3 Reasons Why Your Videos Are Not working

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Hi, this is Liza from Content Maximiser. I was chatting with Dr. Wendy, who owns a couple of dental clinics here in Sydney. During our Business Acceleration Strategy, she said to me “Liza, I spent over $5,000, just on one video, and I made a whole bunch of them, and they’re just not working. Why is that?”

After going through her videos and her content, I thought she was making some very common mistakes that we see a lot of business owners make, they spend a lot of money, investing in videos because everyone says you got to do videos. But they are not following the right structure and the right framework. So I thought I’d make a video explaining the top three reasons why your videos are not working.

Not seeding your services

The first one is, you’re not seeding your services, very often people will start a video saying: Hi, I’m Dr. so and so, today we’re gonna talk about this. Video is such a rich medium. So it is a great opportunity for you to seed your services.

You can see that I’ve done just that here in this video where I talked about who I just talked to, who is our target audience. I talked about the service that she used with us, which is our Business Acceleration Strategy. So you want to seed your service as part of your overall video script, so people know what service you offer.

Not Following the Rule of the Content Trifactor

The next one is, you’re not utilising what we call the Content Trifecta. So what is the Content Trifecta? In order for a video to be successful, you want to have these three things;

  1. Personality
  2. Content
  3. Production quality.

Now, what is really important is that these three things are in the order of importance. Most companies will spend a lot of money on production quality, like what Dr. Wendy has done, spending $5,000 on one video, they got the whole crew, the setup, the production quality is excellent, right? But that is actually the least important part of making a great video.

Now, you want to make sure your sound is good, that’s critical. But in terms of production quality, you don’t need to make a Hollywood production. The most important one is personality.

Now, if you tend to be someone who’s a bit more introverted, then we’re not saying to go all out in front of the camera and be someone who you’re not. But at least start your video with a smile. When you’re looking at the camera, make sure you smile, and when you wrap up at the end of the video, smile. When you smile, it just lightens up the camera, it enables you to connect with your audience. Now, if you do have a bigger and more animated personality, go for it. Showcase that, be yourself.

The next one is the content. You do want to add value to your audience. If people are gonna invest a few minutes of their time with you, you want to make sure that you add value. So you want to make sure that your content is valuable.

And then finally, as I mentioned, is the production quality. You don’t need to go all out and hire a full production crew. These days, a lot of smartphones have a really high-quality camera. So you can utilise that. But you do want to make sure that you have a lapel mic so that it captures the sound and the quality of the sound is good.

No Call to Action

The final reason why your video might not be working as well as you would like is because you actually don’t have a call to action at the end. This is such a common mistake we see when we do audits on our client’s contents. Whereat the end of the video, they just say, I hope you found this useful. See you in the next video.

What you want to do instead is telling your audience what is the action you want them to take. Whether it is to follow you on Instagram or follow you on YouTube or on Facebook. You want them to call you or fill in an enquiry form on your website, download a lead magnet. Get them to do something.

When we look at videos, how we see the job of the video is number one, to validate your capability. And how you do that is either through video blogs or case studies. So you want to showcase your capability.

The other two things that are so powerful when it comes to video content is building connection and building familiarity with your audience. One video is not gonna do the work, three videos are not gonna do the work, not even 10. What you want to do is you want to create video contents consistently, every single week. And over time, your audience is gonna get familiar with you because obviously, you’re gonna share this on social media. And then when you have got a solid social media strategy to distribute your video content, that’s very powerful. And what you want is that over time, your audience in your neighbourhood is gonna get familiar with your voice, with your face, with your smile.

Then one day, when they have a need for the service you offer, you become the natural provider of choice. And that is why we love using videos for our clients. And we actually map the whole strategy together for them.

Let me share with you a story. One of our clients, Dr Fang, he said to me, “Liza, you know, people are now coming to me asking specifically for me for very involved procedures like dental implants, because they watched my videos over the last few months on IGTV and Facebook.” And with stories like this, we just hear them over and over again, where our client’s prospective patients will watch their content, they become a lot more educated, and then when they’re ready, they reach out to our clients to engage them for their service.

So that is an example of a video marketing strategy that works. They don’t need to have thousands and thousands of views, but you want a video that is gonna number one, showcase your capability. Number two, build connections. Number three, build familiarity with repetition.

I hope you found this video useful. So if you are making video content, and they’re not quite giving you the results that you’re after, or you’re thinking about investing in content marketing and video marketing moving forward, we’d love to help.

We do offer a complimentary marketing audit for our prospective clients. Where we’ll go through your website, we’ll go through your content together, we’re gonna identify the gaps on what’s missing and why you aren’t getting the results. We will also help you find some low hanging fruits to get leads quickly.

In addition, we’ll show you our market leaders blueprint, which is the exact strategy and framework that we use to help our clients get the results that they get. And the goal of our market leaders program is to help you double your business in three years or less. So if this sounds like something that you could be interested in, then feel free to fill in the enquiry form on our website, or direct messages on social media. And we’ll reach out and organise the time with you. I hope you found this video useful and I look forward to seeing you in the next video.

 

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In the 2nd month of launching the site, we have 10X our traffic and double the quality leads we are getting. It has been our biggest month in the clinic so far.

Dr. May Chan
Dentist & Co-Founder, BDS (Adelaide), FICCDE (Ortho), Dental Boutique
Content Maximiser is a full-service digital team of experts who not only creates and develops online strategies, but also helps bolster the company’s online reputation and works to optimize all online content for search.

Cecilia Chan
Marketing Manager, USANA Health Sciences

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