $15. And they're not
08:25
taking advantage of, but they
08:31
believe that they've seen an ad,
08:31
they understand television
08:34
advertising, they're like, I can
08:34
afford that. Great. You can't
08:38
afford a $5 $10 CPM to these
08:38
other platforms. And so that is
08:42
the other mistake or the other
08:42
opportunity that is sitting at
08:45
there. I mean, it's at their
08:45
doorstep for a while because
08:50
Malcolm at the end of the day,
08:50
that cost is rising by the day,
08:54
because more and more players
08:54
are coming into that space. So
08:57
they have to jump on it today,
08:57
while costs are still low.
09:00
Otherwise they will be seeing
09:00
you know, online ads and online
09:04
ad costs jumping up to where
09:04
television and radio and
09:07
billboards are so those are
09:07
that's another great opportunity
09:10
that's being missed.
09:11 Malcolm Gallagher
Thanks,
09:11
Darrell. Now let's give viewers
09:13
and listeners details of your
09:13
URL your website address, which
09:17
is in all glory as this is this
09:17
is Las Vegas style, isn't it?
09:21
Come on. Yeah, dressed Vegas
09:21
style. Answer all the viewers
09:25
Yeah, can see that. But
09:25
listeners, it's all the w's all
09:28
the w's Tao rule Evans, and
09:28
Darrell is spelled D a double R
09:33
E double L Darrell evans.net.
09:33
Donald and his team are experts
09:40
in helping companies like
09:40
professional services improve
09:43
their marketing effectiveness.
09:43
Now in episode three, I'll be on
09:47
camera envision talking with
09:47
Darrell about the importance of
09:51
video marketing now and for the
09:51
future. So are you for that
09:54
Darrell?
09:56 Darrell Evans
I can't it's one
09:56
of my favorite topics. I love
09:58
it.
09:58
Let's do it.